Three Phases To Build Authority For AI Citations

Brands aiming to be cited in AI-generated search responses must focus on building authority and trust, as up to 85% of top-of-funnel B2B brand mentions in AI search originate from third-party content, according to AirOps research. To achieve this, a compounding process integrating AI-enabled optimization (AEO) and search engine optimization (SEO) across owned and earned media is recommended. This strategy aims to ensure that both potential customers and large language models (LLMs) understand a brand's products and messaging, ultimately leading to selection and citation.

The first phase involves making web pages easily accessible to LLMs. This encompasses traditional SEO practices and user experience (UX) considerations, including proper navigation, machine-readable page structure, SEO and accessibility-focused tagging, and updating existing website content. Content types that benefit from optimization include product detail pages (PDPs), blog posts, editorial content, company profiles, and social media content. Initial page structure optimizations should commence during this phase, with experiments in adding key takeaways to popular editorial pieces. For PDPs, a logical structure featuring product-focused H1s and H2s, segmented feature bullets, descriptions, comparisons, and "Complete the look" sections for apparel brands can significantly improve retail results within AI search.

The second phase focuses on establishing the brand as the recommended choice by AI. This involves identifying where a brand currently appears in AI search results and analyzing competitor performance to understand what actions lead to AI recommendations. It requires a deep dive into the technical SEO blueprint for geo-targeted AI-powered search, ensuring that the brand is not only discoverable but also positioned as a credible and authoritative source. This phase necessitates a proactive approach to content creation and optimization that directly addresses the information needs of AI systems and the users they serve.

The third phase is about earning AI citations by becoming a trusted source. This builds upon the foundational accessibility and recommendation efforts of the previous phases. By consistently providing high-quality, relevant, and well-structured information, brands can increase their likelihood of being referenced and linked to by AI. The ultimate goal is to move beyond mere visibility to become an indispensable part of the AI's knowledge base, driving meaningful engagement and conversions. This process is iterative, requiring ongoing analysis and adaptation to the evolving landscape of AI search and LLM capabilities.