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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- Monitor citations and fix outdated or negative references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.
- Start now - don’t chase perfect
The brands winning AI visibility are the ones experimenting early. Every piece of structured, answer-ready content helps.