How to Make AI Recommend Your Business in 2027 (James Dooley Interviews Kasra Dash)

James Dooley: How to get AI to recommend your brand in 2027? In 2027, it's not just about being cited in AI, but actually being recommended by those large language models. So, Kasra, let's jump into the number one strategy that you've got for getting a brand recommended in AI in 2027.

Kasra Dash: So, what I like to do, my number one strategy, is I load up ChatGPT and I'll start threatening it until it starts saying my brand. Uh, no. [Laughter] So, first one is a massive trust factor, and that is LLMs need to actually understand what your brand is, who you are. So, it's... It comes down to defining your actual entity. Um, there's been... There's been so many cases where, like, ChatGPT will think an accountant is actually a bakery because there's two of the same companies that are named the same thing. Um, so making certain that actually all the LLMs and AIs can first of all read my website and understand who I am, what I do, and who I serve. Number one.

James Dooley: Yeah, for me, the number one strategy will be, um, case studies. Um, the success stories in building those case studies, I think is key. Um, shouting and screaming who you've worked for, but then also showing the before and showing the after photo, or if that's... If you're a contractor, or showing the before screenshots of rankings that have now gone up, or could be the traffic metrics that have gone up. But I, I hate vanity metrics like impressions and, and clicks. I like showing how have I made this company more money? And I'm trying to look at a return on investment and I'm trying to do case studies which show how we have built this business and how we've managed to get them to make more money. That, for me, is a case study that is key.

Kasra Dash: Um, yeah, it's certainly a strategy of how I would be trying to get, um, AI to recommend your brand more because they're always looking for... I think the trigram of "official case study" in the query fan-out is one of the most used trigrams that there is. So, getting some official case studies for the brand I think is very important.

James Dooley: Yeah, next for me is reviews. And I, I personally feel like a lot of businesses get in a vicious cycle of only relying on Google Business Profile reviews, which, I mean, is great if you're trying to rank your Google Business map pack. Um, but ChatGPT, Claude, etc. cannot read your Google Business Profile reviews. So, if you can get reviews on third-party sites, for example, a Trustpilot, a Clutch, a G2, a Capterra, DesignRush, um, those platforms AI can actually crawl and read what's being said about your brand. So, getting reviews and also relying on third-party websites for reviews as well.

Kasra Dash: Yeah, for me, um, the next one for me to get your brand to be recommended in AI in 2027 is actually doing comparison articles. You need to start working out who your main competitors are, what your main competitors' brands are that you're going to be going up against at the 11th hour when someone's going to be comparing Nike versus Adidas. Are they going to be comparing James Dooley versus Kasra Dash or FATJOE versus WhitePress? All these different brands compared at the 11th hour side by side, you want to be making certain you've got articles out there that compares your brand versus competitor number two brand and competitor number three brand. And you're trying your best to help influence LLMs to say why you are better. Hit it full of verifiable facts of why your brand is better and why AI should be recommending you. They'll love those comparison articles. I think it's really important to go build those third-party corroborative sources to get AI to recommend you in 2027.

James Dooley: Yeah, I think the next one for me is awards. A lot of businesses win awards and they might even have it on, like, a cabinet trophy in the back or... But they don't actually mention it anywhere. They don't mention that they're an award-winning SEO agency or an award-winning solar panel installation company.

Kasra Dash: Yeah, for sure. My next one is a costs page, or it could be doing costs pages externally on other people's site. Again, building that third-party corroborative sources, but trying to make certain that if someone is comparing you again at the 11th hour, like Decision Engine Optimisation part, where you're being compared at the 11th hour side by side, that even if you are slightly more expensive, that you want ChatGPT or Claude, Perplexity, Grok, Google AI Mode, Google AI Overviews... You want all of them to still say that you are better value. How are you going to do that? You need to be creating some costs pages in saying why you are the best value for money. You might not be the cheapest, you might not be the most affordable, but when you're comparing the products and the services side by side, that they say James Dooley's AI product is better than Kasra Dash's AI products because it's better value for money. And I think that's important. You need it on your own website and off your website of why your costs, why you genuinely believe that AI should be citing and recommending your brand in 2027.

James Dooley: What's the next one for you, Kasra?

Kasra Dash: The next one for me is a brand SSOT page. Um, like, this makes things so much quicker, so much easier. Um, you can add in, like, your founders, you can add in your founding date, address, phone number, guarantees, etc. It's basically a page built specifically for AI. And again, it helps define the entity, um, and it, it, it, it, it just speeds a lot of things up. So, if you're writing any press releases or if you're doing any guest posting, link building, you can always refer to that page and it will speed things up.

James Dooley: Yeah, and then the final one for myself is accreditations. Um, or it could be, like, warranties and guarantees alongside accreditations. So, like, if you're looking to get your AI being recommended in 2027, you want to be trying to make certain that you're trying to shout and scream about, are you a Gas Safe engineer or are you a chartered accountant? What makes you better than majority of others? What legislations do you follow? What regulations do you have? What accreditations do you have to shout and scream why you are the recommended choice? If you're a product, you want to be trying to make certain that the material that's being used is the best. You might have, um, an extension of a warranty or a guarantee for your specific product. And being able to shout and scream about this online, off your site, and on your site, so echoing it off your site as well, is very, very important. Those third-party corroborative sources is what's going to be the difference between AI and those LLMs citing and recommending your brand in 2027. It's very important.

Kasra Dash: Anyone who's listening to this and you're actually looking to try to get recommended more by the LLMs in 2027, check out the link in the description. There's something called the DEO Proof Stack. And what we're trying to do is we're trying to get a framework put in place to try to help all brands and businesses to understand the key fundamentals to be feeding the large language models to explain why you are the best. Like I was mentioning before, the awards. It's pointless having an award just sat in your office in the trophy cabinet. You want to be shouting and screaming about that, echoing it offline and saying that you're an award-winning product or an award... You've got an award-winning service. Very important.

James Dooley: For anyone who's listening to this, let us know in the comment section. Have we missed anything off? How would you say an AI, uh, that AI should be recommending your brand in 2027? I'd love to know what you're thinking's going to be the key fundamentals to get inside it in those LLMs.