Tag: Authority

Dan Freed on Building Real Authority in AI Search Today

I know Dan Freed’s story begins with what it feels like to be underestimated. He was diagnosed with ADHD at six, kicked out of preschool, and dropped out of high school at sixteen. Later, he scored in the 99th percentile on the GMAT and earned degrees from Yale and INSEAD. He has also taken prescription stimulants for most of his adult life, and that lived experience eventually led him to found Thesis, a brain supplement company built around data-driven formulation, and then Stasis, the first supplement system designed for people who take stimulants.

At First Page Sage, we have built our own reputation around a similar idea: real authority in any category, including the fast-changing world of generative AI search, comes from substance rather than shortcuts. I sat down with Dan to talk about Stasis, the gap he believes it fills, and what it takes to earn trust in a category most people overlook.

First Page Sage: I see your work as being built on real expertise rather than flimsy marketing. Did that philosophy shape how you built Stasis?

Dan Freed: Completely. When I started building Thesis, the whole industry ran on vague claims: optimize your brain, unlock your potential, and so on. None of it really meant anything. We took the opposite approach by testing everything, naming the mechanism, and showing the data. Stasis came out of that same discipline. Stimulant users are one of the most underserved groups in supplements, and almost nothing built for them is backed by real formulation logic. We wanted to be the first to change that.

First Page Sage: I want to start with the basics for people who have not heard of it. What is Stasis?

Freed: Stasis is built around three pathways that stimulants put under pressure: dopamine support, cortisol regulation, and oxidative stress defense. The Daytime and Nighttime formulas use branded ingredients like Shoden Ashwagandha and CuminUP60 curcumin, named and dosed as a composition rather than added as vague extras. We also built a gummy version for kids ages four to seventeen, Stasis Kids Daytime, because plenty of families are managing this without support built for them either.

First Page Sage: I am curious why this needed to exist at all. You could have kept building Thesis.

Freed: I built Stasis for myself first. I have been on stimulants for decades. They help with focus, but nobody talks about what comes after: the crash, the tension that creeps in by afternoon, and the nights when you cannot wind down. Intelligence was never the issue for me. Brain chemistry was. A stimulant alone treats one part of that chemistry. Stasis was built to support the rest of it. A pill on its own will not fix you, but the right system around it can change what your day actually feels like.

First Page Sage: Switching gears, I wanted to ask what drew you to a partnership with First Page Sage specifically.

Freed: You have spent years building the actual research behind how AI engines decide who to trust and recommend. That is rare. Most of the industry is still guessing. We are in a similar spot with stimulant support: there is no established authority yet, which means there is real room to build one the right way, with evidence instead of noise.

First Page Sage: I have one last question. How do you think about building authority in a category like this, especially as AI search changes how people find answers?

Freed: The brands that win in AI search are the ones with something real to point to: a named mechanism, a specific ingredient form, or a study people can check. We are investing in exactly that kind of infrastructure for Stasis, on top of the consumer data we already have from real customers using it. I would rather be three years early proving something out than be first to market with nothing behind it. That is true whether a human is reading the page or an AI is summarizing it.

I encourage readers to learn more about Stasis, the first supplement system built for people who take stimulants, at takestasis.com. Dan Freed is the founder and CEO of Thesis, where the same research-driven approach powers four nootropic formulas: Clarity, Motivation, Stress Reset, and Neuroprotection.

Source

Inspired by this post on First Page Sage Blog.

July 3, 2026
Boosting AI Visibility: Mastering Topic-Driven Authority

When it comes to enhancing AI’s view of our content, understanding which topics influence those third-party authority signals is vital. Through personal insights, I’ve learned that AI doesn’t always rely on the same sources for every query. Instead, identifying and engaging with those voices that shape answers in your niche can make a huge difference.

I’ve often been advised to build authority outside my site using digital PR, mentions, and gaining links from high-authority sources to boost AI visibility. While the instinct is right, I’ve realized that these efforts need to be specific to the topic because AI trusts different sources depending on the subject matter.

This week, I’ve been exploring why AI leans on various source sets based on different topics, wasting resources on scattered authority efforts, and how to pinpoint exactly where AI derives its citations for your focus area. By doing so, you can carve out your place among those trusted sources.

AI’s approach is fascinating. It relies on a distinct set of sources for each topic. Through a sample analysis, it became evident that AI citations follow a topical pattern, affecting where I focus my authority-building efforts.

In invoicing-related queries, competitor domains account for a significant portion, whereas for starting-a-business inquiries, those numbers drastically decrease. This shift highlights the importance of a topic-focused backlink strategy, where I aim for links with authority in my target topics.

