Many are sharing charts about Reddit and Wikipedia dominating AI search mentions, desperately trying to crack the code. The answer is in plain sight, but they’re too busy looking for shortcuts.
These platforms get sourced because they directly answer real questions using language real people actually use.
I’ve been watching GTM leaders react to this data. They nod along when I explain the approach, then immediately ask for the algorithm hack. They want the Ozempic for AI search that bypasses the actual work of understanding customers.
I’m noticing that teams fall into two buckets:
➡︎ Teams that do the work – They audit their content, analyze customer language, map out funnel questions, and create genuinely helpful answers. Yes, it’s hard and takes time. But they’re treating the cancer, not putting a bandaid on it.
➡︎ Teams chasing shortcuts – They say “that will take too long” and keep searching for the algorithm. They want to look trustworthy without being trustworthy.
Reddit works because real people solve real problems in real language. Wikipedia gets cited because decades of helpful content builds trust. But note that Business/Service sites are getting 50% of citations, showing the opportunity exists.
Many companies don’t understand their customers well enough, especially given that markets have shifted and behaviors have changed. They haven’t:
➡︎ Figured out what customer AI inquiries look like at each funnel stage
➡︎ Created content that directly answers those questions using customer language
➡︎ Been honest about when they’re the best fit and when they’re not
➡︎ Put content and engaged authentically in trusted watering holes (e.g., communities, publications, review sites, social channels) where customers hang out
AI is looking for signal, not noise. When your content shows up consistently across channels answering real questions, that becomes signal.
AI amplifies what’s already there – whether what’s there is good or bad. Be genuinely helpful and let the cards fall as they may.
Chasing algorithms is futile. The AI companies probably don’t even know their own algorithms, and it changes constantly.
This is about building trust. What would it take for someone to earn your trust? Mowing your yard versus finding daycare for your children. The bigger and the more important the pain, the more intense the trust-building needs to be.
High-intent buyers choose companies they trust to solve real problems, not AI search hacks.
Stop chasing algorithms and start earning trust. Be genuinely helpful to real people with real problems. I shared links to a couple of newsletters in the comments below that show you how. Something for your consideration for those of you who like to do some weekend learning.
AI Search Related Newsletters:
1) Make Your Brand Relevant in AI Search – https://www.linkedin.com/pulse/make-your-brand-sourced-top-result-ai-search-practical-liza-adams-qmarc
2) When AI Judge Your Brand Before Humans Do – https://www.linkedin.com/pulse/when-ai-judges-your-brand-before-humans-do-liza-adams-8xuyc
3) Creating Standout Content When 50% of Web Traffic Disappears – https://www.linkedin.com/pulse/beyond-ai-generated-content-guide-standing-out-when-50-liza-adams-asnpc.