AI search is reshaping how people discover brands. ChatGPT, Gemini, Claude, Perplexity, and Amazon’s Rufus now sit beside (or even ahead of) Google in the consumer journey. That means brands need a new kind of visibility strategy — one built for LLMs, structured answers, and machine-readable content. Here’s a simple roadmap that any brand can start using today, as shared by Jonny Bentwood at Golin. Profound Zero Click Conference, Nov 2025.
1. Prioritise high-value AI properties
Build a focused list of Tier 1 AI platforms and a smaller priority list for rapid improvements. Know where your brand needs to be cited and where the visibility gaps are.
2. Optimise press releases and blog posts for machines
Structured markup, rich data, schema, and distribution via newswire services help LLMs find, understand, and cite your content. Traditional SEO meets AI-ready formatting.
3. Create answer-first content
LLMs love direct answers. Build FAQ pages, how-to guides, troubleshooting pages, and “what is / why / how” content that gives clear, structured responses.
4. Make your executives quotable
Thought leadership matters more than ever in AI search. Create expert commentary, comparisons, “versus” explainers, and perspective pieces that position your team as referenced sources.
5. Publish short YouTube videos
Short videos with clean transcripts are extremely useful training material for LLMs. They’re discoverable, easy to embed, and often cited by AI systems.
6. Tap into Reddit and Quora
Communities like Reddit and Quora have outsized influence over LLM outputs. Listicle-style answers and expert replies increase the likelihood of citations.
7. Fix your own website fundamentals
Clean meta descriptions, clear URL slugs, reduced JavaScript bloat, agent analytics, and tools like Cloudflare all help LLMs crawl and understand your site more reliably.
8. Strengthen review site and Wikipedia presence
Independent sources still carry huge weight. Ensure your reviews, third-party profiles, and Wikipedia entries are accurate, updated, and well-cited.
9. Monitor citations and fix outdated or negative references
AI search shifts constantly. Track where you’re mentioned, correct inaccurate answers, and publish fresh updates to ensure recency — a major ranking signal for LLMs.
10. Start now — don’t chase perfect
The brands winning AI visibility are the ones experimenting early. Every piece of structured, answer-ready content helps.