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The way people search for information, ask questions and find answers is changing. With Google’s AI Mode, AI Overviews and virtual assistants all instantly available, searchers and shoppers are shifting away from traditional search to AI-driven answers and summaries.
So, how can brands and marketers be smart with their search dollars? You have to think beyond what's been working and expand your search strategy quickly to maintain steady site or store traffic from both organic and AI searches.
Integrating SEO and marketing for AI visibility
As more people rely on AI search, implementing a hybrid search strategy is key. Brands must continue to address classic SEO fundamentals while also employing AI-era strategies like creating citable, “reference-worthy” content and engaging in trusted communities.
A hybrid approach for AI search visibility requires combining the following:
- SEO: Build domain authority, internal linking and technical health
- Content marketing: Create blogs, reports, FAQs and resources that AI can cite
- Community presence: Regularly participate in spaces like Reddit where AI scrapes user-generated insights
- Brand authority: Establish thought leadership through consistent, trustworthy content
The rise of Reddit and community-driven sources
Creating “reference-worthy” content often starts with being where the largest and most influential online communities are found. Reddit has increasingly become a popular source for Google’s AI Mode and OpenAI’s ChatGPT.1 This is due to the higher level of trust placed on top Reddit posts which include real people sharing their personal experiences.
Reddit post citations are exploding in AI results because:
- Popular and helpful posts often receive upvotes and replies creating greater consensus on quality content2
- Users trust Reddit because real people share experiences and others can back them up, particularly within smaller communities or subreddits
- For subjective searches (like shopping recommendations), Reddit often feels more reliable than polished product reviews from media outlets or bloggers
For marketers, this means organic Reddit marketing is more important than ever. By genuinely engaging in communities, answering questions and providing useful insights (without spamming), your brand can become part of the AI training and citation ecosystem.
Optimizing your website for AI search crawlers
Just like traditional search engines spiders, AI platforms need to crawl your website to understand and cite it. To prepare your site for AI visibility current best practices recommend ensuring your website not only allows AI crawlers to visit, but to prioritize the following:
- Improve technical SEO (site speed, mobile-first design, clean structure)
- Use structured data/schema so AI can easily identify product details, FAQs and reviews
- Keep content fresh so AI models pull the most relevant, updated information
If your site isn’t crawlable and optimized, your brand will be much less visible and valuable—not just to Google search, but to AI-driven platforms as well.
Keep in mind, search is no longer about chasing a single keyword—it’s about positioning your brand as a trusted authority across the web. Trone can help your brand be smart about how you balance SEO and content in the age of AI search. Reach out to get started.
