"What makes AI choose one company over another?"
"What makes AI choose one company over another?"
This is perhaps the most frequent question we receive. (It’s especially fun to answer with clients who remember their personal progression from, say, the J.C. Penny catalogue to Google’s 10 blue links to ChatGPT.)
It’s clear that buyers increasingly ask AI for comparisons and recommendations instead of searching individual websites (or mailed catalogues!). For many organizations, though, it's far less clear how to earn those recommendations.
This week, we dive into four basic need-to-knows. Each one is free from robot-speak and fear-mongering. (See, we TOLD you we keep it human around here!)
TL:DR: Two-minute YouTube summary available here.
Reputation beats keywords: I currently dedicate waaaayyyyy too much of my life to making this very point:
“Traditional SEO remains essential, but it’s no longer sufficient. LLM optimization, also called Generative Engine Optimization or GEO, introduces new ranking factors and content requirements that sit alongside, rather than replace, conventional search optimization practices.” - GetOptimized
It is this very reason that CTP Visibility Advisors only works with clients who understand they can’t buy their reputation. They understand that there isn’t a keyword that they can bid on to make them famous. There’s no education needed to explain they have to actually BE the thing/person/organization that they say they are.
Key takeaway: Stop looking for shortcuts and start investing in substance.
Consistency across sources matters: winning organizations know they can’t just show up in one place and hope that buyers know what they’re all about.
Organizations with strong visibility understand they can't show up in only one place and expect buyers (or AI systems) to understand who they are.
“While most businesses are busy optimizing their own website content for AI search, a major study just revealed they're focusing on the wrong strategy entirely. The data shows a dramatic preference for third-party sources that completely changes how smart businesses should think about AI visibility.” -Calla
Key takeaway: Make sure your story is recognizable wherever people encounter you.
AI rewards recognizable expertise. Maintaining a competitive edge is like maintaining a healthy lifestyle.
You don’t eat vegetables one day and hope to drop 10 pounds the next. Likewise, a winning organization considers how they show up across key platformsand maintains what’s critical to them, like:
“Accurate, complete profiles on review platforms (G2, Capterra)
Editorial coverage in publications AI systems preferentially cite (Forbes, TechCrunch)
Authentic engagement in relevant community discussions”
Key takeaway: Own something specific and keep showing up around it.
Media coverage, speaking, books, and thought leadership compound. I think that is very cool (and doesn’t need to be scary).
“These mentions provide the mutual information and context needed for the language models to confidently answer specific, long-tail queries. In GEO, building a strong presence through brand mentions should be a top priority, alongside (but potentially more important than) traditional link building efforts. The goal is to establish your brand as an authoritative source on the topics and queries relevant to your business.” - Search Engine Land
Key takeaway: Start now; even small efforts add up.
One of my friends said to me, “Oh, so what you do is like a 401(k)?” Yes! Exactly.
Start investing a bit in LLM visibility efforts now, continue efforts over time, and watch the efforts compound. (To reiterate, I’m not here to be a fear-monger, but I will say that the sooner you start thinking about your AI visibility, the sooner you’ll be glad you did.) Compounding efforts will become visible before you know it.
Interested? Try a free audit for yourself. Or, book a call.
Abby Lovett, Founder & AI Visibility Advisor, CTP Visibility Advisors. Author of "Super Human: 8 'SMALL' Ways to Be Super at What You Do…and Human While You Do It."
