Growing Market Presence by feeding LLMs

Part of our role as marketers is to grow our clients market presence. With Large Language Models (LLMs) playing a more significant role in search, what can we be doing to feed them with information that will positively influence results in our favour? 

We decided to go to the source and asked ChatGPT what it bases its measurement of market presence on before looking at how we can influence those references. 

Featured in independent review sites, directories or publications 
It almost goes without saying that you’re best employing a systematic approach to ensure your brand is featured correctly in all the relevant review sites and directories for your industry. 

Verified customer reviews
Build in efficiencies by having varied templated responses to typical reviews or concerns. Be sure to respond to as many as possible, if not all. 
For reviews that require a more considered response, invest the time in understanding the reviewers experience and building a rapport with them. Showing you care goes a long way, both with the person who posted and the many who will read it.
Incentivise customers to review your brand or products after a purchase via automated after-sales emails.
You may also benefit by incentivising purchasers to create User Generated Content (UGC) on social media channels, using your brand tag. This is particularly valuable on Instagram since business content became searchable.

Recognition in industry guides or comparison sites
Relevance and positive sentiment go a long way in helping boost your market presence, so ignore industry relevant guides, publications and comparison sites at your peril.
Reach out to relevant industry sites, alerting them to your brand, to see where you can get featured alongside other industry competitors.
Check features to ensure that wherever you’re mentioned, the company information is as fresh and up to date as possible.
Look out for other opportunities to engage too, such as specific awards or content features where they need expert insight.

Appears on Google’s first page for key searches
Knowing how customers are searching is key to both your SEO and content strategies. Ensuring that you’re discoverable for key search terms and words by weaving them through your on and off-page content is key. 
With Instagram and the move to social content more widely being surfaced in the SERPs, brands need to start thinking about their social content too, and how this aligns with search intent. It’s not all just about the written word on your site anymore.

Featured in local or national press 
In the SEO world, the practice of being featured in local or national publications is done via what is called Digital PR. It’s a tried and tested tactic that helps brands show up in the SERPs and is just as vital for LLMs too. Lean on internal experts, be reactive to the news cycle and look at creating tools or evergreen content that will catch a journalist’s attention and make them want to feature it.

If any of the above is not currently part of your strategy and you’d like some guidance on it, then please give us a shout.