The Seen & Trusted Brand Framework

AI is already reshaping how patrons uncover and select manufacturers.

When somebody asks ChatGPT or Google AI Mode about your class, two issues occur:

• Manufacturers are talked about within the reply
• Sources are cited as proof

Most corporations get one or the opposite. Only a few win each.

And that’s the issue.

In line with the most recent Semrush Enterprise AI Visibility Index, solely a small fraction of corporations seem in AI solutions as each seen (mentions) and trusted (citations).

That hole is the chance.

We’re proposing the Seen & Trusted (S&T) Framework — a scientific method to assist your model earn mentions in AI solutions and citations as a trusted supply.

Do each, and also you multiply visibility, belief, and conversions throughout platforms like ChatGPT, Google AI Mode, and Perplexity.

search engine optimisation stays the muse.

However AI doesn’t simply have a look at your website. It pulls indicators from evaluate platforms, Reddit threads, information protection, assist docs, and group discussions.

When these indicators are fragmented, your opponents will personal the dialog.

This information exhibits you precisely the best way to repair that with two playbooks:

• Get Seen: Win favorable mentions in AI solutions
• Be Trusted: Earn citations as a dependable supply

Run them collectively and also you give AI no selection however to acknowledge, reference, and advocate your model.

Why AI Search Technique Isn’t Simply search engine optimisation’s Job

Your search engine optimisation crew can optimize each web page in your website and nonetheless lose AI visibility to a competitor with weaker rankings however stronger model indicators.

Why? As a result of AI techniques pull indicators from all over the place, not simply your web site.

When AI generates responses, it mines:

• Evaluate platforms for product comparisons
• Reddit threads for pricing complaints
• Developer boards for implementation particulars
• Information websites for firm credibility
• Help docs for function explanations

The problem is that these indicators reside throughout completely different groups.

As an illustration, your buyer success crew drives buyer evaluations on G2 and Capterra. But when they’re not monitoring evaluate high quality and element, AI has nothing substantive to quote when evaluating merchandise.

Equally, your product crew controls whether or not pricing and options are literally findable. Disguise all the pieces behind “Contact Gross sales” types, and AI will both skip you fully or make assumptions based mostly on previous Reddit threads.

Your PR crew lands media protection and analyst studies. These third-party mentions construct the belief indicators AI techniques use to find out authority.

Your assist and group groups form what will get mentioned in boards and Discord servers. Their responses (or silence) instantly affect how AI understands your product.

search engine optimisation and content material groups personal the location construction and content material creation. However that’s only one piece now.

With out coordination, you get robust efficiency in a single space, killed by weak point in one other.

To develop AI visibility, you want synchronized campaigns — not simply an “optimize for AI” line merchandise tacked onto everybody’s OKRs.

That’s the place the Seen & Trusted Framework is available in. It provides each crew a job in constructing the indicators AI is dependent upon.

Playbook 1 – Tips on how to Get Seen (The Sentiment Battle)

Getting “seen” means exhibiting up in AI responses as a talked about model, even with no quotation hyperlink.

When a consumer asks ChatGPT, “What are the perfect e-mail advertising instruments?” they get names like HubSpot, ActiveCampaign, and MailChimp.

These manufacturers simply gained visibility with out anybody clicking via.

However right here’s a problem:

You’re preventing for favorable mentions towards each competitor and different answer.

That is the sentiment battle.

As a result of AI doesn’t simply checklist manufacturers. It characterizes them.

You would possibly get talked about as “costly however complete” or “reasonably priced however restricted.”

Like right here, after I requested ChatGPT if ActiveCampaign is an efficient possibility:

In some instances, the response could possibly be extra damaging than impartial. Like this:

These characterizations stick.

So, how can your model get extra mentions and have a constructive sentiment round?

There are 4 foremost sources that AI techniques mine for context.

Step 1. Construct Presence on the Proper Evaluate Websites

AI techniques closely weigh evaluate platforms when evaluating merchandise. However not all evaluations are equal.

An in depth evaluate explaining your onboarding course of carries extra weight than fifty “Nice product!” rankings.

