(0:05) Hello, everyone. (0:06) Welcome to the Conquer AI Search Podcast, your ultimate guide to mastering the AI-driven (0:12) search landscape. (0:13) This podcast is brought to you by the AI Monitor Team.

(0:16) I'm your host, Avi, and I'm excited to have Katherine joining me today. (0:20) Great to be back. (0:26) This is our deep dive series, where we're uncovering the top 11 most effective generative (0:32) engine optimization techniques, GEO, as we call it.

(0:36) It's really all about making sure your valuable content, the stuff you work hard on, doesn't (0:42) get lost. (0:43) You want it seen, you want it used in this, well, this rapidly evolving AI-driven landscape. (0:50) And we are building this picture piece by piece, aren't we? (0:52) In our previous deep dives, we've already tackled a couple of pretty foundational techniques.

(0:56) We have. (0:57) We explored implementing things like the LLMs.txt file, you can think of it almost like a robots.txt (1:03) file, but specifically for AI models. (1:07) And we also looked at leveraging the unique dynamics of platforms like Reddit and other (1:12) user-generated content spots.

(1:14) Because the data shows AI is looking there. (1:16) Oh, absolutely. (1:17) The data is clear.

(1:18) AI models are definitely paying attention to those platforms. (1:20) Right. (1:20) They're looking beyond just the traditional company website.

(1:23) And so today, we're diving into the third technique on our list. (1:27) And this one might sound, well, almost surprisingly traditional, kind of basic even. (1:33) We're talking about using credible citations within your own content, but doing it strategically.

(1:40) That seems to be a really powerful way to earn trust and boost your visibility, specifically (1:46) with generative AI. (1:48) It really is. (1:48) And our mission for this deep dive is to get to the heart of why.

(1:54) Why do these AI models place such a high value on citations? (1:58) And maybe more importantly, how you can leverage that understanding. (2:02) We want to show you how to strategically weave citations into your content to significantly (2:08) increase the chances of your material being flagged as authoritative and actually cited (2:12) by the AI when it generates those answers. (2:15) Because if the AI is building answers, kind of like building a wall, you absolutely want (2:18) your content to be one of the trusted bricks it uses.

(2:21) Precisely. (2:21) Couldn't have said it better. (2:22) So let's dig into why citation is something that feels like it belongs in, I don't know, (2:27) academic papers or textbooks.

(2:29) Why are they suddenly so critical in this age of AI? (2:32) And it all goes back to that core function we mentioned. (2:35) Generative AI isn't just pointing you to a page link. (2:38) It's actually creating something new by synthesizing information it finds out there.

(2:42) It's almost like it's writing a mini research paper, but like on the fly, isn't it? (2:46) Oh, it's a great analogy. (2:48) Yeah. (2:48) And just like any good research paper, it needs to back up its claims.

(2:52) It needs references. (2:53) Exactly. (2:54) And they're doing it a lot.

(2:55) There was this fascinating recent analysis. (2:57) I think it looked at something like 40,000 responses. (3:01) And get this, a quarter of a million citations pulled from the big players, Perplexity, Gemini, (3:08) ChatGPT.

(3:09) The data is just crystal clear. (3:11) These platforms are citing multiple sources per response on average. (3:15) And these aren't small numbers either.

(3:17) You mentioned Perplexity, the ones known for showing it sources, right? (3:20) Cites about what, 6.6 sources to a response? (3:22) 6.61, yeah. (3:23) And Google's Gemini is right behind it at 6.1 on average. (3:26) And even ChatGPT, you know, in its standard mode without maybe specific web browsing prompts, (3:31) it still averages around 2.6 sources cited.

(3:34) That right there feels like a huge opportunity. (3:36) It's undeniable proof that AI is actively looking for and citing sources. (3:41) It is.

(3:41) And this is where generative engine optimization or GEO really shows its difference from, say, (3:46) traditional SEO. (3:48) How so? (3:48) Well, SEO often focuses on getting you to the top of that list of links, right? (3:52) Hoping the user clicks. (3:54) But GEO, GEO is about making your content so trustworthy, so digestible that the AI itself (4:01) weaves it into the answers it creates.

(4:04) And citing sources, that's a direct verifiable signal to the AI, says, hey, this information (4:10) isn't just pulled out of thin air. (4:12) It's backed up. (4:12) So it's kind of like giving your content a verifiable stamp of approval, like a professional (4:18) resume.

(4:18) But with solid references, the AI can actually check. (4:21) That's a good way to put it. (4:22) And this ties directly into frameworks we talk about, like Google's EEAT.

