Help us prepare for our appointment
With the festive season approaching, SearchGPT (AI-based search platform) platforms are on the rise. More and more users are turning to these services to find ingenious gift ideas without having to rack their brains. For advertisers, this trend represents a new challenge. For many years, brands have been implementing SEO optimisations to improve their ranking in search engine results such as Google, but now, surpassing their competitors in the responses provided by AI-based conversational agents is also becoming a major challenge. Discover the various SEO tools available to you to optimise your ranking on SearchGPT platforms.
For many, Christmas shopping is not always a pleasant experience. So when an AI-based tool offers the possibility of providing a list of ideas tailored to a relatively specific request, including the set budget and key information about the recipient, it would be a shame not to take advantage of it. Although this practice has not yet been adopted by all suppliers, who still overwhelmingly favour Google’s search engine, it remains an increasingly worrying trend for brands, who see a growing interest in appearing among the first options offered by platforms.
For advertisers, it is therefore important to monitor their own mentions on AI-based search platforms and implement an effective SEO strategy to strengthen their online presence. This is a much more complex task than it is for search engines. On platforms such as ChatGPT, search is conversational, which makes results more contextual and personalised, and therefore more difficult to categorise.
SEO tools have recently emerged to enable brands to obtain information about how they are mentioned in conversations. Profound, for example, is one of the leaders in this market. This tool generates multiple conversations using variations to run them several times, in order to identify the brands most recommended by different platforms. Through this technology, brands can learn more about their own visibility in the responses provided by platforms and adapt their SEO strategy accordingly, targeting relevant keywords.
Based on a study conducted on toy retailers, the Search Engine Land website revealed some relevant information provided by Profound. The analysis tool can provide a ranking of brand visibility on a given topic, based on conversations generated on search platforms using artificial intelligence. The percentage shown therefore corresponds to the rate of AI responses that mention the brand in question:
Please note that the visibility of each brand may differ depending on the platform, as the models used are not the same:
It is also possible to determine the position of each competing brand for each of the different themes provided to Profound:
But then, how did the brands mentioned above become benchmarks in their field? It’s all about SEO, so it’s worth taking a look at the sources used by AI to provide its answers.
For example, on the subject of toys, it was mainly the content on the TinyBeans website, aimed at parents, that had the most influence on the results. In other words, this site is considered the leading authority on toy-related content, according to various AI-based search models.
Among the top four results, there are no fewer than three content publishers: TinyBeans, Forbes and Parents. Conversely, content provided by the biggest brands in this market, such as Lego and Melissa & Doug, only appear at the bottom of the top 10.
Although the analysis carried out on the Profound tool is not sufficient to draw a definitive conclusion about how referencing works, a clear trend seems to be emerging. Unlike search engines such as Google, which favour the quality of content provided by the brand in order to highlight it on results pages, it is third-party content that seems to take precedence on SearchGPT platforms.
Therefore, for a brand to perform well in the results delivered by these platforms, it must first and foremost be promoted within recognised sources. In addition to the SEO recommendations already mentioned, brands would therefore be well advised to implement digital public relations strategies and work in collaboration with quality content publishers in order to gain a competitive edge over their rivals.
Would you like to improve your search engine optimisation on artificial intelligence-based search platforms? Feel free to consult our SEO agency.
About Ad's up
Pierre Blarre