{"id":34095,"date":"2025-09-16T10:15:19","date_gmt":"2025-09-16T15:15:19","guid":{"rendered":"https:\/\/www.pancommunications.com\/?post_type=insight&#038;p=34095"},"modified":"2025-09-16T15:54:47","modified_gmt":"2025-09-16T20:54:47","slug":"relevance-engineering","status":"publish","type":"insight","link":"https:\/\/www.pancommunications.com\/insights\/relevance-engineering\/","title":{"rendered":"Relevance Engineering: What Brands Need to Know"},"content":{"rendered":"\n<p class=\"has-small-font-size\"><em>This piece was drafted by the brilliant minds of our content team: <a href=\"https:\/\/www.linkedin.com\/in\/ashleywallacejones\/\">Ashley Wallace Jones<\/a>, <a href=\"https:\/\/www.linkedin.com\/in\/jenn-derango-759755118\/\">Jenn DeRango<\/a>, <a href=\"https:\/\/www.linkedin.com\/in\/katieweedman\/\">Katie Weedman<\/a>, <a href=\"https:\/\/www.linkedin.com\/in\/dinafaye\/\">Dina Magdovitz<\/a>, and <a href=\"https:\/\/www.linkedin.com\/in\/grantburfeind\/\">Grant Burfeind<\/a><\/em><\/p>\n\n\n\n<p>AI optimization is the newest digital marketing buzzword. Actual experts and those of the armchair variety are hyping it across channels. On social media, that hype often takes the form of sparking controversy for engagement. A post declaring that \u201cSEO is dead,\u201d for example, will undoubtedly prompt users to voice their opinions \u2014 whether it\u2019s adding value or not. And the more engagement a post gets, the wider its reach.&nbsp;<\/p>\n\n\n\n<p>But tactics like this to reach a larger audience can erode trust and damage a brand\u2019s reputation.&nbsp;<\/p>\n\n\n\n<p>That\u2019s why at PAN, our <a href=\"https:\/\/www.pancommunications.com\/services\/ai-optimization\/\">AI optimization services<\/a> are grounded in expertise, not hype. And while the industry can\u2019t seem to agree on what to call this new stage in search evolution \u2014 answer engine optimization (AEO), <a href=\"https:\/\/www.pancommunications.com\/insights\/generative-ai-search-engine-optimization-explained\/\">generative engine optimization (GEO)<\/a>, or SEO 2.0 \u2014 our team of experts agree that it\u2019s not a \u201cthis-or-that,\u201d but rather a \u201cthis-and-that.\u201d&nbsp;&nbsp;<\/p>\n\n\n\n<p>In the spirit of clarity (and ridding the marketing world of unnecessary acronyms), we approach AI optimization through a <strong>relevance engineering lens<\/strong>. This allows us to enhance digital discoverability holistically across paid, earned, shared, and owned media.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Before we really dive in, let\u2019s be clear: It\u2019s the wild west of AI search, and things are moving and changing fast. Platforms responsible for the tech (e.g., ChatGPT, Perplexity, etc.) aren\u2019t sharing guidance or tips for optimization <a href=\"https:\/\/developers.google.com\/search\/docs\/essentials\" target=\"_blank\" rel=\"noreferrer noopener\">like Google Search has<\/a>. So, while we feel confident in where we stand today, new versions and algorithm changes are happening with greater frequency, so it\u2019s important to stay on our toes, and keep both short- and long-<s> <\/s>term developments in our purview.&nbsp;&nbsp;<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>Table of Contents<\/strong>&nbsp;<\/h5>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"has-color-fuchsia-color has-text-color has-link-color wp-elements-5fe113d0da31c87befbc45e8a38dfc1c\"><a href=\"#relevance-engineering\">What Is Relevance Engineering?<\/a><\/li>\n\n\n\n<li class=\"has-color-fuchsia-color has-text-color has-link-color wp-elements-f90b75e11effbda59f03729be6c695b6\"><a href=\"#emerging-trends\">Emerging Trends in Relevance Engineering<\/a><\/li>\n\n\n\n<li class=\"has-color-fuchsia-color has-text-color has-link-color wp-elements-d576b839e46d2321b9ba02533ca9a0b6\"><a href=\"#how-do-you-build\">How Do You Build Discovery and Relevance for Search Engines?<\/a><\/li>\n\n\n\n<li class=\"has-color-fuchsia-color has-text-color has-link-color wp-elements-b7e98383ea52d568ae3841786ede2380\"><a href=\"http:\/\/relevance-engineering-PAN\">Relevance Engineering Solutions From PAN<\/a><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"relevance-engineering\"><strong>What Is Relevance Engineering?<\/strong><\/h2>\n\n\n\n<p>Relevance engineering is the practice of improving digital discovery via any search-enabled platform. <a href=\"https:\/\/www.cmswire.com\/information-management\/relevance-engineer-a-new-profession-in-search-of-candidates\/\" target=\"_blank\" rel=\"noreferrer noopener\">This process<\/a> helps connect people with information, experts, brands, products, and services that are relevant to them. At least, that\u2019s how we approach it at PAN.