Rank Building: the new Link Building to appear in AI responses

The link building has historically been one of the important parts of SEO, as getting links on relevant media and blogs helps transmit authority and improve Google rankings.

At the moment, we are witnessing a natural evolution of these practices in new contexts. With the arrival of generative search and LLMs (Large Language Models) like ChatGPT, Gemini, Copilot, or Perplexity, users no longer just consult search engines, but ask these systems directly. And these don’t show links, they respond with recommendations based on trusted sources.

This is where the concept of Rank Building comes from: it’s not just about getting links, but about placing your brand within trustworthy rankings and comparisons that LLMs use to generate responses.

What Rank Building is and why it is key in generative search

Rank Building is a strategy aimed at gaining presence in trustworthy rankings, comparisons, and directories. Its purpose is not to get another backlink, but to ensure that the brand is perceived as a relevant option for LLMs and generative search engines. At the same time, it remains a valid practice for traditional SEO, as these listings frequently appear on Google’s first page for relevant searches in our business, especially if the search contains “best” or “comparison.”

Difference with classic link building

• Link Building: seeks authority through links, with metrics such as DA/DR, dofollow/nofollow, or anchor text.

• Rank Building: seeks eligibility within AI responses, and the KPI is appearing in trusted lists and comparisons. It also becomes important how our brand, service, and product are presented (how we are talked about, in what position, our approach, and strengths).

LLMs prefer sources that offer consensus and contrast, such as top-10s, reports, verified reviews, and directories with clear criteria. That’s why, even if a ranking is not in Google’s top-1, it can have more influence in conversational responses.

Practical case: analyzing Google

When we perform a search on Google like "best criminal lawyers in Barcelona", what we see is very illustrative:

We find, in addition to some competitors:

• Editorial comparisons: like barcelona cool on elAbogado.

• Directories and marketplaces: portals like Cronoshare, ProntoPro, or StarOfService.

These are sources that, in addition to ranking on Google, also serve as references for LLMs. If your brand or business doesn’t appear, you’re losing visibility both in traditional SEO and in SEO for AI.

How to act on this:

1. Check if you appear in these listings.

2. Contact editors: send a friendly note requesting to be included and provide data and social proof (real cases, reviews, metrics).

3. Argue your differential: experience, specialization, recognitions.
4. Prioritize quality: give more value to media and directories that appear in recurring searches and have thematic authority.

Next, we offer a message template that can serve as a starting point for sending to editors.

Message template:

"Hello [Name], I’ve seen your comparison of [category] and found it very useful. We are [Brand], specializing in [service] in [city]. In recent months, we have achieved [verifiable result] and have [number of reviews/clients/cases]. We believe these criteria match what you value in your selection. I’m sending data and cases for you to evaluate if you can include us in the list."

Practical case: analyzing Bing and the AI summary

Bing was the first search engine to integrate generative responses within its results. When we search for "best criminal lawyers in Barcelona", it shows a featured summary with specific professional and firm names, and at the end, it indicates the sources used.

In the screenshot, we can see how the sources feeding these results are comparison portals and directories like mundolegal.es or mejorvalorados.barcelona.

What you should keep in mind:

1. LLMs and generative search engines build responses based on consensus: it’s not enough to have a good website, you need to appear in trusted lists and comparisons.

2. They don’t always match Google: while in Google we see portals like Cronoshare, ProntoPro, or elAbogado, here other sources come into play (mundolegal, mejorvalorados).

3. The priority is clear: if you want to be recommended by AI, you need to have presence in the sites that these systems use as "raw material".

Again, identify the sites where your business doesn’t appear and could appear, and take the necessary actions to be there.

Directly testing LLMs with conversational prompts

Many users ask directly to ChatGPT, Gemini, Copilot, or Perplexity. Test how they recommend you and, above all, where they get their sources to build the response.

Testing methodology

1. Ask prompts like: "What are the best [service] in [city]?".
2. Check if you appear and note the sources.
3. Repeat the exercise every 2-3 weeks and take screenshots to compare the evolution.
4. Replicate the test on different models (ChatGPT, Gemini, Copilot, Perplexity).

The goal here is not just to appear, but to understand what sources these models use and direct our Rank Building efforts toward them.

We recommend testing with multiple LLMs, as often the selection of sources will differ, and depending on your industry, one type of AI may be more relevant. Some observed patterns in source selection are:

• ChatGPT: with increasingly enriched responses and citations.