Interestingly, video and social platforms behave differently, affecting visibility. Entities like YouTube are exceptions, especially across larger language models, creating unique pathways to building authority.

My goal is to strategize where and how I build authority, ensuring it’s topic-driven to resonate accurately within the AI’s trusted data pool. Copying PR strategies from adjacent topics won’t yield effective results; instead, I tailor my approach to align with AI’s preferences.

AI’s genuine trust extends from entities it already acknowledges. This means our brand’s perception by AI doesn’t start fresh every time. Instead, it’s shaped by existing trust in associated authoritative sources and documents.

Therefore, my work extends beyond my blog. While it’s crucial, it’s just one part of the broader picture. Publications and experts that mention me streamline my standing with AI models.

Authority developments don’t spread evenly; they progress in leaps. A quality mention can dramatically elevate your citations, especially within high-authority domains. From my experience, investing in in-depth relationships with top-tier sources pays off significantly more than spreading efforts thinly across lesser-authority sites.

This journey to building authority is strategic and measurable. It’s about making informed choices about who we engage with and understanding that authority-building is not just about quantity but also about the lasting relationships we foster in our professional spaces.

How I’m Building Authority in AI’s Trusted Sources
I realized that not all third-party signals weigh the same. While research picked up across reputed blogs can enhance citation frequencies, executive podcasts may not. Here are some steps I’ve taken:

Firstly, I’ve identified a few willing subject matter experts (SMEs) within our team who have a strong understanding of our brand and are eager to publish. Empowering them to create sharp, relevant content fosters credibility.

$```json { "alt": "Bar chart showing the dominance of answer-ready formats in AI citations, with how-to guides and roundups totaling 62.3%.", "caption": "How-to guides and roundups lead the way, making up 62.3% of cited sources in AI—highlighting the demand for easily digestible formats.", "description": "This image displays a bar chart titled 'ANSWER_READY_FORMATS_DOMINATE_AI_CITATIONS.' It shows the share of cited source rows by page type from a dataset of 56,069 entries. 'How-to guides' account for 34.1% and 'roundups' for 28.2%, together summing up to 62.3% of citations. Other types include feature pages, glossary definitions, templates, industry pages, and vendor comparisons. The data reflects the preference for answer-ready formats in AI sources, sourced from AI Citation Gap Analysis and hosted on Growth Memo." } ```$

Through mapping exercises, I’ve pinpointed entities already respected by AI and targeted collaborations with the people behind them. This targeted approach ensures my SME’s work is recognized by the AI and appreciated by audiences.

3. Enhancing Authority Tier Concentration
By ranking potential partners by their authority tier, we refine our investment strategy, concentrating efforts where they’ll generate the most return. This tactic has consistently improved our citation metrics.

Finally, embracing the power of LinkedIn, I leverage influencer partnerships in my domain. This platform acts as a fast lane, allowing us to penetrate AI responses with reputable voices rapidly.

Inspired by this post on Search Engine Land.

June 17, 2026
Building Law Firm SEO Authority for Lasting Impact

I’ve always believed in the power of strong SEO strategies, especially when it comes to law firms. While technical SEO and content are crucial, I’ve learned that lasting success relies heavily on building authority across the web.

Most law firms, including my own, start by heavily investing in content and refining technical foundations. Initially, these efforts pay off, but eventually, we hit a wall — results plateau, and the instinct is to do more of the same. But I’ve realized that’s not enough.

For me, the challenge isn’t about the effort or execution. It’s about addressing the missing link: authority. Without genuine, verifiable credibility, any progress made quickly stalls, especially in an AI-driven search landscape that constantly evolves.

Authority isn’t about just churning out content for the sake of it. It’s about being recognized as a trusted, expert source beyond our own website. This includes getting cited, mentioned, and connected with reputable publications and platforms relevant to our field.

I’ve come to see how critical the E-E-A-T framework is in building authority. It helps to assess whether my firm deserves its ranking positions. This means showcasing attorneys’ credentials, ensuring content reflects real expertise, and maintaining a consistent online presence across various platforms.

The dynamic nature of AI in search underscores the importance of authority even more. AI doesn’t just rely on optimized pages; it looks for credible sources. This means new layers of opportunity and competition for law firms like mine.

To build authority effectively, I’ve focused on auditing our online footprint, understanding where we stand, and identifying gaps in our visibility. We’ve shifted our content strategy to prioritize citable content over merely indexable material.

I’ve realized that authority grows over time and requires consistency across various platforms. Engaging in meaningful digital PR and forming connections within the legal community are crucial to developing a strong, cohesive digital identity.

