Introduction to AI-Powered Search
The world of Search Engine Optimization (SEO) is evolving rapidly with the integration of Artificial Intelligence (AI). As AI optimization, generative engine optimization, and answer engine optimization become more prevalent, brands and marketers must adapt their SEO strategies to remain competitive. Traditional SEO tactics are no longer sufficient; instead, focus on being visible in AI-powered search and answer engines.
Proving The Value Of SEO
Proving the value of SEO depends on the client’s goals and what will increase their visibility in search engine results pages (SERPs) and AI chatbots and platforms. This could include local search, app store optimization, content marketing, technical optimization, AI Overviews, and more. To secure funding and make clients successful, it’s essential to demonstrate performance improvements and drive revenue.
Key Metrics to Track
To prove the value of SEO in an AI world, track the following metrics:
1. Monitor AI Results
Track visibility as we move from ranking to relevance. AI Overviews are not expected to disappear and are expanding to over 200 countries and more than 40 languages. Use tools like ZipTie.dev or Semrush to identify which queries trigger AI Overviews and whether your site is included in those summaries.
Identifying AI Overview Queries
Track queries that show AI Overviews and compare traffic pre- and post-AI rollouts. Segment your traffic based on content type to identify areas most impacted and plan your strategy to optimize queries with potential AI Overviews.
Strategizing for AI Overviews
Consider server-side analytics solutions to track AI crawler visits and monitor trends over time. This will help you understand how AI models interact with your content and identify opportunities for improvement.
2. Track AI Brand Mentions
Getting mentioned in ChatGPT, Perplexity, Claude, or Google’s AI Mode for relevant queries is crucial. AI platforms process information differently than traditional search engines, and brands frequently mentioned across various platforms tend to be mentioned by AI. Use tools like Brand24, Brand Radar from Ahrefs, and Mention.com to track AI mentions and monitor online conversations about your brand.
Understanding AI Brand Mentions
Find out if your brand is mentioned, what people are saying about your brand, and which websites mention your brand. This information will help you refine your strategies and improve your visibility in AI-powered search results.
3. Track AI Citations/References
Checking if your website is cited by large language models (LLMs) can help brands and marketers understand how their content is used by AI and assess their brand’s authority and visibility. Ahrefs offers a free tool to track AI citations and count how often a domain is linked in AI results.
Leveraging AI Citations
Use AI citations to identify gaps in your content and adjust your SEO strategies accordingly. This will help you optimize your content for AI Overviews and improve your visibility in AI-powered search results.
4. Tracking Branded Searches
Tracking branded searches is essential in the AI SEO era. AI-powered search results are personalized, and LLMs consider user intent and context. Having strong brand signals can improve entity recognition, which can improve your visibility for related queries.
Enhancing Branded Visibility
Create unique, authoritative, and factual content that demonstrates expertise and includes verifiable data. Structure your content for AI readability using clear headings, bullet lists, and data tables. Leverage schema markup to provide structured data that AI models can easily understand and reference.
5. Tracking AI Mode Metrics
Track AI traffic in Google Search Console (GSC) and Google Analytics 4 (GA4). Create custom reports with "Session source/medium" and apply regex filters for known AI domains. Use UTM parameters to attribute traffic directly to AI sources.
Conclusion
The SEO landscape has shifted from optimizing search engines to optimizing for AI-powered chatbots and solutions. To remain competitive, brands and marketers must prove the value of SEO in this new era by tracking key metrics such as AI results, brand mentions, AI citations, branded searches, and AI Mode metrics. By adapting to these changes and focusing on AI-powered search, businesses can deliver immediate, measurable value and build momentum for larger investments in the future.