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About This Webinar
How AI systems select, trust, and cite web content.

Instead of simply ranking pages, these systems retrieve and synthesize information from multiple sources to generate answers—often citing only a handful of domains. For experienced SEOs, the key question is no longer just “How do I rank?” but “How does my content become a trusted source for AI retrieval?” This session explores the mechanics behind AI answer generation and examines the signals that influence which sites get surfaced, referenced, and cited in LLM-powered search experiences.

Key Takeaways
  • Understand how AI answers are generated using retrieval and synthesis models
  • Learn the signals that influence how LLMs select and trust sources
  • Discover why topical authority, structured content, and brand signals matter more than ever
  • Identify the content patterns most frequently cited in AI-generated responses
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Wayne Cichanski
Vice President Search & Site Experience, iQuanti
Wayne is a digital marketing executive, thought leader & expert in search strategy and site experience, as well as an international speaker with over 28 years of experience in digital marketing, web strategy, and search.

Wayne heads the global SEO and site experience practice at iQuanti, an award-winning digital marketing agency. Wayne has worked with leading enterprise clients such as American Express, Chase, Discover, Goldman Sachs, 3M, Honeywell, and Mayo Clinic, and his writings and blogs can be found in publications like Search Engine Journal, Search Engine Watch, Inc., CMO.com, and The Wallstreet Journal.
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Danny Goodwin
Editorial Director of Search Engine Land & Search Marketing Expo
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