(4:26) That's expertise, experience, authoritativeness, and trustworthiness. (4:31) The whole package. (4:32) Quick reminder for everyone.

(4:33) That's basically showing you know your stuff, you've got real world involvement, you're (4:37) seen as a leader, and you're reliable. (4:40) So when you cite reputable sources within your content, you're signaling to both human (4:45) readers and those AI algorithms that your information isn't just, you know, random thoughts. (4:52) It's grounded, grounded in credible data, expert views, established facts.

(4:58) That's exactly right. (4:59) As one source I read put it, citing reputable sources acts like that reference on a resume (5:04) for your content. (5:05) It significantly strengthens your credibility, both for users and for the algorithms.

(5:10) And the benefits seem to ripple out too. (5:12) It's not just about signaling trust to the AI, is it? (5:15) It's linking out to high quality relevant sites. (5:18) That must also help traditional search engines figure out where your content fits in the (5:22) grand scheme of things, like in a network of trusted information.

(5:25) Yes, definitely. (5:26) It shows your content isn't just making claims in isolation. (5:29) It's part of a broader established ecosystem of knowledge, connects the dots for them.

(5:34) Plus, honestly, it's just better for the user experience, right? (5:38) If I'm reading something and I see a link to a source I recognize, or a quote from an (5:43) expert, it builds my confidence in what I'm reading. (5:47) And it lets me dig deeper if I want to, which keeps me engaged, keeps me on the site longer. (5:51) And that engagement itself signals value.

(5:54) Exactly. (5:54) Which search engines notice. (5:57) Content that isn't just well written and well structured, but also properly sourced (6:01) with clear citations.

(6:02) Well, that signals reliability of the algorithms. (6:05) It says, this is factually supported. (6:08) And that significantly increases the likelihood it gets pulled into those prominent answer (6:13) boxes or enhanced displays right at the top of the results.

(6:16) Premium visibility, even without needing the top traditional rank. (6:20) Okay, so the why is really compelling. (6:22) Citation signal trust, build authority, improve the user experience, boost visibility potential.

(6:28) But that brings up a really interesting question. (6:30) Where is the AI actually finding these sources, its sites? (6:35) What does the data tell us about its patterns? (6:37) Okay, this is where that massive analysis we mentioned earlier, the 40,000 responses, (6:44) 250,000 citations, gives us some really crucial insights. (6:48) Insights you need for any GEO strategy.

(6:51) Well, lay it on us. (6:52) What's the biggest takeaway? (6:53) The absolute key finding, and this might genuinely surprise some people, is that earned content (6:57) represents the largest percentage of citations across these major AI platforms. (7:01) Earned content, you mean like? (7:03) Yeah, content on third party sites, affiliate websites, independent blogs, news articles, (7:07) review sites, that kind of stuff.

(7:09) Hold on. (7:10) So it's not just about optimizing the content on your own website, your domain, your little (7:14) corner of the internet? (7:15) Exactly. (7:16) Now, your own domain does get cited, don't get me wrong, especially later in the customer (7:19) journey as we'll see.

(7:21) But overall, earned media from those third parties is dominating the citation landscape. (7:27) This is such a critical insight for GEO. (7:31) If you're only focused on, say, the technical SEO and content optimization on your own site, (7:37) you might be missing the single biggest opportunity to get cited by AI.

(7:42) It almost sounds like a return to basics in a weird way. (7:46) Focus on creating genuinely valuable, credible content that other people, including those (7:51) high authority third party sites, will actually want to reference. (7:54) Fundamentally, yes.

(7:55) That's a huge part of it. (7:56) You want to be a source that other reputable sites look to because the AI is heavily citing (8:00) them. (8:01) OK, interesting.

(8:01) The data also showed something else really cool, how the types of sources AI sites tend (8:06) to change. (8:06) They shift as a user moves through what we typically think of as the customer journey (8:11) or maybe just their research process. (8:13) OK.

(8:13) How does that shift happen? (8:14) Well, in the early stages, someone's just exploring a problem, right, or trying to educate (8:18) themselves. (8:18) Up with the funnel. (8:19) Exactly.

(8:20) You see a much higher percentage of citations from that third party editorial content. (8:24) Think articles, guides, research summaries. (8:27) Then, as users move into comparison stages, maybe weighing options.

(8:32) That's when UGC, user generated content, citations increase. (8:36) This comes from review sites, forums like Reddit. (8:39) Ah, Reddit.

