You’re No Longer Competing for Search Rankings - You’re Fighting to Become Part of the Knowledge…

You’re No Longer Competing for Search Rankings - You’re Fighting to Become Part of the Knowledge Itself

Not long ago, personal and professional branding online was mostly about how you ranked in Google search results for relevant keywords. Your LinkedIn activity, community involvement, blog posts — all of it aimed to boost visibility.

Welcome to the age where artificial intelligence is the new gateway to your audience.

// What does that even mean?

It means that when people look for information, expertise, or recommendations — they increasingly ask smart chatbots.

I’m not breaking news here. Google isn’t dead. But something fundamental has shifted. (Or as I like to say — everything has changed, and nothing has.)

// The real question is: Are you showing up in the answers?

Ask ChatGPT, “Who are the top experts in X in Israel?”
It’ll respond with what it knows — content it’s seen online. That typically means blog posts, interviews, websites, mentions, forums.

If you haven’t written about what you do — if you haven’t consistently shared valuable knowledge, if no one else has mentioned you — you won’t appear.
Sounds familiar, right?

// So what can you do?1. Search Engines vs. Smart Chat

Look at the graphic I included in the original post. That comparison made it all click for me. (Yes, I worked on it with ChatGPT — it really helped break down the differences.)

2. Write like a source, not like an ad

This has always been true, but now it matters more than ever. Share knowledge. Add value. Offer insights, lessons, failures, deep thoughts. The more professional and in-depth — the better.

3. Spread your expertise across AI-friendly platforms

Medium, Quora, Reddit, Hacker News, LinkedIn — the more quality content you post on platforms AI “drinks” from, the more it sees you as an authority. (More on news sites in point 7.)

4. Sometimes, write in the third person

Why? Because content written in third person makes it easier for AI to associate your name with your area of expertise.
For example, “Morad Stern is an expert in personal and professional branding” is more useful than “I help people with branding.”

5. Mention your name and describe yourself — consistently

Just like traditional online branding. But this time, the goal is to make sure AI recognizes you as a clear and active digital entity.
That means your social profiles should include a clear bio and relevant keywords.
Not for humans to read — but for AI to connect the dots.

6. Share how you use AI (like I’m doing right now!)

Did you use AI to write a post? Prepare a talk? Organize a concept? Say it out loud.
AI reads about itself — and learns from you.

7. Do big things — and get media coverage

AI engines lean heavily on trusted sources like news websites. So how do you get into those?
a. Do meaningful, impactful work.
b. Get PR (or reach out personally to journalists and editors).

8. Build GPTs

Yes, really. ChatGPT itself suggested I create GPTs related to branding.
Why? Because it’s an indirect way to get cited — build authority, encourage others to write about you, and those mentions become part of AI’s knowledge.

// In Summary:

We used to ask: “How do I show up on Google?”
Now we ask: “Am I being mentioned in AI-driven answers?”

This is like SEO — but deeper.

You’re not fighting for position.
You’re trying to become part of the knowledge itself.

Should you still create lots of content? Yes — but do it smarter.

Not just write — but get others to write about you.
Not just share knowledge — but build visible, credible authority.
Not just run a website or blog — but become a recognized source of truth.

Morad Stern — Head of Engineering Branding at Wix.com. Author of Tiebreaker: The Power of Networking, Communities, and Personal Branding | https://www.moradstern.com/

Let’s Connect!

LinkedIn

Twitter — X

[image error]