03/25/2026
Last week at the Baltic-Nordic SEO Summit, I had the opportunity to share the stage with some incredible speakers, including my good friend Michał Suski Head of Innovation at Positive Surfer
One of the standout moments for me was Michał’s talk. He broke down a lot of the myths we’re all hearing right now about search visibility in LLMs, what’s real, what’s noise, and where things are actually headed. It was one of those sessions that makes you rethink how you're approaching SEO in this new AI-driven landscape.
I took a ton of notes and turned the biggest takeaways into a blog post to help simplify and share what stood out most.
If you're trying to understand how AI is really impacting search (and where to focus), this is worth a read.
Check out the full post in the comments 👇