Latest / Found in AI: AI Search Visibility, SEO, & GEO / What Does Entity Authority Actually Look Like in AI Search?

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What Does Entity Authority Actually Look Like in AI Search? · Found in AI: AI Search Visibility, SEO, & GEO

• 0:42
  (Transcribed by TurboScribe.ai. Go Unlimited to remove this message.) Okay, so, today's episode is a solo one, and honestly, it was not what I had planned.
• 0:47
  I had a few interviews scheduled, and the weather decided to blow up those with the power outage at my house.
• 0:52
  Thank you, ice storm.
• 0:53
  But also, shout out to the linemen who got us back in power pretty quickly.
• 0:58
  I am forever grateful, and now I am warm.
• 1:01
  So after staring at my calendar and my microphone for a bit, I realized this was actually a perfect opportunity to slow down and talk through something that keeps coming up in conversations with clients and other marketers, because there's a phrase that keeps getting thrown around a lot right now in AI search conversations, and it's entity authority.
• 1:21
  I think a lot of people are nodding along with the phrase without really feeling grounded in what it actually means, or how it shows up in practice, or really even what they should be doing differently because of it.
• 1:31
  Hey, I'm Cassie Clark.
• 1:33
  I'm a fractional content strategist and the host of The Founding AI Podcast.
• 1:37
  It's a show about helping marketers and founders learn AI search and GEO strategies.
• 1:42
  So today, we are going to talk about what entity authority actually is, what it means in context of AI search, why your website is no longer enough, and how platforms like YouTube, Reddit, LinkedIn, how they all help determine if an AI engine trusts your brand.
• 1:58
  And fair warning, this is a very much a here's what I'm seeing, here's what I've tested, and here where the gaps are kind of conversation.
• 2:05
  I'm sure as we learn more, things will change a little bit.
• 2:09
  So let's start at the beginning.
• 2:19
  So when people hear the word entity, they often think it's something extremely technical, kind of abstract.
• 2:26
  And I guess yes, I guess it could be.
• 2:29
  But conceptually, it's much simpler than we make it.
• 2:33
  An entity is just the thing that an AI engine can recognize as distinct.
• 2:37
  So that could be a person, or it could be a brand, or a company, or a product, or even a concept.
• 2:43
  An entity authority is how confident an AI engine like ChatGPT or Perplexity is that that entity is real, consistent, and reliable within a specific context.
• 2:58
  So AI engines, they don't go out and ask, well, is this brand authoritative in general, but instead is asking, is this brand authoritative about this specific thing?
• 3:11
  And this is where the mental model needs to shift a little, especially if you've grown up in traditional SEO.
• 3:17
  Because SEO trained us to think in terms of pages, and keywords, and rankings, and then position one versus position five.
• 3:24
  But AI engines, they don't work that way.
• 3:27
  There is no ranking.
• 3:29
  AI engines, they synthesize, they assemble, and they choose.
• 3:34
  And when an AI engine assembles an answer, it's not just looking for the best optimized page.
• 3:40
  Although SEO does help, we're not knocking it.
• 3:43
  It's looking for sources it already recognizes and trusts enough to pull from when someone asks a question.
• 3:50
  It's looking for sources that are consistently talking about the same topics over and over again, across channels.
• 4:00
  Which means the real question becomes, does the system know who you are or who your brand is?
• 4:06
  Not just can it crawl your site or can it index your content, but does it understand you or your brand as an entity associated with a specific topic, language, instead of ideas?
• 4:19
  This is where a lot of brands are kind of running into a bit of trouble.
• 4:22
  They're doing great SEO.
• 4:25
  They're publishing solid blog posts on a consistent schedule, and they're following those best practices, but they're still not showing up in the answers.
• 4:33
  And their reason is simple.
• 4:35
  Your website alone is no longer doing all of the work.
• 4:38
  A lot of what happens and what influences AI search visibility happens off page.
• 4:44
  So let me give you a concrete example of all of this.
• 4:47
  So if you search AI share voice in Google right now, you'll notice that my blog post on the topic, it's called measuring AI share voice for AI visibility.
