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  • Dofollow Digest #45: The PR outlets that dominate AI citations

Dofollow Digest #45: The PR outlets that dominate AI citations

Hey, it's Eric 👋

The line between traditional PR and SEO gets blurrier.

Ahrefs published new research on which publishers get cited most in ChatGPT. The finding: the same outlets that drive traffic and backlinks are now driving AI visibility too. I'll break down what this means for your PR strategy below.

Plus, Google wrapped up another spam update last week. We'll cover that and a few other stories worth your attention.

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🔍 DEEP DIVE: The PR Outlets That Dominate AI Citations

Ahrefs analyzed 9.6 million ChatGPT queries and found something that changes how we should think about PR and link building: the publishers that get the most media coverage are now the same ones getting cited most frequently in AI responses.

The data shows Forbes leading with over 52,000 citations, followed by Business Insider (41,000+) and The Spruce (39,000+). What's interesting isn't just the volume – it's that 54% of the top 100 most-cited domains actively accept PR pitches.

Here's why this matters for SaaS companies: Every piece of media coverage you earn now works triple duty. You get the original readership, the backlink authority, and ongoing visibility in AI responses that surface for months afterward.

The really smart play here is using Ahrefs' approach to find publisher gaps. Look at which outlets cite your competitors but not you. If a competitor gets mentioned 800 times across Tech Radar, Forbes, and Wired, those are your pitching targets. You're not just chasing random coverage – you're targeting the exact publishers already talking about your space and getting amplified by AI.

One pattern stood out: People Inc. owns 16 of the top 50 most-cited publications. Condé Nast shows up multiple times too. This means pitching one parent company's editorial team could multiply your visibility across their entire network of sites.

The traditional PR playbook still applies – you need a legitimate story, strong data, or genuine expertise to pitch. But now there's added incentive to prioritize the outlets that AI systems trust most. A single placement in Forbes or Business Insider doesn't just drive traffic for a few days. It becomes part of the knowledge base that AI tools reference indefinitely.

My take:

This data confirms what we've been seeing with clients: the value of high-authority media mentions keeps compounding. While others debate whether to optimize for "AI search," the smart move is simpler: earn coverage from the publishers that AI systems already trust.

For SaaS companies, this means your PR strategy and link building strategy are converging. The same relationship-building approach that earns quality backlinks now drives AI visibility too. No new tactics needed – just another reason to prioritize genuine publisher relationships over bulk outreach.

The companies winning in 2025 aren't the ones chasing every new optimization trend. They're the ones building real authority through consistent, high-quality coverage from publishers that matter. That approach worked before AI, it works now, and it'll keep working regardless of what changes next.

🔗 LINK ROUNDUP

Til next time,

Eric