How to Get Your Brand Cited by LLMs

Baylee Gunnell welcomes Charlie Marchant, CEO of Exposure Ninja, to unpack how AI search tools like ChatGPT, Gemini, Perplexity, and Claude choose which brands and sources to cite. Charlie explains that AI citations are less about traditional search rankings and more about relevance, intent, topical authority, freshness, and third-party validation.

The conversation highlights how AI search differs from classic SEO. Rather than only optimizing your own website, brands need to build citation authority across trusted publications, reviews, Reddit threads, YouTube videos, podcasts, and influencer content. Charlie emphasizes that mentions can matter as much as backlinks because AI evaluates the context around a brand.

Charlie also shares practical ways businesses can improve AI visibility: clarify positioning, structure website content, clean up outdated messaging, build topical authority, encourage useful reviews, and create content in formats that fit the team’s strengths. The key takeaway is simple: know your niche, serve customers well, and build a credible online reputation.