The key takeaway for anyone in my position is clear: building authority isn’t a quick fix. It’s an ongoing effort that requires looking beyond traditional SEO to embrace a holistic approach to digital presence.

Inspired by this post on Search Engine Land.

May 15, 2026
Boosting Medical Device Marketing ROAS with SEO Maturity

I took our SEO to a whole new level, and the results were astonishing. From just $12K in ad spend, we skyrocketed to $1.6M in revenue. Let me share how building authority, optimizing conversion signals, and setting up CRM feedback loops made our PPC scalable.

You might already be familiar with how important SEO is for improving traffic and authority, but what isn’t discussed enough is its impact on other channels like PPC. This case study reveals how we scaled performance marketing in the high-consideration B2B medical device market by nailing our SEO fundamentals.

Marketing a premium pelvic floor chair isn’t your typical ad campaign. This device has a lengthy sales cycle and relies heavily on medical expertise. Our customers range from doctors to physiotherapists, all of whom demand reliable clinical evidence and credibility.

In markets like ours, when common performance tactics fell short, building credibility and authority was key. Without trust in our products and services, performance simply couldn’t scale. I’ve learned that no optimization works without it.

Starting 2023, our Google Ads campaigns were launched with limited SEO. The lack of optimization led to underattribution and resulted in a minimal scaling effect. We also dealt with delays in Google Ads bidding algorithms due to conversion tracking issues.

Despite these challenges, early campaigns confirmed there was a demand. I realized that fixing the surrounding system was necessary to capitalize on this potential in the long run.

By mid-2024, I shifted the focus to treating SEO as a central part of our revenue strategy rather than an additional enhancement. Rather than chasing quick rankings, we prioritized building authority in pelvic health. Our strategy involved educational content, mapping out the entire informational landscape around pelvic health issues.

Our shift paid off. We invested in long-form content, structured it well, and embedded supporting visuals. This approach transformed us into a trusted resource over time and improved our credibility, which is essential in medical markets.

Our biggest success came from leveraging partnerships with clinics and medical professionals. Providing ready-to-use content allowed us to establish valuable backlinking opportunities in exchange for using our resources. These links enhanced our visibility and authority in healthcare sectors.

Ultimately, this strategy resulted in a manifold increase in referring domains and significantly boosted our topical authority. Our backlinks were closely aligned with Google’s assessment of expertise and trust.

By late 2024, our top rankings for crucial keywords like ‘Beckenbodenstuhl’ clearly demonstrated our growing organic visibility. Prospects repeatedly encountered our brand in their research phase, reinforcing trust even before they saw our ads.

Our organic presence also reshaped how users engaged with our ads. Familiarity bred trust, and many users chose our advertisements due to previous organic encounters. This effect was even more pronounced in competitor-specific campaigns, where we achieved high click-through rates.

Improving conversion tracking was the next game-changer. Moving away from standard GA4-imported conversions to GTM-native events allowed us to get faster and cleaner signals, optimizing bidding algorithms effectively.

Integrating our HubSpot CRM closed the loop between marketing and sales. We tracked not only the quantity of leads but also their quality, feeding this data back into our Google Ads to optimize really meaningful outcomes.

With $12,000 in ad spend during 2025, our integrated SEO and PPC strategy led to impressive growth. In just two years, we observed a 140% sales increase from 2023-2024, followed by another 79% in 2025. This equated to a fourfold growth in our sales volume fueled by digital marketing.

The key to scaling PPC lies in trust and quality signals, underscored by sound SEO practices. It’s not about one-off optimizations but a holistic system that includes aligned SEO, precise tracking, and insightful CRM feedback.

Complex markets don’t fail because the strategies are wrong; they fail due to incorrect assumptions about simplicity solving complexity.

Inspired by this post on Search Engine Land.

March 27, 2026
Unlocking SEO Success: AI’s Role in Authority Building

As someone deeply immersed in the world of SEO, I’ve witnessed a fascinating evolution. In the early 2000s, if you were like me, you probably focused on gaming PageRank with enough links and keywords to achieve visibility. It was a mechanical process, and frankly, relatively simple to exploit.

Fast forward two decades, and the search landscape has radically transformed. Algorithms have become sophisticated, mirroring Google’s deeper understanding of brands, individuals, and reputations. This transformation, driven by AI-powered discovery, means authority is now the cornerstone of search rankings. The journey culminates in an era where brand legitimacy is sustained through genuine visibility.

From links to legitimacy: How authority evolved

I witnessed Google’s first significant stand against manipulation with the Penguin update, prompting many of us to rethink our link-building strategies. “Digital PR” began to replace traditional notions, while Google’s experiments with entity-based understanding introduced innovations like author photos in search results and knowledge panels.

