This quick guide helps marketers write prompts that generate more brand citations in AI search results.
It is based on analysis of panel data from real user prompts, identifying the linguistic patterns that most often lead to brand and retailer mentions in generative search responses.
Common Prompt Structures
Common Tone and Structure Traits
Prompt Writing Guidelines
Do
- Use natural, question-based phrasing that sounds conversational
- Focus on intent-driven verbs such as buy, find, choose, prepare, apply
- Add context such as best, for sensitive skin, without parabens
- Test multiple prompt stems such as how do I, what are, recommend
Don’t
- Ask purely factual or navigational questions such as store hours
- Use brand-only prompts such as Brand X serum; include a category
- Combine several questions; one clear intent per prompt works best
Example Rewrites
Quick Checklist
☑ Write as if asking an expert, not typing a keyword list
☑ Include an action or decision verb
☑ Add audience, context, or benefit
☑ Avoid brand-only or multi-part prompts
Tip
Prompts that sound natural, curious, and situational are the ones most likely to surface brands, products, and trusted sources in AI search responses.