&nbsp;&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/www.google.com\/intl\/en_us\/search\/howsearchworks\/how-search-works\/ranking-results\/\" target=\"_blank\" rel=\"noreferrer noopener\">Traditionally<\/a>, for a search engine, relevance refers to whether content on a webpage aligns with the searcher\u2019s query and intent.&nbsp;&nbsp;<\/p>\n\n\n\n<p>AI search relevance takes it even further.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>AI Search Relevance &amp; How AI Search Engines Work: The Basics<\/strong>&nbsp;<\/h3>\n\n\n\n<p>Understanding AI search relevance isn\u2019t possible without first understanding how AI search engines work. Here\u2019s a breakdown:&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Training, Tuning, and Grounding<\/strong>&nbsp;<\/h4>\n\n\n\n<p><a href=\"https:\/\/www.oracle.com\/artificial-intelligence\/ai-model-training\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>AI training<\/strong><\/a><strong> <\/strong>is similar to onboarding a new employee: You share your company\u2019s policies, products, and services so they understand how things work. In the same way, large language models (LLMs) learn by absorbing massive amounts of online information to build general knowledge, language patterns, and concepts. Which is why it\u2019s so important to keep your brand\u2019s digital footprint updated and accurate at all times.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/www.techtarget.com\/searchenterpriseai\/definition\/fine-tuning\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>AI fine-tuning<\/strong><\/a><strong> <\/strong>comes next. Often completed by developers, tuning helps adapt pre-trained models to specific tasks or use cases. Think of it like the focused training that comes after new employee orientation to help new hires learn your company\u2019s specific processes and procedures so they can perform their jobs effectively.&nbsp;<\/p>\n\n\n\n<p>Then comes <strong>grounding<\/strong>, which connects LLM outputs to external data sources. The information used for initial training offers a snapshot in time of general knowledge, but knowledge and time are always progressing. When browsing is enabled on tools like Perplexity and ChatGPT for example, <a href=\"https:\/\/cloud.google.com\/vertex-ai\/generative-ai\/docs\/model-reference\/grounding\" target=\"_blank\" rel=\"noreferrer noopener\">AI grounding<\/a> retrieves external sources in real time, which can improve factual accuracy.&nbsp;<\/p>\n\n\n\n<p>Within the context of the onboarding metaphor, you can think of grounding like you would a manager vetting data pulled by an employee for an important pitch or presentation. For AI search engines like Perplexity, Bing Copilot, and Google AI Overviews, grounding can trigger online source citations. These sources are where brands should aim to appear with optimized messaging to more accurately inform LLM perception.&nbsp;<\/p>\n\n\n\n<p class=\"has-ice-grey-background-color has-background\"><strong><span style=\"color: #B11F6B;\" class=\"stk-highlight\">Takeaway<\/span>: Keep your brand\u2019s online footprint as accurate and up to date as possible and focus on appearing within online source citations.<\/strong>&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Natural Language Processing<\/strong>&nbsp;<\/h4>\n\n\n\n<p><a href=\"https:\/\/www.oracle.com\/artificial-intelligence\/what-is-natural-language-processing\/\" target=\"_blank\" rel=\"noreferrer noopener\">Natural language processing<\/a> (NLP) helps AI search engines understand, generate, and harness human language. While today\u2019s leading LLMs often rely more heavily on transformer architecture and embeddings than \u201cclassic\u201d NLP pipelines, it can come into play via:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Semantics<\/strong> &#8211; You know that moment when you ask someone a question and they get what you&#8217;re driving at, even when you didn&#8217;t explain things perfectly? That&#8217;s the magic of semantic understanding. It&#8217;s about grasping the deeper meaning behind the literal words the user inputs.&nbsp;<\/li>\n\n\n\n<li><strong>Patterns and Context <\/strong>&#8211; Conversations flow more naturally when people can pick up on subtle cues and context. AI-enabled systems that are good at this can keep track of the discussion, remember earlier details, and understand how each new message connects to the bigger picture. It&#8217;s like having a highly attentive, on-demand conversation partner. And it\u2019s why having a deep understanding of target personas is critical for successful relevance engineering.