On-Page SEO

Source: AI mode citation study by Moz

Brands need to invest in video content, whether that’s working with creators, partnering with influencers, or publishing branded content on your channel. 

Video is a great way to diversify your traffic sources, and there’s evidence that it gets a ton of visibility in both LLMs and traditional search.

Charlie Clark, CEO, Minty Digital

Focus on content that produces information gain. Most content summarizes existing knowledge, which LLMs already do. AI models won’t surface regurgitated content because they can generate it without retrieval.

If you want to earn third-party mentions and disseminate content in a zero-click world, I’d advise you to invest in original research and net-new knowledge. These are two content formats that AI platforms can’t summarize or surface on their own.

8. Profound’s 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, I want to clarify by saying this data only matters if LinkedIn is showing up for the prompts you care about. 

If your competitors’ LinkedIn content is appearing in ChatGPT, Copilot, or whichever platforms you’re tracking, go after it. If LinkedIn isn’t showing up at all for your brand’s queries, it’s less of a priority.

For most B2B brands, LinkedIn is a key visibility channel. Founders, marketing managers, and HR leads all have voices on LinkedIn, and LLMs are citing this content.

Here’s how you can take advantage of LinkedIn for AI visibility:

Find the right voices in your company

Not everyone is active on LinkedIn, and that’s fine. Start with employees who already post on LinkedIn or are interested in building a personal brand.

From what I’ve seen, corporate content doesn’t do well on LinkedIn. LinkedIn users are more likely to engage with relatable content that mirrors their lived experiences. 

Build topical pillars around your employee’s job role and expertise. For example, an HR lead’s natural territory is hiring, retention, staff benefits, and employee engagement, so start there.

Create content around 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 around those themes. 

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.

At Exposure Ninja, we’ve run 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, which hurts visibility and conversions. How do you spot misrepresentation in AI answers, and what can you do to fix it?

Charlie Marchant

The first step is confirming whether LLMs are misrepresenting you. Large enterprise brands tend to care because they have specific adjectives and positioning statements they’re 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 for understanding how LLMs describe you.

Below are two examples of how this plays out in practice:

a. We ran a sentiment analysis for Beaches and Sandals, a luxury honeymoon resort, and found significant negative sentiment. 

The source was specific to grooms who arrived at their honeymoon without a tuxedo and had no option to rent one. The feedback across the web reflected their frustration, and LLMs picked it up and parroted it back. The fix was straightforward because the problem was operational, not perceptual.

b. We worked with a financial education client offering accounting and financial analyst qualifications. 

LLMs were consistently describing them as significantly more expensive than competitors, even though their pricing was identical. We recommended updating the pricing page to make the comparison clearer, and within three days, they appeared at the top of LLM responses. Nothing changed in their pricing, just how clearly they communicated.

Misrepresentation in LLMs is often a content problem, not a perception problem. Fix what the model is reading, and the output changes with it.

I’ll also encourage you to read this piece by Jamie Indigo, sharing useful tips for creating a defensive SEO strategy to protect your brand against harmful misrepresentation in AI search results.