How should I quote experts for AI visibility? Does citing authorities actually help get cited?

Expert citations are one of the most underutilized tactics for AI visibility.

The data:

Analyzed 400 articles in health, finance, and technology:

That’s a 24-point difference between properly quoted experts and no citations.

Why it works:

1. E-E-A-T signal - Shows your content is research-backed
2. Verification signal - AI can potentially cross-reference the expert
3. Trust building - External validation of claims
4. Entity association - Links your content to recognized authorities

The format that works best:

“Clear, specific insight about the topic.” — Dr. Jane Smith, Professor of [Field] at [University], author of [Book]

Not:

“Something vague.” — Some expert

The credentials matter.

Journalism perspective on expert sourcing.

What makes a quote effective:

1. Specificity - Concrete insight, not generic statement
2. Attribution - Full name, credentials, affiliation
3. Context - Why this person is an authority
4. Relevance - Directly supports your point

Good quote example:

“The shift to AI search requires a fundamental rethinking of content strategy. Brands that optimize only for traditional search will become invisible to a growing segment of buyers.” — Dr. Sarah Chen, Professor of Digital Marketing at Northwestern University and author of “AI-First Marketing”

Why it works:

• Specific, quotable insight
• Clear expertise demonstrated
• University affiliation adds weight
• Book authorship adds credibility

Weak quote example:

“AI is changing things.” — Marketing expert

This adds nothing. No specificity, no verifiable credentials.

The journalism standard:

Would a reader trust this source? Would an editor approve this attribution? Apply that standard.

Content strategy perspective on quote sourcing.

How to find quotable experts:

1. Academic databases - Google Scholar, ResearchGate
2. Industry publications - Look for quoted experts
3. Conference speakers - Often available for quotes
4. LinkedIn - Search by credentials and topic
5. HARO/SourceBottle - Request expert quotes

Building an expert network:

We maintain a database of experts in our industry:

• Name and credentials
• Contact info
• Topics they speak on
• Past quotes we’ve used

This makes it easy to source quotes quickly.

Getting original quotes:

Reaching out for original quotes (vs. pulling from existing sources):

• More exclusive content
• Builds relationships with experts
• Shows AI you have direct access to authorities

The outreach template:

“Hi [Name], I’m writing about [topic] for [publication]. Given your expertise in [specific area], would you share a brief insight on [specific question]? Happy to credit you with your preferred title/affiliation.”

Most experts appreciate the visibility.

AI/ML perspective on why this works.

How AI evaluates expertise:

AI systems are trained on massive datasets that include:

• Academic papers
• Professional publications
• News articles with expert quotes
• Industry conferences

The patterns AI learns:

• Credentialed experts = trustworthy source
• Third-party validation = reduced bias
• Specific citations = well-researched content

What AI can potentially verify:

When you cite “Dr. Jane Smith, Professor at MIT”:

• The name exists in training data
• The affiliation may be verifiable
• Other content from/about this expert exists

This creates a verification layer that “studies show” doesn’t have.

The entity recognition angle:

Citing recognized entities (known experts) helps AI:

• Understand your content’s domain
• Assess credibility through association
• Connect your content to knowledge graphs

Practical implication:

Cite experts whose names AI can recognize and verify through its training data.

YMYL (health) content perspective.

Expert quotes are essential for health content.

Our medical content always includes:

• Primary source: MD or specialist quote
• Medical reviewer attribution
• Link to credentials/profiles

The structure we use:

According to Dr. James Wilson, cardiologist at Mayo Clinic: “[Specific medical insight].”

This article was medically reviewed by Dr. Maria Garcia, MD, board-certified in internal medicine.

Why this matters for health:

AI is extra cautious about health citations. Citing verified medical professionals:

• Reduces liability concerns
• Matches patterns AI learned from trusted health sources
• Provides verifiable credentials

Our data:

• Articles with MD quotes: 48% AI citation rate
• Articles without MD quotes: 21% AI citation rate

For YMYL content, expert quotes aren’t optional.

Marketing content perspective.

What works for marketing/business content:

Expert types that work:

• Industry analysts (Gartner, Forrester, etc.)
• Published authors in the field
• C-level executives at relevant companies
• Academic researchers in business/marketing

Formatting that works:

For data/research:

“According to Gartner’s 2025 report, 65% of marketers are now prioritizing AI visibility…” [with link to source]

For insights:

“The brands winning in AI search are those treating it as a distinct channel,” says Marcus Chen, CMO at [Company] and author of “AI-First Marketing.”

How many quotes per article:

More isn’t always better. Each quote should add value.

Research perspective on citation quality.

The citation quality checklist:

Before including a quote/citation, verify:

• Expert is real and verifiable
• Credentials are current and accurate
• Quote is accurate and in context
• Source is linkable/verifiable
• Expert is relevant to the topic

Red flags to avoid:

• “According to experts…” (which experts?)
• Quotes from unverifiable sources
• Credentials that can’t be verified
• Quotes taken out of context
• Self-proclaimed “gurus” with no real credentials

The verification process:

1. Google the expert name + credentials
2. Check LinkedIn for verification
3. Look for their other publications
4. Confirm the quote/stat at original source
5. Include link to verification

This takes time but builds trust.

Excellent practical advice. Here’s my action plan:

Key learnings:

1. Expert quotes boost citations by 24%+ vs no citations
2. Third-party experts > internal experts but both help
3. Credentials and attribution matter - not just the quote
4. YMYL content needs expert quotes more than other content

What I’m implementing:

Sourcing:

• Build database of quotable experts in our industry
• Set up HARO alerts for our topics
• Reach out for original quotes on key pieces

Formatting:

• Full name + credentials + affiliation
• Link to expert profile or original source
• Clear quote attribution
• 2-4 quotes per 1500-word article

Quality control:

• Verify all experts before citing
• Only use quotes that add specific value
• No generic “experts say” attributions

Tracking:

Use Am I Cited to compare citation rates for:

• Articles with expert quotes vs without
• Different types of experts
• Various quote formats

Thanks everyone - this gives me a clear direction.