Siege Media CEO Ross Hudgens flies solo for a case study episode on Zapier, one of the most cited domains in LLMs and a name almost anyone in B2B or SaaS will recognize from their own citation reports.
Drawing from a longer chapter in his upcoming book on GEO with Wiley, Ross breaks down why Zapier shows up in roughly 80% of the bottom-funnel prompts it cares about, and why it ranks fifth among cited domains in B2B, behind only G2, Facebook, YouTube, and Reddit.
Ross walks through the pieces behind that visibility: an integration library that lets Zapier write about thousands of tools without competing with them, a deep bench of editorially rigorous “best of” and “versus” articles, digital PR built on survey-driven data studies, and an actively curated Reddit community. He also takes on the big objection, whether citations actually drive business, with Zapier’s own numbers: 40% of visitors now find them through LLMs, and 25% of signups are attributed to AI.
Get the book to read more about Zapier.
Show Notes
0:00 Why Zapier as a case study
0:36 Zapier’s bottom-funnel AI visibility
1:05 Top 20 most cited domains, 5th in B2B
2:02 The integration library advantage
2:56 Best-of listicles and versus articles
4:42 Why versus content drives LLM visibility
5:32 Premium design and editorial standards
6:58 Digital PR and data studies
7:28 Building a Reddit community
9:10 Do citations actually drive pipeline?
10:48 The book and final thoughts
