How to Make Your Content Show Up in AI Answers

Ross Simmonds, founder of Foundation and author of Create Once, Distribute Forever, joined Jay Schwedelson to lay out a practical, time-boxed system for getting your brand cited by ChatGPT, Claude, Perplexity, and Gemini. The conversation centered on a single high-stakes question: if you had three hours to make your company show up in AI answers, what would you actually do?

The Three-Hour AI Visibility Sprint

Simmonds walked through a compressed workflow that starts not with content creation but with data. His first move: open Claude, connect it to a search analytics tool like Ahrefs or Semrush via a connector, and pull a list of commercial and transactional intent queries where his site has gaps. He focuses specifically on bottom-of-funnel searches—"us versus competitor," "best in category," "top [product type]"—because those are the queries most likely to drive business outcomes when an AI cites your brand.

Once Claude surfaces the gaps, Simmonds asks it to recommend content types and produce messy first drafts. Then he steps away for coffee. "I'm going to use my human eyes and human fingers to actually improve that content," he said, before publishing it to his CMS. That covers the on-site problem.