Rand Fishkin的动态

Rand Fishkin: I have analyzed the comments with the most social reactions. Here‘s the summary. - ???????? ???????? ?????? ?????????????????? ????????????? ???Companies struggle with AI visibility due to their short-term focus. CMOs prioritize paid media for its predictability, leaving AI-driven brand visibility underfunded. SEO, PR, and brand marketing work in silos, making long-term AI presence challenging to build. Until AI visibility becomes a standard KPI, investment will remain low. ???Appearing in ChatGPT is slow, unclear, and risks turning into spam. 6-9 months is the estimated delay before brand mentions appear in ChatGPT results. Authentic PR (articles, podcasts, discussions) works, but AI spam may soon become an issue. Unlike SEO, LLMs don’t use traditional ranking—only consistent brand recognition helps. ???Language choice matters, but measuring AI presence is a challenge. Using the right words increases AI recognition, but vague terms like "leading" may not match user queries. Some track AI-generated brand mentions, but results are inconsistent. Marketers are testing expired domains to see if they can artificially boost AI presence. By evAI?Opinion Spectrum

Rand, you’re assuming people know how to do that. Most CMOs still lead with paid media because it’s predictable, scalable, and fits neatly into an attribution model their CFOs understand. “Spend X, get Y” is a clean, boardroom-friendly equation. Earned visibility? That’s messy. It takes time, experimentation, and buy-in from leadership that’s used to immediate results. Communication is hard. Execution is harder. Getting brands “next to the right words” all over the web isn’t just about knowing how LLMs work—it’s about shifting an entire marketing culture that’s been trained to prioritize short-term wins over long-term compounding value. SEO took two decades to get a seat at the table. PR has been fighting for relevance in a digital-first world. And now, AI visibility? It’s in the “emerging trends” bucket most execs won’t seriously invest in until their competitors force them to. It’s not that marketers don’t see the opportunity. It’s that the marketing ecosystem, from reporting structures to budget allocations, is still wired for immediate, attributable returns. Until AI visibility becomes a standard KPI, getting buy-in for the “PR-like process” you’re describing will remain an uphill battle.

I had this exact discussion earlier this week and the main question, which was left unanswered, is how do you do this without spamming the shit out of the internet? You have the option to be a nice guy, and reply to some Reddit threads here and there, maybe some Quora, post an article, go on podcasts...but those things are very time consuming and you would be hoping that in 6 to 9 months those things get picked up. The other option (which I'm afraid will pop-up pretty soon as a saas or agency) is to start spamming every social network and content website with your key phrases. And this is something that some of us do not want to do....

Rand, don't we also have to be careful to not use extra words that people won't use when they are conducting these searches? Won't words like "fine" or "leading" or "long-standing," or you get the idea, just get in the way because people aren't going to ChatGPT and asking "Who are the 'leading' LinkedIn trainers for lawyers?" People don't necessarily talk that way. Love to hear your thoughts.

+1 Rand, there's two strategies but both require this approach! 1. How do I show up in mentions when LLMs use training data to answer a question? Exactly what you walked through + some other factors based on each model's training data (wikipedia, PR, etc...) 2. How do I show up in mentions when LLMs use training data to answer a question? Exactly what you walked through + some other factors based on each model's training data (wikipedia, PR, etc...) + traditional SEO.

We are! ??

I've struggled to explain what you so easily do here (in 2 mins!?) for YEARS lol THANK YOUUUU!!!! Sending everyone here ??

Rand Fishkin thanks for sharing. Why you are not using 2-3 variations next to “Sparktoro” in your bios to catch more than one phrase (e.g. software/solution/platform)?

We are offering Digital authority management for years and now LLMO, but clients who are focussing on SEO before do not realize how imortant it is to build bridges between the Silos. So it is not only a problem of the agencies more the silo structure in organizations. In most of the companies SEO, PR and brand marketing are seperated silos do not work together because of different budgets and goals