&nbsp;<\/li>\n\n\n\n<li><strong>Entity Recognition<\/strong> &#8211; When you inquire about &#8220;visiting Paris&#8221; or &#8220;problems with my iPhone,&#8221; AI search engines can recognize that Paris is a city and iPhone is a specific product. This helps create more relevant responses. It\u2019s also how AI search engines recognize people and brands.&nbsp;<\/li>\n\n\n\n<li><strong>Intent<\/strong> &#8211; Sometimes what we ask for isn&#8217;t exactly what we need. Someone searching for an answer to &#8220;How do I cook pasta?&#8221; might actually want a complete beginner&#8217;s guide to making dinner, not just instructions for boiling water. <a href=\"https:\/\/yoast.com\/search-intent\/\" target=\"_blank\" rel=\"noreferrer noopener\">Intent is about reading between the lines<\/a> to understand the underlying need or goal. This is how AI search engines surface truly helpful answers for the user. It\u2019s also key to getting your content referenced as an \u201canswer\u201d to a query.to a query.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"has-ice-grey-background-color has-background\"><strong><span style=\"color: #B11F6B;\" class=\"stk-highlight\">Takeaway<\/span>: Keep semantics, your target personas, and intent top-of-mind when crafting any form of content. That way, your entity, or brand, is recognized within meaningful context and surfaced for the right users.<\/strong>&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Knowledge Graphs<\/strong>&nbsp;<\/h4>\n\n\n\n<p><a href=\"https:\/\/www.ibm.com\/think\/topics\/knowledge-graph\" target=\"_blank\" rel=\"noreferrer noopener\">Knowledge graphs<\/a>, or semantic networks, help some AI systems, like Google Search, organize structured facts. LLMs may also benefit from similar structured relationships, but they often lean more on embeddings (more about embeddings later).&nbsp;&nbsp;<\/p>\n\n\n\n<p>Each knowledge graph consists of nodes (which represent entities, things, or concepts), edges (the connections between nodes), and labels (which describe the relationships and reasoning rules on those edges).&nbsp;<\/p>\n\n\n\n<p>For example, a node could be a B2B brand-to-demand agency, like PAN, as well as a client brand. The edge and label would be the customer relationship.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"808\" height=\"217\" src=\"https:\/\/www.pancommunications.com\/wp-content\/uploads\/2025\/09\/image.png\" alt=\"\" class=\"wp-image-34096\" style=\"width:626px;height:auto\" srcset=\"https:\/\/www.pancommunications.com\/wp-content\/uploads\/2025\/09\/image.png 808w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2025\/09\/image-300x81.png 300w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2025\/09\/image-768x206.png 768w\" sizes=\"auto, (max-width: 808px) 100vw, 808px\" \/><\/figure>\n\n\n\n<p class=\"has-ice-grey-background-color has-background\"><strong><span style=\"color: #B11F6B;\" class=\"stk-highlight\">Takeaway<\/span>: Relationships matter most. Make sure your brand shows up among your competitors, is represented positively, and stands out with accurate, strategically crafted messaging that highlights strengths and differentiators.&nbsp;<\/strong>&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Vector Databases and Embeddings<\/strong>&nbsp;<\/h4>\n\n\n\n<p><a href=\"https:\/\/www.cloudflare.com\/learning\/ai\/what-is-vector-database\/\" target=\"_blank\" rel=\"noreferrer noopener\">Vector databases<\/a> are collections of data stored as mathematical representations called embeddings. Put simply, they organize information based on similarities, so the system can quickly find things that are related in meaning, not just exact wording. Many AI-enabled systems use these databases and embeddings to make information retrieval faster, better understand language nuances, and determine the most authoritative sources on topics. This can help AI search engines see the relationships between different concepts \u2014 like how &#8220;rain&#8221; connects to &#8220;umbrella&#8221; or how &#8220;hungry&#8221; might lead to &#8220;restaurant.&#8221;&nbsp;<\/p>\n\n\n\n<p>Understanding these relationships is key for your website content, too. When your content clearly shows how ideas and concepts connect, AI systems can better interpret your pages, and users can find the information they need more easily.\u202fLeaning into comprehensive, well-researched pillar page content can provide greater context about relationships between concepts. On your brand\u2019s website, you should also:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Build Topic Authority<\/strong> &#8211; Think of your content like a neighborhood. Create pillar pages on main topics, then cluster related articles around them. AI search engines prefer websites that thoroughly cover a subject from every angle.