AI usage is now 56% the size of traditional search worldwide according to Graphite. This development has led to that non-click searches are becoming an increasing problem for many brands. Google’s AI answer is so good and complete that you don’t need to click on one of the blue links below. In some categories in the USA, the number of search clicks have decreased by 70%.
If potential buyers leave after having read the AI summary on top it’s of course extremely important to be one of the solutions presented in the AI summary. If not, you might be out of consideration. This is one of the reasons why good LLM visibility today is a must, and GEO (Generative Engine Optimization) to increase brand visibility in AI searches is one of the hot topics of today.
GEO is generally more challenging than SEO/SEM, since there is no way to buy your place in the results. ChatGPT is testing ads in the USA so it will probably come, but today the only way to reach visibility is to understand how you are recognized today – and then hard and consistent work to improve the position.
AI visibility requires several fundamental differences from traditional search optimization:
- Citation over ranking: AI visibility is binary and contextual – you’re either cited or you’re not, and the context of that citation matters enormously.
- Conversational context: Your brand’s visibility depends on how well AI systems can extract, understand and contextually integrate information about your products and services into relevant answers.
- Multi-platform complexity: AI visibility requires monitoring and optimizing across a number of platforms like ChatGPT, Perplexity, Google AI Overviews, Claude and Gemini – each with different training data, update cycles and citation patterns.
A good start is always to define how good you are today. There is a number of platforms available, like nimt.ai, that gives you specific statistics of how visible you are in different LLMs compared with your competitors. You can then use the data for reversed engineering, ie understand what sources is most important for the LLMs in your category and how you can affect them.
Content is king, with earned media as the driver, since LLM’s prioritizes information related to E-E-A-T:
- Experience: Does the author have first-hand, real-world experience, eg a product review from someone who actually used the product
- Expertise: Does the author have the formal credentials or deep knowledge required for the topic, eg a medical article written by a doctor
- Authoritativeness: Is the website or author a go-to source for this information, eg NASA for space news
- Trustworthiness: Is the information accurate, safe and honest – and recently updated
Our new search patterns make branding and “answer-first” content even more important in order to build your availability. If you are not seen, you don’t exist.
And if you want to discuss communication that generates effect, you are always welcome to contact ulf@sfinxagency.se
