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Before we delve into the subject and discuss how to optimize your brand's visibility on LLMs, here are a few disclaimers:

  • Unlike traditional SEO, where optimization rules are relatively well-known and stable, AI algorithms are subject to change and adaptation. This makes it more challenging for brands to consistently optimize their content.
  • Usefulness always prevails, be it on SEO or LLMs. This implies that merely stuffing keywords or employing outdated SEO tactics is unlikely to be effective. Brands must produce genuinely useful, original content, which can be resource-intensive.
  • There are established knowledge cutoff dates:
    • GPT-4's knowledge cutoff is April 2023.
    • The cutoff for GPT-3.5 is January 2022.
    • Google Gemini's cutoff is in early 2023.

The Preamble

Consider this real-world example. Suppose you're part of the marketing team at H&M, and you want to understand, monitor, and optimize your brand's visibility for the prompt:

"What are the most popular fashion brands in the UK?"

With Otterly.AI, you can automate this prompt to be monitored on a weekly and monthly basis. Once set up, you'll find that H&M ranks fourth overall, slightly ahead of Zara and just behind New Look.

Here’s a public link to the Otterly.AI ranking for "Most popular fashion brands in the UK": https://otterly.ai/ranking/Most-popular-fashion-brands-in-UK/?pid=87

Otterly.AI public ranking

With Otterly.AI, you can identify similar prompts, leading you to ask: "How can we optimize our brand ranking and visibility on GPT-4 (ChatGPT) and other AI-powered searches?"

To optimize your content and brand on platforms like ChatGPT, it's important to understand how various models, such as GPT-3.5 or GPT-4, were trained.

GPT data set

GPT-3’s data was aggregated from the following different sources:

# of tokens Proportion Boosted
Common Crawl 410 billion 60%
WebText2 19 billion 2% 5x
Books1 12 billion 8%
Books2 55 billion 8%
Wikipedia 3 billion 3% 5x
(source: https://en.wikipedia.org/wiki/GPT-3 // https://arxiv.org/pdf/2005.14165.pdf)

  1. Common Crawl: This is essentially a replica of the web index. Common Crawl scans the web, freely providing its dataset and archive, which includes all sorts of content such as images, video assets, and links. It even contains different versions of the same website, similar to the Wayback Machine. For content optimization, note that the crawlers adhere to nofollow and robots.txt policies. As of June 2023, Common Crawl comprises about 3.1 billion pages and is estimated to include around 60 million different domains (source: https://en.wikipedia.org/wiki/Common_Crawl https://commoncrawl.org/overview).
  2. Books1 and Books2: These are akin to a vast library, referring to publicly available books, primarily published in English, totaling about 200,000 books. They were used to train the model, and it's worth noting that content from Books1 and Books2 is slightly prioritized over Common Crawl (websites), according to the amplification factor.
  3. Wikipedia (English-only): While Wikipedia's size is only 1% of Common Crawl based on the number of tokens, its content is boosted about 5x compared to the Common Crawl. Hence, its overall influence is around 3%. Given that Wikipedia's content is typically better and of higher quality than the average website (common crawl), it's understandable that its content was boosted.
  4. WebText2: Used by OpenAI as a quality content factor, WebText2 includes all Reddit posts/submissions with 3 or more karma votes/scores. In other words, it includes website URLs from Reddit posts that garnered at least 3 votes. Since not all 3.1 billion pages are of equal quality, WebText2 adds a layer of quality score. These Reddit submissions are boosted about 5x compared to Common Crawl, contributing to about 22% of the model's total influence (source: https://openwebtext2.readthedocs.io/en/latest/background/).

The 4 ranking factors for better visibility on LLMs

Assuming that future AI models continue to follow a similar pattern, we propose the following four primary strategies to improve your brand and content visibility for Large Language Models (LLMs). These strategies are listed in order of importance:

Reddit SEO/Content: This strategy specifically targets content posted within the Reddit platform. Reddit SEO focuses on including relevant topics within the title and body of your Reddit posts while simultaneously fostering engagement. The engagement is evaluated by the number of upvotes, comments, and shares a post receives. These posts are considered more valuable by Reddit’s internal algorithms, which in turn boosts their performance in search engine rankings and LLMs. Creating high-quality content that resonates with the Reddit community can lead to increased engagement, thus improving your brand's visibility on the platform and potentially influencing the AI's perception of your brand.

Here are a few things to keep in mind when getting started with Reddit SEO:

  • Understand the Community: Each subreddit has its own unique culture and norms. Spend time understanding these norms and the type of content that resonates with the community.
  • Create Valuable Content: Reddit users value high-quality, original content that contributes to the discussion. Create posts that offer unique insights or perspectives.
  • Engagement is Key: Reddit SEO is not just about posting content but also about engaging with the community. Respond to comments on your posts and participate in other discussions.
  • Optimize Your Titles: The title of your Reddit post is one of the most important factors for Reddit SEO. Make sure your title is descriptive and contains relevant keywords.
  • Post at the Right Time: Reddit users are more active at certain times of the day. Research the best times to post to increase the visibility of your content.
  • Use Links Wisely: While it's allowed to include links in your posts, excessive self-promotion can lead to downvotes or even bans. Make sure any links you include are relevant and add value to your post.

Wikipedia: Another effective strategy involves influencing Wikipedia pages related to your brand or industry. This can be accomplished by positioning your brand on various relevant pages or even creating dedicated product Wikipedia pages. This can significantly enhance your brand's visibility on AI-powered searches. However, it's worth noting that manipulating Wikipedia content can be a tricky and delicate process. We strongly recommend partnering with experienced Wikipedia authors or agencies to successfully boost your visibility on the platform. Undertaking this task without any Wikipedia history or expertise can potentially harm rather than enhance your efforts.

