How we grew search visibility through profile authority for a leading marketing training platform

Google's AI Overviews now sit on top of a huge share of search results. If your brand isn't cited there, a competitor is filling that space instead.

Here's a look into how our digital PR team spent the past quarter testing how traditional authority building work, links, coverage, relationship building, translates into AI search visibility for a leading marketing training platform.

The goal

AI search rewards authority, and authority often lives with a person, not just a brand. For a leading marketing training and e-learning platform, that person was one of the industry's most recognised commentators, and their visibility became the focus of the campaign. Our main objective was to build authority around the platform's flagship faculty voice so that both the commentator and the platform showed up more prominently in search, including AI-generated results.

What we did

Digital PR and generative engine optimisation increasingly overlap. The links and coverage that build a brand's authority in traditional search are the same signals large language models draw on when deciding who to cite in AI Overviews and chat-based answers. That's why link building, digital placements and structured on-site content now need to work together, not as separate disciplines.

We ran targeted outreach and always-on digital PR, securing editorial links from respected marketing and industry publications. Rather than spreading link equity thinly, we prioritised placements that pointed directly at the commentator's profile page, the asset doing the most work for search visibility.

The results

In a short period, the campaign secured 17 links at an average domain rating of 49, four of them landing directly on the commentator's profile page. Profile impressions rose 74%. Site clicks were up 30% and impressions up 46%, both month on month.

Key results:

17 links secured, average domain rating of 49, including four straight to the flagship profile

74% increase in profile impressions; site clicks up 30% and impressions up 46% month-on-month

The takeaway

AI tools don't cite brands they've never heard of. They cite the sources with real authority behind them, and increasingly, that authority is tied to a named voice, not just a logo. Build the person's profile properly, and the platform becomes the answer AI tools reach for. 
 
Speak to our team about how we can improve your visibility in AI search.

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