Brands featured on Google’s first page are more likely to be mentioned by large language models (LLMs) like ChatGPT, a recent analysis by Seer Interactive reveals. Interestingly, links appear to have minimal influence on this trend.
Why it matters
For brands aiming to gain visibility within LLMs, this study highlights a growing opportunity in generative engine optimisation, a strategy distinct from traditional SEO. While search engines and LLMs function differently, they share a common goal: delivering valuable answers to users. The findings suggest that producing high-quality, relevant content could boost visibility across both platforms.
Key findings
The authors of the report, Christina Blake and Nick Haigler, identified several noteworthy trends:
- Brands ranking on Google’s first page had a strong correlation (~0.65) with mentions in LLMs. Bing rankings also showed relevance, though slightly lower (~0.5–0.6).
- Backlinks were less influential than anticipated, showing minimal to no significant impact.
- Varied content formats, such as multimedia, did not strongly affect LLM mentions.
Study details
Researchers analysed 10,000 finance and SaaS-related queries using OpenAI’s GPT-4 API to identify patterns in brand mentions. Observing a correlation does not imply causation.
Looking ahead
The authors noted that while search rankings appear to influence LLM mentions, other factors like partnerships, public relations, and on-page strategies also play a role and warrant further exploration.
This isn’t the only study suggesting a link between rankings and AI-generated content. Another analysis by DemandSphere and Botify revealed that 75% of Google AI Overview links originate from the top 12 organic rankings. As this area evolves, brands may need to adapt strategies to maximise their visibility in both search engines and LLM.
Where can I find this study?
The study “What Drives Brand Mentions in AI Answers?” can be found in the link provided.