• Gemini: with a heavy emphasis on editorial sources and news.

• Copilot or Perplexity: interesting for sectors where technical or community-based sources hold weight.

What all models weigh:

• Verifiable reviews and ratings.
• Demonstrable authority and specialization.
• NAP consistency and brand signals.

Generate your own ranking

Mahoma may go to the mountain, but sometimes it might be better to break the stone and build your own. In many cases, there’s enough space and opportunity to take the initiative and create your own ranking or comparison. Here we have two possible paths:

a) Publish it on our own blog

• Advantage: we have full control over the format, methodology, and updates.

• How to do it:

  • Write an article with a clear title ("Top 10 [service] in [city] 2025"). The year can help, as timeliness is one of the points valued by these models.

  • Explain the selection criteria: experience, price, reviews, specialization, recognitions...

  • Include social proof and sources: cases, ratings, objective data.

  • Use appropriate schema (ItemList, Review, FAQPage) so that search engines and LLMs can easily interpret it.

  • Update it periodically with date, author, and changes.

b) Publish it on an external medium

• Advantage: gains much more authority if published by a sector-leading medium (vertical blogs, association portals, specialized magazines, credible directories).

• How to do it:

  • Identify which media appear regularly on Google, Bing, ChatGPT, and AI summaries.

  • Prepare a value pitch to propose the comparison, providing data and methodology.

  • In some cases, it can be done in collaboration (guest post or well-planned sponsored article).

  • Ensure the media indicate author, criteria, and sources (LLMs reward transparency and trust).

Whichever path you choose, remember: in modern SEO, a ranking without methodology or authority doesn’t add value and may be ignored by LLMs, Google, and practically everyone. In contrast, a well-constructed listing published on a relevant source multiplies the chances of appearing in generative responses.

Reinforce with PR actions and trust signals

Rank Building doesn't live on rankings and comparisons alone. For these to be truly effective and for LLMs to perceive you as a solid and recurring option, it’s also necessary to work on digital PR and reputation actions that provide additional signals.

Some levers you can activate:

• Press releases: communicate relevant actions (new services, collaborations, milestones achieved) and get them to media covering your sector. If you can't handle the work involved, there are specialized companies or press release distribution platforms.

• Inserts in press and blogs: collaborate with specialized media through opinion articles or interviews, reinforcing your voice as an authority.

• Awards and recognitions: submit your work for sectorial or local awards; you’ll usually have little to lose. Awards are highly valued social proof and often appear in comparisons and news.

• Success stories on your website: create a section with real projects, data, testimonials, and results. This is a resource editors and media can use as evidence.

• Verified reviews: encourage collecting real reviews on trusted platforms (Google Business Profile, Trustpilot, Trusted Shops, etc.).

• Institutional collaborations: participating in professional associations, chambers of commerce, training centers, or local initiatives increases your visibility in environments LLMs consider reliable.

As we shape it, we see that Rank Building is no longer just a tactical action; it becomes a comprehensive strategy for visibility and trust, multiplying the impact both in traditional SEO and in SEO for AI (GEO, AIO, or whatever we call it depending on the hype, the name doesn’t change the game).

Conclusions

Rank Building is one of the evolutions of digital authority building within SEO for AI: less obsession with the “dofollow” and more obsession with being present in trusted lists and comparisons. Audit Google and Bing, test LLMs with prompts, create your own rankings with methodology, and reinforce them with PR and verified reviews. This is how you enter the “top set” that models use to recommend.

Frequently Asked Questions

Is it useful to appear in rankings that are not top-1 on Google?
Yes. LLMs value trust and context; a reliable comparison can weigh more than the position in the SERP.

Do mentions without links serve any purpose?
Yes, if they are in comparative contexts and trusted sources: they act as eligibility signals for AI and GEO.

How do I measure the impact of Rank Building?
With recurrent tests in ChatGPT/Gemini, monitoring mentions and branded searches, and a dashboard with target listings and status.

Is it recommended to create rankings on my website?
Yes, always with real methodology (criteria, sources, date, and author) and appropriate schema.

External References

• Rank Building: el nuevo Link Building – Gravity
• SEO in the Age of LLMs – Brandlight
• How to manage SEO for LLM ranking – Arcalea