Monetizing Your Mental Capital, Season 3, Episode 2. Host: Will Christensen. Guest: Norm Farrar. Recorded December 2025.
Is AI actually "seeing" the keywords in your Amazon listing images?
In this episode of Monetizing Your Mental Capital, Will Christensen sits down with Norm Farrar, who has built multiple eight-figure brands on Amazon from scratch and runs an agency building brands for sellers of all sizes.
Norm breaks down Answer Engine Optimization (AEO): how AI search reads your listing and what to fix. He covers the 50/70 title formula, running every listing image through an AI to confirm it describes your target keywords, short mobile-first bullets, and turning A+ content into intent-based FAQs.
Then he goes off Amazon: why 25 backlinks from 25 different domains move the needle, why press releases are one of the best citation sources for Google News and LLMs (and what separates a cheap release from a good one), and how schema helps AI understand your brand's website (plus his take on LLMs.txt). If your listing optimization still looks like 2021, this is your checklist.
Note: Since this episode was recorded, Google's AI optimization guide (updated June 15, 2026) says Google Search does not use llms.txt or need any special machine-readable file to show a site in Search or its AI features.
In this episode
- 00:00 Intro
- 00:53 AEO: what's working in AI search
- 04:20 The biggest misconception and the 50/70 title formula
- 05:32 Make sure AI sees your keywords in your images
- 10:06 Damascus knife case study
- 12:32 More ways to get keywords into your images
- 16:41 Short bullets and FAQ-driven A+ content
- 19:17 25 backlinks from 25 domains
- 22:04 Press releases, citations and EEAT
- 28:14 Schema, LLMs.txt and final advice
Connect with Norm
- LinkedIn: https://www.linkedin.com/in/normanfarrar/
- Website: https://normanfarrar.com/
Resources mentioned
- ProductPinion (image checker): https://productpinion.com/
- Skill Leap AI (now part of Futurepedia): https://www.futurepedia.io/ai-education-platform
- Answer the Public: https://answerthepublic.com/
- Yext: https://www.yext.com/
