We have reached the peak of the AI search hype cycle. Lately, for those of us in the search marketing industry, it feels impossible to open any social media feed without being flooded with posts or ads about how brands not investing in GEO will be invisible in AI search. I made this collage of some of my favorites from the past few months: Along with all this excitement about AI search comes a lot of bad advice, largely stemming from a lack of information about how LLMs actually work, and/or a lack of SEO experience which, as it turns out, is vital for earning and sustaining visibility within AI search responses.…