AI wants substance, like particular options, use instances, and outcomes it may well reference when answering queries.

G2 is likely one of the high sources for ChatGPT and Google AI Mode within the Digital Expertise vertical, based on Semrush’s AI Visibility Index.

The platform provides AI all the pieces it wants: evaluations, options, pricing, and class comparisons multi functional place.

Slack ranks among the many high 20 manufacturers by share of voice in AI responses for the Digital Expertise vertical.

A part of that success comes from their G2 technique.

After I ask ChatGPT, “Is Slack price it?” it cites G2 as one of many sources.

Take a look at Slack’s G2 evaluations and also you’ll see why.

Its pricing, options, and different data are correctly listed and up-to-date

Customers write detailed evaluations about channel group, workflow automation, and integration setups.

G2 isn’t the one platform that issues.

• For B2B SaaS: G2, Capterra, and GetApp
• For ecommerce: Amazon evaluations
• For native/service companies: Yelp and Google Evaluations

In my expertise, the depth of the evaluate issues simply as a lot because the platform — if no more.

You’ll see many very detailed product evaluations as a supply in AI solutions from websites with low area authority.

So, what does this imply in apply?

You want evaluations from prospects. And your evaluate technique wants 4 parts:

• Timing: E-mail prospects after they’ve used your product sufficient to provide significant feedbac, however whereas the expertise continues to be recent
• Templates: Present prompts highlighting particular options to debate. “How did our API prevent growth time?” beats “Please evaluate us.”
• Incentives: Reward element over rankings. A $XX credit score for evaluations over 200 phrases can generate extra AI-friendly content material
• Engagement: Reply to each evaluate. AI techniques acknowledge vendor engagement as a belief sign.

Step 2. Take part in Group Discussions

Group platforms are the place actual product conversations occur. And AI techniques are listening.

• Reddit threads evaluating options
• Stack Overflow discussions about implementation
• Quora solutions explaining use instances

These unfiltered conversations form how AI understands and recommends merchandise.

Reddit and Quora constantly rank among the many high sources cited by ChatGPT and Google AI Mode throughout industries.

Like within the Enterprise & Skilled Providers vertical right here:

On-line kind builder Tally is a good instance of dominating group discussions and successful the AI search.

AI-powered search is now their largest acquisition channel, with ChatGPT being their high referrer.

That is their weekly signup development of the previous 12 months, pushed by AI search:

How are they doing this?

Marie Martens, co-founder of Tally, writes:

Right here’s Marie speaking about her product on Reddit:

And answering customers’ questions:

And partaking in ongoing conversations:

This genuine engagement creates the context AI wants.

So, after I ask ChatGPT what’s the perfect free on-line kind builder, it mentions (and recommends) Tally.

Huge manufacturers like Zoho participate in Reddit discussions as nicely. To reply questions, handle considerations, and management their model sentiment.

Like right here:

Zoho ranks among the many high manufacturers by share of voice in ChatGPT and Google AI Mode responses. Simply behind Google.

The group platforms like Reddit, Overflow, Quora, and even LinkedIn matter lots in AI visibility:

Your group and buyer success groups needs to be lively on these platforms.

However presence alone isn’t sufficient.

Your technique wants authenticity.

How?

• Reply questions even if you’re not the answer
• Handle frequent misconceptions about your product (don’t let misinformation take over threads)
• Share your precise product roadmap, together with what you gained’t construct
• Give detailed, sincere responses to consumer complaints, even when it means acknowledging previous errors
• Encourage your product, assist, or founder groups to reply technical or area of interest questions instantly

AI techniques can detect promotional language. They prioritize useful responses over gross sales pitches.

The manufacturers successful group presence deal with boards like buyer assist, not advertising channels.

Step 3. Engineer UGC and Social Proof

Consumer-generated content material and social proof create a suggestions loop that AI techniques amplify.

• When prospects share their wins on LinkedIn
• When customers publish before-and-after case research
• When groups doc their workflows publicly

…all of this turns into coaching information.

Manufacturers with robust group engagement and visual social proof see larger point out charges throughout AI platforms.

Patagonia is a becoming instance right here.

