We all know that one of the most effective forms of SEO is to create a resource that garners natural links. A big part of brand SEO is to build a brand that people want to talk about.

Aleyda says: “Optimize for citation-worthiness.

This is easier said than done. It's about establishing yourself as an authority in your field, but in order to do that, you have to make it very clear what your unique selling proposition is and create and optimize your assets and web presence accordingly – both within your own website and externally as well.

We have heard so much regarding how LLMs are getting citations from social media, and all of these features are giving visibility to Reddit, YouTube, etc., so we need to put some content out there. However, a lot of those conversations aren’t thinking about the alignment with your product, your brand, your USP, and what actually matters business-wise.

Time and time again, we have seen how Google updates have negatively affected the rankings and the traffic of topics that are too shallow, too broad, and are not aligned with the subject matter expertise and uniqueness of the brand. We have also seen a lot of comments saying, ‘Because of the Crocodile Effect, it's no longer worth targeting broader informational queries,’ which I also think is too simplistic an approach.

The truth lies in the middle. What actually matters is the angles, topics, or specific areas that you can cover as a brand. The topics that make sense business-wise won't be fulfilled by generic concepts, and will incentivise the potential customer to learn more about your brand.

It's still worth targeting, not only because it will maximise the chances of a click, but even if it doesn't end up generating a click, it will be worth it just to be visible, because that will help the user make their decision later on in the process.”