The Seen & Trusted Model Framework

AI is already reshaping how consumers 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 response to the newest 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 strategy 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.

website positioning stays the muse.

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

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

This information reveals you precisely the right 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 alternative however to acknowledge, reference, and advocate your model.

Why AI Search Technique Isn’t Simply website positioning’s Job

Your website positioning staff 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 programs pull indicators from all over the place, not simply your web site.

When AI generates responses, it mines:

• Assessment platforms for product comparisons
• Reddit threads for pricing complaints
• Developer boards for implementation particulars
• Information websites for firm credibility
• Assist docs for characteristic explanations

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

For example, your buyer success staff drives buyer evaluations on G2 and Capterra. But when they’re not monitoring assessment high quality and element, AI has nothing substantive to quote when evaluating merchandise.

Equally, your product staff controls whether or not pricing and options are literally findable. Cover all the things behind “Contact Gross sales” varieties, and AI will both skip you completely or make assumptions based mostly on previous Reddit threads.

Your PR staff lands media protection and analyst stories. These third-party mentions construct the belief indicators AI programs use to find out authority.

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

website positioning and content material groups personal the positioning 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 spot 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 staff a task in constructing the indicators AI relies on.

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

Getting “seen” means displaying up in AI responses as a talked about model, even with out a quotation hyperlink.

When a consumer asks ChatGPT, “What are the very best electronic mail advertising and marketing instruments?” they get names like HubSpot, ActiveCampaign, and MailChimp.

These manufacturers simply gained visibility with out anybody clicking by way of.

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 may get talked about as “costly however complete” or “inexpensive however restricted.”

Like right here, once I requested ChatGPT if ActiveCampaign is an effective choice:

In some circumstances, the response could possibly be extra unfavourable than impartial. Like this:

These characterizations stick.

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

There are 4 primary sources that AI programs mine for context.

Step 1. Construct Presence on the Proper Assessment Websites

AI programs closely weigh assessment platforms when evaluating merchandise. However not all evaluations are equal.

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

AI wants substance, like particular options, use circumstances, and outcomes it could actually reference when answering queries.

G2 is among the high sources for ChatGPT and Google AI Mode within the Digital Know-how vertical, in accordance with Semrush’s AI Visibility Index.

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

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

A part of that success comes from their G2 technique.

After I ask ChatGPT, “Is Slack value 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 info 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 assessment 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 assessment technique wants 4 elements:

• Timing: Electronic mail prospects after they’ve used your product sufficient to offer significant feedbac, however whereas the expertise remains to be recent
• Templates: Present prompts highlighting particular options to debate. “How did our API prevent growth time?” beats “Please assessment 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 assessment. AI programs 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 programs are listening.

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

These unfiltered conversations form how AI understands and recommends merchandise.

Reddit and Quora persistently 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 neighborhood discussions and profitable 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 yr, 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, once I ask ChatGPT what’s the very best free on-line kind builder, it mentions (and recommends) Tally.

Huge manufacturers like Zoho participate in Reddit discussions as nicely. To reply questions, tackle 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 neighborhood platforms like Reddit, Overflow, Quora, and even LinkedIn matter so much in AI visibility:

Your neighborhood and buyer success groups needs to be energetic on these platforms.

However presence alone isn’t sufficient.

Your technique wants authenticity.

How?

• Reply questions even if you’re not the answer
• Tackle widespread 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 straight

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

The manufacturers profitable neighborhood presence deal with boards like buyer assist, not advertising and marketing channels.

Step 3. Engineer UGC and Social Proof

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

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

…all of this turns into coaching knowledge.

Manufacturers with robust neighborhood engagement and visual social proof see greater 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.

Actually, Patagonia holds the very best share of voice in AI responses for the Style and Attire vertical.

They persistently seem in discussions round “moral style” 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 frequently point out their constructive expertise with Patagonia’s alternate 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 type of social proof AI acknowledges and amplifies.

No marvel Patagonia has a extremely favorable sentiment rating (in accordance with the “Notion” report of the AI website positioning 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
• Associate with micro-influencers to share genuine product tales, suggestions, and evaluations in their very own voice
• Invite customers to put up before-and-after outcomes or inventive use circumstances
• Design options or experiences customers wish to exhibit (like Spotify Wrapped)
• Reward prospects who share suggestions or use circumstances 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 an alternative of conversations.

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

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

Step 4. Safe “Better of” Checklist Inclusions

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

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

When Stay Science evaluations operating watches, these comparisons prepare AI’s product suggestions.

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

Actually, websites that publish “better of” listicles persistently 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 Outdoor:

However what makes their technique work is consistency throughout platforms.

Sure, the specs are the identical by nature.

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

That repetition reinforces belief for AI programs, which see the identical particulars confirmed many times.

So, once I ask ChatGPT, “Which is the very best 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 an important product. With out that, no checklist will prevent.

That apart, it’s essential make journalists’ jobs simpler. Most writers work below tight deadlines and can select manufacturers that present ready-to-use belongings over those who make them hunt.

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

Like Garmin does right here:

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

Timing issues so much as nicely.

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

Additionally, don’t simply goal apparent lists. Concentrate on class growth.

