As AI increasingly owns the delivery of search results, and digital KPIs are shifting from site traffic to citations.
One way to increase citations of owned sites is to increase their organic profile in Google via traditional SEO. Implementing emerging principles of GEO (Generative Engine Optimisation) and AEO (Answer Engine Optimisation) that address how AI systems retrieve, synthesize, and present information will also amplify the voice of your brand in Answer Engines. This can include building strong internal links across content and implementing Structured Data Markup such as schema.org markups.
So, as the digital landscape rapidly evolves towards ‘zero click search’, is there more you can do to increase your online presence?
There is!
Research at Brand Medicine International indicates that a high organic digital share-of-voice in Google is an indicator that a site will be used as a content source by a range of Answer Engines beyond Gemini, including ChatPGT, Perplexity, Bing CoPilot and others.
Increasing the digital footprint of your brand across the 3rd party sites that AI preferences in its answer engine responses is a highly effective strategy to maintain a competitive advantage online.
Learning Objectives
In this webinar you will learn:
- How to identify the sites AI Answer Engines are likely to turn to for content in your category,
- How to leverage these 3rd party publishers to boost your digital influence fast
Content outline
- From Keywords to Conversations: How AI is engaging hearts and minds
- Answer Engine Citations – The Key to Content Selected by LLMs
- Predicting Priority Source Websites – A Methodology
- The Digital Disconnect: A Global Case Study
- The Age of AI and Implications for Natural Therapies
- Local Research – A Case Study in Menopause/die Wechseljahre:
- Which websites dominate this category in Austria?
- Key Content Influences on AI Answer Engine responses in Austria
- Universal Insights into The Most Influential Websites on Menopause queries in English (across 4 markets)
- Interactive Activity:
- Look at top search queries for your category
- Select one and submit to an AI Answer Engine of your choice and review the self-care advice offered
- Assess the sites cited by AI for their support of self-care, specifically natural therapies
- Calibrating Digital Strategy via 3rd Party Sites of Influence
- 6 practical steps to increase your digital footprint in AI content
- Discussion
Referentin
Julia Walsh, author of What We Really Ask Dr Google; Healthcare Insights in the Digital Age and the White Paper AI Disruptions In Search (Health) is a global pioneer in the analysis of big search data for strategic health insights (aka #SearchListeningHealth). Her work has been hailed as a gamechanger for Pharma and recognised by Reuters as a Top Trend in Patient Engagement. Julia was a keynote alongside Dr Norman Swan at the annual ARCS conference on the topic of Science in the Age of Misinformation and is frequently invited to join global leaders to present her research at international conferences, such as Customer Engagement Europe, 2022, HITLAB Digital Innovators conference, New York 2023, and HITLAB European Alliance conference in Paris, 2024.
Julia holds a Bachelor of Science from the University of Sydney, an Advertising Practitioner Diploma from the University of Technology in Sydney, an Advanced Pharmaceutical Marketing certificate from IMS; she is PharmaAgile certified and a Senior Fellow with HITLAB, New York. Julia is a judge for the Australian PRIME Awards in Pharma and the Consumer Healthcare Product Australia awards in self-care. She also donates her time to co-supervise a group of students studying for a Masters of BioTechnology at the University of Melbourne.
Her company, Brand Medicine International, partners with agencies and works directly with clients around the world to deliver powerful insights from big search query data and the digital information experience of healthcare stakeholders to inform a robust and strategic communication strategy.