&nbsp;<\/li>\n\n\n\n<li><strong>Write Like a Helpful Human<\/strong> &#8211; Naturally weave in synonyms, answer common questions, and dive deep into topics. AI search engines reward content that genuinely helps people and adds value for users.&nbsp;<\/li>\n\n\n\n<li><strong>Make It Easy for AI Search Engines to Understand<\/strong> &#8211; Use clear headings, bullet points, and <a href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/structured-data\/intro-structured-data\" target=\"_blank\" rel=\"noreferrer noopener\">structured data<\/a>. Think of these as road signs that help AI search engines navigate and extract key information from your content.&nbsp;<\/li>\n\n\n\n<li><strong>Connect the Dots<\/strong> &#8211; Link related articles together with descriptive anchor text, and don&#8217;t be afraid to cite authoritative sources. This shows AI search engines how your content fits into the bigger picture while reinforcing credibility.&nbsp;<\/li>\n\n\n\n<li><strong>Optimize for Real Conversations<\/strong> &#8211; People ask AI search engines questions the same way they&#8217;d ask a friend \u2014 even when using to research B2B products and services. Write content that naturally answers &#8220;What&#8217;s the best&#8230;&#8221; or \u201cHow do I&#8230;\u201d queries.&nbsp;<\/li>\n\n\n\n<li><strong>Stay Current \u2013 <\/strong>Like we said before,<strong> <\/strong>LLMs and AI search engines keep evolving, and so do user expectations. Regularly update your content so your brand stays relevant and is accurately portrayed.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"has-ice-grey-background-color has-background\"><strong><span style=\"color: #B11F6B;\" class=\"stk-highlight\">Takeaway<\/span>: Be like Mr. Rogers. Create a helpful, easy-to-understand neighborhood of trustworthy, topically related content on your website. And keep that neighborhood current with the latest information about your brand.&nbsp;<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"emerging-trends\"><strong>Emerging Trends in Relevance Engineering<\/strong><\/h2>\n\n\n\n<p>With a basic understanding of how AI search engines work, you \u2014 much like an LLM \u2014 can leverage greater context to assess emerging trends in relevance engineering, such as the following:&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>LLMs.txt<\/strong>&nbsp;<\/h3>\n\n\n\n<p><a href=\"https:\/\/searchengineland.com\/llms-txt-proposed-standard-453676\" target=\"_blank\" rel=\"noreferrer noopener\">LLMs.txt<\/a> has been floated as a possible web standard for providing crawlable, AI search engine-friendly content. However, adoption is virtually nonexistent today, and no leading AI search platforms currently rely on it. Robots.txt files and XML sitemaps already serve much the same purpose for web content crawlability. That said, better understanding and even experimenting with LLMs.txt may help content owners better structure their websites for AI accessibility and prepare for future standards that could impact search and content visibility.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Query Fan-out<\/strong>&nbsp;<\/h3>\n\n\n\n<p>This has generated a lot of buzz, largely stemming from Google Search announcing its usage in its <a href=\"https:\/\/blog.google\/products\/search\/google-search-ai-mode-update\/\" target=\"_blank\" rel=\"noreferrer noopener\">AI Mode<\/a>. Looking closer at the implications, we believe there are two key takeaways regarding <a href=\"https:\/\/www.searchenginejournal.com\/google-query-fan-out-patent\/547983\/\" target=\"_blank\" rel=\"noreferrer noopener\">query fan-out<\/a>:&nbsp;<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li>Leverage a deep understanding of intent to craft content that anticipates follow-up questions.&nbsp;<\/li>\n\n\n\n<li>Aim for strong subject matter authority by thoroughly covering your main topic and connecting it to related subtopics \u2014 similar to how <a href=\"https:\/\/blog.hubspot.com\/marketing\/topic-clusters-seo\" target=\"_blank\" rel=\"noreferrer noopener\">topic clusters<\/a> are used in traditional SEO.