(8:40) There it is again. (8:42) Bringing you back to our last deep dive. (8:44) So the AI is definitely plugged into those user conversations.

(8:48) Absolutely. (8:48) And there are even platform specific preferences for this UGC, which is fascinating. (8:52) Like what? (8:53) For instance, the data suggested perplexity tends to favor YouTube and PeerSpot for user (8:58) reviews.

(8:59) Gemini seems to lean towards Medium, Reddit, and YouTube discussions. (9:03) And ChetCPT often references B2B review platforms, think LinkedIn, G2, Gartner Peer Reviews. (9:08) That's incredibly useful intel knowing which platforms are prioritized for different types (9:12) of content and different stages of the journey.

(9:15) OK. (9:15) So what about when someone's in that final phase? (9:17) Final research, evaluation, maybe comparing specific products or services. (9:20) That's when the citations tend to shift more towards the actual brand, websites, and their (9:24) direct competitors.

(9:25) That makes sense. (9:26) It does, right. (9:27) If you're deciding between brand A and brand B, the AI is likely going to pull information (9:32) directly from their sites, or maybe comparison pages that mention both.

(9:36) So your own content still matters, hugely even. (9:39) But where the AI finds information about you, or about the topic you cover, really depends (9:45) heavily on where the user is in their decision making or learning process. (9:49) Precisely.

(9:50) And one last point from this data, regarding source quality, while yes, high quality sources, (9:55) academic papers, major news outlets, they are preferred, making up about, say, 31.5% (10:00) of citations, mid-tier sources are also frequently cited. (10:04) They come in at around 26.3%. (10:06) So you don't necessarily have to be like the Wall Street Journal or a university research (10:10) paper to get cited by an AI? (10:12) Not at all. (10:13) There's a significant opportunity there for diverse sources.

(10:15) This data really shows that content from independent blogs, niche affiliate sites, industry publications, (10:22) they are frequently cited by AI. (10:24) Good news for many creators. (10:26) It is.

(10:26) The key takeaway from this whole analysis is pretty clear. (10:29) Since earned media is the biggest source category overall, building your authority and actually (10:35) earning mentions on trusted third-party sites might be even more valuable for getting cited (10:40) by AI than just tweaking the technical stuff on your own domain. (10:43) Wow.

(10:44) It really highlights the power of influence beyond your own website. (10:47) Okay, this is getting really interesting. (10:50) We know AI cite sources.

(10:52) We know what kinds of sources it cites, especially favoring that third-party earned media. (10:56) And we understand why it does it, for trust. (10:59) Now let's talk about the research that really put a spotlight on this, the academic study (11:03) that actually coined the term GEO itself.

(11:06) Right. (11:07) That was a groundbreaking study. (11:08) It came out of places like Princeton, Georgia Tech, really top institutions.

(11:12) Yeah. (11:12) And this research provided the first major empirical evidence for how different on-page (11:19) optimizations actually impact your visibility in generative engines. (11:22) And they specifically tested the impact of citations and adding quotations, didn't they? (11:26) They did.

(11:27) And it turned out to be a key finding. (11:30) The study showed that simply including citations, adding quotations from relevant sources, backing (11:36) up your claims with statistics, that significantly boosted source visibility by over 40%. (11:41) Over 40%.

(11:42) That's a massive performance lift. (11:44) Just by backing up your claims with evidence. (11:46) That's not some small tweak.

(11:48) It's absolutely not a minor adjustment. (11:50) This research identified cited sources and quotation additions as being among the top-performing (11:55) GEO optimization methods they tested, right up there with things like improving fluency. (12:01) Impressive.

(12:02) And one source I looked at delves even deeper into the specific power of using quotes. (12:06) It identified four distinct ways that, quote, specifically boost your GEO performance beyond (12:12) just general credibility. (12:14) Four ways, quote, specifically help with AI visibility.

(12:18) Okay, tell us more. (12:19) Okay, first, they boost authority and trust at a very granular level. (12:23) When you quote recognized experts, industry leaders, researchers, authoritative figures, (12:28) it's like giving the AI a direct stamp of approval from someone that's probably already (12:32) programmed to trust some degree.

(12:33) Thirdly, AI systems are fundamentally designed to prioritize content that demonstrates clear (12:39) credibility and expertise. (12:40) That makes intuitive sense, doesn't it? (12:42) It's easier for an AI to validate something attributed to, say, a known expert with clear (12:48) credentials than just some general claim on an anonymous page. (12:52) Exactly.

