Contents
Every chapter of ECHO: How to Make AI Recommend Your Brand
11 chapters in 6 parts, each with the chapter's own summary in the book's words. Parts 2 to 5 build one ECHO pillar each.
Part 1: The Shift
Establishes what has changed, and why the ranking model no longer describes what the machines are doing.
The ten blue links model has been overtaken by AI-generated answers that synthesise information from multiple sources.
Read the chapter › From Rankings to Recommendations: How LLMs Choose What to MentionAI answers are produced in two phases: retrieval (which sources make the candidate set) and generation (which passages are woven into the answer). Both phases must work in your favour.
Read the chapter ›Part 2: Entity
Builds the Entity pillar. Does the machine know who you are?
An "entity" to a machine is a structured record of facts, an EAV (EntityAttribute-Value) filing card, not a brand narrative. The completeness and consistency of that record determines how confidently the machine can reference you.
Read the chapter › Entity Confidence: What It Is and How to Measure ItEntity Confidence is the measurable degree of certainty a machine assigns to your identity as a single, disambiguated entity.
Read the chapter ›Part 3: Corroboration
Builds the Corroboration pillar. Does it trust what it knows?
First-party signals are claims. Third-party signals are evidence. AI systems weight evidence more heavily.
Read the chapter › Building Corroborations Across the WebReviews are the most accessible corroboration source. Specific, detailed reviews that name the service, location, and outcome carry far more corroboration weight than generic praise.
Read the chapter ›Part 4: Hooks
Builds the Hooks pillar. Does it find your content when the question is asked?
The question space around your business is far larger and more conversational than traditional keyword research suggests. AI systems decompose queries into dozens of sub-queries that your content must answer.
Read the chapter › Creating Hooks That Make Brands Memorable to AICitable content is structurally different from merely readable content. It contains specific, extractable, self-contained passages that AI can pull out and attribute without losing meaning.
Read the chapter ›Part 5: Output
Builds the Output pillar. Can you tell whether any of it is working?
Share of Answer is ECHO's proposed output metric: the percentage of target queries where your brand appears in AI-generated answers.
Read the chapter › Turning AI Visibility Into Real Business ResultsAI mentions generate awareness, not clicks. The conversion chain runs from mention to branded search to website visit to conversion.
Read the chapter ›Part 6: Applying It
Turns the four pillars into a rollout plan with dates attached.
One chapter is published in full
Becoming a Recognisable Entity (Not Just a Website) opens the Entity pillar and is free to read here.