After I ask ChatGPT about sustainable out of doors manufacturers, Patagonia dominates the response.

In truth, Patagonia holds the very best share of voice in AI responses for the Vogue and Attire vertical.

They constantly seem in discussions round “moral trend” and “sustainable manufacturers.”

Not as a result of they promote, however as a result of prospects evangelize. And that advocacy is seen all over the place.

Prospects repeatedly point out their constructive expertise with Patagonia’s change coverage.

There are numerous constructive articles written on third-party platforms about their merchandise.

And on social platforms like Instagram.

These real-world endorsements are the form of social proof AI acknowledges and amplifies.

No surprise Patagonia has a extremely favorable sentiment rating (based on the “Notion” report of the AI SEO Toolkit).

So, how do you get folks creating content material (and proof) that AI pays consideration to?

• Encourage prospects to depart rankings on trusted third-party websites
• Accomplice with micro-influencers to share genuine product tales, suggestions, and evaluations in their very own voice
• Invite customers to publish before-and-after outcomes or artistic use instances
• Design options or experiences customers need to exhibit (like Spotify Wrapped)
• Reward prospects who share suggestions or use instances publicly (early entry, shoutouts, or swag)
• Reply to each public point out or tag as a result of AI acknowledges seen engagement

The error most manufacturers make?

Asking for simply testimonials as a substitute of conversations.

Don’t ask prospects to “share their success story.” Ask them to assist others clear up the identical downside they confronted.

The ensuing content material is genuine, detailed, and precisely what AI techniques search for.

Step 4. Safe “Better of” Listing Inclusions

Comparability articles and ‘better of’ lists are key sources for AI citations.

When TechRadar publishes an article on high “Challenge Administration Instruments for Distant Groups,” that article turns into supply materials for a whole lot of AI responses.

When Dwell Science evaluations operating watches, these comparisons practice AI’s product suggestions.

These third-party validations carry extra weight than your personal content material ever may.

In truth, websites that publish “better of” listicles constantly seem as high sources for AI platforms — together with Forbes, Enterprise Insider, NerdWallet, and Tech Radar.

Garmin is an ideal instance.

Their merchandise seem in just about each “finest GPS watch” article throughout operating, biking, and out of doors publications.

Like on this Runner’s World article:

Or this piece in The Nice Outside:

However what makes their technique work is consistency throughout platforms.

Sure, the specs are the identical by nature.

However what stands out is how constantly these specs, options, and pictures seem throughout impartial websites.

That repetition reinforces belief for AI techniques, which see the identical particulars confirmed repeatedly.

So, after I ask ChatGPT, “Which is the perfect GPS watch?” it mentions Garmin.

And it doesn’t cease there. It highlights options that different third-party articles emphasize, like battery life, accuracy, photo voltaic charging, and water resistance.

This consistency throughout impartial sources is why Garmin holds one of many highest shares of voice in ChatGPT and Google AI Mode responses for the Client Electronics vertical.

So, how do you land in these “better of” lists?

It begins with a terrific product. With out that, no checklist will prevent.

That apart, it is advisable make journalists’ jobs simpler. Most writers work underneath tight deadlines and can select manufacturers that present ready-to-use property over people who make them hunt.

So construct a devoted press package web page with specs, pricing, high-res pictures, and different property.

Like Garmin does right here:

Subsequent, attain out to journalists and area of interest publications. Don’t watch for them to search out you.

Timing issues lots as nicely.

Most “better of” lists replace yearly. So, pitch your updates a number of months earlier than refreshes.

Additionally, don’t simply goal apparent lists. Deal with class growth.

As an illustration, Garmin doesn’t simply seem in “finest GPS watch” roundups. In addition they function in broader out of doors and health lists that cowl operating, biking, and multisport gear.

That attain multiplies the mentions AI techniques can cite.

The underside line: AI visibility favors the manufacturers that preserve exhibiting up in impartial comparisons.

Safe these “better of” inclusions, and also you improve your probabilities of being talked about in AI solutions.

Playbook 2 – Tips on how to Be Trusted (The Authority Sport)

Getting talked about is half the battle. Getting cited is the opposite half.

