Source: Moz AI citation study
Brands need to invest in video content, whether it’s working with creators, collaborating with influencers, or posting branded content on your channel.
Video is a great way to diversify your traffic sources and is proven to get a lot of visibility in both LLMs and traditional search.
Charlie Clark, CEO, Digital mint
Focus on content that produces information gain. Most of the content summarizes existing knowledge, which LLMs already do. AI models will not surface regurgitated content because they can generate it without retrieving it.
If you want to earn mentions from third parties and spread content in a zero-click world, I recommend investing in original research and new knowledge online. These are two content formats that AI platforms cannot summarize or surface on their own.
8. Profound report shows that LinkedIn is now the most cited domain for professional queries. How can brands use LinkedIn to get more LLM citations and improve brand authority?
Charlie Marchant
First of all I want to clarify by saying these data It only matters if LinkedIn appears for the requests you’re interested in.
If your competitors’ LinkedIn content shows up in ChatGPT, Copilot, or whatever platform you’re tracking, follow them. If LinkedIn isn’t showing up at all for your brand queries, it’s not a priority.
For most B2B brands, LinkedIn is a key visibility channel. Founders, marketing managers and HR managers all have a say on LinkedIn, and LLMs cite this content.
Here’s how you can leverage LinkedIn for AI visibility:
Find the right voices in your company
Not everyone is active on LinkedIn, and that’s okay. Start with employees who already post on LinkedIn or who are interested in building a personal brand.
From what I’ve seen, company content doesn’t work well on LinkedIn. LinkedIn users are more likely to engage with relatable content that reflects their lived experiences.
Build topical pillars around your employee’s job role and skills. For example, an HR manager’s natural territory is hiring, retention, employee benefits and employee engagement, so start there.
Create content on the topics you want to own
Use a keyword research tool to identify the topics you want to rank for. Next, ask internal SMEs to publish newsletters and long-form LinkedIn posts on these topics.
If someone is a better speaker than a writer, that’s not a problem. Ask them to record a podcast, webinar, or YouTube video, then use an LLM to repurpose it for LinkedIn.
TO Ninja of the show, we ran experiments where LinkedIn posts influenced LLMs and Google AI overviews. The two are more connected than most people realize.
9. AI models can sometimes misrepresent a brand, hurting visibility and conversions. How to spot misrepresentations in AI responses and what can you do to fix them?
Charlie Marchant
The first step is to confirm whether LLMs are misrepresenting you. Big company brands tend to worry because they have specific adjectives and positioning statements that they are protecting.
For example, a premium brand doesn’t want to be described as cheap and a specialist doesn’t want to be positioned as a generalist.
Sentiment scores are a good starting point to understand how LLMs describe you.
Below are two examples of how this plays out in practice:
A. We performed a sentiment analysis for Beaches and Sandals, a luxury honeymoon resort and experienced significant negative sentiment.
The source was specifically for newlyweds arriving on their honeymoon without tuxedos and not having the ability to rent one. The feedback on the web reflected their frustration and the LLMs took it up and parroted it. The solution was simple because the problem was operational, not perceptual.
B. We worked with a financial education client offering accounting and financial analyst qualifications.
LLMs consistently described them as significantly more expensive than competitors, even though their prices were identical. We recommended updating the pricing page to make the comparison clearer, and within three days, they appeared at the top of LLM’s responses. Nothing has changed in their pricing, only how clearly they have communicated.
Misrepresentation in LLMs is often a content problem, not a perception problem. Fix what the model is reading and the output will change with it.
I also encourage you to read this article by Jamie Indigo, who shares helpful tips for creating a defensive SEO strategy to protect your brand from harmful misrepresentations in AI search results.
