How To Build Consensus Online To Gain Visibility In AI Search

As we navigate the rapidly evolving landscape of AI search, it's tempting to rely on clever hacks to optimize for top rankings. However, these tactics are often short-lived, as Google and other AI systems continually adapt and update their algorithms. Instead, consider embracing Generative Engine Optimization (GEO) - a field that focuses on building consensus online to gain visibility in AI search.

The Problem with Hacks

Take the Rank Or Go Home Challenge, for example. Kyle Roof managed to get his website a top ranking for a seemingly innocuous query. However, within 24 hours of Google discovering this hack, the site was de-indexed. This phenomenon is not unique to SEO; in AI search, systems change at an incredible pace.

Generative AI evolves so rapidly that tactics used today may become ineffective within a year. In fact, a benchmark analysis by Ithy found that OpenAI's o1 to o3 models have changed significantly over time. This means that relying on hacks alone will not yield long-term results. It's time to shift our focus towards building consensus.

The Power of Consensus

Consensus refers to the alignment of high-quality sources on a particular topic. In AI search, this concept is crucial for determining which information is most relevant to a user's search intent. By building consensus around a topic, you can increase your chances of appearing in AI search results.

The Importance of Experts

To build consensus, it's essential to tap into the expertise of established thought leaders and experts. Mark Cuban, for instance, brought attention to the issue of affordable home insurance during Florida's housing crisis, citing this information in various articles and platforms. This expert-backed assertion helped establish a new consensus: that homeowners' insurance rates are a significant factor contributing to the crisis.

Establishing Credibility

To convince people and build consensus, you need to demonstrate your expertise and credibility. This can be achieved by publishing original research, collaborating with other experts, or engaging in thought-provoking discussions. By establishing yourself as a trusted voice on a particular topic, you'll attract more attention and build momentum.

Collaboration is Key

Collaborating with established experts can not only amplify your message but also "hijack" their authority and audience. For instance, David Grossman's article on the cost of poor communications was referenced in various articles and even cited by Harvard Business School.

Building Consensus is a Process

Focusing solely on building consensus can be an uphill battle, as it may not always go unnoticed or result in immediate success. Your study or collaboration might go against the existing consensus, requiring significant effort to change the narrative.

However, every time you publish a study or collaborate with another expert, your reach and authority grow. With persistence and continued engagement, new consensus can begin to form around your ideas and expertise.

The Payoff is Lasting Influence

Building consensus takes time, but the payoff is well worth it: lasting influence that sees AI search surface your content and treat you as a trusted source of information. Rather than chasing ever-changing generative AI hacks, focus on building a strong foundation of expertise and authority.

While new hacks may emerge, tried and tested methods will always be the better choice. Invest your time in building consensus around a topic, and reap the rewards of long-term visibility and credibility in AI search results.