We anticipate that traditional search results may become less visible as AI elements push them further down the page. This means the rate at which users click on these results, currently estimated at 30-45% for the top spot, could potentially drop significantly. 

However, it’s crucial to understand that we don’t have firm data to back up this prediction yet. So, you should consider

Understanding AI Monitoring and Its Significance

As businesses continue to adapt to the changing digital landscape, AI monitoring has emerged as a crucial tool for ensuring content visibility on various LLMs. By utilizing AI monitoring tools, businesses can streamline their operations and eliminate the need for manual oversight.

This not only results in cost savings but also allows companies to stay ahead of potential issues and maintain a strong reputation with customers. With the rise of AI monitoring, businesses can now monitor content in real-time, making it easier to detect and address any potential compliance issues before they escalate.

The significance of AI monitoring cannot be understated, as it is revolutionizing the way businesses operate by providing them with an efficient and effective way to ensure content accuracy and compliance.

What is Content AI Monitoring?

Content AI monitoring is a process that involves using artificial intelligence to analyze and track online content. This technology allows businesses to monitor their online presence and track customer sentiment across various platforms. There are basically two ways to define Content AI Monitoring:

  1. Using AI to monitor Content and how your content is visible on the Internet
  2. Monitoring Content and how your Content is visible on various LLMs / AI Engines

In this article, we are not focusing on the first one, but rather on the second one.

We want to analyze how your content is visible on various LLMs. In other words: We would like to help you and your business understand:

  1. How visible you, your brand and your content are on LLMs (such as GPT-4 or Google Gemini)
  2. How AI-powered Search Experiences work
  3. How Google SGE will change the way traditional SEO is done
  4. How you can monitor and influence your brand on LLMs and AI-powered Search Experiences

How visible are YOU on on LLMs (such as GPT-4 or Google Gemini)?

We get that question a lot. 

One of the first things that businesses need to ask themselves is: 

Is my content used and outputted on LLMs? 

In other words: Is my brand and content relevant on and for ChatGPT and Google Gemini?

For many, the first reaction is to manually start some prompt research. By manually researching on ChatGPT for example, you can get a first sense if you and your brand are even mentioned.

Suppose you’re part of the marketing team at H&M, and you want to understand your brand’s visibility for the prompt:

“What are the most popular fashion brands in the UK?”

Here’s what one singular ChatGPT answer returns:

ChatGPT brand visibility

As you can already guess. Yes, it gives you a first insight. But not full visibility.

Questions that arise:

  1. Which answers would I get when executing this prompt 10 times or even 100 times?
  2. Is that just a custom answer for me? Or does everyone get the same AI-generated response?
  3. Is my brand visible? If so: How often am I mentioned?
  4. Would I get the same answers next week? Or next month?
  5. What can I do to influence my brand visibility now?

What is an AI-powered Search Experience?

An AI-powered Search experience is any search platform that utilizes the power of AI to provide answers/responses for the particular user intent.

The most popular AI-powered Search Experiences as of today are:

  1. Google Search Generative Experience (Google SGE)
  2. ChatGPT
  3. Microsoft Copilot
  4. Perplexity.ai

Think of AI-powered Search experiences as the next evolution of Search Engines. Yes, we are pretty certain that every single search engine right now is working on an AI-powered version. 

Or as Google stated it:

With new generative AI capabilities in Search, we’re now taking more of the work out of searching, so you’ll be able to understand a topic faster, uncover new viewpoints and insights, and get things done more easily.

Source: https://blog.google/products/search/generative-ai-search/ 

PS. Don’t forget that user behaviour is changing and people these days also use voice and visual searches (all powered by AI) to a larger extend.

How do AI-Powered Search Experiences Work?

The Search Engine Land recently made this bold statement:

Search, as we know it, has been irrevocably changed by generative AI.

I’m not getting into the details here on how Google SGE as a popular AI-powered Search Experience works, I therefore highly recommend this article. However, here’s what you should know:

  • Google’s Search Generative Experience (SGE) promotes interactive dialogue, allowing users to ask follow-up queries and fine-tune their search without needing to re-enter their questions, promoting a smoother user experience.
  • AI-Crafted Summaries: Google’s SGE provides AI-fueled snapshots that offer succinct overviews of intricate subjects. These encapsulating snapshots not only summarize the crucial elements, but also supply the user with links to the original source, and relevant media like images and videos, letting users swiftly grasp the subject at hand.
  • In its strategic approach, SGE recommends pertinent successive steps and related subjects, thus steering users to delve deeper into a certain topic. This feature contributes to the user’s quest for new knowledge and empowerment through a comprehensive understanding.
  • Adaptable Web Links: Google SGE employs a state-of-the-art approach of updating web links in a dynamic manner, centred on the user’s search journey. This assures that users are always presented with the most significant and current information.

