A research-led service for B2B brands that need to be cited — not just ranked — when buyers ask ChatGPT, Perplexity, Gemini, Claude or Google AI Overviews for a recommendation. Built around a single new KPI: Attributed Influence Value.
Generative AI is rapidly reshaping search — moving beyond keyword matching to synthesising direct answers and recommendations. For B2B brands, the game has changed: it's no longer about driving clicks, but about being the trusted, cited source in an AI's response.
Of consumers expect AI to replace traditional search for finding solutions within the next 5 years.
Find AI-powered search more helpful than traditional engines for complex, multi-stage problems — including service inquiries.
Of Google searches already trigger an AI Overview — a figure that has doubled and increasingly includes service-related queries.
Ranking high in traditional search isn't enough anymore. The new metric is Attributed Influence Value — the direct attribution and citation of your brand as a trusted source for service-related answers inside AI responses. We measure it. We move it. We report on it weekly.
Over half of B2B marketers feel high pressure to adopt AI — but most still use it tactically (content generation, SEO analysis) rather than strategically. Adapting your discovery surface is the bigger opportunity.
A composite measure of how often, how prominently and how favourably an AI engine cites your brand by name when answering a buyer-intent prompt in your service category.
Traditional SEO ranks documents. AI engines retrieve and reason at the passage level. To get cited, you have to write content the model can extract, evaluate and trust — in five distinct steps.
A buyer asks a specific service question, e.g. "Best cloud security service for SMEs".
→The model fans out into a constellation of related, implicit and comparative sub-queries about features, providers, use cases and best practices.
→It gathers a comprehensive knowledge base from diverse online sources to answer the synthetic queries.
→The model compares snippets, weighs relevance, accuracy and trustworthiness for the specific service in question.
→It compiles a direct answer and cites the most authoritative sources that contributed — ideally, your brand.
Each AI engine has its own diet. Blogs and news matter universally, but the shape of the corpus shifts dramatically between engines. We optimise for the mix.
Ten interlocking moves that take your brand from invisible to canonically cited — the operating system we run for every Munro.ai client engagement.
Audit what AI says about your services across platforms. Track Attributed Influence Value (AIV) for service-related queries and analyse referral traffic from AI sources in GA4 to surface gaps in your visibility.
Direct, concise answers. Conversational tone. Clear hierarchy (H1/H2/H3). TL;DR summaries up top. The exact shape models reach for when generating an answer about your category.
Speed, mobile, crawlability and authoritative backlinks remain non-negotiable. AI engines still read these as fundamental quality signals before they'll surface you in an answer.
A factual Wikipedia presence, a clean Knowledge Graph, and consistent service descriptions across every directory and profile — one verifiable identity that AI can lock onto.
Schema.org markup for service definitions, pricing, availability, FAQ and reviews — explicit machine-readable data that tells the model exactly what you offer and to whom.
Comprehensive guides, comparative analyses (yes, including competitors) and original research. The "category hub" approach that makes you the canonical reference for both buyers and bots.
G2, Capterra, Clutch.co, niche directories, and analyst inclusion (Gartner, Forrester, IDC). Independent sources weigh heavier than your own site in most engines' citation logic.
Authentic engagement on Reddit, Quora, Stack Overflow, LinkedIn and specialist Slack/Discord groups. A distributed network of expertise the model can attribute back to you.
Original surveys, case studies and proprietary knowledge bases position your brand as a "source of truth" — the kind of definitive content that gets cited rather than competed with.
Experience, Expertise, Authoritativeness, Trustworthiness — demonstrated through case studies, named SMEs, certifications and review credibility. The qualities AI uses to choose between competing sources.
A canonical service schema is one of the highest-leverage moves on the playbook. We design and ship the markup, validate it with Rich Results Test, and monitor its appearance in AI citations.
{
"@context": "https://schema.org",
"@type": "Service",
"name": "Cloud Security Solution",
"provider": {
"@type": "Organization",
"name": "Your Company"
},
"serviceType": "Cybersecurity",
"areaServed": "Global",
"offers": {
"@type": "Offer",
"price": "499.00",
"priceCurrency": "USD"
}
}When two providers cover the same service, the model picks the one with stronger signals of lived experience, named expertise, third-party authority and demonstrable trust.
Hands-on case studies, client testimonials and outcome data that prove you've actually delivered the service you sell.
Named subject matter experts. Direct quotes. Credentials, publications and conference talks that signal individual depth.
Industry certifications, awards and inclusion in authoritative publications that validate your service quality externally.
Strong review credibility, transparent practices and proper sourcing in your own content. Reliability AI can verify.
Pick the level that matches your stage. All three start with the same diagnostic; ongoing programmes layer on content, authority and tracking until your AIV moves.
A 200-prompt diagnostic across six AI engines, scored against your top three competitors. Comes with a 90-day fix plan.
The full 10-point playbook, run as an ongoing programme. Audit + content + authority + tracking, with a Munro lead embedded in your team.
A senior Munro strategist embedded into your marketing org — running your generative-search programme and coaching your team.
30-minute call. We'll run a live audit on your top buyer prompts, surface where you're cited and where you're not, and tell you the three competitors quietly winning your share-of-answer.
Book my AI auditNo deck. No pitch. Just your numbers.