Jaxon Parrott
Austin
As seen in:
Medium,
Yahoo Finance,
Entrepreneur,
Entrepreneur en Español,
Flipboard,
ReadWrite,
NewsBreak
Covers:
Machine Relations (MR), AI Search, AI Visibility, GEO, AEO, SEO
Founder @authoritytechhq | Category Creator of Machine Relations (MR)
Articles by Jaxon Parrott
Stop Chasing AI Search Rankings. Start Defining the Category Instead.
Opinions expressed by Entrepreneur contributors are their own. It announced the service on a national newswire, published its pricing and called Machine Relations “the emerging discipline of AI search visibility.” It didn’t mention where the name came from. I coined the term in 2024. Plenty of founders would have spent that week fighting over credit or losing their minds. I saw it as the moment I had been building toward. A category doesn’t exist because the person who named it says so.
Performance PR Has a New Definition. and Most Agencies Don’t Know It Yet Original
Opinions expressed by Entrepreneur contributors are their own. There is a term in my industry that has meant the same thing for 15 years. Performance PR. It sounds rigorous. It sounds like accountability. For most of my career, it described a simple deal: the agency only gets paid when the article actually publishes. No placement, no fee. I built my company on that model because it forced honesty. You delivered, or you did not eat. Here is what almost nobody in the industry wants to admit.
How AI Search Decides Which Brands to Cite: A Machine Relations Framework
This is where Machine Relations becomes useful as a framework. Machine Relations is the discipline of making brands legible, retrievable and credible inside AI-driven discovery. It maps the full chain: earned authority, entity clarity, citation architecture, distribution across answer surfaces and measurement. Generative engine optimization describes part of the answer surface. Answer engine optimization focuses on answer selection and formatting.
AI Is Describing Your Company Behind Your Back — Is It Being Honest?
AI engines are explaining your company before buyers click your site, read your pitch deck or talk to sales. If that answer is vague, outdated or missing, that is now your real first impression. Key Takeaways Your company now has a second reputation: the one AI explains to buyers when they ask about your category. Most founders have never seen it. For years, I watched founders obsess over the homepage like it was the front door to the company. Then it was the pitch deck. Then the press page.
AI Is Describing Your Company Behind Your Back - Is It Being Honest?
Moor Studio | Getty Images Entrepreneur Media LLC and Yahoo Finance LLC may earn commission or revenue on some products and services through the links below. Key Takeaways AI now shapes first impressions before buyers ever visit your website or marketing materials. Category-level AI answers matter more than branded searches when buyers evaluate potential solutions. Earned media and third-party validation increasingly determine how AI systems describe your company.
Your Backlink Profile Doesn’t Drive AI Citations. Entity Chains Do.
Your Backlink Profile Doesn’t Drive AI Citations. Entity Chains Do. A study of 8,312 prompts found backlinks correlate at 0.12 with AI citations. Entity recognition correlates at 0.61. The signal that built the SEO industry is nearly irrelevant to the system replacing it. Press enter or click to view image in full size Image: AuthorityTech I have spent eight years building an earned media agency.
Public Relations Has Become Machine Relations — Most Founders Have No Idea What This Means
AI now decides whether your earned media gets surfaced, cited or ignored. Here is why founders need to rethink PR strategy right now. Key Takeaways I have spent nearly a decade placing brands in the kinds of publications most founders dream about. I say that not to brag but to be clear about how deep in the PR world my adult career has been.
Public Relations Has Become Machine Relations - Most Founders Have No Idea What This Means
narvo vexar | Getty Images Entrepreneur Media LLC and Yahoo Finance LLC may earn commission or revenue on some products and services through the links below. Key Takeaways PR still drives trust, but machine readability now determines real visibility. Earned media must answer specific questions clearly for AI engines to cite it. Success shifts from share of voice to share of AI-driven citation. I have spent nearly a decade placing brands in the kinds of publications most founders dream about.
AuthorityTech Founder Jaxon Parrott Defines Machine Relations - Where GEO, AEO, SEO, and PR Fit Together in AI Search
Parrott founded AuthorityTech in 2018 and spent eight years leading earned media strategies for over 100 high-growth brands, including 27 unicorn startups — helping them secure coverage across the agency’s network of 1,673+ publications it maintains direct relationships with, from Tier 1 outlets like Forbes, TechCrunch, and Business Insider to industry-leading trade publications that AI engines trust.