(12:53) Second, quotes signal freshness and trend relevance. (12:57) AI is constantly trying to provide the most current information available. (13:00) So using quotes from recent industry reports, contemporary research studies, or maybe interviews (13:06) published within, say, the last six to 12 months, that explicitly tells the AI your content (13:11) is up to date.

(13:13) It reflects current thinking or the current state of affairs. (13:15) So quoting a report from this year is way more powerful than citing the textbook from (13:19) five years ago. (13:20) Precisely.

(13:21) Third, quotes help strengthen your points. (13:24) They provide really powerful, concise evidence for the claims you're making, whether it's (13:28) a statistical argument or maybe introducing a novel idea. (13:32) Quoting a recognized authority or drawing directly from primary sources like studies, (13:37) it creates this kind of expertise halo effect around your own content, making your assertions (13:43) much more convincing to the AI.

(13:45) So it's not just saying X is true. (13:47) It's showing X is true and here's the evidence or here's the expert who agrees. (13:52) Yes.

(13:52) It provides that crucial layer of backing. (13:55) That's something algorithms recognize as adding value and robustness. (14:00) And finally, the fourth point, using quotes strategically can actually help reduce AI (14:05) and plagiarism risks.

(14:07) Wait, how does that work? (14:08) Wouldn't quoting make it more likely to get flagged? (14:10) Seems like you're using someone else's words. (14:12) Ah, but not if you do it correctly. (14:14) See, AI algorithms are getting increasingly sensitive to generic or duplicated content.

(14:20) When you pair authoritative quotes with your unique insights, your analysis, your connecting (14:24) narrative, you create content that's distinctive. (14:27) It's harder for algorithms to potentially flag as unoriginal or maybe even as AI generated (14:31) itself. (14:32) Ah, I see.

(14:32) It adds that layer of human curation and validation that AI systems are actually looking for. (14:38) You're creating a unique blend. (14:41) External validation supporting your original perspective.

(14:44) You're building a unique argument that's supported by external authority rather than (14:48) just like rephrasing existing information. (14:51) That makes a lot of sense. (14:52) Yeah.

(14:52) Okay. (14:53) We get the why AI needs trust cites often. (14:57) We get the what it loves earned media, cares about quality, freshness.

(15:01) We get the how research proves it works, quotes help in specific ways. (15:05) Now let's get really practical. (15:08) How do we actually implement strategic citations and quoting within our content? (15:12) How do we make our stuff an AI magnet source? (15:15) Right.

(15:15) This is where the rubber meets the road. (15:17) First thing, source selection is absolutely paramount. (15:19) You have to prioritize credible, relevant, and ideally diverse voices and data.

(15:25) Focus on referencing industry-respected figures. (15:27) Link out to original statistics whenever you can. (15:30) Highlight findings from relevant case studies.

(15:32) And I assume actively avoid linking to or quoting low quality stuff like spammy sites (15:38) or heavily biased sources. (15:39) That would probably hurt more than help. (15:40) Oh, exactly.

(15:41) It would have the opposite effect. (15:42) Stick to sources that, you know, pass that EEAT test themselves. (15:46) Also, really aim for recent sources.

(15:49) Ideally anything published within the last, say, 12 to 18 months, that signals freshness, (15:55) which we know AI prioritizes. (15:57) Okay. (15:58) Recency matters.

(15:59) Yeah. (15:59) What's next? (16:00) Second, proper attribution. (16:01) This is just non-negotiable.

(16:03) You always need to include the speaker's name, their credentials, and the necessary context. (16:07) So no more vague stuff like according to experts or sources say. (16:11) Absolutely not.

(16:12) Not for effective GEO. (16:14) You need to be specific. (16:14) So a concrete example, instead of writing an expert said that AI will transform marketing, (16:20) you should phrase it more like according to Dr. Anja Sharma, a leading researcher in (16:24) AI ethics at Stanford University, quote, AI is poised to fundamentally transform the marketing (16:30) landscape within the next five years and so on.

(16:32) Right. (16:33) That adds so much more weight, doesn't it? (16:34) Yeah. (16:35) Specificity, verifiability for both humans and the AI.

(16:39) It makes it a usable piece of data for the AI. (16:41) Third point, formatting actually matters. (16:43) So, so.

(16:44) Well, for shorter quotes, use clear quotation marks, standard stuff. (16:48) For longer ones, maybe consider using italics or setting them off as block quotes. (16:54) This isn't just for human readability.

