The landscape of SEO and digital marketing as a whole has changed significantly since the start of 2025. With the mainstream introduction of AI-driven search engines, the way we fight to get our content to the top of the results page is completely different. Search engines no longer just crawl your site for keywords; they look for significant brand references across the entire web. So, what role does brand play in LLM-driven search?
To be discoverable in LLM-driven searches, brands must now present a strong digital footprint across the internet. Credibility is vital to a site being shown or mentioned in features like AI Overviews or ChatGPT, meaning you need:
Below, we’ll run through why brand authority is important in AI-driven searches, how LLMs view authority, and how the team at Wildcat Digital can put you at the forefront of AI search appearances.
Brand mentions have long formed a part of digital marketing strategies, but a focus on them often came in the later stages after every effort had been made to increase a site’s position in search results.
Whilst they previously focused on providing backlinks during PR efforts, brand mentions are now much more of a signal to AI-driven algorithms that your brand, and the website attached to it, is reputable and valuable to users.
Brand mentions are powerful in AI-driven results because they help to enforce a few key aspects of LLM searches:
Experience, expertise, authoritativeness, and trustworthiness (EEAT) have played a part in site rankings since 2018. However, unlike traditional search engine rankings, EEAT signals and keyword inclusion are no longer the go-to when it comes to increasing site visibility.
LLMs weigh brand authority by analysing a range of digital signals from across the internet, including:
Ultimately, LLM search prioritises brand visibility, as well as well-structured content, when looking for sites and brands to mention in AI features.
Sites with a stronger brand authority are much more likely to appear in AI-driven search results. This new era of search visibility is all about getting users to recognise and search for your brand, signalling to LLMs that it’s worth including in answers.
Building brand authority is key to increasing visibility, with the team behind Semrush explaining the best approach to do so:
Achieving brand mentions from other authoritative sources in the relevant industry is key to signalling to LLMs that you’re worth referring to. Whether it’s a brand story, original data, or industry insights, you’ll want to put in place a solid PR strategy for pitching your brand to trusted publications and high-authority sites within your niche.
Social media presence is no longer just a part of SEO strategies down the line; it’s vital to the success of your brand in LLM-driven searches. Repurposing content from your website into videos, infographics, and other post types for social media allows you to increase your brand’s reach across the internet, without spending time creating entirely new content.
Visibility across all social media platforms is important to build your brand authority, but Reddit seems to be the frontrunner for a successful presence in AI searches. According to Profound, Reddit is the top citation source for Perplexity (46.7%) and Google AI Overviews (21%). This means that answering questions and participating in discussions on Reddit, all under your brand name, is extremely important to boosting visibility in LLM search.
Since becoming a ranking factor for Google searches in 2018, EEAT signals have become a key focus of SEO campaigns. With the move to AI-driven searches, this hasn’t changed – the way in which we show these signals has simply adapted.
The people within your business are experts at what you do – they’re your subject matter experts (SMEs). You likely already use their knowledge to populate content on your website and answer queries from your customers. This shouldn’t change, but you now need to be taking advantage of their expertise both online and offline.
Encourage your SMEs to post on LinkedIn, speak at industry events, or contribute to relevant publications. As they spread their knowledge under your brand name, this signals to LLMs that your business is an expert in your field. You can be trusted, and the information you provide is accurate, making your brand worth mentioning to users.
Take a look at our blogs about EEAT and Trust to find out more about how you can position your brand as an industry expert and begin to achieve those coveted spots in LLM searches.
In the bigger picture of the digital marketing world, generative engine optimisation (GEO) is relatively new. But this doesn’t mean brands should wait until we know more to switch up their strategies and start to appear in LLMs.
Zero-click searches are becoming the standard for users across the world, and we know that increasing brand authority is likely to help us see success here. It is, however, also important to look at which brands are dominating generative searches now and what we can learn from them to see success in our own brands.
[Read: How To Measure SEO Success In The Age Of LLMs]
The AI Visibility Index was recently compiled by Semrush, studying 2,500 real-world prompts in ChatGPT and Google’s AI mode to see how leading brands perform.
