How to get cited in AI answers
When I first built my first website for SEO, I optimized it for keywords where I could earn Adsense revenue. I stuffed the “money”
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When I built my first website for SEO, I optimized it for keywords that could generate AdSense revenue. I stuffed the “money” keywords wherever they fit, knowing that I could never “rank” on that keyword, but I had hoped that Google might accidentally rank my worthless content on some long tail terms. To help earn those rankings, I participated in 3-way link exchanges and bought links in link marketplaces.
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As Google’s algorithms improved, those barbaric attempts at optimization were weakened to the point of obsolescence, but the formula for search visibility remained the same at its essence: Write keyword-infused content and get links.
The introduction of AI into the search ecosystem has at once both made brute force SEO obsolete while also changing the way people discover websites via search. In that vein, many companies, marketers, and agencies are quickly attempting to rewrite the playbook for visibility, but in an AI-centric world.
There is no single silver bullet
Most of these playbooks are once again formulaic tactics that divorce the user from the optimization process. Some “experts” claim that stuffing Reddit with links and citations is the way forward, while others are repackaging what was once called linkbuilding or digital PR into AI citation building. Others are making deliberate efforts at building citations across websites they own or control.
The unfortunate reality for many seeking a shortcut to immediate AI visibility is that one does not exist. Some of these tactics promoted by these experts are effective for AI visibility today; however, if they aren’t aligned with user value, those efforts will cease to be effective.
Reddit is a fantastic source of contextual insights for humans doing research, which is why so many suggested queries in Google are appended with +Reddit. It is, therefore, extremely logical that LLM models would also rely on Reddit for input on what to rank. Marketers discovering this are now polluting Reddit even more than it ever was (it wasn’t the web’s cleanest corner). Still, the inevitable reality is that this loophole will close as either Reddit or the LLMs figure out how to stem the onslaught.
Traditional vs AI
The difference between LLMs and traditional search is massive. Traditional search was driven by logical algorithms that used weighted metrics. While there was much underlying AI and machine learning, the results were somewhat static, which is why the entire concept of rank tracking existed.
Algorithm updates that caused massive shifts in the rankings of all websites were extremely rare because the entire ranking algorithm was never really rewritten. This is why, despite years of complaints about the prevalence of specific sites that abused the system, Google could not simply delete them because there were too many factors at play.
Even the entire concept of link manipulation was an open secret, but it was not something Google could ever truly penalize at scale.
LLMs don’t work under the same constraints and timelines. There isn’t even a page where you can snitch on people who break the rules, unlike Google, because the systems are designed to keep making themselves smarter.
They learn to identify and ignore the same old tactics that might have worked for a few weeks or months. It's like trying to outrun someone who studies your every move and gets faster each time you race.
The secret to ranking in AI results
So if the old tricks don't work, what does? The answer is more straightforward than you might think, but it requires creativity and skill.
Your products and services must actually embody the brand you claim to be. Let's say you are running marketing for a pizza shop. You can’t simply optimize your way to the best pizza shop in your area. You need to have the best pizza. The old way of approaching search could have led you to accrue a bunch of links that allowed you to rank for best pizza, and even if your pizza was subpar, there wasn’t much the algorithms could do to learn and demote you out of that position.
LLMs don’t operate that way. LLMs would incorporate the keywords on your site, the links, AND the conversations. So, if they somehow allowed you to be on the list of best pizza shops without truly deserving that spot, they would soon enough learn from the conversational aspect of LLMs to demote you from the list. These conversations could come from the firehoses of social media that all the LLMs are picking up, or even the follow-up prompts where users say, “Don’t give me that pizza shop again in a list.” Within a short amount of time, the LLM would be trained to ignore the signal that initially led you there.
The best way to have the conversational aspect of LLM visibly place you on those lists is to deserve to be on that list.
Brand building should now become a necessary component of SEO if AI visibility is on your roadmap. Additionally, the site and content you create need to be genuinely valuable. AI systems reward thoroughness and accuracy because that’s what users want.
Linkbuilding for AI
Linkbuilding is no longer a linear playbook of obtaining high authority links.
Instead of trying to game the system, focus on building genuine relationships. Contribute articles to respected publications in your industry, regardless of the perceived domain values. Share insights on social media that actually start meaningful dialogues. These conversations may or may not directly impact LLM visibility, but they will likely lead to other discussions that also have a chance of generating LLM visibility. An influencer strategy could also be very effective for SEO.
Even further, take it completely offline. Present your findings at major industry conferences. These activities create a network of credibility that AI systems recognize and value. When other credible sources start referencing your work, linking to your content, and citing your expertise, you create a natural web of credibility. AI systems, just like people, are designed to spot these patterns of authority, and they'll start recommending your brand as a trusted source.
Brand building is algorithm-proof
When you focus on delivering genuine value, you build trust with both AI and human audiences. This approach takes more time and effort than the old shortcuts, but it creates something much more valuable. A reputation built on a real brand doesn't disappear when algorithms change or new technology emerges. It actually gets stronger over time. Your NPS score is more valuable than your domain authority.
The companies that will thrive in 2026 and beyond are the ones that stop looking for shortcuts and start building something real. They become genuine brands that people recommend, which is hard for a competitor to replicate. Those tactics above that are effective for AI visibility are still good as long as they are authentic and reflect what the brand really is. Don’t seek out short-term hacks.
Building a brand isn’t just good for LLM visibility; it’s good for business. For too long, SEO has been its own siloed channel with different KPIs and value props. AI is forcing SEO to realign with its marketing roots.
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