How to Win More AI Citations & Measure Conversation Presence
AI search isn’t about tracking prompts. It’s about understanding conversations.
As AI search evolves, brands need a new way to understand how they’re discovered, recommended and cited across conversational journeys. In this practical webinar, Jon Earnshaw demonstrates how Pi Datametrics maps AI conversations, measures Conversation Presence and uncovers opportunities to improve AI visibility through stronger citation doorways.
You’ll learn how to:
- Map AI Conversations: Discover how Pi builds conversation maps that simulate real customer journeys rather than isolated prompts or keywords.
- Measure Conversation Presence: Learn how the Conversation Presence Index (CPI) measures your brand’s visibility, influence and recommendation across AI conversations.
- Create More AI Citation Doorways: Identify opportunities to strengthen your content with greater depth, uniqueness and originality to improve AI visibility and increase citations across AI search.
- Prioritize High-Value Conversations: Understand which conversations matter most to your audience and where to focus your AI search strategy for maximum impact.
Meet your webinar hosts 👇🏼
Jon Earnshaw
With over two decades of digital expertise, Jon Earnshaw is a pioneering force in SEO and academic research, renowned for coining the term ‘keyword cannibalization.’ A sought-after speaker and commentator on the SEO industry, Jon has headlined brightonSEO, and has featured in leading publications including Search Engine Watch and The Telegraph. As the Chief Product Evangelist and Co-Founder of Pi Datametrics, Jon drives innovation in search intelligence for global brands and agencies.
Overview
Traditional keyword optimization is giving way to AI search engines (like Google AI Mode, ChatGPT, and Perplexity), which operate on multi-turn user journeys. Hosted by Jon Earnshaw (Co-founder & Chief Product Evangelist at Pi Data Metrics), this session breaks down how brands can move past basic prompt tracking to consistently win citations, brand mentions, and referral doorways throughout entire AI search conversations.
Executive Summary
Modern searchers engage in iterative, multi-turn discovery averaging 4.2 turns per conversation. To maintain visibility and drive clicks back to your content ecosystem, brands must optimize for the broader conversation rather than isolated keywords or individual prompts. By combining high-value DUO (Deep, Unique, Original) written content with Fast (authentic, video, human-led) assets, organizations can open repeat citation doorways across AI platforms.
Key Takeaways
Optimize for Conversations Over Prompts: Individual prompts reflect only the start of a user’s journey. Focus strategy on mapping multi-turn decision-making paths where buyers narrow choices and make final selections.
Identify Where Your Brand Drops Out: Track brand mentions and citations across every turn of a conversation to pinpoint precisely where presence drops off and competitors take over.
Deploy the DUO Content Framework: AI search engines cite content that offers value beyond generic synthesized text. Build content that is:
Deep: Detailed evidence, step-by-step guidance, and thorough answers to anticipated follow-up questions.
Unique: First-party data, proprietary methodology, and expert insights.
Original: New research, firsthand analysis, and explicit author/expert credentials.
Leverage Fast Content & Video: Short-form, authentic human video (e.g., YouTube) and first-person insights (e.g., LinkedIn) frequently feed AI citation engines because they add trusted, socially relevant evidence.
B2B Case Study (Ricoh Europe): By identifying 7 core print-security conversations and enriching existing content with EU regulatory details, statistics, actionable steps, and expert author profiles, Ricoh grew from 0 to 108 citations in a single week.
