Dan Petrovic is the founder and director of DEJAN, an Australian search agency that has been operating for more than two decades and is widely known for its technical depth and experimental approach. He has been working in SEO since 2000 and is recognized for pushing beyond conventional optimization by studying how search engines and language models actually work under the hood.
In recent years, Dan’s work has focused heavily on AI-driven search, machine learning, and brand visibility within generative AI systems. He applies concepts such as mechanistic interpretability, model steering, and language model association analysis to understand how AI systems perceive brands, products, and services, and how those perceptions can be influenced. His AEO framework is used to optimize brand presence in AI search environments rather than traditional rankings alone.
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Dan is also known for his research into Google’s internal systems, having received two Google awards for uncovering exposed APIs and internal mechanisms related to search. His work consistently emphasizes data, discovery, and testing, combining rigorous experimentation with practical applications for large global brands and e-commerce businesses.
As a speaker, Dan regularly presents at international conferences on the future of SEO and AI, covering topics such as LLM-based brand perception, AI-first search behavior, and the evolution of SEO beyond rank tracking. His talks are known for revealing real workflows, tools, and frameworks rather than abstract theory, positioning him as a leading voice in the transition from traditional SEO to AI-era search visibility.
