Search Engine Land published 5 strategies for increasing AI visibility without messing up your SEO on July 30, 2026, asking five practitioners how organizations should approach being surfaced by AI systems without damaging the search performance they already have. Jared Starkey, then Strategy Lead in our Growth practice, is quoted throughout, alongside Lily Ray and Avinash Kaushik.
His argument is the one we build on. “Two years ago, the target was the page,” he told the publication — written to rank, and measured on keyword density, backlinks and position. The target now is the passage: retrieval systems lift a self-contained chunk of content to answer a question, frequently without the reader ever arriving at the page it came from. Content that only works in the context of the page around it does not survive that.
The trap he names is treating a good Google ranking and a citation by a language model as the same result. They are produced differently, they fail differently, and a strategy that assumes one delivers the other tends to deliver neither.
The piece names the firm as Oomph, which is what it was called when the work behind those answers was done. Oomph, Inc. is now Pare & Co.
Via Search Engine Land. Further reading: Growth and Strategy.