3 Cybersecurity Marketing Trends You Can't Ignore
As a Founder and CEO in the marketing space for nearly a decade, I've had the amazing opportunity to work with all kinds of cybersecurity and high-growth brands. Every day, I get new insights into the cybersecurity industry and the best marketing practices that are actually working. I can't wait to share some key trends I've noticed recently that aren't just crushing it right now but are set to change the game in the next few years.
Why the Future of Cybersecurity Marketing Relies on Trust Original
Cybersecurity marketing is changing rapidly, and the reason can be simplified down to a single word: trust. With improving technology, cybercrime is becoming more complex, and corporations must present themselves as not only solution providers but rather reliable guardians of clients' most valuable assets. It's no wonder that trust has become the bedrock of marketing in the cybersecurity industry over time.
How to Craft Landing Pages That Convert Clicks into Customers Original
Marketing campaigns need more than just clicks to succeed. While well-targeted audience segments, cost-efficient ads and effective CTAs might drive substantial traffic, a landing page is what persuades potential customers to continue their journey with your business, whether to request further information or purchase.
10 Ways to Improve Your Marketing With AI Original
The digital marketing industry stands clearly at a crossroads. As privacy concerns prompt a shift of platforms away from tracking cookies, marketers must adopt new ways to personalize content without compromising user privacy. In this environment, AI offers the most viable alternative to tracking cookies that respect consumer privacy while delivering tailored customer experiences.
10 Ways to Use AI for Hyper-Personalized Marketing
11 hours ago In the realm of entrepreneurship, a new trend is emerging that challenges the traditional notion of building vast business empires with teams of employees. The rise of solopreneurs – individuals who run and operate businesses independently – is reshaping the entrepreneurship landscape and opening …
How We Can Win the AI Arms Race Against Fraud Original
As artificial intelligence (AI) becomes more sophisticated, it's not just businesses and consumers who benefit. Fraudsters also exploit AI to outmaneuver programmatic advertising platforms and siphon significant advertising spending. This manipulation drains financial resources and undermines the integrity of digital advertising ecosystems. The rise of programmatic platforms has revolutionized how ads are bought, placed, and optimized.
Here's How to Actually Get an ROI in Marketing
In today's complex B2B marketing landscape, achieving a robust return on investment (ROI) requires a strategic approach combining channels, messaging and audience targeting. Among the many available channels, advertising in industry-vertical-focused newsletters stands out for its ability to deliver targeted, high-quality leads that can significantly enhance B2B marketing ROI.
Brands are Rushing to Send Out Newsletters. Here's Why You Should Do the Same
In the digital marketing realm, a noticeable shift is happening: B2B brands are increasingly gravitating towards advertising in newsletters. This trend isn't just a fleeting one; it's rooted in the evolving landscape of B2B communication, where direct and personalized contact with the audience has emerged paramount.
6 estrategias para ser pionero en contenido creativo usando IA de forma responsable
Los equipos de marketing creativo que integran la inteligencia artificial en su proceso de producción de contenido enfrentan un conjunto único de desafíos, especialmente en lo que respecta a la percepción de la audiencia y los clientes. En el contexto de la amplia adopción de la inteligencia artificial generativa, la autenticidad y la conexión humana están emergiendo como valores esenciales para gran parte del público.
How to Pioneer Creative Content with AI the Right Way Original
Creative marketing teams integrating AI into their content production process face a unique set of challenges, especially regarding audience and customer perception. Against the backdrop of the widespread adoption of GenAI, authenticity and human connection are emerging as essential values with a large percentage of the public. As a result, the way brands use AI can significantly affect their reputations. Media brands have always been at the forefront of creative innovation.
6 Ways to Pioneer Creative Content with AI the Right Way
6 Ways to Pioneer Creative Content with AI the Right Way Here's how creative marketing teams can leverage AI while maintaining credibility and an authentic connection with their audience. Creative marketing teams integrating AI into their content production process face a unique set of challenges, especially regarding audience and customer perception. …
How to Safeguard Your Brand in the Age of OpenAI Original
It's ironic that OpenAI would be the victim of its own success, as a recent piece of investigative journalism produced by TechCrunch found the company's ChatGPT store, which allows users to create and share custom chatbots, found the platform riddled with unethical and potentially illegal applications.
4 Marketing Megatrends to Know About in 2024
Every marketing professional today knows the rules of the game are shifting at the breakneck speed of technological innovation, making it harder to focus on the fundamentals that will maximize success. Obviously, there's never one secret sauce that guarantees big wins for marketers this year (or any other). But to my mind, there are four major technological and customer-preference megatrends that promise to build momentum in 2024 and beyond.
