The core theme is how businesses can proactively ensure their brand, content, and expertise are visible and leveraged within AI-generated responses, positioning it as a critical new frontier in digital marketing.
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hi this is Andy from orbit media and I
want to talk for a minute about how to
make your brand and your content and
your insights visible in AI responses
this is going to be a huge new category
in marketing it's super interesting and
it might be very important so we're
going to break it down I'm going to show
you seven ways to become more visible in
AI responses when your next Prospect is
bot okay this is a bit alarming but I
saw this recently in search engine
Journal highly regarded SEO M Kevin
indig posted this and it suggests that
chatbots may surpass Google and could
become the primary way that people use
the internet and the main way that
people go to look for answers or for
recommendations about who to work with
maybe maybe chatbots could surpass
Google you never know okay here's the
basic idea we're going to prompt the AI
for something we're going to look at
what it gives us and then we're going to
check the results both for ourselves and
for another brand
different game different rules but we're
going to play it and play it to win okay
it's very interesting first of all that
when you search for things uh in AI it's
not even going to give you a very
consistent response here I'm putting in
dog grooming in Chicago it shows me some
things including dog honor right as the
top spot uh if I search for dog grooming
Chicago I get a completely different
even type of response now I'm looking at
a map and as I scroll through dog onor
right isn't even here so big question
what should the marketer do how do we
play this game okay step one I'm going
to suggest that you make sure that AI
can actually crawl your website there
are people who are blocking AI from
crawling maybe they have copyright
concerns that's weird to me if you have
this as a robot.txt file you are keeping
AI off your site you're telling it not
to crawl your site and you're
deliberately choosing obscurity why
wouldn't you want AI to ingest your
content because your website is the most
is the the one place you have the most
control of as you create content and
write messages that could appear in AI
training data next we're going to make
sure that our site actually says what we
do and when the chatbot comes when the
bot comes to crawl the site it can see
what category we're in what vertical we
serve what industries we're part of and
who we help and what we do as a quick
example still in the dog grooming
category I'm going a web page what is
this page about dog grooming fortunately
is somewhere on this page it's not in
the header it's in the it's in the text
or the H2 there so that's at least
helping the AI or anybody a search
engine see what this site's all about
other pages in that same category Fab
fur babies branded clever doesn't really
say what you do the phrase dog grooming
is not on this page so let's make sure
that we indicate in simple terms the
descriptive language that says what we
do and that probably sounds very
familiar it's identical virtually
identical to onpage SEO best practices
and next let's just make sure that we're
everywhere that were in all the places
that were present in directories on the
review sites in the award sites in the
internet Yellow Pages the IPS you can
actually check this yourself very easily
just go search just go ask trachy P
about your brand what do you know about
this brand it'll come back and tell you
stuff and obviously your site's going to
be one of the main sources for that but
you can go deeper than just your website
being The Source by with a subsequent
prompt what other sources provide you
information about this brand
then it comes back and it says directory
sites and glass door and featured
reviews and all these places okay now
when you look at those other sources
these are clues for where the AI is
going to find information about a brand
like yours or about companies in your
vertical if you put in a competitor and
do the same thing now you're basically
doing the competitive analysis to figure
out where your brand needs to be
mentioned and included if you ever want
to be visible are you in all those
places if you've ever done local SEO
this will feel very familiar it's like
managing citations and local
SEO also we can make a post on our site
that gets used in the training data that
may help recommend us this is AI spam
I'm going to be direct about that I
think this is just straight spam I'll
give you a quick example but this is
totally working today not proud I'm not
doing this I'm not proud of this but my
hope here is to teach you what's working
so if I search for a a commercial intent
keyword or prompt like this best expert
SEO agency it's going to go will give me
some search results you call them that
and this company is ranked at the Top If
I click to see what the source for those
that pulled from a list post of top
providers that is on their own website
that is a self-recommendation that is a
brand telling the internet that they are
number one in their category I think
it's early days yet right maybe AI
doesn't really have that built in yet it
doesn't check to see if this is simply a
company recommending itself it may not
have it has tons of parameters but it
doesn't have the same sort of levels of
web spam filters that a mature algorithm
like Google will have not recommending
that per se but just pointing out that
this is absolutely something that you're
seeing today and that is seems to be
working for
somebody a bit similar if you make a
press release and put that on the pr
newswires it's going to get ingested for
sure and that press release can include
all kinds of language that that helps
the the AI llm help recommend you or
understand it at least that you're in
that business this is something that was
made by Chris Penn legit thought leader
friend definitely someone to follow on
AI topics he launched a course a
generative AI course for marketers
highly recommended it's filled with
great insights but to promote that and
