SEO and AI Visibility Workflow Series

I heard that Kasra Dash was going to be speaking at CMSEO 2026 and I can't make the conference this year. Actually the last time I was in Chiang Mai was right before Covid in 2019 right after my son's bar mitzvah (I flew out the next night).

I decided to do some research on what he's probably going to talk about and see how close my analysis comes to his SEO and AEO Visibility Workflows.

Kasra first spoke at CMSEO in 2023, when much of the SEO conversation centered on website recovery, link building and rebuilding organic performance after a decline. Those concerns have not disappeared. Technical health, links, content quality and search visibility still matter. But the search environment surrounding them has changed significantly.

By 2026, the conversation has moved beyond recovering rankings in Google. Professional service firms like lawyers, CPAs, consultants, coaches, and ultimately pretty much any other business with a front-facing web presence, must now consider how search engines, AI assistants and answer platforms understand, evaluate and recommend companies and individual experts.

What I could find online from Kasra's published articles, blogs, and even videos indicates that he has made a similar transition. His work increasingly focuses on entity SEO, topical authority, semantic relationships, internal linking and the signals that help machines understand what a business is known for. Rather than treating every page, keyword and backlink as an isolated SEO asset, his approach looks at how the pieces combine to create a recognizable and authoritative entity.

That shift is especially important for professional services firms, of which my digital marketing agency (www.getvisible.com) is also included. Lawyers, accountants, consultants, doctors, financial advisors and other professional organizations are not simply trying to rank a service page. They are asking a prospective client to trust their judgment, experience and ability to handle a consequential problem. For these firms, visibility depends on more than whether a website contains the correct keywords. Search engines and AI platforms must be able to determine:

• Who the firm is
• Which professionals are associated with it
• What services and topics the firm is qualified to address
• Which industries, locations and client problems it understands
• What evidence supports its claims
• Whether independent sources confirm its expertise
• Why it should be considered or recommended over competing firms

My team's analysis found that Kasra's approach (from what I could find) provides a strong strategic foundation for answering the first part of this challenge: helping machines understand a business as an interconnected entity rather than a collection of keywords.

However, understanding alone does not guarantee trust, preference or recommendation.

A company may be clearly understood by an AI system without being viewed as the most credible option. It may publish content across an entire topic without offering anything distinctive. It may demonstrate relevance without providing enough proof that its claims are true. It may also gain search visibility without generating qualified leads or meaningful revenue.

For that reason, this workflow study is my attempt to expand Kasra's underlying system into a broader professional services visibility model. It combines traditional SEO with Answer Engine Optimization, entity development, expert positioning, evidence creation, third-party validation, AI platform testing and commercial measurement.

The workflow moves through five levels of visibility.

Use this workflow to become:

• Easier to find in traditional search
• Easier for AI systems to understand
• More likely to be cited or recommended in AI-generated answers
• More credible when a prospective client researches the firm
• More likely to convert visibility into consultations, inquiries and revenue

Publish more content which is clear, credible and well-supported body of evidence around:

• Who the firm is
• What it does
• Who it helps
• Where it operates
• What its professionals know
• Why the firm should be trusted
• Why someone should choose it over another provider

Professional services firms sell (1) judgment, (2) experience and (3) trust. The entire visibility system must be built around those three things.

Authoritative references behind this workflow:

• Google Search Central: helpful content and E-E-A-T
• Google: introduction to structured data
• Google Business Profile: local presence and reviews

Want help putting this into practice? Request a free site audit.