Technology development continues to move at an incredible pace compared to years prior. Not only is it reshaping how industries are run, but it has also significantly changed how people search for the information they need online.
More and more people have become accustomed to using AI-driven tools to answer their questions and automate different processes. Chatbots like ChatGPT, Windows Autopilot, and Gemini have all but replaced search engines when it comes to a user’s go-to for information.
For brands used to the traditional methods of attracting new customers, especially when it comes to SEO tactics, the inclusion of AI technology across various search engines has muddied the waters when it comes to digital marketing. With AI tools providing answers directly to users, there are fewer chances for individuals to stumble across new websites as they conduct their own online research.
As this trend continues to grow, it’s essential for businesses to focus their efforts on getting listed in AI platform responses. In this article, we’ll cover all of the necessary strategies involved in achieving this.
Why Being Mentioned by AI Platforms Matters
The Rise of AI Search Assistants
There are new AI search tools showing up every day, each of which has its own set of helpful features that let users have a more unique search experience.
- ChatGPT - This tool was one of the first publicly available generative AI tools that leveraged current search engine data to help create user responses. The information gathered was primarily from Bing at the beginning, but has since expanded its data collection methods.
- Perplexity AI - This platform was built as an AI-powered search engine that leverages conversational search as one of its primary features. This allows users to ask follow-up questions on the information they’re given, just like they would another person.
- Claude - Anthropic AI developed this tool and leverages Large Language Models (LLMs) to provide highly relevant and accurate responses based on user inputs.
How LLMs Source and Reference Information
Unlike how traditional search engine crawlers function, AI tools that leverage LLMs use highly advanced prediction algorithms to provide the most relevant results. They analyze the information provided to them by users and cross-reference it with their training data. Then, they provide responses by calculating the most logical sequence of words.
Unfortunately, though, because the data sets used to train most LLMs are so significant, it can be hard to know exactly where the information provided was sourced. To help get past this limitation, many modern tools are now using Retrieval-Augmented Generation (RAG). RAG allows tools to perform a targeted search the same way other AI tools do, but uses up-to-date snippets of information found on other external sources. When they do this, they will typically provide a link to the source from which it was obtained.
Visibility, Trust, and Authority in the AI-First Era
Making your brand visible online used to have a standard set of rules and best practices to be successful. Even with Google’s regular algorithm updates, most digital marketing professionals have been able to follow certain SEO criteria to help improve their chances of becoming more visible in search engines. However, over the years, there have been more nuances associated with AI-first search experiences.
Now, increasing “visibility” online means finding more ways to be referenced in AI-powered search results. Getting these placements typically means brands need to continue to build more trust and authority online. AI tools are trained to gather information from sources that are most likely to be accurate and high-value for users. This means following Google’s E-E-A-T (Experience, Expertise, Authority, Trustworthiness) has become even more critical.
How AI Platforms Find and Choose Information
AI Indexing vs Traditional Crawling
While there are some similarities with how search engines and AI platforms search for information, there are also differences to consider.
Traditional search engines use crawlers that scour the web looking for new content to reference for users. When they find new pages of content, the crawlers will scan the context of each page and eventually index them within the search engine. Because of the large amount of online information, these indexed pages will eventually be ranked on search engine results pages (SERPs) and will appear in random orders when users search for information relevant to what's on these pages.
AI crawlers, however, function differently. In most situations, AI tools will train on a large amount of data and provide generated answers based on “all” the information they’ve collected. In other cases, they’ll use RAG processes to take snapshots of the information they find outside of their data sets.
While both AI platforms and search engines leverage data when providing results to users, the accuracy and timeliness of the data can vary considerably between the two, depending on how the AI tools are designed.
The Role of High-Authority, Well-Structured Public Content
Modern AI tools are designed to leverage external sources that they deem to be authoritative, relevant, and trustworthy. In many cases, this information can be found on web pages that are already ranking high on search engines since these types of pages typically meet Google’s strict guidelines for helpful content posting.
However, besides being viewed as a credible source for AI algorithms, the way your content is structured also comes into play. AI tools need to be able to quickly understand what the information on your site is about in order to reference its context in the results it generates. Using formatting structures like titles, headings, and bullet points to help break up text and highlight key points helps tools do this.
The primary goal here is to keep branded content comprehensive enough that it adds real value to the user, but also readable enough so it can be quickly scanned and referenced.
