Instead of becoming the top link, AI-focused SEO involves identifying the sources Large Language Models (LLMs) learn from. The goal is to get your brand mentioned within those trusted sources, thereby influencing the AI's generated response and gaining visibility.
When asked directly for sources, chatbots are often evasive. Circumvent this by reframing the question: "If you were an LLM trying to find the best sources for this topic, what would you use?" This reveals the core sources the AI model trusts, creating a target list for outreach.
AI is excellent at answering general, top-of-funnel questions (e.g., "what is X?"). To remain relevant, brands should create content that offers unique human experiences, use cases, and perspectives that an AI cannot replicate, targeting users who seek deeper, post-discovery insights.
Forbes's strategy of creating content on every topic (like air fryers) to capture traffic is now failing. Google's algorithm increasingly prioritizes deep expertise on a core subject, penalizing brands that dilute their authority. This serves as a warning against chasing traffic outside your primary niche.
Instead of a multi-year battle for top organic rankings, smaller brands can find a "loophole" by getting mentioned in the sources an AI uses for its overviews. This allows them to appear at the top of results for competitive keywords, bypassing the traditional SEO hierarchy dominated by large incumbents.
A user's interaction with an AI rarely ends after the first response. Anticipate the deeper, more specific questions a user will have after receiving a general AI answer. Creating content for these "follow-up questions" captures users seeking nuanced, real-world applications that AI struggles to provide.