&nbsp;&nbsp;<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Content Chunking&nbsp;<\/strong>&nbsp;<\/h3>\n\n\n\n<p>Content chunking, or breaking down large pieces of information into smaller, more bite-sized sections, is not a new concept. Content began shifting to a more \u201csnackable\u201d structure in the\u202fearly 2010s, driven by the explosion of mobile browsing and social media, responding to how people access and consume information. Today, chunking remains highly relevant: because of query fan-out, <a href=\"https:\/\/docs.aws.amazon.com\/bedrock\/latest\/userguide\/kb-chunking.html\" target=\"_blank\" rel=\"noreferrer noopener\">how knowledge bases work<\/a>, and how human readers find smaller paragraphs and sections easier to digest. It makes practical sense for both AI systems and human audiences alike.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>LLM Perception Match<\/strong>&nbsp;<\/h3>\n\n\n\n<p>The theory of <a href=\"https:\/\/searchengineland.com\/llm-perception-match-hurdle-before-fanout-458803\" target=\"_blank\" rel=\"noreferrer noopener\">LLM perception match<\/a> is that an LLM builds a perception of your brand, what you offer, and how well you fit the user\u2019s need before it\u2019s ever matched to a query. When you consider how AI search engines use entity recognition, user-provided context, knowledge graphs, vector databases and embedding, the theory \u2014 while speculative \u2014 seems plausible. While not a proven mechanism, it is a useful lens for thinking about how brands may be surfaced in AI responses \u2014 or not.&nbsp;<\/p>\n\n\n\n<p>At PAN, we\u2019ve been conducting AI search visibility audits via <a href=\"https:\/\/www.semrush.com\/lp\/enterprise-aio\/en\/\" target=\"_blank\" rel=\"noreferrer noopener\">Semrush\u2019s Enterprise AI Optimization (AIO) tool<\/a>. Each audit acts like a Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis of a brand from the perspective of a potential buyer using AI search engines to find solutions. Insights are often drawn from citations that reference a brand and\/or its perceived competitors\u2014which sometimes might not be the ones you\u2019re keeping an eye on.&nbsp;&nbsp;<\/p>\n\n\n\n<p>These audits can reveal a need for refinements to how products and services are messaged, delivered or even priced. We believe this is because LLM sentiment and perception often reflect User Generated Content (UGC) by way of real feedback and reviews from customers, prospects, and community discussions.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"how-do-you-build\"><strong>How Do You Build Discovery and Relevance for Search Engines?<\/strong><\/h2>\n\n\n\n<p>That brings us to the how \u2014 as in how to do relevance engineering. Believe it or not, today\u2019s top strategies focus on the following best practices, which really are a mastery of the basics:&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. Brand Messaging for Discovery<\/strong>&nbsp;<\/h3>\n\n\n\n<p>Brand messaging for discovery helps ensure your solutions are perceived as options in comparison to those of your competitors. If LLM perception match does, in fact, build a perception of your brand, what you offer, and how well you fit the user\u2019s need before your brand is matched to a query, then your messaging should be strategically structured to provide that information up front \u2014 or you risk the LLMs drawing their own conclusions.<\/p>\n\n\n\n<p>This means you should lean into literalness and specificity within the text of everything from your boilerplate to your website\u2019s home and about pages. For example, rather than leading with taglines or differentiating statements, start your boilerplate with a sentence like: <strong>Brand is an ABC entity that offers LMNOP solutions to XYZ people.<\/strong>&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>ABC Entity \u2013 <\/strong>Ideally comprised of at least one adjective and one noun, this descriptor defines what type of organization you are (e.g., data analytics company, marketing agency, managed service provider).&nbsp;<\/li>\n\n\n\n<li><strong>LMNOP Solutions \u2013 <\/strong>This descriptor explains what you offer (e.g., SaaS products, digital marketing services, technology consulting services).&nbsp;<\/li>\n\n\n\n<li><strong>XYZ People<\/strong> \u2013 This descriptor denotes the ideal user of your solutions (e.g., operations managers, IT leaders, B2B marketing professionals).&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>While it might seem tempting, don\u2019t stuff this first sentence full of keywords. And whatever you do, <strong>do not<\/strong> list all your products and all your ideal customers and all their job titles within all the industries or verticals you serve. To help stay on track, remember that the goal here is to provide universally or widely shared characteristics for high-level competitive categorization.