Is HARO still worth it for AI visibility? Seems like a lot of effort for uncertain results

HARO is MORE valuable for AI visibility than traditional SEO.

Why HARO works for AI:

AI systems don’t just count backlinks - they count MENTIONS. A quote attributed to you in Forbes carries massive weight. AI systems recognize this as authority signal.

The mechanics:

1. AI systems train on web content
2. High-authority publications are heavily weighted
3. Your name + brand mentioned as expert source
4. AI learns you’re authoritative on that topic
5. When users ask related questions, you get cited

Our data:

• Started HARO for AI focus: January 2025
• Placements: 45 in 12 months
• Average domain authority: 72
• AI visibility increase: 180%

The ROI calculation:

• Time investment: 5 hours/week
• Placements per month: 3-4 average
• Value per placement for AI visibility: significant
• Alternative (ads, content): much more expensive

Key insight: HARO builds the exact signal AI systems prioritize. Attributed expert mentions on authoritative domains. This is harder to fake than backlinks.

How you respond determines if you get published.

The winning response formula:

1. Direct answer first (2-3 sentences) Answer their exact question immediately. No preamble, no “great question.” Just the insight they need.

2. Unique angle or data (2-3 sentences) What can you say that others won’t? Specific numbers, real examples, contrarian view. This is what makes quotes quotable.

3. Concise credentials (1-2 sentences) Why you’re qualified to answer this. Title, company, years of experience. Make it easy for them to attribute you.

Example structure:

[Direct answer to their question - 2 sentences]

[Unique insight with specific example/data - 2 sentences]

[Quick credential: Name, Title, Company - 1 sentence]

What NOT to do:

• Long rambling responses
• Generic advice anyone could give
• Heavy self-promotion
• Answering questions they didn’t ask
• Missing their deadline

Response length: Ideal: 100-200 words Too short: Lacks substance Too long: Won’t be read

Journalists get 50+ responses. Make yours scannable and quotable.

How to track if HARO is helping AI visibility:

Step 1: Document all placements Spreadsheet with:

• Publication name
• Article URL
• Publication date
• Domain authority
• Your quote/mention
• Topics covered

Step 2: Monitor AI visibility correlation Track before HARO campaign:

• Test key prompts in ChatGPT, Perplexity
• Document baseline visibility
• Note which competitors appear

Track monthly during campaign:

• Same prompts
• Note visibility changes
• Correlate with placements

Step 3: Look for citation sources When AI cites you, check:

• Is it citing your website?
• Or citing a publication where you were quoted?

We found: 35% of our AI citations reference HARO placements.

Tracking tools:

• Am I Cited for AI visibility
• Google Alerts for placements
• Brand24 or Mention for coverage
• Spreadsheet for correlation analysis

What success looks like:

Compound growth as mentions accumulate.

Not all placements are equal for AI visibility:

Tier 1 - Maximum AI impact:

• Forbes, WSJ, NYT, major news
• TechCrunch, Wired, major tech
• Industry-leading trade publications
• High DA (80+), frequently cited by AI

Value: One placement = 10+ lower-tier placements

Tier 2 - Strong AI impact:

• Established industry publications
• Mid-tier news sites
• Popular blogs with real audience
• DA 50-80, regular AI citations

Value: Consistent placements build authority

Tier 3 - Supporting AI impact:

• Niche publications
• Smaller blogs
• Regional news
• DA 30-50

Value: Quantity can add up, but diminishing returns

Our strategy: Prioritize Tier 1 queries aggressively. Respond to Tier 2 if good fit. Tier 3 only for perfect alignment.

Time allocation:

• Tier 1 query: Spend 30 minutes crafting response
• Tier 2 query: Spend 15 minutes
• Tier 3 query: 5 minutes or skip

Reality check: Tier 1 placements are rare but powerful. Tier 2 builds consistent authority. Don’t waste time chasing Tier 3.

The biggest HARO mistake: giving up too early.

Typical journey:

• Month 1: 20 responses, 1-2 placements
• Month 2: 20 responses, 2-3 placements
• Month 3: 20 responses, 3-4 placements
• Month 6: 20 responses, 5-6 placements

Response quality improves with practice. Journalists start recognizing your name. Editors seek you out directly.

Our timeline to AI impact:

• Month 1-2: Building placements, no AI visibility change
• Month 3-4: Starting to appear in some AI answers
• Month 6: Consistent AI visibility for core topics
• Month 12: Strong authority, regular citations

The compound effect: Each placement adds to your authority signal. AI systems see accumulated mentions over time. 15 placements > 1 placement by more than 15x.