To improve visibility on Wikipedia, brands can consider the following strategies:

  • Create a Brand Page: If your brand meets Wikipedia's notability requirements, consider creating a dedicated Wikipedia page that details your brand's history, products/services, and notable achievements. Ensure the information is verifiable, unbiased, and written in an encyclopedic style.
  • Edit Relevant Pages: Contribute to existing Wikipedia pages that are relevant to your industry or brand. This could include adding your brand as an example in a particular category or updating outdated information.
  • Cite Reliable Sources: Wikipedia values references that can verify the information provided. Ensure to cite reliable, third-party sources wherever possible to improve the credibility of the information related to your brand.
  • Follow Wikipedia Guidelines: Ensure to adhere strictly to Wikipedia's guidelines for content addition and editing. This includes avoiding promotional language, respecting the neutrality of content, and not engaging in edit wars.
  • Engage Experienced Wikipedia Authors: Considering the platform's strict guidelines and the potential backlash against perceived self-promotion, it might be beneficial to engage experienced Wikipedia authors or agencies to create or edit pages related to your brand.

Please note that all edits should aim to improve the encyclopedia and must comply with Wikipedia's content policies and guidelines.

Books: Although creating and publishing your own books might seem like a daunting task, it can be a worthwhile long-term investment. By publishing your books via open-source licenses on the internet, you can effectively disseminate your brand's message and values. However, it's worth noting that this strategy requires a substantial amount of resources and time compared to strategies involving Reddit and Wikipedia. Therefore, while writing and publishing books can contribute to your brand visibility in the long run, we do not recommend it as the first step in your LLM optimization journey.

Overall Web Content: The largest source of data for LLMs like GPT-3 is the Common Crawl, which is essentially a snapshot of the entire web. By creating more engaging content on the internet, you can ultimately impact your brand's AI ranking. This strategy is similar to improving your Google search rankings, meaning that optimizing your brand for AI-powered searches isn't drastically different from traditional SEO practices. However, it's important to remember that your competition is also creating content daily. Therefore, companies that consistently produce high-quality content and implement effective marketing strategies will generally have better visibility on LLMs.

In summary, while the landscape of SEO is evolving with the advent of AI and LLMs, the core principles remain the same. Creating high-quality, engaging content that provides value to its audience is key to improving your brand's visibility, whether it's on traditional search engines or AI-powered platforms.

Other efforts and (indirect) ranking factors:

There are additional efforts and ranking factors that can potentially influence your brand's visibility on AI-powered platforms like ChatGPT. Think of them as “indirect” efforts. In other words: Investing in your overall marketing strategy will also come in (potentially) handy for a better ChatGPT appearance:

  1. Social Media Presence: Having a strong social media presence can indirectly influence your brand's visibility on AI platforms. This is because your social media content can be crawled and indexed by web crawlers, and it can also be linked to from other web properties.
  2. Customer Reviews and Ratings: Positive reviews and ratings can enhance your brand's reputation. These reviews might be crawled and indexed by web crawlers, potentially influencing AI platforms.
  3. Press Releases and News Articles: Regularly publishing press releases and appearing in news articles can increase your brand's visibility on the web, potentially influencing AI platforms.
  4. Forums and Discussion Boards: Participating in relevant discussions on forums and boards can help spread awareness of your brand. This content can also be crawled and indexed.
  5. Brand Mentions: When your brand is mentioned positively by others on the web, it can increase your visibility and reputation. These mentions might be crawled and indexed by AI platforms.
  6. Quality Backlinks: Earning quality backlinks from reputable sources can improve your brand's online reputation and visibility, potentially influencing AI platforms.
  7. Content Relevance and Freshness: Regularly updating your web content and ensuring it remains relevant can improve your visibility on AI platforms.
  8. Keyword Usage: While keyword stuffing is discouraged, using relevant keywords in your content can help AI platforms understand what your brand is about.
  9. Technical SEO: While not directly related to content, technical SEO factors such as site speed, mobile-friendliness, and crawlability can impact how easily web crawlers can access and index your content.

The Summary: What’s the most efficient way to optimize brand and content on GPT-3 and GPT-4?

The most efficient way to optimize your brand and content on GPT-3 and GPT-4 involves a multi-faceted approach that includes the following strategies:

  1. Reddit SEO/Content Optimization: Start by understanding the Reddit community, creating valuable, engaging content, optimizing your titles, posting at the right time, and using links wisely. This will help to boost your content's visibility on Reddit, which is a key data source for GPT-3 and GPT-4.
  2. Wikipedia Optimization: Create a brand page if your brand meets Wikipedia's notability requirements. Contribute to existing Wikipedia pages that are relevant to your industry or brand, cite reliable sources, follow Wikipedia guidelines strictly, and engage experienced Wikipedia authors or agencies.
  3. Creating and Publishing Books: Though resource-intensive, publishing your books via open-source licenses on the internet can effectively disseminate your brand's message and values, impacting your visibility on LLMs in the long run.
  4. Web Content Optimization: Create engaging web content, and implement effective marketing strategies that can ultimately impact your brand's AI ranking.

In addition to these, indirect efforts like having a strong social media presence, earning positive customer reviews and ratings, publishing press releases and news articles, participating in relevant forums and discussion boards, earning quality backlinks, and maintaining technical SEO factors can also contribute to enhancing your brand's visibility on AI-powered platforms.

Sources:

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