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Remember printed telephone books? Think of these descriptors as yellow page sections that help potential customers discover new businesses. By using descriptors to make your brand discoverable, you can stand out by highlighting unique capabilities and by describing the specific industries you serve.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. Search \u201cEverywhere\u201d Optimization<\/strong>&nbsp;<\/h3>\n\n\n\n<p>Those wondering <a href=\"https:\/\/www.pancommunications.com\/insights\/how-to-get-listed-in-ai-platform-responses-a-3-step-approach\/\">how to get listed in AI platform responses<\/a> should also consider where AI search engines source their online citations.&nbsp;<\/p>\n\n\n\n<p>For example, Search Engine Land recently published a <a href=\"https:\/\/searchengineland.com\/how-to-get-cited-by-ai-seo-insights-from-8000-ai-citations-455284\" target=\"_blank\" rel=\"noreferrer noopener\">data analysis<\/a> of approximately 8,000 unique citations across 57 diverse queries that revealed:&nbsp;<\/p>\n\n\n\n<figure style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:var(--wp--preset--spacing--40)\" class=\"wp-block-table\"><table class=\"has-fixed-layout\" style=\"border-style:none;border-width:0px\"><thead><tr><th>Model<\/th><th>Preferences<\/th><th>Top Sources<\/th><th>Takeaways<\/th><\/tr><\/thead><tbody><tr><td><strong>ChatGPT (GPT-4o)<\/strong>&nbsp;<br><em>The Authority Seeker<\/em>&nbsp;<\/td><td>Factual, reference-style, rarely cites user-generated content (UGC) and product pages&nbsp;<\/td><td>Wikipedia (27%), Reuters, Financial Times&nbsp;<\/td><td>Build authoritative presence: news, blogs, Wikipedia. Avoid overtly commercial content.&nbsp;<\/td><\/tr><tr><td><strong>Gemini 2.0 Flash<\/strong>&nbsp;<br><em>The Balanced Synthesizer<\/em>&nbsp;<\/td><td>Mix of expert and community input&nbsp;<\/td><td>YouTube (3%), Blogs (39%), News (26%)&nbsp;<\/td><td>Prioritize in-depth content: blogs, news, YouTube.&nbsp;<\/td><\/tr><tr><td><strong>Perplexity (Sonar)<\/strong>&nbsp;<br><em>The Expert Curator<\/em>&nbsp;<\/td><td>Expert reviews, niche authority&nbsp;<\/td><td>Blogs (38%), Review sites (e.g., NerdWallet), Product blogs&nbsp;<\/td><td>Target trusted review\/editorial sites. Tailor by vertical.&nbsp;<\/td><\/tr><tr><td><strong>Google AI Overviews<\/strong>&nbsp;<br><em>The Broad Aggregator<\/em>&nbsp;<\/td><td>Deep links from blogs, news, UGC (Reddit, LinkedIn)&nbsp;<\/td><td>Blogs (46%), News (20%), Reddit, Quora, LinkedIn&nbsp;<\/td><td>Maintain presence across blogs, forums, Q&amp;A, and expert platforms. Invest in structured deep pages.&nbsp;<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>Based on the top sources, relevance engineering should be applied to web content published across paid, earned, shared, and owned media.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Technical SEO: Owned Website Crawlability and Schema Markup<\/strong>&nbsp;<\/h4>\n\n\n\n<p>Promoting AI search engine bot crawlability and understanding of your website\u2019s content is essential step for relevance engineering. This can be achieved by:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Determining whether your <a href=\"https:\/\/blog.cloudflare.com\/control-content-use-for-ai-training\/\" target=\"_blank\" rel=\"noreferrer noopener\">robots.txt<\/a> allows or blocks identifiable AI search engine crawlers (e.g., GPTBot).&nbsp;<\/li>\n\n\n\n<li>Implementing <a href=\"https:\/\/backlinko.com\/schema-markup-guide\" target=\"_blank\" rel=\"noreferrer noopener\">Schema markup<\/a>, a type of structured data that helps search engines better understand the content on a webpage.&nbsp;<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>On-Page SEO: E-E-A-T, Structure, and Intent<\/strong>&nbsp;<\/h4>\n\n\n\n<p>On-page SEO for relevance engineering includes:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Reinforcing <\/strong><a href=\"https:\/\/searchengineland.com\/guide\/google-e-e-a-t-for-seo\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>E-E-A-T<\/strong><\/a><strong> (Experience, Expertise, Authoritativeness, and Trustworthiness)<\/strong> at the page level with web content that demonstrates subject matter expert authorship and features external links out to highly credible sources.&nbsp;<\/li>\n\n\n\n<li><strong>Leveraging <\/strong><a href=\"https:\/\/www.semrush.com\/blog\/heading-tags\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>heading tags<\/strong><\/a><strong> for keyword placements<\/strong> while nestling answers to common queries within web content.&nbsp;<\/li>\n\n\n\n<li><strong>Analyzing intent granularly<\/strong> and applying an advanced attention to detail when crafting web content intended to answer it.