Do you want to know why some brands are mentioned more frequently in AI responses like those from ChatGPT? A large-scale study reveals that Google rankings play a significant role in the visibility of brands within AI models. These insights provide concrete points of reference to strengthen your brand strategy.
Research shows a connection between Google rankings and LLM mentions.
A study by Seer Interactive shows that brands that rank highly on Google are mentioned more frequently in responses from AI models like ChatGPT. The research, conducted using a patented LLM monitoring tool, analyzed over 10,000 questions within the financial and SaaS sectors. The results reveal a strong correlation (~0.65) between Google rankings and LLM mentions. Bing rankings exhibited a weaker correlation (~0.5–0.6).
However, backlinks and content variation appeared to have little impact. Even multimodal content (such as videos and images) did not significantly contribute to visibility in LLM responses.
What this means for businesses
For companies, this discovery presents an opportunity to think strategically about visibility in both search engines and AI responses. High-quality, relevant content that addresses user needs proves to be essential. Eliminating 'noise,' such as websites without solution-oriented content, has strengthened the correlation between rankings and visibility in AI responses.
Companies should focus on solution-focused content. These are websites and brands that provide clear solutions, such as SaaS providers or service sites, rather than forums or aggregators.
Approach to the research
The research utilized 300,000 keywords from both paid and organic sources. These keywords generated nearly 600,000 questions from the "People Also Ask" section of Google and Bing, of which 10,000 were deemed relevant for analysis. These questions were sourced through OpenAI’s GPT-4 API to determine which brands were mentioned.
A significant challenge was linking brand mentions to domain names. This led to new features in the LLM monitoring tool, which can be further utilized for cross-channel analyses.
What follows next?
The study is just the first phase in a larger investigation into the factors that influence LLM visibility. Upcoming phases will focus on:
The effect of PR strategies and partnerships on LLM mentions.
The role of citation policies and specific content strategies.
The impact of real-time updates on brand visibility in AI responses.
These results highlight the importance of consistent optimization and experimenting with factors that can enhance brand visibility in AI environments. With these insights, companies can not only strengthen their position in search engines but also proactively respond to the new dynamics of generative AI. By investing in high-quality content and strategic collaborations, brands remain visible and relevant.