10 Ways to Get People to Talk About & Search for Your Brand

Building a recognizable brand is key to both organic search and AI visibility. Here's how to get started...

Branding is the answer to both organic search and AI visibility. Brands/entities are at the core of knowledge sources for both Google and LMM platforms. The more recognizable the brand, the higher the probability that AI platforms will include it in their answers.

But how do you build your brand’s recognizability?

By getting people to talk about your brand.

Here are a few ideas for you to start playing with:

1. Create something unique, link-worthy and sharable

This works for any niche: There’s always an opportunity to find interesting data (or collect data through surveys), turn it into a cool story, and visualize it. Assets like this attract links and shares, but more importantly, they reinforce brand visibility across many channels and long-term.

We manage linkable asset campaigns for our clients and promote them on Reddit and through manual journalistic outreach. In most cases, these assets attract signals organically for at least a year after an active promotion.

2. Invest in social media ads

Many people will search for your brand after seeing your ad. This will increase your branded searches and help Google identify your business as an entity.

Make sure your branded search is in good shape before investing in ads.

3. Co-create content with industry experts

Inviting well-known experts to co-create content on your site will naturally position your brand as an authority.

This could be co-hosting webinars or podcasts, creating expert roundups or simply inviting a well-known expert to share their quote for your upcoming article.

Most of those experts will also share the article they are featured in increasing its reach.

4. Work with influencers

Sponsored influencer campaigns will help your brand get known. Be careful with selecting and approaching those influencers though to avoid them talking poorly about your brand.

Start with relationship building first before you know who to approach!

5. Get co-cited next to your competitors

Co-citation link building is a great way to be included on the same lists as your competitors.

It also helps your brand get more visible in search results:

6. Listen to your competitors’ mentions and engage

Being part of the conversations where your competitors are mentioned will help your brand’s visibility.

Don’t sound too promotional. Being genuinely helpful goes a long way!

7. Contribute to well-established publications

Having strong authorship outside of your site will drive trust and authority signals.

Apply to write for well-established blogs in your niche but don’t stretch yourself too thin. It’s more about consistency and regularity than the quantity.

8. Get interviewed

There are lots of independent publishers and social media accounts that are always looking for interesting stories to tell. And you may have those stories.

Talk about how you started your business, how you managed to survive the ups and downs, or how you created a unique corporate culture.

9. Become part of discussion boards or groups

Whether it’s a local group or a niche forum, being an active part of your target community is always helpful and inspiring.

Again, don’t try to be too promotional as that can backfire. Getting to know your audience and being genuinely helpful is much more effective in the long run.

10. Speak at and/or sponsor events

Experimenting is a great idea but consistency is even more important. One campaign will not achieve much. You need to be visible on a continuous basis to build that recognizability.

What did I miss? I am always looking for more ideas! Please share!