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The Data Reveals What It Takes to Win in AI Search
No rankings. No impressions. So, how do you measure success? Why, exactly, do some brands dominate AI Overviews while others vanish? How should I structure and optimize content for AI search engine responses? See how key brands are succeeding or failing in AI Search. You can’t leverage traditional SEO KPIs, as there are no rankings, impression counts, or static results in AI Mode, AI Overviews, ChatGPT, Perplexity, or any other AI search engines. Just ever-shifting, AI-generated answers that appear and disappear, prompt by prompt. Learn From Brands Who Are Still Visible On SERPs & What They Are Doing Right Watch as we dive into what modern brands are doing and how their AEO, GEO, and SEO strategies are directly affecting their visibility on the AI SERP. You’ll learn: - Data-backed insights on what drives visibility and performance in AI search - A proven framework to drive results in AI search, and why this approach works - Purpose-built content strategies for driving success in Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) In this data-packed marketing, Mark Traphagan, VP of Product Marketing and Training, and Tania German, VP of Marketing at seoClarity, share what the data actually reveals about brand visibility in AI search. You’ll walk away with a framework to answer these critical questions and a playbook for leading in the Answer/Generative Engine Optimization era. Get Key AI Overview Visibility Data. Become More Visible Than Your Competitor.
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The Data Reveals What It Takes to Win in AI Search
- 1. The AI SearchVisibility War Original Research. Trusted Data. No Hype.
- 2. About seoClarity: AISEO Platform • 15+ years experience • Focus on results, not the buzz • Recently launched: Clarity ArcAI
- 3. Helping 6,000+ BrandsSucceed in Search Largest Traffic Driving Websites: • 2 of the 2 Largest US Retailers • 2 of the 2 Largest Pharmacy Stores • 2 of the 2 Largest Home Improvement Brands • 3 of the 3 Largest Fashion Retailers • 6 of the Largest Travel & Hospitality Brands
- 4. 4 What We’re CoveringToday: • Search Behavior What’s really happening in AI search • Content Shift What’s different in AI responses • Measure What matters most in AI search today • What Now? A clear strategy for AI search engines
- 5. 5 How does AIsearch engines discover my content and pages? What are my customers actually searching? How do I improve my content for AI search? Is my brand visible? Mentioned? Cited? How much traffic & conversions end up on my site? How can I impact the accuracy & sentiment of AI responses? Questions We Hear
- 6. 6 Is my content beingfound? What are my customers actually searching? How do I improve my content for AI search? Is my brand visible? Mentioned? Cited? How much traffic & conversions to my site? How do I impact response accuracy & sentiment? The AI Search Framework DISCOVER RESEARCH MONITOR OPTIMIZE PERFORM ANALYZE
- 7. RESEARCH PROMPTS How are customerssearching on AI search engines?
- 8. 8 From Keywords toTopics to Prompts Image courtesy Aleyda Solis https://www.aleydasolis.com/en/ai-search/google-query-fan-out/
- 9. There isn’t Keyword Planner forAI search RESEARCH PROMPTS FACT
- 10. We’ve Been HereBefore • Different inputs • No visibility • Unpredictable outputs ... welcome to the SEO industry RESEARCH PROMPTS
- 11. of All Searches Happenon ChatGPT ~2.5% - ChatGPT ranks #45 among global websites - Pinterest has 10x more monthly users. - That’s 2-3x fewer searches than Bing RESEARCH PROMPTS FACT
- 12. Education, Health, and B2Bsites lead in adoption Analysis across hundreds of client sites across variety of industry. RESEARCH PROMPTS FACT
- 13. AI Mode Launched toall US users RESEARCH PROMPTS FACT
- 14. Action • Apply astatistical model for search demand • Leverage data from site traffic & conversions • Prioritize strategic products or services • Think topics, not keywords RESEARCH PROMPTS
- 15. The industry’s first useof real clickstream data to estimate demand on LLMs. What is your audience looking for on AI search engines? RESEARCH PROMPTS
- 16. Should I evencreate content now if AI search gets the credit? OPTIMIZE CONTENT
- 17. More authoritative, original contentwith multimedia & third-party mentions = more visibility in AI search Travis Tallent Managing Director SEO/CRO Brainlabs OPTIMIZE CONTENT FACT
- 18. Content Still DrivesOutcomes — Just Differently • Appear earlier in the buyer journey • Influence how your brand is described • Stay top-of-mind before a click ever happens OPTIMIZE CONTENT
- 19. How should Ioptimize content to address AI responses? OPTIMIZE CONTENT
- 20. You don’t winby owning the whole topic — you win by showing up for every angle of it. OPTIMIZE CONTENT FACT
