SEO Beyond the Website: Winning Visibility in the AI Era

When was the last time you clicked from an AI-generated answer to a brand’s website? If you’re like most, it’s been a while. Thanks to AI tools like ChatGPT, Perplexity, and Google’s AI Overviews, information is more accessible than ever.

The New Definition of Visibility

Visibility now extends beyond your own website to trustworthy sources favored by large language models (LLMs). In this evolving landscape, SEO teams must transition from executing isolated tasks to becoming integral partners. This means collaborating across various departments—content, product, PR, data, and engineering—to ensure that your audience finds your brand where they’re actually searching for information.

Still skeptical? Let’s explore why SEO is now a company-wide strategy and how your business can adapt to maintain a competitive edge.

From Ranking to Referencing

In traditional SEO, the focus was on ranking; landing in Position 1 was the goal. But today, when users seek recommendations from platforms like ChatGPT or Perplexity, they receive instant answers without needing to click through.

Here’s the twist: the information pulled by these AIs comes from multiple sources across the web. Your website might not even be mentioned, even if your brand is cited.

In this new reality, what truly matters is how prominently your brand, product, or perspective appears in AI responses. This shift necessitates a rethink of optimization goals. As an SEO in the AI era, your role is to shape the conversation around your brand across various ecosystems and not just fixate on SERP performance.

Exploring AI Visibility: What Influences It?

Understanding where AI tools source their information is the first step to building an effective strategy. The methodology remains somewhat of a mystery, but studies by Profound, Writesonic, XFunnel, and Rankscale provide insights into the current winners in AI visibility.

Influential Sources for AI Responses

Here’s a quick roundup of key platforms shaping AI results:

• Reddit: Dominates AI results due to user-generated content and partnerships with Google and OpenAI. Engage in relevant threads and product discussions authentically.
• Wikipedia: Highly authoritative because of its strict policies. Make sure your brand has credible mentions and consider creating a page following Wikipedia’s guidelines.
• YouTube: Often forgotten as a search engine, its videos are now commonly included in AI answers. Use clear headings and transcripts to enhance visibility.
• Quora and Expert Forums: Contribute thoughtful insights where your brand can shine and establish community presence.
• LinkedIn: A vital source for business-related content, so ensure your posts are clear and thought-provoking.
• Review Platforms: Websites like G2 and Trustpilot become essential for AI responses related to commercial searches. Optimize your profiles to enhance visibility.
• Instagram: With Google indexing Instagram posts, ensure your visual content is well-optimized.
• External Media: Aim for mentions in credible publications and “best of” lists to bolster brand perception within AI contexts.

This list is a launchpad; gaining visibility requires being referenced across multiple platforms.

Collaborating Across Departments for AI Visibility

Achieving visibility in AI results is a collective effort. Every department, from content to engineering, plays a critical role.

How SEO Can Collaborate with Other Teams:

• Content Teams: Create AI-friendly assets and optimize for accessibility. Think about guest posts or adapting content for platforms like Quora.
• Product Marketing: Leverage SEO insights for product naming and positioning, ensuring they appear in category listicles.
• PR and Comms: Focus on high-authority publications and story angles that AI trusts. Test pitching to these platforms.
• Research Teams: Present data clearly for AI citations. Tailor research findings to fill gaps in trending topics.
• Engineering: Ensure your site is fast, crawlable, and follows best practices for AI indexing.
• Customer Teams: Showcase authentic customer testimonials on platforms valued by AI.

The most effective collaborations happen when SEO teams are involved from the start, influencing campaigns and assets before they go live.

The Risks of Not Adapting

Failing to evolve means becoming undetectable in a bustling digital landscape. No leads, no visibility, and no progress where decisions are made. You might rank well, but your competitor could be the one thriving in AI summaries and engaging conversations.

Let’s face it: not being part of the answer in the AI age means missing out on invaluable opportunities.

Evolving Smartly

Visibility is increasingly about being referenced by AI tools on platforms beyond your control. Traditional SEO remains important, but it should broaden its focus.

Action Steps:

1. Start small: Identify two or three platforms where your audience is active, like Reddit, YouTube, or LinkedIn, and engage with simple actions.
2. Adapt your SEO approach: Join discussions early, foster partnerships with other teams, and influence visibility actively.

The goal is evolution, not upheaval. You don’t need to change everything, just adapt and grow!