Don’t Dump LLM Visibility on Your SEO Team

Here’s an uncomfortable conversation no one wants to have with their CMO.

When AI visibility became the next big metric to chase, most marketing leadership did what felt instinctively logical: handed it to the SEO team. Rankings, citations, mentions — that’s what SEOs do, right?

Wrong instinct. And in this episode, Miruna explains exactly why.

LLM visibility isn’t a ranking problem. It’s a brand perception problem. When you audit why your company isn’t being cited by AI, what you often don’t find isn’t a technical gap — it’s a positioning gap. A signal that the market doesn’t fully understand who you are, what you’re best at, or why you matter. That’s not something an SEO team fixes with an outreach campaign and a few listicles. That’s a CMO problem. Or — as Mordy points out — a CEO problem, because the CMO is usually just absorbing pressure from above.

Miruna shares a candid example from Planable’s own experience: their LLM audit didn’t reveal a citation problem. It revealed that the market still perceived them as a niche collaboration tool, not the fully equipped platform they’d since become. The SEO team was never supposed to fix that. It was always a brand repositioning conversation that no one had escalated to the right level.

Laura Little, founder of the British Chick Marketing Agency, joins to answer the question that makes a lot of org charts uncomfortable: if LLM visibility is just a symptom of brand visibility, then who should actually own it?