In this session, Mike will unpack a core mismatch that’s catching even strong SEO teams off guard: the channels that drive the most traffic to your site are often not the channels AI systems rely on for citations and recommendations. He’ll use insights from SE Ranking’s Research Team to show why “Top 10 rankings” and “big referral sources” don’t automatically translate into AI visibility, then introduce the idea of citation equity—how brands can unify their SEO foundation with social activity and broader discovery channels so they become reference-worthy, not just clickable. Expect a practical framework for spotting where you’re over-optimizing for hollow clicks, where you’re under-investing in AI-influencing sources (like community and social platforms), and how to build a visibility strategy that works across classic search and AI answer layers.