We know search has changed. AI has and continues to take the world by storm, but the question still lies, how do we optimise content for AI and SEO in 2026?
We are told that Large Language Models (LLMs) are using social media platforms like YouTube and Reddit to offer trusted answers within their platforms. They are placing a higher value on human-centric content, particularly for brands where product reviews and how-to guides are relevant. Businesses can look to utilise YouTube, X and Reddit here to fuel human-centric content where real people are publishing real opinions.
What role does brand authenticity play?
As AI is bulldozing its way through the industry, authentic brands are standing out in the noise. Brands which are engaging audiences and building communities are the brands which are truly gaining customer trust.
But how can you measure brand trust? It’s a difficult one, but a good starting place is looking into threads on social media, such as Facebook, X and Reddit. These are platforms with communities that are continuously recommending products and services to solve problems, and most importantly, they are full of opinions.
It’s also recommended by experts to set up Wikipedia pages for brands to appear in AI search results, as it adds an extra layer of authenticity and trust.
When it comes to using tactics like Author Schema, do not use AI! Utilise real people with real profiles and real social media presence. It’s not only unnerving for your customers to be misled but Google and AI are totally against this.
To win in the era of AI search, a brand needs to be seen as excellent by Google using traditional SEO methods, as well as on social media. This gains the attention of both users and LLMs.
Brand authenticity has always been important, but now it’s even more important. Visibility is a byproduct of trust, so when it comes to social media, show up where trust is already being exchanged.
How can we utilise social media to appear in LLMs?
Although we cannot be certain, it is recommended that Marketers wanting to appear in ChatGPT focus on Reddit, LinkedIn and YouTube and for B2B businesses, Trustpilot and G2 are popular sources. Google AI is citing from Quora, YouTube and Reddit.
Before writing a blog, it’s worth viewing platforms like Quora and Reddit to see what conversations are being had around relevant topics, and create and publish content that aligns with your research. This is a great way to boost your credibility, and your content could be picked up by the LLM.
Quora is searchable via Google too, so any keywords used within content will help you get found on this platform. If you’re looking for active, regular participation, Reddit is a perfect choice.
If your target audience has an opinion about your brand (whether its good or bad!), you’re more likely to be found through LLM results. We have seen an increase in Reddit as a popular citation because it is full of opinions.
Sending positive signals to LLMs
Generally, social media is considered low-reliability evidence unless it’s from an official or authoritative account, for example, a UK government or Royal family account. However, LLMs will use social media to crawl and look for positive signals. So, what does this mean?
LLMs search the internet for readily available information; they will never take what is on social media as credible or true. If what pops up on social media during their search supports the argument in question, it will take a particular social media post as a positive signal. Cases where it will use social media include if you specifically ask for it to look something up on social media. For example, “what are people on X saying about ___?”
Social media and brand authenticity all play a part in aiding to make your brand more visible within LLMs. From opinions to straight facts, niche and complex content are all favoured. Ensure your content has depth, it’s unique and finally it’s original.