The Findability Flywheel: How to Be the Brand AI Can’t Ignore
When people think of getting found on AI (the new world search/SEO) they picture a magic formula - some secret prompt or hack that pushes their brand to the top of ChatGPT, Gemini, or Perplexity results.
In reality, AI discovery works the same way as Google did in its early days: reputation + content + consistency.
This is the Findability Flywheel.
Once it starts spinning, it compounds. The faster it spins, the harder it is for competitors to catch up.
Let’s break it down using Marketing Power Circle insider Andrew Jenkins’ real-world case.
(If you’re an audio person, my full conversation with Andrew is here on episode 244 of my podcast ‘AI Literacy for Entrepreneurs’.)
A Case Study in Findability: Andrew Jenkins using AI and Clutch.co
Andrew Jenkins is CEO of Volterra Digital, a social media agency in Toronto, Canada. He’s a long term member of my AI Mastermind - Marketing Power Circle (MPC). In the last few quarters, Andrew has seen in many inbound requests for services, their answer to ‘how did you find us’ has been ‘AI’. This is the stuff SEO legends are still trying to theorize. Andrew’s Volterra is living the theory and here to talk to me about it on my podcast! Can I get a ‘hooyeah’?
Here’s the tl;dr
Andrew invested in the fundamentals
Built a strong Clutch.co profile - not a quick listing, but 20+ client reviews and a sponsored placement.
Maintained niche clarity - his agency lists 100% social media services instead of a vague laundry list.
Stacked digital breadcrumbs - backlinks, press releases, podcast guest appearances, and industry recognition.
When AI search started surfacing agency recommendations, Andrew’s firm came up organically. In his own words, “I’ve done nothing to get found on AI, but I’m getting found”. In reality, he had been laying the groundwork for three years.
The Findability Flywheel: 4 Steps
1. Content
Create quality, substantive content that addresses real questions your audience asks. Avoid AI-generated fluff. Each blog post, podcast episode, or LinkedIn article should be the best answer, not just another answer.
2. Reviews
Collect genuine reviews from clients, students, or partners. Whether on Clutch.co, Google My Business, or niche directories, these reviews are AI’s social proof. AI systems weight these signals heavily when surfacing recommendations.
3. PR + Backlinks
Don’t stop at content and reviews. Every press release, guest article, podcast appearance, and backlink compounds your discoverability. This is “digital breadcrumbs” at scale. Andrew’s Clutch award press release created 63 backlinks - including high-authority sites like Associated Press. That’s fuel for the findability flywheel.
4. GPT Training/Prompted Context
Once you have content, reviews, and backlinks, train your own custom GPT or AI assistant on your assets. This ensures when clients or journalists interact with AI tools, your branded insights appear accurately. Think of it as SEO meets knowledge management.
Why This Works
Each step powers the next. And none of it is essentially AI centric. Which is what makes it effing awesome. This is stuff marketers know intuitively.
Content attracts attention.
Reviews build trust.
PR spreads your footprint.
GPT training locks in your expertise. (this is the new part that we’re grappling with now. But we all lust after systems. And this is systems energy at its finest!!! So lean into it.)
Instead of chasing a rank, you’re building an ecosystem of evidence AI tools can’t ignore.
A flywheel.
Avoid the Shortcut Trap
There’s no hack to skip the flywheel. AI systems, like search engines, can sniff out low-value, keyword-stuffed content. If your assets don’t show depth, your findability evaporates.
The good news?
Most brands haven’t started. If you begin now, you’re ahead.
Join MPC to Build your Own Flywheel
The Marketing Power Circle (MPC) is my AI implementation mastermind. It’s where entrepreneurs, marketers, and small business teams build their own personalized AI systems and tools - from custom GPTs to content systems, to review campaigns and PR plays.
Inside MPC you’ll:
Workshop your custom GPT or AI assistant.
Design your review and digital breadcrumb strategy.
Learn how to leverage AI as your second brain, not a shortcut machine.
See real-time examples from other members like Andrew Jenkins.
If you’re ready to become the brand AI can’t ignore, join the Marketing Power Circle today.