Seen and Trusted Framework boosts AI visibility, trust, and sales.
Why AI Search Strategy Isn’t Just SEO’s Job
AI systems pull signals from various sources beyond just your website, including review platforms, Reddit threads, news coverage, and support documentation. Effective AI visibility requires cross-departmental coordination, as signals are generated by customer success, product, PR, support, and community teams. The S&T Framework provides a coordinated approach to build these signals.
Playbook 1 – How to Get Seen (The Sentiment Battle)
To get “seen” means to be mentioned in AI responses, even without a direct citation link. This involves winning the “sentiment battle” by ensuring positive characterisations of your brand. Key steps include:
1.Build Presence on the Right Review Sites: AI heavily weighs detailed reviews on platforms like G2, Capterra, GetApp, Amazon, Yelp, and Google Reviews. Focus on encouraging detailed feedback from customers.
2.Participate in Community Discussions: AI systems listen to conversations on platforms like Reddit, Stack Overflow, and Quora. Active participation, answering questions, and addressing concerns authentically can shape AI recommendations.
3.Engineer UGC and Social Proof: User-generated content (UGC) and social proof, such as LinkedIn shares, case studies, and public documentation of workflows, are amplified by AI. Encourage customers to create and share content, and engage with public mentions.
4.Secure “Best of” List Inclusions: Comparison articles and “best of” lists are key sources for AI citations. Build relationships with journalists and analysts, offer exclusive insights, participate in industry events, and create high-quality content to get featured.
Playbook 2 – How to Be Trusted (The Authority Game)
To be “trusted” means AI systems cite your brand as a credible source, playing the “authority game.” AI prioritizes authoritative sources based on expertise, authoritativeness, and trustworthiness (E-E-A-T framework). Key steps include:
1.Publish Original Research and Data: AI systems value original research and data. Conducting surveys, analysing internal data, collaborating with institutions, and creating data visualisations can establish your brand as a primary information source.
2.Get Cited by Authoritative Sources: When authoritative sources cite your content, it signals to AI that your brand is also authoritative. Create linkable assets, guest post on reputable sites, participate in expert roundups, and build relationships with journalists and influencers.
3.Build a Strong Brand Identity: AI understands brand identity, including tone of voice and visual style. Define your brand values, develop a unique brand voice, create a consistent visual identity, and tell your brand story to ensure positive characterisation by AI.
Pulling It All Together – Running Both Playbooks
The S&T Framework emphasises combining both playbooks for amplified AI visibility. By focusing on getting seen (reviews, community, UGC, list inclusions) and being trusted (original research, authoritative citations, strong brand identity), brands can ensure they are both mentioned and cited as credible sources.
The AI Visibility Window is Open
AI is still evolving, presenting a unique opportunity for adaptable brands. Implementing the S&T Framework can lead to a competitive advantage, increased brand awareness, enhanced trust and credibility, and more traffic and conversions. Acting now is crucial to dominate the future of search.
