Feed the machine: Berlin SEO & content club

Feed the machine: Berlin SEO & content club

Transcript

1. Feed the machine: How to get into AI answers with brand mentions Katarina Dahlin
2. 2 AI only mentions a few brands in the AI answers
3. 3 Not mentioned by AI yet? → You can get your brand in there!!
4. 4 Not mentioned by AI yet? → You can get in there!!
5. 5 Being mentioned already? you can influence what is being said about your brand!!
6. 6 Being mentioned already? → you can influence what is being said about your brand!!
7. 7 ❌⚒🗿
8. 8 Difference: mentioned vs cited
9. 9 Difference: mentioned vs cited Your brand is being mentioned but not always with a link to your site
10. 10 Difference: mentioned vs cited Your site becomes a source in AI Your brand is being mentioned but not always with a link to your site
11. 11 Example of a query we were not so visible in: Best link building marketplace
12. AI MODE / AI Overviews AI is mentioning our brand
13. AI MODE WhitePress pos 4 in the listicle WhitePress pos 4 in the listicle WhitePress pos 5 in the listicle WhitePress pos 4 in the listicle Only WhitePress mentioned Sources
14. 14 14 “Best link building marketplace” Result
15. 15 How to get AI to mention your brand?
16. 16 We published listicles & sponsored articles on 3rd party sites → We were building brand mentions
17. 17 Simplified The more brand mentions on the web = the better chances to get your brand mentioned by AI
18. 18 How do AI systems look for information?
19. 19 How do AI systems look for information?
20. 20 How do AI systems look for information? Training data (up to 1 year old data)
21. 21 How do AI systems look for information? Training data (up to 1 year old data) Real time search (crawlers & search indexes)
22. 22 How do AI systems form an answer?
23. 23 How do AI systems form an answer? Compares sources & info → build a picture of your brand
24. 24 Compares sources & info → build a picture of your brand Generates an answer based on web consensus How do AI systems form an answer?
25. 25 Not in the data?
26. 26 Not in the data? Not in the answer.
27. 27 We need to build brand mentions.
28. 28 How to feed AI with information about your brand?
29. 29 My 5-step process
30. 30 1. Find the queries 2. Audit your visibility 3. Fix your bad / generic mentions 4. Placing new brand mentions 5. Measure & repeat
31. 31 Think of the questions your potential clients are asking AI right now.
32. 32 Look for questions & queries:
33. 33 Look for questions & queries: Search Console
34. 34 Filter queries using: Custom (regex) / Matches regex. Find real queries about your brand (?i)(\?|^(who|what|when|where|why|how|which|w hom|whose|is|are|am|was|were|do|does|did|can| could|should|would|will|has|have|had)\b|^(what's |who's|where's|when's|why's|how's)\b|^how\s+to\ b) ← Copy this regex
35. 35 Look for questions & queries: Search Console AlsoAsked
36. 36 Look for questions & queries: AI tools Search Console AlsoAsked Use AI tools for help
37. 37 → Choose the topics you want to be visible in.
38. 38 → Add the prompts to a AI visibility tool, along with competitors.
39. 39 1. Find the queries 2. Audit your visibility 3. Fix your bad / generic mentions 4. Placing new brand mentions 5. Measure & repeat
40. 40 We need to know:
41. 41 We need to know: Who is visible today?
42. 42 We need to know: What does AI say about your brand? Who is visible today?
43. 43 We need to know: What does AI say about your brand? Identify visibility gaps Who is visible today?
44. 44 Prioritize where you are not visible but your competitors are.
45. 45 1. Find the queries 2. Audit your visibility 3. Improve existing mentions 4. Placing new brand mentions 5. Measure & repeat
46. 46 If you are in the source, look what is being said about your brand.
47. 47 “...The WhitePress platform provides solutions tailored to meet various business needs, enabling them to achieve their objectives.” Bad brand mention fluff, generic, not saying what we do
48. 48 “WhitePress is the largest link building platform in Europe with 34 languages, 137.000 publisher websites” Good brand mention be clear and specific
49. 49 Say the same thing about your brand everywhere, and AI will repeat it.
50. 50 1. Find the queries 2. Audit your visibility 3. Improve existing mentions 4. Placing new brand mentions 5. Measure & repeat
51. 51 Place new brand mentions
52. 52 Place new brand mentions Get into existing sources A
53. 53 Place new brand mentions Get into existing sources Create new articles on: a) domains that have a chance to rank and b) are not blocked by AI crawlers A B
54. 54 More specific where to place brand mentions?
55. 55 More specific where to place brand mentions? On domains ranking for your keywords
56. 56 More specific where to place brand mentions? On domains ranking for your keywords On domains already in the AI Overviews
57. 57 More specific where to place brand mentions? On domains ranking for your keywords Niche sites with topical authority On domains already in the AI Overviews
58. 58 Outreach + marketplace How?
59. 59 A quick todo list Mentioned but bad or generic text? 1 2 3
60. 60 Mentioned but bad or generic text? Ask to improve your brand mention A quick todo list 1 2 3
61. 61 Mentioned but bad or generic text? Not mentioned in the source? Ask to improve your brand mention A quick todo list 1 2 3
62. 62 Mentioned but bad or generic text? Not mentioned in the source? Ask to improve your brand mention Ask to be added, as high as possible A quick todo list 1 2 3
63. 63 Mentioned but bad or generic text? Not mentioned in the source? Can't get into existing source? Ask to improve your brand mention Ask to be added, as high as possible A quick todo list 1 2 3
64. 64 Mentioned but bad or generic text? Not mentioned in the source? Can't get into existing source? Ask to improve your brand mention Ask to be added as high as possible Create a new article on good domains A quick todo list 1 2 3
65. 65 How should the article look like? • direct answers, no fluff. • answer the query in the first 50 words • use tables, lists, short sections. • answer the question also in the meta description and url if possible
66. 66 1. Find the queries 2. Audit your visibility 3. Improve existing mentions 4. Placing new brand mentions 5. Measure & repeat
67. 67 AI traffic in analytics Manual checks AI visibility tools Measure trends Measure what works and repeat.
68. 68 AI traffic in analytics Manual checks AI visibility tools Measure trends Measure what works and repeat.
69. 69 AI traffic in analytics Manual checks AI visibility tools Measure trends Measure what works and repeat.
70. 70 AI traffic in analytics Manual checks AI visibility tools Measure trends Measure what works and repeat.
71. 71 AI traffic in analytics Manual checks AI visibility tools Measure trends Measure what works and repeat.
72. 72 Why start now?
73. 73 You can still influence which brands AI will mention.
74. 74 But don’t wait, your competitors are already feeding the machine.
75. 75 🙏
76. 76 ?
77. Katarina Dahlin Senior Growth Hacker katarina.dahlin@whitepress.com linkedin.com/in/katarina-dahlin Get my slides + pre-recorded video of this talk, link to my llm-feeding articles