Nils Reimers: What Do SEOs Have Right (and Wrong) About AI & LLM Optimization?

Too many SEOs are guessing (or worse spreading known misinformation for LinkedIn clout) about what actually helps being cited in LLMs like ChatGPT, Claude, Perplexity, Gemini etc. Let's stop doing that - I wanted to talk to Nils Reimers, the inventor of "Sentence BERT" and an expert in LLMs, natural language processing and more to sort out truth from fiction. LOTS covered in this episode! Nils Bio (via Claude) Nils Reimers is the inventor of Sentence BERT, the research breakthrough that made semantic search scalable and now underpins how companies like Google, Netflix, and OpenAI understand and retrieve information. He currently works at Cohere, where he focuses on building large language models for enterprise use cases, including custom multilingual models for global companies like Fujitsu and LG. Work with me on SEO, AI Search, YouTube and Organic Visibility: ⁠ Covered this episode! Chapters auto generated by Riverside : 00:00 The State of SEO in the Age of LLMs 12:08 Understanding BERT and Sentence BERT 21:41 SEO Strategies for the Future 28:42 Cohere and Multilingual Embeddings 34:14 Re-Rank Models and Their Impact 35:31 Balancing Speed and Quality in SEO 36:01 Optimizing Content for LLMs 39:32 Engagement vs. Directness in Content 40:30 The Evolution of SEO Practices 43:32 The Challenge of AI-Generated Content 46:51 The Role of Schema and Structured Data 48:37 Understanding LLMs.txt and Its Relevance 50:14 The Problem of Training Data Quality 52:40 The Potential of Video and Audio Sources 55:17 Strategic Shifts for Businesses in the AI Era 01:00:03 The Future of Jobs in an AI-Driven World 01:05:36 AI Tools and Their Impact on Work

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Nils Reimers: What Do SEOs Have Right (and Wrong) About AI & LLM Optimization? is an episode from Experts On The Wire (An SEO Podcast!) by Dan Shure (SEO).

This episode is 01:11:13 long.

This episode was published on Mar 23, 2026.

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