Commitment required:

• Minimum 3-6 months before judging
• Consistent 5-10 responses per week
• Track and optimize continuously
• Don’t stop when you get placements

Most people quit at month 2. The payoff comes at month 6+.

HARO alternatives and complements for AI visibility:

Similar platforms:

• Qwoted (similar to HARO)
• SourceBottle (Australia focus)
• JournoRequests (UK focus)
• Featured.com (verified experts)

Direct journalist outreach: Build relationships with beat reporters. Follow journalists covering your space. Offer yourself as ongoing source. More control than HARO, more effort.

Podcast appearances: Audio content increasingly indexed. Transcripts create citable mentions. Authority signal for AI systems.

Expert roundups: Contribute to industry roundups. Multiple experts = multiple citations. Often easier than HARO placements.

Original research: Create data journalists want to cite. News hooks for media coverage. Strongest long-term authority signal.

Integrated approach:

HARO is piece of puzzle, not complete strategy.

How to minimize time investment while maximizing results:

Daily routine (30 minutes total):

• Morning: Scan digest, flag relevant queries (10 min)
• Afternoon: Respond to 1-2 best queries (15 min)
• Evening: Quick scan of evening digest (5 min)

Response templates: Create templates for common query types:

• Trend commentary template
• “Best practices” template
• Industry prediction template
• Problem/solution template

Customize 20%, keep 80% templated.

Tools that help:

• Email filters for relevant categories
• Text expander for credentials boilerplate
• Notion/Airtable for tracking responses
• Calendar blocks for HARO time

Delegation option: Train team member to:

• Flag relevant queries
• Draft initial responses
• You review/personalize before sending

Our efficiency gains:

• Month 1: 3 hours/week, 2 placements
• Month 6: 2 hours/week, 4 placements

Experience dramatically improves efficiency.

How to calculate HARO ROI for AI visibility:

Input metrics:

• Hours spent per week
• Number of responses sent
• Response rate (%)
• Placement rate (%)

Output metrics:

• Placements per month
• Average domain authority
• AI visibility score change
• Referral traffic from placements

ROI calculation:

Costs:

• Time: 5 hours/week x 4 weeks = 20 hours/month
• Value of time: 20 hours x $75/hour = $1,500/month

Benefits:

• Placements: 4/month average
• Equivalent ad value: $2,000/placement = $8,000
• AI visibility value: harder to quantify but real

Our actual numbers:

• Monthly investment: ~$1,500 (time value)
• Placements: 4 average
• AI visibility increase: 8% per month
• Attributed revenue from AI traffic: $4,200/month

ROI: ~180% on time investment

Comparison to alternatives:

HARO is highly efficient for AI visibility.

HARO mistakes that waste your time:

Mistake 1: Responding to everything Low-quality queries = low-quality placements. Be ruthlessly selective. Focus on tier 1-2 publications only.

Mistake 2: Generic responses “I think this trend is important…” Anyone can say that. Specific data + unique angle = quotable.

Mistake 3: Heavy self-promotion Journalists want insights, not sales pitches. Mention your company once, briefly. Let the expertise sell itself.

Mistake 4: Missing deadlines Many queries have tight turnarounds. Respond within 2-4 hours for best results. Set up alerts and check frequently.

Mistake 5: Inconsistent effort 2 weeks on, 2 weeks off. Momentum matters. Consistent daily effort beats sporadic bursts.

Mistake 6: Not following up No response doesn’t mean rejection. Polite follow-up can revive opportunities. Build relationships beyond single queries.

Mistake 7: Wrong topics Chasing any placement dilutes your entity. AI learns from consistent expertise signals. Stay focused on your core topics.

I’m convinced. Here’s my HARO for AI strategy:

Setup (This Week):

• Set up email filters for relevant categories
• Create response templates for common query types
• Build tracking spreadsheet
• Block 30 minutes daily for HARO

Daily Routine:

• Morning scan: 10 minutes
• Respond to 1-2 best queries: 15 minutes
• Evening scan: 5 minutes

Query criteria (respond only if):

• Tier 1-2 publication
• Topic aligns with core expertise
• Can provide unique insight or data
• Deadline is reasonable

Response framework:

• Direct answer first
• Unique angle or specific data
• Brief credentials
• Under 200 words

Tracking:

• All responses logged
• Placements documented
• AI visibility monitored monthly
• ROI calculated quarterly

Timeline expectations:

• Month 1-2: Building placements
• Month 3-4: Starting to see AI impact
• Month 6: Evaluate and optimize

Success metrics:

• 3-4 placements per month target
• AI visibility increase of 30% in 6 months
• Consistent presence in AI answers for key topics

Thanks all - HARO is now central to my AI visibility strategy.