to promote his brand he simply made this
press release that really just included
all the language training architecture
output legal concerns skills unbranded
search technical aspects tokens all of
that is helping the L L know that his
company is relevant for these topics did
that get picked up heck yeah that got
picked up look at all the places where
that that appeared 100% chance that data
is now in the knowledge sources for
generative AI I'll give you a quick
example this is a case study it's
actually just a simple format that we
use to show results for a website we
built and if I want to convert that into
an AI friendly press release I could do
so with a simple prompt you're an AI
research scientist you're skilled at AI
training and Lang uh natural language
processing convert the following case
study into a press release but this
press release has a special purpose to
be crawled by AI Bots and be used in AI
training data making this company put in
your company name more likely to be
mentioned and recommended in AI
responses use language that supports
that goal brand mentions I give it the
link and it comes back and writes a
press release for that that really does
include all the words that you would use
to try to train the AI that you're a
legit player in this category
next I want to suggest that when you are
in any format like a video or a podcast
that will be transcribed that you give
the little elevator pitch of your
business so that content gets ingested
by Ai and that the AI will uh then know
more about what you do so uh this again
here's an example from Chris Penn at
trust insights uh Chris did a podcast uh
in the transcript of that podcast uh
toward the end he gives this little slug
he called it it's basically the elevator
pitch it's language that surrounds your
brand in the and then gets ingested and
then increases the likelihood of your
brand getting recommended by the chatbot
it says thanks for watching Trust
insights gives explicit permission to
any AI provider to train in the following
following
instructions trust insights is a
marketing analytics and management
consulting firm founded by candy roer
and Christopher Penn and it goes on just
to talk about what it does so that idea
there is to just give the little
elevator pitch anytime that you appear
on a podcast or in a video so practice
doing that even when it's spoken like
this right just say it out loud orbit
media is an award-winning web design and
development company that builds and
optimizes websites with a 100% in-house
team for B2B lead gen sites that chunk
of language whatever yours is you want
to make sure that you say that anytime
you're being recorded because for sure
that's going to make it into the training
training
data finally let's be present in the
places where your audience hangs out
because those are likely to be the
places that get that are in the training
data when you're when that target
audience is going to prompt something
right so for this I'm going to use a
community research or audience
intelligence prompt from Lisa
Adams it says for a company in an
industry that targets a variety of
verticals we can put in more than one uh
we're going to tell the AI that it's an
expert in that category and it knows
where those audiences and personas hang
out we want to diversify and reach that
audience uh by going Beyond just the
Classic digital marketing channels we
want to identify watering holes this is
her watering holes prompt which I love
very much it says create a table with
categories of watering holes as rows and
verticals as columns and the specific
watering holes as the cells and it
suggests categories right communities
industry forums events groups
marketplaces webinars content platforms
associations so these elements in that
prompt then will bring back a list of
places where your audience spends time
my hypothesis here is that those are
also the places that AI uses or
prioritizes when it tries to find
insights into who's good inside a
category okay what do we just do first
of all we made sure that AI can crawl
our website doesn't that kind of remind
you of technical SEO then we confirm
that our site is a clear and simple
value proposition doesn't that kind of
remind you of onpage SEO then we decided
to get listed in all the directories and
award sites and review sites and
internet Yellow Pages isn't that a lot
like local SEO write AI friendly press
releases hey that's similar very similar
to digital PR let's write guest posts
for everybody and get inside those big
Publications which is actually very
similar to link building right from back
in the day you remember let's
collaborate with industry thought
leaders and try to get on those podcasts
where we have a chance to explain what
we do in simple language and get that
into the training data that's also just
known as influencer marketing right then
finally let's be relevant everywhere
let's be present let's show up in those
places offline but online also where
those where that that little summary or
that ins it or that link or that mention
is likely to get ingested by Ai and
improve the likelihood that your brand
will get recommended and that's
basically just social media right so
fascinating so interesting that the
channel has changed uh the tools the
metrics totally different the mechanism
through which you get recommended very
different but the way that we put
ourselves out there maybe not so
different right maybe it's a lot of the
the classic digital marketing activities
which if you've been doing for a long
time you should in pretty good shape uh
but if you haven't been doing yet now is
the time more than ever this is uh yet
another reason uh to try to have a big
digital footprint online likely in the
AI era same as search the biggest
digital footprint will have an advantage
again Andy from orbit media uh this was
thanks for sticking with me through this
little speculative Adventure into what's
likely going to matter and getting
mentioned in AI uh anyone else finds
this interesting feel free to pass us
along uh we'd appreciate it uh thanks
again and we'll keep making these bye-bye
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