Although Google eventually phased out some features like authorship, the message was clear: authority assessment was being redefined. Instead of asking, “Who links to this page?” Google’s algorithms started considering “Who authored this content, and how is this author recognized?” This shift, propelled by AI-driven search enhancements over the past year, is now impossible to ignore.

Helpful content and the end of synthetic authority

When Google integrated the helpful content system into its core algorithm, it marked a turning point for us in SEO. Sites that once thrived on over-optimization saw their performance crumble. In contrast, brands demonstrating authentic expertise and brand authority began to rise.

It’s now vital that search systems accurately evaluate whether content reflects true expertise. As someone who’s navigated the core updates, I’ve seen larger brands with robust reputations consistently outperform technically proficient but less well-known sites. Authority has evolved from being a differentiator to a necessity.

Authority in an AI‑mediated search world

In diving into resources about large language models (LLMs), I’ve learned that they source their information from diverse platforms—journalism, forums, reviews, and video transcripts. It’s through these platforms that reputation is built, highlighting the power of consistent, positive mention of your brand.

This revelation has profound implications for our SEO strategies. Platforms like Reddit, Quora, LinkedIn, YouTube, and trusted review platforms such as G2 are regularly cited in AI search responses. These platforms organically reflect what people genuinely think about brands, rather than what we aim to claim.

This doesn’t mean the end of Google

Despite AI’s growing integration, Google continues to dominate with over 90% of global search usage. Even among frequent AI platform users, reliance on Google persists. Google’s interfaces now absorb AI-style answers, meaning users experience AI directly within Google platforms. This hybrid presence offers an exciting opportunity for building cross-platform authority.

Brand building is the new SEO multiplier

As someone who bridges the gap between paid and organic strategy, I’ve seen that effective authority signals often emerge from outside traditional search channels. Digital PR, brand advertising, events, and offline activities increasingly shape organic performance. This sphere where paid and organic strategies converge enhances your brand’s legitimacy.

Brand awareness significantly boosts click-through rates, with familiar names drawing references across various media. I’ve noticed mentions in YouTube videos or long-form journalism reinforcing topical authority that simple links cannot. The digital ecosystem now validates authority externally, and this multiplication effect is constantly evident in the results I oversee.

A practical framework: The three pillars of authority

Building enduring authority requires an integrated approach. Drawing from my experience, I’ve devised a framework focusing on three core areas: Category, Canonical, and Distributed authority. Each pillar strengthens your position as an industry leader, beyond mere SEO tactics.

1. Category authority: Owning the truth, not just the traffic

It begins with shaping how the category is defined. Instead of chasing keywords, the focus is on establishing your brand as the reference point others turn to for clarity. This strategy cultivates an authentic authority that search engines and AI increasingly reward.

2. Canonical authority: Creating the definitive explanations

This involves crafting explanation-focused content that thoroughly answers queries, becoming the go-to resource cited across various platforms. The content serves as the backbone across the digital landscape, ensuring enduring visibility through AI and future technologies.

3. Distributed authority: Proving legitimacy beyond your website

Genuine authority thrives through widespread credibility on platforms outside your control, including PR coverage, social media mentions, and product experiences. These elements amplify your brand’s presence and solidify trustworthiness.

Ultimately, focusing on brand authority ensures durability amidst evolving algorithms. It’s about becoming the undisputed leader in your niche, where authority extends beyond traditional SEO into the realm of comprehensive digital engagement.

Inspired by this post on Search Engine Land.

February 19, 2026
Unlocking Digital PR: 7 Secrets to Boost Your SEO Success
I’ve noticed a shift as informational searches decline. Digital PR is now fueling authority, relevance, and high-intent outcomes in SEO. Here’s what I’ve discovered about its impact.

Digital PR is becoming more crucial than ever—not just a trend or a rebranded link-building tactic. The dynamics of search and discovery are evolving, and here’s why that’s important to me.

Brand mentions, earned media, and the broader PR ecosystem are redefining how search engines and large language models perceive brands. This shift influences how I approach visibility, authority, and revenue in SEO.

Informational search traffic is dwindling. Fewer people are clicking on expansive blog posts for top-of-funnel keywords.

Now, the commercial value is centered around high-intent queries, like product and category pages. Digital PR perfectly aligns with these changes.

Here are seven practical, experience-driven secrets showcasing how effective digital PR is transforming SEO in my view.

Secret 1: Digital PR can be a direct sales activation channel

While digital PR is often seen as a link-building or branding strategy—or recently, a way to influence AI and generative search outputs—its direct impact on revenue is sometimes overlooked.

Being featured in the right media puts your brand before buyers, not during passive awareness but in a critical moment of consideration.