When AI techniques cite your content material, they’re not simply naming you. They’re utilizing you as proof to assist their solutions.

Take a look at any ChatGPT or Google AI Mode response.

On the backside or facet, you’ll see an inventory of sources. These citations are what AI considers reliable sufficient to reference.

In line with Semrush’s AI Visibility Index, sure sources dominate AI citations throughout industries. Like Wikipedia, Reddit, Forbes, TechRadar, Bankrate, and Tom’s Information.

They’ve achieved, what I name, the “Quotation Core” standing.

Why do these platforms get cited so usually?

AI techniques belief sources with verified data, structured information, and established credibility. They want confidence in what they’re citing.

That is the authority sport.

You’ve earned mentions via the sentiment battle. Now it is advisable construct the belief that additionally earns you citations.

That is the way you maximize your AI visibility.

Listed below are 5 methods to construct that authority.

Step 1. Optimize Your Official Web site for AI

AI platforms can solely cite what they’ll crawl, parse, and perceive.

In case your particulars aren’t uncovered in clear, readable code, you’re invisible. Regardless of how good your content material is.

Use semantic HTML to construction your content material.

Meaning marking up pricing tables, product specs, and have lists with tags like

, and

.


Don’t tuck data inside countless

s or customized layouts that cover which means.



Additionally, keep away from counting on JavaScript to render your foremost content material.

AI crawlers can’t learn JavaScript.

In case your pricing or docs load solely after scripts hearth or buttons click on, these particulars shall be skipped.



Virtually each top-cited website in AI solutions passes the Core Net Vitals evaluation, which indicators that the web page hundreds quick, stays steady, and presents content material in a clear construction.

Like Bankrate — probably the most cited supply in Google AI Mode for the Finance vertical:



Or InStyle — the eighth most cited supply on ChatGPT within the Vogue & Attire vertical.



These websites constantly floor in AI responses as a result of their pages are simple to crawl, quick to load, and easy to extract structured data from.

Numerous what you’ll do to optimize your website for AI is search engine optimisation 101.

• Construction all key data in native HTML parts (no customized wrappers)
• Maintain vital content material seen on preliminary load (no tabs, accordions, or lazy-loaded sections)
• Use schema the place it reinforces information: pricing, product, FAQ, group
• Run common audits with JavaScript disabled to see what AI sees
• Reduce format shifts and script dependencies that delay full render

For page-by-page evaluation, you need to use Google’s PageSpeed Insights.

To test your whole website’s well being and efficiency, use Semrush’s Site Audit software.

Get an in depth report exhibiting technical points in your web site and how one can repair them.



On the finish, you desire a quick, steady, and easy-to-parse web site.

That’s what earns AI citations.

Step 2. Preserve Wikipedia + Information Graph Accuracy

AI techniques depend on public information sources to construct their understanding of your model.

If that data is fallacious, each reply AI generates about you may be too.

Wikipedia is likely one of the most cited sources on ChatGPT for all industries lined in Semrush’s AI Visibility Index.



Apparently, Google AI Mode leans closely on its Information Graph to validate information about corporations and merchandise.



When your Wikipedia web page comprises outdated data — or your Information Graph exhibits previous particulars — these inaccuracies get baked into AI responses.

That hurts belief, sentiment, and your likelihood of being cited within the long-term.

So your job is twofold:

1. Be certain your model exists in these techniques
2. Maintain the information clear and present

Begin together with your Wikipedia web page.

In case you have one, audit it quarterly.

Repair factual errors, like outdated product names, income ranges, or management bios.

Help each edit with a reputable third-party supply: information protection, analyst studies, or trade publications.

Wikipedia doesn’t permit manufacturers to instantly promote themselves. And promotional edits get eliminated.



However updates to repair factual errors often stick. So long as you present strong citations.

You need to use the “Speak” web page of your Wikipedia entry to suggest corrections.



If you happen to don’t have a Wikipedia web page, you’ll want to fulfill notability tips.

That sometimes means protection in a number of impartial, well-known publications.

As soon as that’s in place, a impartial editor (not in your payroll) can create the web page.