Optimize Your Website and Content for AI Discovery
If you want your website to appear more in different AI tools, there are some important steps you’ll want to take to help improve your content discovery:
Publish Clear, Factual, Easy-to-Parse Content
AI tools are designed to be as helpful as possible to users. Because of this, they often prefer to reference content that’s easy to understand and reference. For brands, this means structuring information on the site so it’s not filled with confusing industry jargon and is presented in a way that most readers can understand.
Trying to get away from using overly formal tone and sticking with conversational writing is a good way to achieve this goal. This also includes listing direct questions and answers in the content. When structuring the content itself, try to keep paragraphs focused on the main idea and takeaway. This helps the content flow more easily and helps AI tools extract larger chunks of data.
Use Logical Structure (H1, H2, H3…) and Bullet Points
Creating a clear, logical structure on your website is very important when trying to get your branded content referenced on AI tools. To achieve this, you’ll first want to create a clear outline of all the content you create. Then, leverage header tags (H1-H6) as well as bullet points to help organize this content.
When you structure your webpages in this way, it makes it easy to add features like an interactive table of contents that make it easier for readers to access the information that’s most important to them while also creating scannable content segments for search engine crawlers and AI tools.
You should never underestimate the importance of bullet points as well. These are the perfect solution for breaking down more complex lists, which are often requested when users interact with AI-powered search tools.
Create Concise, Quotable Definitions and Summaries
Whenever possible, you want to always incorporate concise content summaries for all your published articles and blog posts. Some common ways to do this are to add a “TL;DR” (Too Long; Didn’t Read) or “Key Takeaways” section to all your pages. These give you the perfect opportunity to create your own rich snippets that improve the user experience and keep your content scannable.
As you write sentences and summaries, try to keep each sentence to 40-60 words. This is what will help to keep your readability scores down and make the information easier to digest. Another way to increase the likelihood of having your content featured in AI results is by clearly outlining where these summaries begin and end. This can be done by adding statements like “In summary,” “Step 1,” or “Key features.”
Embed Data, Examples, and Visuals (Charts, Tables) Where Relevant
Adding various forms of supporting information is a good way to help your content seem more credible. This can be done by looking for strategic locations where you can add charts or tables with statistics or summarized key points.
Any time you can embed helpful data points or real-world examples, it helps to add more value and authoritativeness to your content. AI tools love to see this when referencing information, as it limits the number of separate sources they need to use when generating helpful results for users.
Visuals can also make a huge difference for users. When you purposely add helpful charts, diagrams, or infographics to your content, as well as descriptive alt tags for each, it makes it much more engaging for readers and adds additional context to search engine crawlers and AI tools on what your content is actually about.
Implement Structured Data and Build AI-Friendly Signals
Besides the forward-facing elements of your website, there are some other important elements you adjust below the surface to signal to AI platforms that your content is worth referencing.
Use Schema Markup
Schema markup allows you to categorize your content so that it can be used in different ways by search engines and AI tools. It’s a basic HTML code that references the type of information you’re providing and how it should be classified. Some of the most common scheme markup types include:
- FAQPage Schema - This markup is commonly used in content blocks designed for Frequently Asked Questions (FAQs). AI tools regularly reference these to provide quick, concise answers to user questions.
- HowTo Schema - This markup is used for step-by-step guides, recipes, installation instructions, or any other type of content designed to walk users through a series of steps.
- Organization Schema - This markup is used to define different elements of a company or organization. It can be used to help classify various business assets, like a business name, logo, or local contact information.
- LocalBusiness Schema - This makeup is helpful for brick-and-mortar stores or any other business type that relies on foot traffic. It helps to reference local information for the organization, including street address, phone number, and business hours.
Highlight Author Credentials and Source Citations
Part of meeting Google’s E-E-A-T guidelines is to make your content appear like it’s written by experienced individuals who are experts in their field. One way to do this is to highlight your author's credentials as well as to clearly source your citations.
When creating an author bio, try to avoid using basic or overly short summaries. Use this space to create a biography that highlights all of the relevant experience the author has in their field, including any relevant professional certifications they have or achievements worth mentioning.
Another thing to be mindful of is the need to always credit others for their ideas or industry perspectives. Even if you’re not quoting a blog or article directly, you should give proper attribution anytime you use their information to help create your own content.
