AI systems decide what to say about your brand based on what everyone else says about it. Citations are how that trust gets built. We build them, alongside a network of blue chip PR agency partners.

The Problem

When someone asks ChatGPT or Perplexity to recommend a brand, the answer is assembled from sources the model trusts. Brands mentioned consistently across credible publications get included. Brands that only talk about themselves get left out.

Most brands have this backwards. Years of investment in their own website, and almost none in what the rest of the web says about them. AI systems weight the second far more heavily than the first.

What Citation Building Is

Citation building earns consistent, accurate mentions of your brand across the publications, directories, and communities that AI systems and search engines learn from.

It looks like link building. It works differently. Link building chases authority for a page. Citation building creates authority for your brand as an entity, so that when an AI system reasons about your category, you are part of the answer.

How It Works

We deliver this alongside blue chip PR agency partners, chosen for the strength of their media relationships. The split is deliberate: they hold the relationships, we hold the technical layer.

Fold identifies which sources shape AI answers in your category, where your brand is missing, and what each mention needs to say. Our PR partners earn the coverage. We then make sure every mention is consistent and machine-readable, and we track how the answers change.

What's Included

An AI visibility audit showing where your brand surfaces today across ChatGPT, Gemini, Perplexity, and AI search
Citation gap analysis against your competitors
A placement strategy covering the publications, directories, and communities that influence your category
Coverage delivered through our PR agency partners
Entity consistency work: naming, descriptions, and structured data aligned across every mention
Ongoing citation tracking, so you can see your share of the answer grow

Our Approach

Consensus Beats Volume

One glowing feature does less than ten modest mentions that agree with each other. AI systems reward consensus across sources, so we build breadth first.

The Right Sources, Not the Biggest

Smaller specialist publications often carry more weight in AI answers than national titles. We target the sources models learn from in your category, whatever their size.

Measured Like a Channel

Citation building has usually been treated as brand work: nice to have, impossible to measure. We track citations at prompt level, by topic, so you can see exactly which answers your brand appears in and how that changes month to month.

Who This Is For

Brands in considered-purchase categories have the most to gain. Insurance, finance, professional services, healthcare, B2B software: anywhere the AI-generated answer is the research. If your brand is absent from that answer, the customer is gone before they reach your site.

Want to know what AI currently says about your brand? Get in touch and we'll show you.