Seven Ways To Boost Your Brand In AI Search

The way people search for information is changing, and AI-powered answers are quickly becoming the new standard. This is a critical moment for brands: it's time to adapt your strategy or risk being left behind. One of the most important things you can do right now is work on increasing your brand's visibility in ChatGPT search.

Why Your Brand Needs to Be in ChatGPT Search

The growth of AI search is explosive. According to data from Similarweb, ChatGPT sent nearly 244 million visits to news and media websites in April 2025 alone, a 98% increase from the start of the year. Our use of AI search engines is growing at an incredible pace.

In fact, an AI study by Semrush projects that AI search visitors will overtake traditional search visitors for digital marketing topics by 2028, signaling a massive shift across all industries.

By implementing strategies to get your brand mentioned and cited in ChatGPT now, you’ll gain a significant advantage over your competitors. While many SEO strategies for traditional search are still relevant, optimizing for LLMs requires a new approach. Here are 7 things you can do to get your brand featured in AI search.

1. Create High-Quality Citable Content

Just like Google, AI models favor content that demonstrates expertise, authority, and trust (E-A-T). If you’re already creating in-depth content that includes quotes, sources, and data, you’re on the right track.

A recent academic study found that adding citations and source links significantly improves content visibility in AI-generated responses. Citing sources builds credibility.

Publishing your own original research is another powerful tactic. It not only boosts your credibility but also earns backlinks and increases your chances of being cited by ChatGPT. For example, our study on the AI trust gap was quickly cited by ChatGPT because it provided unique, factual data.

To improve your content for AI search:

• Back up all claims with recent statistics from credible sources.
• Include quotes and insights from industry experts.
• Link to credible studies and research papers.
• Write about emerging trends to fill gaps in the AI's knowledge base.

2. Answer Specific Questions and Use Cases

Search behavior has evolved from broad keywords to specific, conversational questions. AI search, powered by natural language processing, excels at understanding nuanced user intent. This is a huge opportunity for brands that create content for very specific scenarios.

For instance, an article on the best AI marketing tools that opens with a comparison table based on different use cases is highly valuable to both users and LLMs.

AI systems prefer content that directly answers specific questions.

To target specific questions effectively:

• Identify and answer the niche questions your customers are asking.
• Create step-by-step guides tailored to specific industries or situations.
• Develop content for particular business sizes or use cases.

3. Build Authority in Online Communities

Data shows that Reddit and Quora are two of the most cited websites in Google's AI Overviews. This tells us that AI models value authentic conversations where real people discuss problems and solutions.

Brands like Semrush successfully engage on Reddit with a mix of helpful guidance and entertaining content, building authority without being overly promotional.

To build authority that influences AI:

• Answer relevant questions on Quora within your area of expertise.
• Participate meaningfully in industry-related Reddit communities.
• Engage in discussions on LinkedIn and other niche professional forums.
• Focus on providing genuine value, not just marketing messages.

4. Boost Brand Popularity with Digital PR

Emerging research from Kevin Indig reveals a strong correlation between a brand's popularity—how often it’s mentioned and searched for online—and how often it appears in AI search results.

Essentially, the more popular your brand is, the more likely AI chatbots are to mention it. Furthermore, visitors from AI search are highly valuable. The Semrush study found that the average AI search visitor is 4.4 times more valuable than a traditional organic search visitor, as they are often further down the buying funnel and ready to convert.

How to increase brand mentions and citations:

• Invest in thought leadership content to establish authority.
• Launch digital PR campaigns to get mentioned in online publications.
• Encourage authentic reviews and user-generated content.

5. Maintain Consistent Brand Messaging

An AI learns about your brand from every corner of the web—your site, social media, review platforms, and forum mentions. Inconsistent messaging can confuse AI systems, leading to inaccurate representations.

Take control of your brand's narrative by developing clear, consistent language and using it everywhere. For example, Zapier consistently refers to itself as an "AI orchestration platform" across its homepage, blog, and even its CEO's social media posts. This repetition helps LLMs understand and accurately describe the brand.

To ensure brand consistency:

• Regularly update your website to eliminate outdated information.
• Ensure all social media posts are on-brand.
• Use consistent language in product descriptions, press releases, and guest content.

6. Develop In-Depth Comparison Content

According to a Semrush study, half of all ChatGPT citations link to business or service websites, positioning them as authoritative sources.

Users often turn to AI for help with complex comparisons, such as choosing between two competing software products. Creating high-quality, detailed comparison content that honestly evaluates different options is an excellent way to get cited.

To improve your comparison content:

• Create honest buyer's guides that include your competitors.
• Use feature comparison tables for easy scanning.
• Address common customer questions in an FAQ section.
• Showcase real customer wins with case studies and statistics.

7. Monitor and Manage Your Brand's Sentiment

Customers can ask AI about your brand's reputation and get an instant summary. Proactive reputation management is essential to ensure that summary is positive.

Use tools to monitor brand mentions across the web so you can manage your online reputation effectively. Tools like Semrush’s Brand Monitoring can track mentions and analyze their sentiment, helping you stay on top of the conversation.

To maintain positive sentiment for AI search:

• Respond quickly to negative comments and reviews.
• Encourage satisfied customers to share their positive experiences.
• Highlight positive case studies and testimonials on your website.
• Build relationships with industry influencers who can advocate for your brand.

The Future is Now How to Monitor Your AI Search Presence

The age of optimizing for organic search alone is over. To prepare your brand for the growth of AI search, you need to start measuring your performance.

To get started, check out the best AI search monitoring tools available. A great option is the Semrush AI Toolkit, which tracks your brand's AI market share, competitor performance, and overall sentiment in AI search engines. For larger businesses, Semrush Enterprise AIO offers tailored solutions for tracking brand mentions in ChatGPT and other platforms, giving you control over how your brand is represented in this new world.