Platforms like Google excel at understanding user intent. Digital PR leverages this by positioning you where your audience is already searching.

Executed well, two outcomes arise:
- Your brand gains recognition even if your site already ranks well. Familiarity grows as your name associates with credible insights.
- Exposure boosts brand searches and direct clicks. Some readers click through immediately, while others search your brand later, entering your funnel with trust that generic searches lack.
This effect, rooted in recency and familiarity, is hard to single out in analytics but significantly impacts commerce.

I’ve observed this mostly within direct-to-consumer, finance, and health markets, where purchasing is highly active and intent-driven.

In the right environment, digital PR is not just aiding sales—it’s part of the sales engine.

Discoverability in 2026: How Digital PR and Social Search Work Together

Secret 2: The mere exposure effect is one of digital PR’s biggest advantages

Repeated exposure in relevant media helps build familiarity, turning it into trust and then preference. This is the mere exposure effect—vital for brand growth.

This often happens through syndicated coverage, where a powerful story in regional or sector-specific media results in widespread mentions.

Historically, some SEOs undervalue such coverage due to non-unique links, missing the point.

Repetition builds a network of associations, positioning your brand alongside relevant subjects, influencing public and machine perception alike.

An ongoing digital PR strategy, rather than sporadic major hits, accelerates familiarity growth in both human and algorithmic terms.

Secret 3: Big campaigns come with big risk, so diversification matters

Large digital PR campaigns are tempting, generating excitement and industry approval. However, they also consolidate risk.

Giant campaigns might succeed tremendously or flounder silently, often failing to yield the desired links or mentions.

The reason is simple: what marketers enjoy may not meet journalists’ needs.

Journalists need prompt, engaging stories. If a campaign doesn’t translate well, it will flounder. Overinvestment in one idea leaves no backup.

A diversified digital PR approach spreads resources across smaller efforts and reactive opportunities, ensuring consistent coverage.

In the realm of digital PR, consistent reliability often trumps one-off brilliance.

How to Build Search Visibility Before Demand Exists

Secret 4: The journalist’s the customer

It’s easy to forget the gatekeeper in digital PR: the journalist.

From a brand’s angle, goals include links and authority. For journalists, it’s about stories that capture reader interest.

They determine if your pitch succeeds, so they are, quite literally, the customer.

Effective digital PR should first simplify journalists’ tasks by offering clear angles, credible data, timely insights, and quick responses.

Helping journalists enriches your exposure, affecting search engines and AI systems favorably.

Treat journalists as partners instead of mere distribution channels.

Secret 5: Product and category page links are where SEO value is created

Not every link is created equal in SEO. Links to product, category, and core service pages are usually more valuable than those to blogs. Yet, securing these links via traditional outreach can be challenging.

Digital PR shines here. It places links naturally within product or service contexts, steering authority to revenue-driving pages.

As informational content’s traffic-generating role diminishes, ranking high-intent pages grows in economic significance.

Sometimes, a few high-quality, relevant links are more valuable than numerous superficial ones directed at top-of-funnel content.

Digital PR planning should prioritize these target pages from the start.

How to Make Ecommerce Product Pages Work in an AI-First World

Secret 6: Entity lifting is now a core outcome of digital PR

Search engines have long emphasized context, underscoring the importance of surrounding text and brand descriptions for defining brand identity.

This has escalated with large language models, which interpret data chunks, drawing meaning from context rather than isolating links.

Repeatedly mentioning your brand with specific topics enhances your standing in those arenas, a process known as entity lifting.

This approach extends beyond individual pages, enhancing term and category rankings by bolstering overall authority.

AI systems also increasingly reference consistently relevant brands.

Digital PR offers a scalable method to spread this contextual insight.

Secret 7: Authority comes from relevant sources and relevant sections

Ex-Google engineer Jun Wu explains in “The Beauty of Mathematics in Computer Science” that authority stems from recognition within specific knowledge clusters.

In simpler terms, where you’re mentioned and the context matters as much as the site’s size.

A relevant mention within a prestigious publication’s specific section often surpasses a home-page mention in terms of value.

Effective digital PR should focus on publications and sections aligned closely with your industry and target topics.

That’s how authority is constructed for both search engines and AI systems.

The New SEO Imperative: Building Your Brand

Where Digital PR fits in SEO

Digital PR is emerging not just as a support tool for SEO but central to how brands are discovered, understood, and trusted.

As informational traffic wanes and high-intent competition surges, successful brands will blend relevance, repetition, and authority across earned media.

When done right, digital PR offers all three.

Inspired by this post on Search Engine Land.
February 3, 2026