Visibility is not created on Reddit
First, it's important to know that generative AI systems like ChatGPT The training data is based on data collected at a specific point in time, the so-called cut-off day. Anything published after this date is initially not part of the model's knowledge base. For the latest version of OpenAI, GPT-5, this cut-off date is October 1, 2024. The training data itself comes from a wide variety of sources, primarily the internet, but also books and studies.
When resourceful SEO agencies currently claim they can boost visibility in LLMs within a few weeks using Reddit posts, purchased PR links, or Wikipedia entries, it's simply technically impossible. The reason lies in the aforementioned cut-off day for training data. Content published after this date cannot be directly incorporated into the results. So where does this assumption come from? A study by SEMrush and Statista from last year showed that many sources cited by AI systems originate from Reddit, YouTube, or Wikipedia. While this may be true globally, especially in the American market, it cannot be generalized to all industries and markets.
I recently analyzed the visibility of a photovoltaic and storage energy solutions provider's partner companies in AI systems. This involved local tradespeople and typical queries like "Best installation company in Bamberg." The result: Not a single Reddit post to be found. Instead, platforms like MyHammer or even the providers' own websites appeared as sources in ChatGPT and Perplexity.
What does this mean? The larger and more competitive a market is, the larger the pool of training data. However, in niche markets, local markets, or with disruptive offerings, there isn't a large training set. In these cases, a few carefully prepared pieces of information can often be the only relevant source and thus secure that coveted entry in the answers.
But what happens if you're not part of the training data? In many cases, AI systems rely on current web research, for example, on topical issues or specific offers. This is where so-called Retrieval Augmented Generation (RAG) comes into play: content is generated from the web in real time. This can also make you visible retrospectively, although less so than through the training data itself.
For startups and niche providers, it's therefore worthwhile to carefully analyze the sources actually cited for relevant queries. Often, these are industry listings or well-structured landing pages from competitors, and not Reddit or purchased PR links. Surprisingly, catching up with or even surpassing the competition is often easier than you might think.
SEO tools no longer work without data.
For decades, online marketing was primarily one thing: measurable. Clicks, keywords, and search volumes made the success of campaigns tangible and traceable. This very logic is being shaken by the use of AI systems. While Google provides clearly measurable search queries and rankings, ChatGPT and similar platforms function fundamentally differently. Classic KPIs like search volume or keywords are simply no longer available, and users no longer employ standardized keywords but increasingly individualized queries. The AI boom is thus changing the entire system of digital visibility.
With the introduction of AI Mode and AI Overviews, fewer Google searches are landing on websites; instead, they are being answered directly. While Google's AI responses and ChatGPT also mention various providers or list them as sources, measuring this is far more difficult. The reason: Prompts are much more diverse than classic keywords. They often consist of entire sentences or specific questions. Clearly mapping which query leads to which result is therefore practically impossible.
But the use case is also completely different. Google is frequently used for navigation. Users search specifically for a particular offer. A Harvard University study shows that ChatGPT, on the other hand, is primarily used for "practical guidance," that is, as a decision-making aid. This could be when purchasing a product, formulating a business plan, or creating a training plan. Writing and revising texts are also among the most common applications. LLMs are therefore not classic search systems, but rather assistants in production and decision-making.
Consequently, the concrete benefit of a mention is difficult to measure. It's more reminiscent of the market dynamics of TV advertising, whose effectiveness can generally be demonstrated at the supermarket checkout, but by no means allows for attribution to individual sales. While approaches like prompt decoding, clickstream data, or AI visibility surveys exist, all these are more akin to "qualified guesswork" than reliable data. Smaller providers, in particular, should avoid falling into expensive tool traps.
Sebastian Schulze is an expert in artificial intelligence, data-driven marketing, and digital transformation, and part of our Munich Startup Experts team. He works as Keynote Speaker and Consultant He supports companies in strategically deploying new technologies – especially generative AI like ChatGPT – to increase visibility, marketing efficiency, and growth. With over a decade of experience in the digital economy, he advises both medium-sized businesses and larger organizations. His work focuses primarily on topics such as AI-powered marketing, new forms of online visibility, and the transformation of traditional search and marketing logic through Large Language Models. (Photo: Sebastian Schulze)
Relevance is no longer created solely on the website.
Currently, numerous new terms like GEO, LLMO, or GAIO are flooding the web. They all have the same underlying principle: to specifically influence discoverability in AI assistance systems like ChatGPT, Perplexity, or Claude, similar to how SEO works with Google.
The problem: LLMs function fundamentally differently. They don't have a fixed index where websites are assigned to specific keywords. Instead, answers are generated based on statistical probabilities. While Google is obligated to link to websites, this isn't necessary in AI systems. Visibility, therefore, no longer primarily comes from the website itself.
This can be seen, for example, in the fact that influencers like Sandra Hunke are frequently mentioned in ChatGPT and similar platforms for their field, even though they only have a moderately optimized website. What's crucial is their thematic relevance, built up through other channels, especially TikTok and Instagram. For AI systems, it's secondary where this authority originates, as long as it's clearly identifiable. Accordingly, content from major media brands is also frequently used as a source.
Instead of investing your marketing budget in supposedly groundbreaking measures like Reddit or buying backlinks, you should focus on generating genuine awareness within your niche. Well-planned social media activities and credible PR often have a more lasting impact, including on citability in LLMs.
Sources, PR and social media instead of expensive GEO activities
Startups, especially those with limited time or large budgets, should avoid the mistake of relying on supposedly quick solutions for visibility on ChatGPT, Claude, or Gemini. Most of these offerings are, to put it mildly, questionable.
A more sustainable approach is to analyze the sources actually used for relevant queries and to strategically establish a presence there or build equivalent content. However, Reddit is rarely the place to do this.
Instead, genuine attention and relevance in one's own niche pay off in the long run, for example through credible PR, well-structured content or well-thought-out social media activities.
Because in the world of AI answers, it's not the one who optimizes best who wins, but the one who is most relevant to their topic.
