How To Get Your Brand Into LLMs: 8 Actionable Methods You Can Use Today

By Henry Dalziel, SEO Director at Publicis

Introduction: Why Getting Into LLMs Matters

As search continues to evolve beyond traditional rankings and into conversational AI and large language models (LLMs), the rules of visibility are being rewritten. 

At Publicis, we've been closely tracking how LLMs like ChatGPT, Gemini, Claude, and others cite and surface brand content — and it’s clear: we’re entering a new frontier of SEO.

In my recent presentation, “How To Get Your Brand Into LLMs,” I outlined eight actionable strategies that help brands become more discoverable by these AI systems. Below is a breakdown of each method and why it’s crucial for brand visibility in 2025 and beyond.

Method #1 → EEAT Is Key in 2025

Why it matters: Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT) are no longer just SEO buzzwords — they’re foundational for being referenced by LLMs.

What to do:

• Publish author-led content that demonstrates real-world experience and qualifications.
• Showcase credentials clearly (author bios, linked social profiles, quotes in publications).
• Use trust signals like reviews, press mentions, and transparency in your content.

Method #2 → Schema DEFINITELY Helps

Why it matters: Schema markup tells AI what your content is. It’s metadata that provides clarity to both search engines and LLMs.

What to do:

• Use schema types like Organization, Article, Person, and Product.
• Embed FAQ, How-To, and Review schema to increase citation chances.
• Validate your structured data using Google’s Rich Results Test.

Method #3 → LLMs.txt 

Why it matters: A new proposal, llms.txt, works similarly to robots.txt, allowing site owners to indicate content usage preferences for AI models.

Yes, Google announced that they'd not crawl it, but if we obeyed Google's every command we'd be stuck on Page 5. Remember that building links is against Google's Guidelines. Being a good SEO means trying and experimenting. Adding the LLMS.txt does zero harm and hey, it might even help.

What to do:

• Create a llms.txt file in your root directory.
• Specify permissions for AI model training and crawling.
• Monitor developments from OpenAI, Google, and others.

Method #4 → Backlinks & Citation (Brand) Building

Why it matters: AI models prioritize information cited or linked across trusted sources.

What to do:

• Earn backlinks from news sites, journals, and authority platforms.
• Create content worth referencing — data, tools, or whitepapers.
• Use HARO or Qwoted to be featured as an expert.

Method #5 → Push Your Content Into The LLMs

Why it matters: Don’t wait for your content to be found — push it into the ecosystems where LLMs crawl.

What to do:

• Publish on Medium, LinkedIn, Reddit, Quora, and GitHub.
• Submit to aggregators and open datasets.
• Distribute via APIs and feeds that LLMs access.

Method #6 → Get On High Authority Listicles

Why it matters: LLMs love structured lists from trusted sites — they’re digestible and quotable.

What to do:

• Pitch your brand for inclusion in “Top Tools” and “Best Of” lists.
• Collaborate with bloggers and marketplaces appearing in AI results.
• Track listicle trends with tools like Ahrefs and Semrush.

Method #7 → Become or Create THE Movement or Trending Item

Why it matters: AI models are trained on what’s trending and culturally relevant.

What to do:

• Run viral campaigns or social brand challenges.
• Align with movements like sustainability or tech-for-good.
• Create short, memorable soundbites for virality.

Method #8 → Create Unique Content Angles

Why it matters: Repetitive content gets ignored. Unique perspectives get remembered.

What to do:

• Explore underused or unconventional angles in your niche.
• Use analogies and storytelling to make content memorable.
• Avoid generic SEO content — say what only your brand can say.

Summary: Play The Long Game With LLM Visibility

Getting your brand into LLMs isn’t about one silver bullet. It’s a combination of trust, structure, citations, originality, and cultural relevance. As LLMs reshape how people find and consume information, brands that adapt will stay top of mind — not just in search, but in the conversations of tomorrow.

Start now. The LLMs are already listening.

Henry Dalziel is the SEO Director at Publicis and a leading voice in AI-driven search strategies.