In this age of AI Overviews and LLMs, even SEOs themselves are struggling to keep up with the pace of change. One day your brand appears in an AI Overview or an LLM, the next day, it’s gone. You find out certain web sources that were being referenced in responses and you try to gain visibility there but after few days, all those sources are replaced by new sources. The volatility is real and it’s happening faster than traditional SERP changes ever did. For us as SEOs, it’s already tough to monitor, analyze, and adapt to these constant shifts. But the bigger challenge? Helping clients understand why their visibility keep fluctuating so frequently? We’re no longer just explaining Google rankings, we’re trying to decode the logic of AI systems that are still evolving themselves. The main question now is: how do you manage client expectations in this new world where AI visibility is not stable but dynamic? Please share in comments! #SEO #AI #LLM #Google
Rahul Kumar
1d
I make it a point to clearly explain to my clients how AI-driven visibility is dynamic, and that SEO alone can’t be the only growth lever anymore. Alongside SEO, I encourage them to diversify optimizing for other platforms and building referral traffic from niche websites. This way, they’re not overly dependent on one channel and can sustain visibility even as AI-driven search evolves.
So true! The hardest part isn’t just adapting as SEOs but making clients understand that AI-driven visibility is dynamic, not fixed like traditional SERPs.
I think the real challenge isn’t only about managing client expectations — it’s about reframing the conversation entirely. With AI Overviews and LLMs, visibility is no longer a fixed “ranking position” the way we’ve always measured it. It’s more like share of presence across dynamic narratives, which is closer to PR or brand positioning than classic SEO. Instead of treating volatility as a problem to “fix,” maybe the opportunity is to guide clients toward a mindset shift: visibility in AI responses is fluid, and success might be better measured by breadth of influence across multiple sources rather than holding on to one position. That moves the SEO role from just tactical optimization to something closer to information architecture + brand storytelling in AI ecosystems.
Your observation that AI Overviews pull in different sources every few days really highlights the volatility of these features. What strategies have you found useful for explaining this fluctuation to clients who expect consistent visibility?
Rajeev Kumar
2w
These AI shifts feel like the old Panda/Penguin updates—just way faster. Clients still expect stability, but I’ve started framing it as: we can’t control the fluctuations, we can only build authority so we’re less shaken by them. Anyone else shifting the conversation this way?
Sunil Kumar
2w
Agreed Manish Sir. but the transparency about AI volatility and focusing on fundamentals helps clients stay grounded.
Мohit Kumar
2w
Currently, we are on the same ship. We are seeing many uncertainties in this. Some clients understand the planning for enhancing brand mentions, and they are up for running digital PR or enhancing the overall brand visibility across multiple channels. But some are like "you are doing SEO and we are paying for it, you must need to do it no matter what". And surprisingly, they are not willing to invest in other verticals. So, it is a bit challenging.
Totally agree! The volatility of AI Overviews and LLMs is making it challenging to keep clients informed. One approach I've found helpful is to set realistic expectations and focus on broader trends rather than daily fluctuations. Also, using analogies to explain the dynamic nature of AI systems seems to help clients understand the complexity. How are others handling this?
SEO & PPC Practitioner | Performance Marketer | (Learning is Continuous, education is unending)
2wYes u r right this is the real issue