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141 - What AI Thinks About You — Dixon Jones Reveals What ChatGPT Really Knows About Your Brand
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In this game-changing episode of the SEOLeverage Podcast, Gert Mellak is joined once again by SEO pioneer Dixon Jones (founder of Majestic, InLinks, and now Wake – What AI Knows About You).
Together, they explore how search engine optimization has evolved beyond rankings and backlinks — into a world where LLMs (Large Language Models) like ChatGPT and Gemini are shaping brand perception, traffic flow, and user journeys in real time.
You’ll discover:
Why mentions without links now influence AI more than traditional SEO signals
How your brand could be misrepresented — or even misunderstood — by AI tools
What it really means to “optimize” in an era of zero-click search and AI-driven overviews
How Wake helps uncover the semantic gaps between your site and your market
The importance of building topical authority outside your website
Whether you're a seasoned SEO, a digital marketer, or a business owner trying to stay ahead of the curve, this episode will give you a new perspective on visibility, trust, and search in the age of AI.
Podcast Highlights:
13:45 – 15:20 SEO Has Changed—And It's Not About Clicks Anymore
Dixon explains how the core of SEO is shifting from driving website clicks to influencing what AI systems understand about your brand. This moment introduces the powerful idea: "SEO is now about what AI knows about you."
6:35 – 8:30 - How Microsoft Lost Control of Its Brand Narrative
Dixon shares a real-world case where Microsoft.com blocks Gemini from crawling its site—leading AI to form opinions based only on third-party content. A striking lesson in why brand visibility in AI matters more than ever.
2:59 – 4:20 - The Real Risk of Ambiguity in AI: The Hennessey Example
Dixon explains how an SEO agency's brand name, spelled similarly to a well-known Cognac, led LLMs to misclassify it — showing how context and clarity are vital for AI interpretation.
10:15 – 11:25 - The Rise of AI-Only Purchase Journeys
Dixon recounts spending £2,000 on a high-performance PC without ever clicking a website—researching, validating, and buying entirely through LLMs. A powerful real-life example of zero-click search in action.
24:00 – 25:40 - Your Website Alone Is No Longer Enough
Gert and Dixon discuss how LLMs pull from multiple sources—not just your website—to build brand understanding. The takeaway: to influence AI, you need consistent signals across the web.
35:49 – 37:30 - Fixing AI Misunderstandings Is the New SEO Priority
A single mistaken review labeled InLinks as a rank tracker—and LLMs picked it up as fact. Dixon shows how correcting small details in third-party content can instantly clean up your AI reputation.
Links:
Official Website 👉 https://dixonjones.com Learn more about Dixon, his background, speaking engagements, and how to get in touch.
Wake (WAK) – What AI Knows About You 👉 https://wak.io The central tool discussed in the episode. Wake analyzes what large language models (LLMs) know about your brand — and helps you close the gaps.
InLinks – Entity SEO Tool 👉 https://inlinks.com Dixon’s previous SEO technology focused on entity-based optimization and internal linking powered by natural language processing.
Majestic – Backlink Analysis Tool 👉 https://majestic.com Dixon was formerly CEO of Majestic, a leading backlink and trust flow analysis platform.
Guest Website Info:
Name: Dixon Jones
Role: CEO & Founder of Wake (WAK) | Former CEO of Majestic | CMO at InLinks
Website: https://dixonjones.com
Contact: https://dixonjones.com/contact/
About: Dixon Jones is a pioneer in the SEO industry with over two decades of experience. He led Majestic, one of the most trusted backlink analysis tools, and later helped develop InLinks, a cutting-edge entity SEO platform. His latest project, Wake (What AI Knows About You), helps brands understand and influence how large language models (LLMs) perceive them online. Dixon is widely recognized as a thought leader in semantic SEO, brand authority, and AI-driven search visibility.
Connect with Gert Mellak:
Website: https://seoleverage.com/
Email: [email protected]
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