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

That attain multiplies the mentions AI programs can cite.

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

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

Playbook 2 – Learn how to Be Trusted (The Authority Recreation)

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

When AI programs 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 response to 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 programs belief sources with verified info, structured knowledge, and established credibility. They want confidence in what they’re citing.

That is the authority recreation.

You’ve earned mentions by way of the sentiment battle. Now it’s essential 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 Website 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 info inside countless

s or customized layouts that disguise that means.



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

AI crawlers can’t learn JavaScript.

In case your pricing or docs load solely after scripts fireplace or buttons click on, these particulars will likely be skipped.



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

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



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



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

Quite a lot of what you’ll do to optimize your website for AI is website positioning 101.

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

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

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

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



On the finish, you need a quick, secure, and easy-to-parse web site.

That’s what earns AI citations.

Step 2. Keep Wikipedia + Data Graph Accuracy

AI programs depend on public knowledge sources to construct their understanding of your model.

If that info is flawed, each reply AI generates about you’ll be too.

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



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



When your Wikipedia web page incorporates outdated data — or your Data Graph reveals previous particulars — these inaccuracies get baked into AI responses.

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

So your job is twofold:

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

Begin along with your Wikipedia web page.

You probably have one, audit it quarterly.

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

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

Wikipedia doesn’t enable manufacturers to straight promote themselves. And promotional edits get eliminated.



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

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



When you don’t have a Wikipedia web page, you’ll want to satisfy notability pointers.

That usually 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 Data Graph.



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

Begin by “claiming” your Data Panel.

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



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

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



Then, be sure your organization has a correct Wikidata entry. Google could use this to construct its Data 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 programs can belief.

Step 3. Publish Clear Pricing

Hidden pricing creates unfavourable sentiment that AI programs choose up and amplify.

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

For example, Workaday doesn’t present its pricing.



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



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

And it usually hyperlinks that model with unfavourable worth sentiment.

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

They’d moderately quote a grievance 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 price range choice” or “most cost-effective for enterprises.”

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

Now I perceive this isn’t all the time doable for each model. Whether or not to point out pricing relies on varied different selections and techniques.

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

Which implies:

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

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

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

Step 4. Broaden Documentation & FAQs

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

As a result of AI programs search for detailed, problem-solving content material. Not advertising and marketing 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 persistently in AI citations throughout tech queries.

After I ask ChatGPT the right way to repair an iPhone difficulty, 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 in the event you construction it proper.

Begin by creating devoted pages for widespread issues. “Learn 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 right way to join each apps.



Subsequent, write troubleshooting guides that tackle actual consumer points.

(You’ll be able to find out about 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 onerous questions customers actually ask.

Be certain that 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 aim is to grow to be the default supply when AI wants to clarify how your product works.

Not by way of website positioning methods, however by publishing essentially the most useful, detailed, accessible documentation in your house.

Step 5. Create Authentic Analysis That AI Desires to Cite

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

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

They frequently publish menace stories, unique knowledge, and technical insights.



This is among the causes they usually get cited as a supply in AI responses.



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

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

In response to Semrush’s AI Visibility Index, it’s the fifteenth most cited and nineteenth most talked about model within the Digital Know-how vertical.

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

And AI programs need: verified knowledge, trade insights, and quotable statistics.

However not all analysis will get cited equally.

• Annual surveys with important pattern sizes (assume: 500+) carry weight. However “State of [Industry]” stories based mostly on 50 responses won’t.
• Benchmark research evaluating actual efficiency knowledge grow to be go-to references. However thinly-veiled gross sales pitches disguised as analysis may get ignored.

You need to use your proprietary knowledge to create unique analysis stories.

Or staff up with market analysis corporations like Centiment that may allow you to acquire knowledge by way of surveys.



When creating these stories:

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

Additionally, promote findings by way of press releases and trade publications.

When Forbes, TechCrunch, and different main publications cowl your analysis, AI programs 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 – Operating 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 resolve.

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

When you’re utilizing Semrush’s Enterprise AIO, you should use Competitor Rankings to see how usually your model reveals up in AI solutions in comparison with your rivals.



Step 2. Construct Parallel Campaigns

Each playbooks have to run concurrently.

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

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

The secret is coordination.

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

Step 3. Monitor and Iterate

AI visibility shifts quick. What labored final month won’t work at this time.

Observe your mentions and citations month-to-month.

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

Look ahead to imbalances.

Robust mentions however weak citations? Concentrate on authority indicators from Playbook 2.

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

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

New PR protection? Extra evaluations? A pricing replace?

The manufacturers profitable AI search aren’t ready for good 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 consumers see, belief, and select.

And proper now, AI visibility is anybody’s recreation. Just a few manufacturers in every trade have cracked the code of being each talked about and cited.

Meaning even established giants may be outmaneuvered in the event you transfer sooner on AI technique.

So whereas rivals debate whether or not AI search issues, you may construct the presence that captures tomorrow’s consumers.

The Seen & Trusted Framework provides you the route.

Run each playbooks. Without delay.

Backlinko is owned by Semrush. We’re nonetheless obsessive about bringing you world-class website positioning 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.