Traditional Ads Are Annoying — These 4 Megatrends Will Change Marketing in 2024 | Flipboard
6 hours ago These marketing fails will have you shaking your head in shock. Welcome to WatchMojo and today, we’ll be counting down our picks for the Top 30 marketing schemes and ad campaigns that flopped.
Innovative Approaches for European Hoteliers to Excel in 2023
The COVID-19 pandemic has significantly impacted the hospitality industry. European hoteliers, in particular, have had to adapt to rapidly changing market conditions and shifting consumer behavior. In 2023, hoteliers will need to focus on three key strategies to stay competitive and thrive in the post-pandemic landscape. Let's explore these strategies and provide actionable advice on how hoteliers can implement them to drive revenue and enhance the guest experience. Harness the power of automation.
Why Cybersecurity Needs to be Prioritised as Small Businesses Face the Cost-of-Living Crisis
Written by Marcin Kleczynski, CEO & founder, Malwarebytes As the spectre of a recession looms, the sting is being felt by startups, scaleups, and other small businesses. In the UK, prior to her resignation, former Prime Minister Liz Truss announced that energy bills would be cut by half over winter. This undoubtedly helped mitigate some concerns; against the backdrop of rising inflation, smaller organisations need all the help they can get.
3 Ways AI is Changing How Startups Build Their Brand | Entrepreneur
19 hours ago Regular check-in meetings may be more beneficial than you think. For each of your direct reports, do you know what's going well, where they need your help, what their top priorities are, and what's coming next? You should have up-to-date answers to each of these questions because you should be …
3 Marketing Strategies for the Evolving Market
Evolution is inescapable, and it permeates every aspect of life. Many of us tend to resist this fact, inherently leaning on the comfort of what we know. However, it is a cold reality that those who do not evolve are inevitably left behind. This applies both to life and business. If a company fails to evolve and adapt to the constantly changing market environment, it will eventually fail.
Don't Make These Three PR Mistakes in Your Startup. Instead, be Approachable Original
As we near 2023, there is no doubt that we live in a distracted world. With all its many improvements and innovations, the internet has also brought a lot of noise and distraction. There is no exception to the noise regarding public relations, brand building and thought leadership. Although the core psychology and principles behind building a unique brand have remained the same, the potential mediums to express these aspects have grown dramatically.
Using AI to Solve Fertility Treatment Challenges
As of 2019, the live birth rate resulting from egg retrieval fertility treatments was less than 35%. It’s 2022, and infertility is still a global struggle for couples intending to bear children. In the United States alone, studies show that after the first year of trying to conceive, nearly 15% of couples are unsuccessful. Disappointed, worried, and left longing for solutions — many hopeful parents turn to assisted reproductive technology (ART) for help.
Technology Is Changing PR and Marketing Forever
We're living in the most technologically advanced time in history. With the increasing rise of a myriad of technological upgrades, changes and inventions, it is safe to say that nearly every industry is rapidly evolving. One such industry is marketing and public relations. Running a tech PR and marketing firm myself, AuthorityTech, I have seen firsthand how technology is rapidly changing the very fabric of how companies are building and marketing their brands.
'Think Different' Like Steve Jobs If You Want to Make Your Mark on the World
Once in a blue moon, there are humans that do the impossible. They innovate, inspire and change the world as we know it. In a sense, they bend reality. One might ask how this is possible and even resort to labeling these people “superhumans” or “geniuses.” In reality, they are humans just like you and me, and the cause of their greatness can be traced to just one underlying characteristic: their ability to “think different.” As kids, we have a view of reality that is untethered.
Hustle Culture Is Killing Your Greatness
Hustle, grind, innovate, grow, work more, get more, make more ...These are the words we constantly hear spewed at us on a daily basis via our TVs, smartphones and "hustle culture" as a whole. Founders and employees alike are drowning in tasks they need to complete on fast-paced apps like Slack and Asana. The world is constantly becoming faster, and with that has come the incessant need for humans to keep up with it.
La cultura del ajetreo está matando tu grandeza
Esfuércese, mueva, innove, crezca, trabaje más, obtenga más, haga más ... Estas son las palabras que escuchamos constantemente a diario a través de nuestros televisores, teléfonos inteligentes y la "cultura del ajetreo" en su conjunto. Tanto los fundadores como los empleados se están ahogando en tareas que deben completar en aplicaciones de ritmo rápido como Slack y Asana. El mundo se está volviendo cada vez más rápido, y con eso ha surgido la incesante necesidad de que los humanos sigan su ritmo.
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