- 21. AI search engines don’tevaluate your page as a whole. OPTIMIZE CONTENT FACT
- 22. “Chunking helps improveretrieval precision. Shorter, self-contained passages are more likely to match the question vector.” — Pinecone Docs on RAG Optimization “We’ve made a breakthrough in ranking and are now able to not just index web pages, but individual passages from the pages.” — Google Blog, Oct 15, 2020 “When Perplexity cites content, it doesn’t cite a whole page — it highlights specific snippets, showing that the model is favoring discrete, well- written sections.” - Perplexity Documentation “A model performs better when each input includes all relevant context needed to generate the desired output.” — OpenAI Documentation In Retrieval-Augmented Generation (RAG)—the method used by AI search systems like ChatGPT, Perplexity, Bing Copilot, and others—the original user query is broken down into smaller, answerable sub-questions. Each sub-question is used to fetch relevant information before combining them into the final response. — Pinecone Docs on RAG Optimization OPTIMIZE CONTENT
- 23. • Modular, purposefulcontent • Clear headlines • No callbacks or references to earlier sections • Each passage has a purpose • Assume the reader is dropping mid-page Actions OPTIMIZE CONTENT
- 24. But wait… thissounds familiar. • Skim-friendly content is good for everyone… ⁃ AI engines ⁃ Busy readers ⁃ Decision-makers scanning on mobile ⁃ Your rankings Your job: Write for readers, but format for AI. OPTIMIZE CONTENT
- 25. Topical completeness, structurefor AI OPTIMIZE CONTENT Purpose-built AI Model analyzes your content the same way AI search does.
- 26. How do AIsearch engines discover my pages or content? DISCOVER AI BOT ACTIVITY
- 27. AI search enginescrawl 60% of the unique pages Google does <10k page sizes see less than 5% of their pages crawled 60% *seoClarity June 2025 across hundreds of websites of varying sizes. DISCOVER AI BOT ACTIVITY FACT
- 28. Actions • Make sureyour site isn’t blocking AI bots! • Make content accessible server side ⁃ LLM aren’t accessing JS • Understand where they are spending time on your site ⁃ And where they are NOT! Ensure your content can be found DISCOVER AI BOT ACTIVITY
- 29. Discover how yourcontent is being accessed Track AI bots and crawl on your site. DISCOVER AI BOT ACTIVITY
- 30. What new metricsare important in the AI search era? MONITOR VISIBILITY
- 31. Clicks or ItDidn’t Happen • AI search engines: ⁃ Generate answers before users see your site ⁃ Don’t show you the prompts ⁃ Rarely result in a click We are going to need a new inside joke… MONITOR VISIBILITY
- 32. For every 1click in AI search, 20 searches happen behind the scenes. 1 in 20 MONITOR VISIBILITY FACT
- 33. Visibility is theNEW metric Visibility Awareness Mentions Influence Citations Credibility MONITOR VISIBILITY
- 34. No Click? Noproblem. Google AI Mode AI Overviews Perplexity ChatGPT Gemini DeepSeek Microsoft Co-Pilot MONITOR VISIBILITY
- 35. How is mybrand performing in AI search engines? MEASURE PERFORMANCE
- 36. AI search enginesmakes up a sliver of total organic search traffic. <0.5% Analysis across hundreds of client sites across variety of industry. The most from any site, removing outliers? 5% is the highest. MEASURE PERFORMANCE FACT
- 37. There Is Click& Conversion Data — Use It • What content / pages are driving traffic from AI engines? • Which pages are getting referenced or cited (even if not ranking)? • What topics or questions are those pages aligned to? 1 2 3 MEASURE PERFORMANCE
- 38. Beyond Clicks: Analyzethe response itself 5 4 • Is the response positive, neutral, or subtly dismissive? • Are the answers factually correct? MEASURE PERFORMANCE
- 39. In our data,98% of AI-generated answers result in a positive or neutral response. Thanks to the guard rails that AI models have in place – no brand- bashing allowed. 98 Positive Neutral % MEASURE PERFORMANCE FACT
- 40. But… that doesn’t mean theinfo is accurate! MEASURE PERFORMANCE
- 41. New Metrics. Same Instincts. Traffic/ Clicks Measurable outcomes Mentions / Citations When you’re referenced Sentiment & Accuracy Quality of what’s said MEASURE PERFORMANCE
- 42. Analyze traffic, conversions,sentiment, and accuracy MEASURE PERFORMANCE Understand deeper insights into traffic, sentiment, and accuracy
- 43. Final Thoughts 43 AI searchis influencing buyer behavior. Think in passages, not pages. It’s not just about clicks. Start with your most valuable pages. If they can't access it, they can’t cite it. Don’t Wait Content Shifts New Metrics Identify Gaps Track AI Bots
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- 46. Thanks for watching! Geta free AI Search Visibility Report for 1-2 of your priority topics!