Strana 11
9
Source: Semrush LLM Citations Study, May 2026. The categorisation
of source types represents the authors’ interpretation for the
purposes of this communications analysis.
Each of these layers
contributes a different
dimension of credibility.
The media provide
independent context, expert
institutions offer verified
facts, professional networks
establish subject-matter
authority, and communities
contribute authentic user
experiences. AI synthesises
all of these signals when
generating responses.
Layer of Credibility Typical Sources What They Constribute to
a Brand
Communities &
Discussions
Reddit, X, Facebook,
Instagram
User experiences, opinions
and social proof
Video YouTube Demonstrations, how to
content, reviews and expert
explanations
Professional Authority LinkedIn, G2, Gartner Professional reputation and
B2B credibility
References & Research Wikipedia, NIH, arXiv,
ScienceDirect
Factual accuracy and
scientific authority
Media Forbes, Medium, other
publishers
Independent validation and
context
Local Authorities Local media, institutions and
specialist websites
Market-specific credibility