(16:56) It visually signals to the AI where the quoted material begins and ends. (17:01) It helps with transparency and parsing the content. (17:04) Making it easy for the AI to tell what's your original thought versus what you're attributing (17:09) to someone else.

(17:10) Precisely. (17:11) Fourth, think about balance. (17:12) While quotes and citations are great for building authority, you want to avoid overloading your (17:18) content with them.

(17:19) Right. (17:19) Too many can make your own unique perspective feel secondary or maybe even get lost entirely. (17:25) Is there a general guideline, like a percentage? (17:28) It's not a hard rule, but a good aim might be for around, say, 10 to 20 percent of your (17:32) total content to be quoted or directly cited material.

(17:35) Okay. (17:36) That ensures you leverage that valuable external validation without drowning out your own voice, (17:41) your analysis, and the unique value that you are bringing to the table. (17:44) Use them like powerful seasoning, maybe.

(17:46) Not the main ingredient. (17:48) Couldn't have said it better myself. (17:49) That's perfect.

(17:50) And finally, regular updates are really crucial. (17:53) Keeping things fresh. (17:54) Exactly.

(17:55) Content that relies on outdated quotes or old statistics. (17:58) It just instantly feels less authoritative, less relevant. (18:02) And that's especially true for AI models that prioritize freshness.

(18:06) So periodically reviewing your key content pieces, swapping out old quotes or data points (18:12) for more recent insights. (18:13) Yeah. (18:13) That's a must do.

(18:14) Yes, absolutely. (18:15) Make it part of your regular content maintenance routine. (18:18) Aim to refresh your sources, particularly direct quotes or statistics, with material from the (18:23) last 12, 18 months whenever possible.

(18:25) That maintains the signal of relevance and authority for the algorithms. (18:28) Got it. (18:29) And by diligently doing all of this within your own content, you are directly signaling (18:33) to those AI models that your content is highly authoritative, trustworthy, and therefore (18:38) a worthy candidate to be cited when they generate responses for users.

(18:42) You're actively building that evidence trail that the AI can follow, verify, and ultimately (18:47) incorporate. (18:48) This deep dive really makes it incredibly clear, doesn't it? (18:52) The strategic use of credible citations and expert quotes. (18:56) It's not just some academic exercise or, you know, basic good practice anymore.

(19:00) It's a powerful and, as the research shows, empirically proven generative engine optimization (19:06) technique. (19:07) It directly signals authority, trustworthiness, and relevance to AI models. (19:13) And that makes your content a much more likely candidate for being cited.

(19:17) It's truly about making your content easy for these AI systems to understand, easy for (19:21) them to trust, and ultimately easy for them to use as a source in the answers they generate. (19:26) It's really a fundamental step in ensuring your valuable content gets discovered and (19:30) referenced in this new AI-powered information world we're entering. (19:33) And remember, this is just the third key technique in our ongoing series focused on mastering (19:37) generative engine optimization.

(19:39) We're progressively building this comprehensive picture for you, showing how to adapt your (19:43) digital presence for the AI era. (19:44) It's about shifting focus, maybe, from just ranking in traditional search lists to actively (19:50) influencing the actual answers that AI provides. (19:53) And we really encourage you, the listener, to take this away and actually look at your (19:57) own content with fresh eyes.

(19:59) Are you consistently citing your sources? (20:01) Are you using direct quotes from relevant experts? (20:04) Are those sources recent? (20:06) Are they properly attributed? (20:08) Implementing these steps is a practical, really impactful action you can take right now to (20:13) become a more trusted source for AI. (20:15) Which leaves us with something to think about for you. (20:18) As AI becomes increasingly reliant on citing external sources for the answers it generates, (20:24) what does this ultimately mean for the perceived value of, say, original human research? (20:29) Or unique analysis, distinct perspectives? (20:33) How will creators ensure their truly unique insights even when they're properly paired (20:38) with validating citations? (20:40) How will they manage to stand out and maintain their inherent value in an information landscape (20:45) that could become dominated by AI synthesis? (20:48) That's definitely something for you to consider as you refine your own GEO strategy.

(21:03) Thank you for joining us for today's podcast. (21:06) We hope you found valuable insights and practical steps to implement. (21:10) If you want your content to be a trusted resource that AI can rely on, visit the AI Monitor (21:15) website today.

(21:17) We offer a variety of products and GEO services designed to help B2B SaaS companies enhance (21:23) their AI visibility. (21:24) Join us next time as we explore the fourth technique in our series on mastering GEO.