"How your brand shows up online now determines how it's perceived. Visibility and narrative in organic search and generative AI shape how audiences discover, evaluate and trust - or distrust - brands. A single result can strengthen or unravel trust in seconds. To make sure customers, employees and shareholders find the right story, you need to influence both organic search and the AI tools that define your reputation. That starts with helping AI understand your brand and shaping the sources it cites."
"Brand visibility is essential to success. Positive visibility amplifies trust, authority and legitimacy - and it pays off. One study found that 87% of consumers will pay more for products from brands they trust. But AI tools have changed audience behavior. Brand perception is now shaped more by generative AI summaries than by brand websites or blogs. Ahrefs found that when an AI Overview appears in search results, clicks drop an average of 34.5%. People are forming opinions about brands within AI tools rather than engaging in the brand's own journey."
Online brand visibility and narrative in organic search and generative AI determine how audiences discover, evaluate, and trust brands. Generative AI summaries increasingly supplant brand-owned channels, reducing clicks and shaping opinions before users visit brand sites. Brands must actively influence search results and the AI tools that synthesize information by helping AI understand the brand and by shaping the sources AI cites. Uncontrolled content on platforms like Reddit, Wikipedia, and Yelp can spread misinformation and negative sentiment that damage reputation rapidly. Resilient visibility strategies are necessary to protect trust among customers, employees, and shareholders and to withstand routine and crisis moments.
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