How will Google SGE change traditional SEO?

Unlike traditional SEO, where optimization rules are relatively well-known and stable, AI algorithms are subject to change and adaptation. This makes it more challenging for brands to consistently optimize their content.

As Gartner and others predict a decline in organic traffic thanks to the introduction and rollout of Google SGE and other AI-powered search experiences, the big question for marketing teams arise:

What does this mean for my traditional SEO and content efforts?

1. User behaviour is changing 

In a shift away from limited, jargon-filled search queries, users are gravitating towards a more conversational approach. This shift reflects in the lengthening of their search queries. 

Users are beginning to understand Google’s proficiency in comprehending natural language, causing a shift in how they phrase their searches. In this new paradigm, there will be a reduction in the use of head terms, while the occurrence of chunky middle and long-tail queries is set to increase.

2. Click-Through-Rates are going down = Zero Click Searches are going up

With the introduction of Google’s Search Generative Experience (SGE), traditional organic results may appear lower in the search rankings. This could possibly cause a significant decrease in the click-through rate (CTR) for the top position, which currently lies between 30-45%. 

However, at this stage, we lack accurate data to precisely outline how this change will affect the distribution. Therefore, the chart mentioned is merely speculative and used for demonstration purposes.

Chart: The CTR difference between Pre-SGE and Post-SGE (source)

How to monitor your brand on LLMs?

So, let’s get into the weeds. To start monitoring your brand on Llms, we recommend you to try Otterly.AI. You can sign up for free and easily monitor your first prompt.

Otterly.AI currently operates on three fundamentals: Prompt Monitoring, Share of Voice, and AI Ranking. Let’s explore each one, along with a brief summary.

  1. Prompt Monitoring: Otterly.AI’s foundation is based on “prompts” and prompt monitoring. As you would monitor “keywords” on Google Search, you can monitor “prompts” on ChatGPT and Google Gemini. With Otterly.AI, you receive a comprehensive view as well as specific reports for each LLM – this allows you to understand how brands are visible on GPT-4 vs Google Gemini as well as combined.
  2. Share of Voice LLM Monitoring: Understanding your competition’s and your own brand’s efforts are a crucial part of any marketing effort. With Otterly.AI, you can instantly view your Share of Voice for all Language Models (LLMs) combined or for a specific one (e.g., GPT-4). Instead of manually researching the prompt on GPT-4, extracting the information, and calculating the Share of Voice, all of this information is automatically available to you.
  3. AI Brand Ranking: The AI Ranking feature by Otterly.AI lists all brands based on the number of brand mentions across all LLMs or just one particular LLM. You can understand the visibility of certain brands or competitors for a specific prompt. You can compare these results with other channels like organic search rankings and analyze similarities or differences.

In the screenshot below, you can see the Otterly.AI prompt monitoring in action for the prompt: “Best Sports Brands in Europe”

How to optimize your brand and content GPT-4 & Google Gemini?

The most efficient way to optimize your brand and content on GPT-4 and Google Gemini involves a multi-faceted approach that includes the following strategies:

  1. Reddit SEO/Content Optimization: Start by understanding the Reddit community, creating valuable, engaging content, optimizing your titles, posting at the right time, and using links wisely. This will help to boost your content’s visibility on Reddit, which is a key data source for GPT-3 and GPT-4.
  2. Wikipedia Optimization: Create a brand page if your brand meets Wikipedia’s notability requirements. Contribute to existing Wikipedia pages that are relevant to your industry or brand, cite reliable sources, follow Wikipedia guidelines strictly, and engage experienced Wikipedia authors or agencies.
  3. Creating and Publishing Books: Though resource-intensive, publishing your books via open-source licenses on the internet can effectively disseminate your brand’s message and values, impacting your visibility on LLMs in the long run.
  4. Web Content Optimization: Create engaging web content, and implement effective marketing strategies that can ultimately impact your brand’s AI ranking.

In addition to these, indirect efforts like having a strong social media presence, earning positive customer reviews and ratings, publishing press releases and news articles, participating in relevant forums and discussion boards, earning quality backlinks, and maintaining technical SEO factors can also contribute to enhancing your brand’s visibility on AI-powered platforms.

To learn more on how to improve your content and brand on LLMs, check out this article.

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Otterly.AI is the new way in Share of Voice AI monitoring. Easily monitor your brand, competitors and keywords. And discover how visible your brand is. Sign up