• 4:58
  Is it ranking particularly well in traditional results?
• 5:01
  It's not on page one or two or three.
• 5:06
  It's definitely not winning any SEO awards over here.
• 5:10
  And if we stopped the analysis right there, we'd probably label that a miss or a fail.
• 5:17
  And I guess in terms of SEO, it kind of is.
• 5:19
  But if you look at Gemini or you look at the AI overview, you'll see something else show up instead.
• 5:26
  You'll see a YouTube video I recorded on a complete whim explaining the concept out loud.
• 5:31
  And yes, if you go watch that video, please do not look at my hair.
• 5:35
  It was absolutely a who cares kind of day, but now I care a little because it's on display for everyone.
• 5:42
  I posted that video kind of to test whether or not it would show up in the AI overview.
• 5:48
  At the time, I had noticed that YouTube videos made up part of the answer of both in the AI overviews, which makes sense since the Google owns YouTube.
• 5:59
  It makes sense.
• 6:00
  But also perplexity picks up those videos.
• 6:03
  And in this case, this video in particular clearly explains what AI share voice is with that same consistent language I use in the blog post, which does show up in but not, I don't think it shows up in the AI overview.
• 6:18
  And it's definitely not ranking.
• 6:20
  So what this tells us is those AI engines, they're not just indexing content, but they are learning from explanations.
• 6:27
  They're out there, they're building confidence through repetition, clarity, and consistency across different formats and platforms.
• 6:36
  So that YouTube video, it reinforced my association with the topic in a way that a single blog post just couldn't do on its own.
• 6:44
  So this is why being present on platforms outside of your website is no longer optional in AI visibility, especially if that matters to you or your brand.
• 6:53
  And YouTube in particular plays a huge role here.
• 6:57
  YouTube gives AI long form explanations, spoken language, and it gives transcripts.
• 7:05
  And it gives all that in context.
• 7:07
  So it's not just a video platform.
• 7:09
  Think of it both as a search engine, because you do have users searching there for answers to their questions.
• 7:16
  It's also an explanation engine.
• 7:19
  So when you explain something out loud, especially more than once, you're helping AI engines understand not just what you wrote, but how you think.
• 7:28
  I like to take a blog post and just turn it into a YouTube video.
• 7:32
  Even if I'm just sitting here, and my hair is a hot mess, kind of like it is now, but it's a podcast, so you can't see it.
• 7:39
  And just repurpose it that way.
• 7:40
  It's super easy.
• 7:42
  Now let's talk about Reddit, because this is a platform people love to hate, but they secretly benefit from.
• 7:49
  And we talk about Reddit a lot, and I'll keep talking about it, because currently, Reddit fills a gap that almost no other platform does.
• 7:58
  Reddit is where real people ask real questions in natural language.
• 8:03
  And for me, in this very moment, with a particular use case I'm researching the heck out of, I appreciate people on Reddit, because they're talking about the thing I need to learn about.
• 8:13
  And that's why all of this matters.
• 8:15
  AI engines use Reddit to understand how topics show up in conversation, and how people frame those problems, particularly what language they use when they're confused, or they're skeptical, or they're trying to decide something.
• 8:27
  And those Reddit threads, they live forever.
• 8:31
  Some of the threads I've been reading are from 14 years ago, but that context still matters.
• 8:37
  So when your ideas and your explanations, or even your brand name, shows up in those conversations, naturally, even if it was forever ago, it adds another layer of context.
• 8:48
  Not promotion.
• 8:50
  Context.
• 8:52
  You do not need to dominate Reddit.
• 8:54
  You do not need to post constantly.
• 8:56
  You just need to show up where conversations already exist, and then contribute something real and meaningful to keep the conversation going.
• 9:04
  That presence helps AI engines connect the dots between your entity and the problem people are actually trying to solve, and how you fit into all of that.
• 9:14
  And then, there's LinkedIn.
• 9:17
  LinkedIn is fascinating right now, because it's surprisingly becoming a very strong entity signal.