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"has-ice-grey-background-color has-background\"><strong>Helpful Tool \u2013 <\/strong><a href=\"https:\/\/www.pancommunications.com\/ai-overview-tracker\/\"><strong>B2B AI Overview Tracker<\/strong><\/a>&nbsp;<br><em>Are the terms you\u2019re targeting affected by zero-click searches? Find out with our free, non-gated tool that tracks the appearance of Google AI Overviews for 5,000+ B2B keywords across industries like SaaS, cybersecurity, healthcare, and financial services.&nbsp;<\/em><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Off-Page SEO: Online Reputation Management and PR<\/strong>&nbsp;<\/h4>\n\n\n\n<p>Because LLM sentiment and perception often stem from User Generated Content (UGC), reviews, and community discussions, <a href=\"https:\/\/searchengineland.com\/online-reputation-management-top-10-hurdles-and-how-to-overcome-them-440354\" target=\"_blank\" rel=\"noreferrer noopener\">online reputation management<\/a> is paramount. This can include everything from having official Reddit users represent your brand to securing and promoting your awards, so your brand shows up in the \u201ctop\u201d and \u201cbest-of\u201d lists.&nbsp;<\/p>\n\n\n\n<p>And don\u2019t forget: your brand\u2019s digital image needs to feel reliable and credible. The AI grounding that enables online source citations is typically used to incorporate timely and fresh content that is trustworthy and authoritative, often drawing from sources like earned media websites. And make no mistake, earned media mentions deeply influence AI-generated responses and content. Data from MuckRack shows <a href=\"https:\/\/generativepulse.ai\/report\/\" target=\"_blank\" rel=\"noreferrer noopener\">95 percent of cited links<\/a> in AI responses come from non-paid sources, of which 85% are earned media.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Connecting AI outputs with real-world meaning and recent, verifiable sources requires supplying LLMs with specific and relevant information that goes beyond their static training data. Use first-party research, timely thought leadership, and personal anecdotes to help make sure AI-generated outputs reflect real insight.&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3. Product\/Service Strategy Alignment<\/strong>&nbsp;<\/h3>\n\n\n\n<p>The key takeaway here is that relevance engineering takes more than just messaging and SEO to be effective. Your brand\u2019s products and services need to be the right fit for your target personas, and they need to meet or exceed expectations throughout the entirety of the <a href=\"https:\/\/www.techtarget.com\/searchcustomerexperience\/definition\/Customer-Life-Cycle\" target=\"_blank\" rel=\"noreferrer noopener\">customer lifecycle<\/a> across every touchpoint.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>4. Optimizing Content for Digital Discovery<\/strong>&nbsp;<\/h3>\n\n\n\n<p>Before you start optimizing content for robots, make sure you\u2019ve said something worth repeating to humans. <a href=\"https:\/\/www.pancommunications.com\/insights\/ai-on-the-move-finding-your-story-in-the-current-moment\/\" target=\"_blank\" rel=\"noreferrer noopener\">Strategic content begins with a story<\/a> that\u2019s true to your brand and meaningful to your audience. No amount of polish can make a vague message stand out.&nbsp;<\/p>\n\n\n\n<p>At its core, your story should answer one question: how do you help people solve problems? Maybe it\u2019s faster claims processing. Maybe it\u2019s demystifying compliance. Maybe it\u2019s finally giving that overworked IT team a break. Whatever your angle, the message should reflect real needs, not marketing Mad Libs.&nbsp;<\/p>\n\n\n\n<p>But keep in mind: resonance doesn\u2019t happen in a vacuum. It starts with empathy and an understanding of the lived reality of who you\u2019re trying to reach. What do they value? What frustrates them? What keeps them skeptical? You can\u2019t reverse-engineer connection. You have to build it.&nbsp;<\/p>\n\n\n\n<p>That\u2019s especially true in today\u2019s climate. According to our 2024 <strong>Brand Experience Report<\/strong>, two out of three customers said they would leave (35 percent) or consider leaving (32 percent) a brand if it relied on AI rather than people for content and storytelling.