The "Matthew Effect" in AEO
The Matthew Effect describes how those who start with advantages tend to accumulate more, while those with disadvantages fall further behind.
In AEO this effect is visible when LLM's choose what content to cite, research shows that LLM's consistently favoring highly cited and prestigious sources when generating references 1. Meaning that sources with many citations will often be preferred for future citations, see where this goes? To get plenty of citations you already need plenty of citations.
LLMs are "authority-seekers." To be cited, content must not only be relevant but must also reside on or be associated with high-authority domains (the scientific equivalent of high-impact journals like Nature or Science).
Our strategy
Focusing on building authoritative backlinks and brand mentions from established sources such as earned media is critical for being picked up by an LLM's parametric knowledge. This can be:
- Comparison sites
- Niche blogs
- Local or national media
- Feedback/testimonials sites