Subsequent, repair your Information Graph.



Google pulls its model information for its information graph from a number of sources. Like Wikidata, Wikipedia, Crunchbase, social profiles, and your personal schema markup.

Begin by “claiming” your Information Panel.

This implies a information panel already exists on your firm if you search its identify. You simply have to assert it by verifying your identification.



If you happen to don’t see one, you’ll have to feed Google extra structured indicators.

Begin by including or bettering your Group schema in your homepage.



Then, be certain that your organization has a correct Wikidata entry. Google might use this to construct its Information Graph.

A robust Wikipedia web page and Google information panel form how AI understands your model.

Get them proper, and also you construct a basis of factual authority that AI techniques can belief.

Step 3. Publish Clear Pricing

Hidden pricing creates damaging sentiment that AI techniques decide up and amplify.

When customers can’t discover your pricing, they flip to Reddit and LinkedIn. And the hypothesis isn’t at all times favorable.

As an illustration, Workaday doesn’t present its pricing.



And the Reddit feedback aren’t useful to its potential prospects.



In line with Semrush’s AI Visibility Index, when enterprise software program hides pricing behind “Contact Gross sales,” AI makes use of speculative information factors from Reddit and LinkedIn.

And it usually hyperlinks that model with damaging worth sentiment.

As a result of AI techniques are biased towards answering, even when it means citing hypothesis.

They’d somewhat quote a criticism from third-party websites about “most likely costly” than admit they don’t know.



With out clear pricing, you’re additionally excluded from value-comparison queries like “finest finances possibility” or “most cost-effective for enterprises.”

Publishing clear pricing creates dependable information that AI trusts over hypothesis.

Now I perceive this isn’t at all times doable for each model. Whether or not to point out pricing is dependent upon numerous different selections and techniques.

However if you wish to construct belief for larger AI visibility and constructive sentiment, clear pricing is vital.

Which suggests:

• Embody tier breakdowns with function comparisons
• Spell out annual vs. month-to-month choices
• Listing any limitations or consumer caps
• Replace your pricing on G2, Capterra, and different evaluate websites

When dependable sources like your pricing web page and G2 have clear data, AI stops turning to hypothesis.

That transparency turns into a part of your model identification and authority.

Step 4. Develop Documentation & FAQs

Your assist docs and assist heart usually get cited greater than your homepage.

As a result of AI techniques search for detailed, problem-solving content material. Not advertising copy.

Apple holds one of many highest shares of voice in ChatGPT and Google AI Mode responses for the Client Electronics vertical.



Its assist documentation seems constantly in AI citations throughout tech queries.

After I ask ChatGPT the best way to repair an iPhone problem, it cites assist.apple.com.



Product documentation dominates citations in technical verticals.

Why?

As a result of it solutions particular questions with step-by-step readability.

Your product documentation is a quotation goldmine for those who construction it proper.

Begin by creating devoted pages for frequent issues. “Tips on how to combine [Product] with [Product]” beats a generic integrations web page.

For instance, Dialpad has devoted pages for every app it integrates with.



And every web page clearly explains the best way to join each apps.



Subsequent, write troubleshooting guides that handle actual consumer points.

(You may study these points out of your gross sales groups, account managers, and social media conversations.)

Additionally, construct a complete FAQ library that truly solutions questions. Not marketing-friendly softballs, however the exhausting questions customers actually ask.

Be certain each web page is crawlable:

• Use static HTML for all documentation
• Create XML sitemaps particularly for docs
• Implement breadcrumb navigation
• Add schema markup for HowTo and FAQ content material

The purpose is to develop into the default supply when AI wants to elucidate how your product works.

Not via search engine optimisation tips, however by publishing probably the most useful, detailed, accessible documentation in your area.

Step 5. Create Authentic Analysis That AI Needs to Cite

Authentic analysis provides AI techniques one thing they’ll’t discover wherever else. Your information turns into the proof they want.

Take SentinelOne for example. It’s a well known model in cybersecurity.

They repeatedly publish menace studies, authentic information, and technical insights.



This is likely one of the causes they usually get cited as a supply in AI responses.



