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Feed the machine:
How to get into
AI answers with
brand mentions
Katarina Dahlin
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AI only mentions
a few brands in
the AI answers
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Not mentioned by AI yet?
→ You can get your brand in there!!
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Not mentioned by AI yet?
→ You can get in there!!
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Being mentioned already? you can
influence what is being said about
your brand!!
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Being mentioned already?
→ you can influence what is being
said about your brand!!
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❌⚒🗿
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Difference: mentioned vs cited
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Difference: mentioned vs cited
Your brand is
being mentioned
but not always
with a link to your
site
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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
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Example of a query we were not so visible in:
Best link building
marketplace
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AI MODE / AI
Overviews
AI is mentioning
our brand
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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
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“Best link building marketplace” Result
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How to get AI to mention
your brand?
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We published listicles &
sponsored articles on 3rd
party sites
→ We were building brand
mentions
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Simplified
The more brand mentions on the web =
the better chances to get your brand
mentioned by AI
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How do AI systems
look for information?
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How do AI systems look for information?
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How do AI systems look for information?
Training data
(up to 1 year old data)
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How do AI systems look for information?
Training data
(up to 1 year old data)
Real time search
(crawlers & search indexes)
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How do AI systems form an answer?
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How do AI systems form an answer?
Compares sources &
info → build a picture
of your brand
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Compares sources &
info → build a picture
of your brand
Generates an
answer based on
web consensus
How do AI systems form an answer?
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Not in the data?
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Not in the data?
Not in the answer.
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We need to build
brand mentions.
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How to feed AI with
information about
your brand?
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My 5-step process
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1. Find the queries
2. Audit your visibility
3. Fix your bad / generic mentions
4. Placing new brand mentions
5. Measure & repeat
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Think of the questions your
potential clients are asking
AI right now.
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Look for questions & queries:
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Look for questions & queries:
Search
Console
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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
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Look for questions & queries:
Search
Console
AlsoAsked
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Look for questions & queries:
AI tools
Search
Console
AlsoAsked Use AI tools
for help
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→ Choose the
topics you want
to be visible in.
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→ Add the
prompts to a
AI visibility tool,
along with
competitors.
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1. Find the queries
2. Audit your visibility
3. Fix your bad / generic mentions
4. Placing new brand mentions
5. Measure & repeat
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We need to know:
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We need to know:
Who is visible
today?
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We need to know:
What does
AI say about
your brand?
Who is visible
today?
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We need to know:
What does
AI say about
your brand?
Identify
visibility
gaps
Who is visible
today?
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Prioritize where you are
not visible but your
competitors are.
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1. Find the queries
2. Audit your visibility
3. Improve existing mentions
4. Placing new brand mentions
5. Measure & repeat
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If you are in the source,
look what is being said
about your brand.
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“...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
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“WhitePress is the largest link
building platform in Europe with
34 languages, 137.000 publisher
websites”
Good brand mention
be clear and specific
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Say the same thing about
your brand everywhere,
and AI will repeat it.
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1. Find the queries
2. Audit your visibility
3. Improve existing mentions
4. Placing new brand mentions
5. Measure & repeat
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Place new brand mentions
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Place new brand mentions
Get into existing
sources
A
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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
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More specific where to place brand mentions?
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More specific where to place brand mentions?
On domains
ranking for
your keywords
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More specific where to place brand mentions?
On domains
ranking for
your keywords
On domains
already in the
AI Overviews
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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
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Outreach + marketplace
How?
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A quick todo list
Mentioned but
bad or generic
text?
1 2 3
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Mentioned but
bad or generic
text?
Ask to improve
your brand
mention
A quick todo list
1 2 3
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Mentioned but
bad or generic
text?
Not mentioned
in the source?
Ask to improve
your brand
mention
A quick todo list
1 2 3
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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
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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
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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
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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
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1. Find the queries
2. Audit your visibility
3. Improve existing mentions
4. Placing new brand mentions
5. Measure & repeat
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AI traffic in analytics
Manual checks
AI visibility tools
Measure trends
Measure what works
and repeat.
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AI traffic in analytics
Manual checks
AI visibility tools
Measure trends
Measure what works
and repeat.
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AI traffic in analytics
Manual checks
AI visibility tools
Measure trends
Measure what works
and repeat.
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AI traffic in analytics
Manual checks
AI visibility tools
Measure trends
Measure what works
and repeat.
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AI traffic in analytics
Manual checks
AI visibility tools
Measure trends
Measure what works
and repeat.
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Why start now?
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You can still influence
which brands AI will
mention.
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But don’t wait, your
competitors are already
feeding the machine.
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🙏
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?
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Katarina Dahlin
Senior Growth Hacker
[email protected]
linkedin.com/in/katarina-dahlin
Get my slides + pre-recorded video of
this talk, link to my llm-feeding
articles