It’s not surprising to see some of the biggest brand players dominating the share of voice in ChatGPT. Still, this data highlights the importance of brand authority for appearing in generative searches.
The top five brands that are dominating ChatGPT’s share of voice overall are:
Google’s AI mode was initially launched in the US in May 2025, with the global rollout beginning in the UK in late July. This makes it a more recent addition to the world of LLM-driven search, but the same brands continue to dominate these results thanks to their strong reputation and consistent brand mentions.
The following five brands have the biggest share of voice in Google’s AI mode:
It’s all well and good knowing which brands are dominating AI-driven search, but we can actually learn a lot about the path to success with LLMs from these brands.
The AI Visibility Index allows us to look at what these brands are doing well and how we can emulate them to see success in our own businesses, even if it’s not on the same scale as a global corporation.
So, what are the key takeaways from Semrush’s research?
The digital marketing approach to LLM-driven search is still evolving, and it can be difficult to know where to start when you’ve just gotten to grips with the basics of SEO.
That’s why the team here at Wildcat Digital are actively integrating GEO into our strategies, along with continuing to build strong organic rankings for our clients.
Why not get in touch with us today and get ahead of your competitors by taking advantage of LLM visibility?
SEO Executive
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
Head of Digital
Sarah joined Wildcat in January 2025, bringing over seven years of SEO expertise to the team. With a background in Fashion Communication and Promotion, she has worked both in-house and at agencies, covering a range of digital marketing specialisms before focusing on SEO.
Passionate about all things search, Sarah thrives on helping brands grow their online presence.
Outside of work, she enjoys walking her dog, running, and shopping for vintage clothing.
Office Manager
Amelia joined Wildcat Digital in January 2025, bringing extensive experience in HR, Health & Safety, Facilities Management and IT Support. Previously an Operations Manager at The University of Sheffield, she has a strong background in creating efficient and well-organized work environments.
Specialising in HR, Health & Safety, and Facilities Management, Amelia ensures the Wildcat Digital team has the resources and support needed to thrive. Whether managing office operations, maintaining compliance, or fostering a positive workplace culture, she keeps everything running smoothly.
Outside of work, Amelia loves trying new things, traveling, camping, and walking. She also enjoys socialising and exploring new places with friends and family. Her adventurous spirit and proactive approach make her a valued member of the team.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
Team Lead & Senior SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
PPC Team Leader
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
Senior SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
SEO Account Manager
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
Senior SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
PPC Executive
Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media.
Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.
Senior SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
Senior PPC Executive
Alex joined Wildcat Digital in December 2024 as a Senior PPC Executive, bringing a strong background in Paid Media, Paid Social, and Programmatic advertising. With a degree in Business & Marketing and Google Ads certifications, she has the expertise to craft high-performing campaigns that drive results.
Before joining Wildcat Digital, Alex worked at two leading agencies in Leeds, honing her skills across various digital advertising platforms. Her analytical mindset and strategic approach help businesses maximize their online presence and advertising budgets.
Outside of work, Alex enjoys spending time with her dog, Lola, and going on walks with her dog walking group. She’s also a keen footballer and loves playing five-a-side whenever she gets the chance. Her enthusiasm and team spirit make him a great addition to the Wildcat Digital team.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
SEO Executive
Reiss joined the Wildcat Digital team in July 2025, with a background in journalism and digital content, Reiss brings both creativity and technical know-how to the team.
After graduating with a Journalism Studies BA from the University of Sheffield, where he also served as Games Editor and Deputy Editor for the student-run newspaper – Reiss jumped straight into the world of climate tech communications.
Outside of work, Reiss loves crochet, swimming, playing guitar, and diving into both video and board games. He’s always up for picking up new skills and trying new things – which makes him a perfect fit for our team!
Content & Proposal Writer
Liv joined the WildcatDigital Team in June 2025, with a strong background in financial admin and client care, Olivia is taking an exciting step into the creative world – and we’re so glad she’s doing it with us!
She’s currently studying content creation through her apprenticeship with Wildcat, and already bringing fresh energy and creativity to the team.
Outside of work, Olivia runs her own BIAB nail business, loves reformer Pilates, long walks, and is a member of a competitive dance team.
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