Why LinkedIn Is Now Critical for Showing Up in AI Answers (Not Just Social Media)

I have been looking at a recent Semrush study, and it confirms something we have been seeing more and more with our clients: LLMs such as ChatGPT and Perplexity are increasingly using LinkedIn as a source.

According to the report, LinkedIn is one of the most cited domains across AI models. It ranks #2 in citations (Reddit is 1st and Wikipedia is 3rd). That means the content being published on the platform is directly shaping how your category, and perhaps brand, is being understood. In MedTech, where buyers often explore problems and potential solutions on LLMs long before speaking to a sales team, this has big implications. If you are not present at that point in time, you are essentially invisible.

What is interesting, is that educational content is cited most often. AI favours content that helps people understand something, not content that promotes a product. This aligns perfectly with how most people use LLMs. They are trying to work out how to approach a problem, much more frequently than which product to buy.

This also mirrors the advice we give our clients about how to get the attention of MedTech customers. The companies we see winning in the digital world, are the ones focusing on the problems of their customers, not the features of their products.

The best way to get cited is to post long-form articles. This is great news if you are already developing needs-based content and blog posts. Just make sure you also publish it as a LinkedIn article. You can do this directly on your LinkedIn company page. The sweet spot for article length appears to be 500-2000 words. We’ve also seen that LinkedIn articles perform well in search – so a double win.

Showing up on Google is still very important but the next battleground is inside AI-generated answers. Website visits are down across all B2B categories which is explained by the increasing use of LLMs. Your potential customers are learning about your brand without visiting your website. LinkedIn is one of the main ways you can influence what they find. From where we sit, the companies that act early will define their category. The rest will end up reacting to it.

If you found this interesting, you might be interested in our new guide. “How to Get Mentioned on LLMs: An Introduction for Medical Device Companies.” You can download it here.