Within the intro, I mentioned only a few manufacturers are each talked about and cited by AI. Bear in mind?

SentinelOne is a type of manufacturers that has constructed twin authority.

In line with Semrush’s AI Visibility Index, it’s the fifteenth most cited and nineteenth most talked about model within the Digital Expertise vertical.

As a result of it publishes authentic insights that aren’t obtainable wherever.

And AI techniques need: verified information, trade insights, and quotable statistics.

However not all analysis will get cited equally.

• Annual surveys with vital pattern sizes (suppose: 500+) carry weight. However “State of [Industry]” studies based mostly on 50 responses won’t.
• Benchmark research evaluating actual efficiency information develop into go-to references. However thinly-veiled gross sales pitches disguised as analysis would possibly get ignored.

You need to use your proprietary information to create authentic analysis studies.

Or crew up with market analysis corporations like Centiment that may enable you acquire information via surveys.



When creating these studies:

• Lead with key findings in bullet factors
• Embody methodology particulars for credibility
• Present downloadable information units when doable
• Add structured information markup for datasets

Additionally, promote findings via press releases and trade publications.

When Forbes, TechCrunch, and different main publications cowl your analysis, AI techniques usually tend to discover.

Like this SentinelOne report lined by Forbes:



The compound impact right here is highly effective.

Your analysis will get cited by information retailers → which will get cited by AI → which drives extra protection → which builds extra authority.

That’s the way you go from being talked about to being the supply everybody (together with AI) trusts.

Pulling It All Collectively – Working Each Playbooks

You’ve seen the framework. Now it’s time to execute.

Step 1. Audit Your Present AI Visibility

Begin by understanding your baseline.

Run take a look at queries in ChatGPT and Google AI Mode. Seek for your model, your class, your product, and the issues you clear up.

Word the place you’re talked about (within the reply itself) and the place you’re cited (within the supply checklist). Screenshot all the pieces.

If you happen to’re utilizing Semrush’s Enterprise AIO, you need to use Competitor Rankings to see how usually your model exhibits up in AI solutions in comparison with your opponents.



Step 2. Construct Parallel Campaigns

Each playbooks have to run concurrently.

You may’t wait to be “seen” earlier than constructing belief.

• Playbook 1 (Seen): Buyer success drives evaluate campaigns. Group managers have interaction in boards. PR pushes for “better of” checklist inclusion.
• Playbook 2 (Trusted): Product publishes clear pricing. search engine optimisation and engineering enhance website construction. Help expands assist content material. Advertising and marketing creates authentic analysis.

The bottom line is coordination.

Create a shared dashboard to trace every crew’s contributions to AI visibility.

Step 3. Monitor and Iterate

AI visibility shifts quick. What labored final month won’t work right this moment.

Monitor your mentions and citations month-to-month.

Use an LLM monitoring software like Semrush or a handbook immediate checklist to see the way you’re exhibiting up (and the way usually).

Look ahead to imbalances.

Robust mentions however weak citations? Deal with authority indicators from Playbook 2.

Cited usually however not often talked about? Ramp up your group and sentiment work.

Additionally: watch your opponents. When somebody jumps in AI visibility, reverse-engineer what modified.

New PR protection? Extra evaluations? A pricing replace?

The manufacturers successful AI search aren’t ready for excellent methods. They’re testing, studying, and adjusting sooner than their competitors.

The AI Visibility Window is Open

Along with itemizing your model, AI platforms affect what patrons see, belief, and select.

And proper now, AI visibility is anybody’s sport. Only some manufacturers in every trade have cracked the code of being each talked about and cited.

Meaning even established giants could be outmaneuvered for those who transfer sooner on AI technique.

So whereas opponents debate whether or not AI search issues, you’ll be able to construct the presence that captures tomorrow’s patrons.

The Seen & Trusted Framework provides you the path.

Run each playbooks. Without delay.

Backlinko is owned by Semrush. We’re nonetheless obsessive about bringing you world-class search engine optimisation insights, backed by hands-on expertise. Except in any other case famous, this content material was written by both an worker or paid contractor of Semrush Inc.