Earned Media

Become the Brand AI Connects to Your Category by Establishing Your Distribution Moat

Fractl’s research found that AI visibility isn’t only driven by mainstream media — it compounds when credible, industry-relevant publishers repeatedly connect your brand to your category.

In AI Overviews, mainstream publishers carried significant weight.
Pure LLMs often surfaced niche, specialist publishers — likely because topic depth over breadth sends a cleaner category association.

The goal: become the brand AI connects to your category because the web has already made that connection obvious.

Spectrum from mainstream/news publishers (AI Overviews focus) to niche/specialist publishers (pure LLM focus) — Google AI Overviews favor highly vetted mainstream media; pure LLMs lean on specialist publishers for nuanced, vertical-specific queries.

Source: Fractl research — frac.tl/ai-media-partnerships