From a 0 to 17% mention rate: Sharebee’s first AI discovery steps

Sharebee is a brand closely attuned to how business visibility is built today. The company helps organisations transform their staff into authentic brand ambassadors on social media, with a particular focus on LinkedIn. It sees employee advocacy not as a nice-to-have addition to communication, but as a meaningful tool for strengthening relationships with clients, potential staff and partners. The Sharebee approach is grounded in the simple idea that the most persuasive messages come not from polished corporate lines, but from people. Combining technology with strategic guidance, education and content support, it offers a comprehensive solution rather than just a standalone product and stands out in a crowded market for its modern approach to building reach, trust and credible brand presence. The company’s strength lies in the way it merges distinctive brand communication and clear business value. In bringing together a content library, analytics, gamification, mobile functionality and AI-powered support, the platform makes it easier for client companies to scale employee advocacy and social selling efforts. At the same time, each brand maintains an approachable and memorable identity built around collaboration, momentum and the idea of amplifying their organisation’s collective voice. However, beneath the light, contemporary tone lies the very clear value proposition of greater credibility, stronger visibility and more measurable communication results. Sharebee not only helps brands build an online presence, but also supports them in creating a more human and sustainable communication model. 

The challenge for Sharebee faced was no longer solely about ranking in a traditional search. It was also about responding to a discovery landscape that is rapidly being reshaped by AI-generated answers, conversational interfaces and LLM-powered recommendation layers. Google’s AI Overviews now reach more than 1.5 billion users a month, while AI Mode is pushing search behaviour toward longer, more complex, multi-step queries. At the same time, tools like ChatGPT search and Microsoft Copilot have made citation-based visibility a competitive layer in its own right, where being referenced by AI can matter almost as much as being clicked on in a classic SERP.  

That shift is changing the rules. Traditional SEO still counts, but it is no longer enough on its own. Brands now need content that can be crawled, understood, selected and cited by AI systems. Sharebee had almost no presence at all in LLM environments. MakoLab therefore faced the challenge of building that visibility from the ground up. 

The first milestone was not category leadership, but meaningful discoverability. We approached that by way of a dual-track strategy. On the one hand, we ran a focused three-month, off-site campaign across external publications. It was designed to strengthen Sharebee’s visibility in the wider content ecosystem and place the brand in contexts that AI systems are more likely to treat as citable, third-party validation.  

In parallel to that, we developed an on-site content layer via Sharebee’s knowledge base and blog, building out topical coverage around employee advocacy, LinkedIn, employer branding and adjacent themes. This included a steady flow of Polish-language editorial content on the main blog, alongside English-language content created to support visibility for category and comparison queries in a broader market context.  

The two tracks were devised to reinforce each other. The off-site placements helped build external authority, while the on-site content deepened the owned expertise and gave search engines and AI systems more structured material to retrieve and interpret. In short, rather than treating GEO as a separate channel, we built it into a broader visibility model spanning both earned and owned media. Although the English-language content layer was developed with a particular emphasis on the UK and US markets, including placements on UK-facing .co.uk domains, its role was broader than that. It was also created to support Sharebee’s discoverability across English-language queries in multiple markets where category research increasingly begins in search engines and LLMs. Our extension of Sharebee’s own English-language content footprint with category-focused assets, carried out in tandem with the external placements, was intended to strengthen visibility for platform, comparison and solution-oriented queries.

The impact is still emerging, but the first results are clearly visible. In only a few months, Sharebee moved from almost no presence in LLM-driven discovery to measurable visibility across both AI and search environments. The campaign delivered 10 off-site placements on external domains, supported by 11 new Polish-language on-site articles and additional English-language content designed to strengthen category relevance.