In a recent LinkedIn post, Kobi Omenaka discusses a significant shift in how businesses gain visibility, particularly with the rise of AI-powered search engines. Omenaka argues that the traditional focus on optimizing a company’s own website for search engines is becoming less effective, as AI models increasingly rely on external validation and third-party mentions to form their recommendations.
Omenaka highlights that AI tools like ChatGPT, Perplexity, and Google’s AI primarily draw their answers from sources where other people are discussing a brand or individual. This is a departure from the SEO-centric strategies of the past.
“The top sources are all places other people talk about you. Reddit sits at number one. Then LinkedIn, Wikipedia, YouTube, and so on. Not one of them is your own website.”
The Diminishing Impact of Self-Promotion
The core of Omenaka’s argument is that claims made directly on a company’s website, such as “award-winning” or “best in town,” hold little weight with AI search algorithms. These algorithms are designed to synthesize information from a broader digital conversation, prioritizing what others say about a business over what the business says about itself.
As Kobi Omenaka points out, the landscape for being found has fundamentally changed. “Now, when someone asks AI for a recommendation, it barely reads your marketing copy. It reads what everyone else has said about you in the places it trusts.” This underscores the importance of building a genuine reputation and fostering positive discussions across various online platforms.
Earning Visibility Through Authentic Engagement
Omenaka emphasizes that true visibility in the AI search era is earned, not bought. The focus must shift from self-aggrandizement on a company website to cultivating genuine trust and positive sentiment in places where online communities gather and share their experiences.
The Power of Social Proof
According to Kobi Omenaka, tangible evidence of positive customer experiences is far more impactful than marketing slogans. “A dozen real reviews, a Reddit thread where someone vouches for you, a mention somewhere trusted: that’s what gets you named,” Omenaka states. This suggests that businesses should prioritize generating authentic reviews, encouraging user-generated content, and engaging in conversations on platforms where their target audience is active.
In Kobi Omenaka’s view, the key to being recognized by AI is to be genuinely remarkable and to participate in the broader digital ecosystem where such recognition can occur organically. Simply having a polished homepage is no longer sufficient; businesses need to actively build a reputation that is discussed and validated by others.
Omenaka concludes by encouraging business owners to re-evaluate their digital strategies. The insights shared offer a clear call to action: focus on building authentic relationships and earning trust through real-world value, as this is the currency that AI search increasingly values.
📝 About This Content
This article is based on insights shared by Kobi Omenaka on LinkedIn.
📅 Originally posted on July 14, 2026 | View original post on LinkedIn →