Maintain an Active, Trustworthy “About Us” and “Contact” Page
One of the best ways to develop more trust and credibility in the content you create is by always being transparent. This can be achieved by making sure you create an “About Us” or “Contact” page on your website.
Your “About Us” page is the perfect place to use when trying to share your brand story. It lets you clearly explain what your business is all about. Use this area of your site to explain the core values or mission of your business and outline the various experience levels of your team.
On your “Contact” page, make sure you provide up-to-date information on how individuals can reach your business or relevant contact. This should include the company address, phone number, email address, or a contact form.
Publish Content Formats AI Models Prefer
When AI models look for relevant information to source, they often have specific content features they look for. Typically, this is content clearly labeled as definitions or instructional content.
Focus on “What is [X]?” and “How to [Do Y]” Style Pages
If you consider how the majority of people use AI assistants, most of them are asking straightforward questions that typically begin with “what” or “how.” Designing web pages specifically focused on answering these types of questions can help your site be viewed as more helpful by the tools.
In your “What is…” style web pages, focus on creating comprehensive but concise answers to the question above the fold. While you can always provide supporting context to your definitions, you should make sure that questions are answered as quickly as possible, so users (and AI tools) don’t have to struggle to find the key points.
Any time you’re creating step-by-step or how-to guides, be sure to follow a clear and easy-to-understand structure. Be sure to clearly mark where each step begins and ends, and make strategic use of headers and bullet points to keep all the sections you create actionable for the reader.
Create High-Value Lists, Resource Guides, and Glossaries
As you start structuring your content, start to think about the way someone would naturally research the topics you’re discussing. For example, incorporating a high-value list like “Top 5 Tips” can be really helpful when showing readers how to complete certain tasks or get more value out of products and services.
Creating in-depth resource guides can also be helpful for creating a linkable asset that search engines and AI tools can use for reference, especially when trying to provide more complex instructional content for readers.
Glossaries are another useful tool you shouldn’t forget about. Even though providing pages that do nothing but define topics may seem like they don’t add a lot of value, the truth is, these are regularly referenced by AI tools when answering “what is” questions from users.
Invest in Formats Hard for AI to Replicate
If you really want to help your content stand out from others, look into developing content formats that aren’t easy for AI or other content creators to replicate. This can help you build more authority and improve your chances of having your content referenced in generated AI results.
Video streams and podcasts are a great example of this. The natural language used in discussions and the unique perspectives offered are hard to replicate and can easily be transcribed to train various AI algorithms.
Publishing your own research materials is another way to make your content more unique and valuable. This is a great opportunity to position your brand as an authority on certain topics and back those claims up with verified research published on other reputable websites.
Build External Authority Across the Web
AI tools often look for website sources that are linked multiple times from other reputable sources. For brands, finding ways to get their website referenced in multiple locations can be a helpful way to get listed in AI results.
Get Listed in Trusted Directories, Wikis, and Review Sites
To start building a more trustworthy web presence, start by making sure all the business information listed on your website is accurate and consistent. This helps to ensure that you’re able to maintain consistency when getting your information referenced online.
Anytime you have your site added to major online directories, be sure that they’re relevant to your business and that all your profiles are accurately set up. Actively monitor all of the directories your business is listed on, and if you’re given any feedback by the platform or its users, make sure you respond to it quickly.
Another way to increase your brand’s external authority is to be an active contributor on wiki pages and review sites. This helps to associate your brand as a helpful resource, not just another self-serving company.
Collaborate with Influencers and Media to Get Referenced Publicly
If you’re able to get a vote of confidence from other high-authority sources such as social media influencers or popular media outlets, it can help to create powerful signals to both search engines and AI tools that your content is worth linking to.
However, rather than waiting for these social signals to happen organically, there are steps you can take to expedite this process. Reaching out directly to various journalists or influencers to establish a working relationship can be a great way to gradually increase the number of mentions your brand gets across different digital channels.
Joining podcasts or webinars and contributing to industry reports is another way to get your brand associated with trusted sources.
Train AI Platforms to Recognize Your Brand
Although you won’t be able to directly train different AI platforms, you can take certain steps to help AI models more consistently recognize your brand.