&nbsp;<\/p>\n\n\n\n<p class=\"has-ice-grey-background-color has-background\"><strong>Get the Report \u2013 <\/strong><a href=\"https:\/\/sites.pancommunications.com\/download-bxr-ai-versus-humanity-in-branding\"><strong>Is AI Taking the User Out of the Brand Experience? The Critical Role Humanity Plays in Your Branding<\/strong><\/a>&nbsp;<br><em>As brands accelerate toward a future brimming with AI innovation, marketers are tasked with scaling their productivity and efficiency (using AI). But in the AI age, what role do humans play? And what role must they play to maintain customer loyalty?<\/em><\/p>\n\n\n\n<p>We asked marketers and customers those questions \u2014 and more \u2014 to better assess how AI alters the relationships between brands and the people they hope to reach.&nbsp;<\/p>\n\n\n\n<p>This is where your brand\u2019s subject matter experts (SMEs), first-party customer data, and tools like <a href=\"https:\/\/sparktoro.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">SparkToro<\/a> become your superpower. When you leverage what your brand\u2019s SMEs have learned, seen, and done \u2014 and when you use data to define your personas \u2014 your stories stop sounding like everyone else\u2019s and start sounding like something worth paying attention to.&nbsp;<\/p>\n\n\n\n<p>Even when discovery starts with a machine, your audience still gets the final vote. And they\u2019re voting with <a href=\"https:\/\/www.pancommunications.com\/insights\/the-future-of-search-marketing\/\">attention, trust, and clicks<\/a>. They\u2019re also voting via the user-provided context they\u2019re supplying the LLMs.&nbsp;<\/p>\n\n\n\n<p>That means your story needs to start with your audience: the real people with real pressure, real goals, and real reasons to care. Skip the generic value props. Say something specific. Say something true. And say it like a human would (after all, that\u2019s who you\u2019re marketing to).&nbsp;<\/p>\n\n\n\n<p>Then make sure that story shows up everywhere. On your website, in your thought leadership, through media mentions, and across social channels. AI search engines are pulling patterns from the whole online ecosystem. If you don\u2019t show up with a consistent message, you\u2019re giving them permission to fill in the blanks.&nbsp;<\/p>\n\n\n\n<p>Winning brands are being discovered in AI search engines by communicating clearly, repeating differentiators often, and leaving no doubt about who they are, what they offer, and who they serve.&nbsp;<\/p>\n\n\n\n<p class=\"has-ice-grey-background-color has-background\"><strong><span style=\"color: #B11F6B;\" class=\"stk-highlight\">Takeaway<\/span>: Start with the human. Build your story from real subject matter expertise, persona insights, and business context. Be specific, be consistent, and be unmistakably <em>you<\/em>.<\/strong>&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"relevance-engineering-PAN\"><strong>Relevance Engineering Solutions from PAN<\/strong>&nbsp;<\/h2>\n\n\n\n<p>Like traditional SEO, relevance engineering is far from a quick win. It\u2019s a long game.&nbsp;<\/p>\n\n\n\n<p>LLMs spot patterns in content online. If you start shaping those patterns now, your brand is more likely to show up for the right users, in the right way, for years to come.&nbsp;<\/p>\n\n\n\n<p>So why wait? The best time to start is today. From SEO strategy to <a href=\"https:\/\/www.pancommunications.com\/services\/content-marketing\/\">content creation<\/a> and media relations, many of the services PAN provides are relevance engineering solutions.<\/p>\n\n\n\n<p>And if you&#8217;re curious about how you&#8217;re showing up in AI-powered search, our team is here to help! We evaluate visibility across platforms like Google AI Overview, ChatGPT, Perplexity, and more \u2014 and share strategic recommendations to help you stay discoverable as AI transforms search.<\/p>\n\n\n\n<p class=\"has-text-align-center has-maw-white-color has-text-color has-background has-link-color wp-elements-238be99172392f93fd85004b1b364fb7\" style=\"background:linear-gradient(90deg,rgb(36,53,80) 0%,rgb(158,0,93) 98%);font-size:21px\">Ready to get relevant? <span style=\"color: #FFFFFF;\" class=\"stk-highlight\"><a href=\"https:\/\/www.pancommunications.com\/contact\/\"><strong>Click here <\/strong><\/a><\/span>to chat with our experts.<\/p>\n","protected":false},"featured_media":34097,"template":"","categories":[159],"insight_type":[164],"insight_author":[732],"class_list":["post-34095","insight","type-insight","status-publish","has-post-thumbnail","hentry","category-integrated-marketing","insight_type-blog","insight_author-pan-content-team"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Relevance Engineering: What Brands Need to Know<\/title>\n<meta name=\"description\" content=\"Relevance engineering is the practice of improving digital discovery via any search-enabled platform. 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