There’s no clear playbook for elevating visibility in AI answers. Instead, there’s a lot of noise from agencies and service providers selling tactics such as:
Collectively, such tactics are helpful. Individually, none will improve visibility across a range of prompts and large language models.
LLMs are much more complicated than that. Visibility involves two key components:
- LLMs must know the brand — what it does and how it’s different from competitors.
- The brand should appear across websites used by LLMs to create responses.
“LLM consensus” is the term of industry practitioners for a brand positioned across multiple sources. I know of no single tactic to achieve it.
Consistent messaging
Visibility on generative AI platforms starts with consistent, clear brand descriptions across all ranking pages. An LLM consensus audit can help by addressing a brand’s:
- On-site about-us pages, which tend to be outdated and lack essential details.
- Social media profiles.
- Local reviews from Google, Yelp, Tripadvisor, Trustpilot, and the Better Business Bureau.
- Business directory listings.
- Other pages mentioning the business.
Essential, consistent details across all URLs include:
- Years in business (or, even better, the launch month and year).
- Physical address.
- Partnerships, especially with known entities.
- Awards, recognitions, and milestones.
Including a company description with specifics will help it stand out in the training data, such as:
- Family-owned,
- Manufactured in the U.S.,
- Locally farmed,
- Dates of awards and recognitions.
Repeating such unique identifiers across the web will help the brand appear in genAI training data and thus in relevant answers.
Visibility gaps
The next step is to identify the on-topic answers that do not cite your brand. Study the tactics of the most-cited domains and URLs. Enterprise businesses should aim for visibility across a range of prompts. Smaller brands can focus on 10 or fewer prompts. Peec AI and Amadora can reveal the competing citations, as can manual prompting and analysis.
For target prompts, note:
- Most-cited domains, such as Reddit and YouTube. Create a visibility strategy for those.
- Most-cited URLs, such as listicles on established domains. Reach out (via careful relationship-building) to those authors and editors to request your brand’s inclusion.
None of these steps is easy. Results can take months or even years, as there’s no quick fix for consistent citations, despite assurances from agencies and tool providers. Short-term manipulations are often counter-productive in my experience.
Lastly, keep an eye on your brand’s AI visibility using the clear metrics I’ve outlined.