Use Your Brand Name and Offering Consistently Across the Web
Considering how much information is available online, from time to time, AI tools may mistake the origins of certain information. To avoid this from happening, your brand needs to have a certain amount of consistency. This includes the brand name you use, product or service titles, descriptions, and your directory listings.
When you create more consistent brand messaging across all your digital channels, it makes it more difficult for AI tools to mistake your brand for someone else's or vice versa.
Another way you can help to keep your brand name consistent in search engines and AI tools is to avoid multiple brand name variations or abbreviations whenever possible.
Answer Questions About Your Brand
When trying to provide clear instructions to AI algorithms about what your brand is all about, it’s helpful to create content specifically designed for this purpose.
For example, when designing your “About Us” page, be sure to include header titles like “Who is [BRAND NAME]?” or “Who are [BRAND NAME]?” This sets the stage for providing a clear explanation for AI tools when asked the same type of questions.
As you answer each of these questions, build out clear definitions of the company's mission statement, history, current team members, and the products or services you sell. Another effective strategy is to include dedicated FAQs about your company and answer them directly.
Leverage Community and Knowledge Platforms
Participating in online communities like Reddit, Quora, LinkedIn Groups, or other industry-specific forums like StackExchange is another effective tool for associating your brand and the content it creates with expertise and authority. Many of these platforms serve as relevant learning hubs for search engines and AI systems, so the more you’re able to be referenced on them, the better.
When trying to get more involved with these platforms, try to search out open discussions with your potential audience is likely to be. Then take opportunities to share any industry perspectives you may have and answer questions directly. Depending on the topic, you may even have opportunities to link back to your own site, assuming the platform allows you to do this.
Submit and Monitor Your Presence in AI Ecosystems
Making your content discoverable is incredibly important for modern-day SEO practices. This not only helps to improve your SERP rankings but also can have a bearing on how easy it is for AI tools to reference your content.
Ensure Visibility in Public Search Indexes
To help get your content indexed properly across search engines like Bing and Google, you can leverage tools like Google Search Console or Bing Webmaster Tools. These give you access to a suite of features that track your website’s performance and help you follow certain guidelines that help your content get indexed.
Some of these features include XML sitemap builders and submission tools. These let you update search engines as new content pages are added to your site. These tools also allow you to request that search engine crawlers revisit certain pages, especially those with updated content, sooner rather than later.
Monitor Mentions Using Tools
As you start positioning your content to appear in AI search results, it can be really helpful to monitor your brand mentions using various tools. These tools are designed to track how certain search queries or questions are typically answered by AI tools and if your content regularly gets referenced.
For example, tools like Peec AI are designed specifically for brands that want to track their mentions across a number of popular AI platforms. Other platforms like ZipTie focus specifically on tracking Google’s AI Overviews that appear on Search. The tool shows the specific questions that triggered the mention, as well as the competitor brands that also show up in these results.
Prompt Testing
One way to measure your AI visibility over time is by asking the platforms yourself. By doing some hands-on testing, you can see how easy it is for the tools to reference your brand or link out to your content.
Choose a couple of popular tools to check and make a list of questions that you know your content answers. Type these queries directly into the tool and see what shows up. Some things you’ll want to ask yourself when reviewing the results include
- Is my brand being mentioned at all?
- Are my close competitors getting more mentions than my own brand?
- Is the tool referencing any source links to my site?
While not all AI tools will provide the same results continuously, prompt testing is a good way to help make sure you’re doing everything you can to improve your AI results' relevancy over time.
Track Featured Appearances in AI Summaries and Sources
Google’s AI Overviews has become a popular feature in the past year, turning basic user search inquiries into generated AI summaries. These summaries are typically made up of content sourced from a wide range of websites and will often feature source links.
If you notice that one or more of your content pages are receiving regular citations, it’s important to take note of each of these pages and try to replicate their structure in other areas of your site. By tracking your featured appearances over time, you’ll be able to better understand the type of content formatting you’ll need to improve your chances of being listed in these summaries.
Final Thoughts
There's no doubt that the expansion of AI technology is completely reshaping how people search for and find the information they’re looking for online. With AI-powered platforms and search tools becoming more and more relevant, it’s important as a brand that you look for ways to create more authoritative content that’s well-structured and easily scannable by these tools.
By following all the strategies discussed and focusing on quality content and meaningful engagements, you can help to future-proof your brand positioning.