Search is being rewritten by AI tools that transform lists of links into synthesized, cited answers. These changes cut audiences’ questions to the chase, while also creating headaches for brands who now need to rewrite their search playbook.
With AI citations and share of voice being prioritized over the prized #1 spot in search rankings, brands need to start now to have a chance at competing for the new “above-the-fold” spot in search.
So, how do you feed the AI search machine to help you with brand awareness?
Our new whitepaper (linked below) provides brands with an actionable blueprint for marketing throughout the funnel in the age of AI, plus it gives specific and strategic recommendations for all teams from SEO to sales.
😅 The good news is, content that shows authority and relevance will still rise to the top.
Our founder Noah breaks down how SmartAsset used data-driven earned media to drive ChatGPT citations
The AI algorithms patch together answers to user queries with multiple trusted, authoritative sources from the top-ranked organic answers.
More than owned or paid content, the surest way to gain brand visibility in AI search is through earned media. In fact, 95% of AI-generated citations come from unpaid media sources, and 85% of those come from earned media, according to Muck Rack.
What is AI reading? study by Muck Rack
Though where you’re mentioned matters, too. One credible news mention, like the Miami Herald, can outweigh dozens of weaker backlinks.
But before you dive into an updated approach to marketing, here are five cardinal truths to know in this new era of search.
Did you know that individual sections of an article can rank on their own if they’re especially relevant? That means the more focused and niche your content, the more chances you have to be cited. Target media outlets that let your niche info shine. Muck Rack’s recent study found that niche and industry-specific media links are more likely to be cited by AI. By publishing unique, high-quality content, you can secure citations much faster than traditional SEO strategies would ever allow.
Lightning-fast AI citations from Crystal Carter of Wix
Look for topics where your company already has access to valuable information, and turn those insights into a story that directly answers the kinds of questions being searched by your audience. Not only does this boost your odds of being cited, it positions your brand as a thought leader in the process.
Stories that include clear, citable data have a much higher chance of being pulled into AI answers and cited by publishers. Algorithms prioritize content that introduces something original, and data is one of the strongest signals of authority. Publishing proprietary research, expert analysis, or unique insights shows AI engines that your brand has information worth trusting and referencing.
“Zero click” searches, where users get the info they need from overviews or AI answers without clicking on your website, aren’t all bad. You might receive fewer web hits, but the visitors you get are more inclined to spend more time on your page, engage with your content, and even convert.
In some cases, websites are actually seeing more traffic than before, because being the number one result in traditional search is no longer the only way to get visibility. AI engines cite sources based on trust and relevance, not just ranking position, which means sites that were once buried lower on page one or two now have opportunities to be featured prominently in AI answers.
How-to and category leadership content are the first stakes in the ground that brands will compete to win with earned media mentions. Winning visibility here positions your brand as the authority at the very start of the customer journey. The benefit is that your owned channels no longer have to carry as much of the top-of-funnel weight. Instead, you can focus them more heavily on middle- and bottom-of-funnel conversions, where your brand voice and calls to action matter most.
Once a brand is linked with a trusted source, the AI associations are sticky and harder for competitors to uproot. That’s because large language models and AI search engines are constantly “training” on signals of authority such as citations, backlinks, and repeated mentions across credible editorial sites. The earlier your brand earns those signals, the more time they have to compound and establish credibility in the AI’s “memory.” Competitors trying to displace you later not only need to match your coverage — but also overcome the weight of history that the algorithms have already baked in. In other words, being first does not just give you visibility today; it creates a lasting moat around your brand in the AI search landscape.
Tangible results from a Stacker customer
Stacker is already working with 100+ brands that are building their editorial efforts to comply with AI citations — and getting results over their competition.
Our new guide brings together the best advice and insights we have today and shows you how to gain an edge on your competition. Inside, you’ll find practical actions you can take to make earned media work across every stage of the funnel. We also highlight how different teams, such as SEO, marketing, PR, and sales, can contribute to building stronger brand visibility.
👇 Download the report for yourself! 👇
Doriane is Stacker’s Director of Marketing. She previously headed marketing departments in various companies, led a marketing agency for 7 years, and built a startup combining automated marketing workflows with a marketing services marketplace.
Photo Illustration by Stacker // Canva