• 9:24
  And this is not really something that I expected.
• 9:26
  Yesterday, January 26th, I posted about my FSA framework on LinkedIn.
• 9:32
  For reference, FSA stands for Freshness, Structure, and Authority.
• 9:37
  I covered it more in depth in an episode titled, How Do AI Engines Choose What to Cite?
• 9:41
  The FSA Framework Explained.
• 9:43
  If you're looking for a good mental model on how to think about AI search, and how to apply it to your strategy, go check out that episode.
• 9:49
  It'll be helpful, I promise.
• 9:51
  So anyway, the LinkedIn post, it's not anything fancy.
• 9:55
  It took like two minutes to write it.
• 9:59
  It's just a LinkedIn post.
• 10:00
  But if you search FSA Framework for Content Marketing in Google right now, you'll notice that the AI overview doesn't just pull from the blog posts or the websites, it's also surfacing that LinkedIn post.
• 10:14
  That's important.
• 10:15
  It's important maybe more than we realize, because it tells us that LinkedIn posts, not just articles or newsletters, just straight up posts, can influence AI visibility when they're clear, focused, and consistently associated with a topic.
• 10:30
  Josh Spilker from Arrow Ops, who was on the podcast talking about the role of content engineer, also check out that episode if you're considering transitioning into a new role.
• 10:40
  He tested this out last week and talked about it on LinkedIn too.
• 10:44
  What he did is he optimized his post for a specific keyword, and lo and behold, it showed up in an AI answer just a few days later.
• 10:53
  So if you're thinking about how to add in LinkedIn to your strategy, think about the keywords that you're already targeting.
• 10:59
  Use those keywords to write short little 300-word posts, put them out there, and see if it shows up in the AI engines.
• 11:06
  Now to be clear, I haven't fully tested LinkedIn articles or newsletters yet.
• 11:11
  This example is strictly a LinkedIn post, but I am actively adding articles and newsletters into my strategy just to see whether long-form native content changes how AI engines associate authority, and if they start showing up in those answers.
• 11:26
  I'm hecka curious.
• 11:27
  Hecka curious.
• 11:29
  This is all still early, and we're still learning, but the signal is there.
• 11:33
  So LinkedIn does seem to be one of those places that you might want to show up.
• 11:37
  So what does all of this mean in practice?
• 11:40
  Well, it means entity authority isn't really about being everywhere, but it is about being understandable everywhere you show up.
• 11:50
  It means saying the same smart thing clearly across multiple platforms.
• 11:54
  We're not just copying and pasting, but we are reinforcing the same ideas everywhere.
• 12:01
  Your website is still very much the foundation.
• 12:03
  You still need your blogs.
• 12:05
  You still need your user, your landing pages to be very clear about who your user is, what it is that you do, and what you solve.
• 12:15
  But YouTube, Reddit, and LinkedIn, they're how those AI engines learn to trust you.
• 12:21
  So if SEO was about being findable, entity authority is about being recognizable.
• 12:28
  AI search optimization, well, it's not just SEO with a new name.
• 12:32
  Now we have to think about identity, consistency, and repetition with intent across platforms.
• 12:39
  So if you get nothing else for this episode today, consider this your permission slip to post that imperfect video, the rough explanation, the, well, who really cares take, because sometimes that's the content AI engines trust, and people trust your brand more when you're real too.
• 12:55
  Hey, if this episode helped something click, I'd love to hear what you're testing or where you're seeing AI pull it from unexpected places.
• 13:02
  And if you need more resources or an AI visibility audit, head over to my website, CassieClarkMarketing.com.
• 13:08
  You'll find tons of information over there, and I will also link it in the show notes.
• 13:14
  Also, I firmly believe if you don't ask, it's always a no.
• 13:17
  If you find this podcast helpful, I would love if you would leave a review.
• 13:21
  That helps more marketers and founders find this show.
• 13:24
  Okay, that is it for this episode.
• 13:26
  I will see you in the next one.
• 13:28
  Until then, stay visible.