Study Links Google Rankings to ChatGPT Mentions

Brands featured on the first page of Google search results are significantly more likely to be mentioned in large language models (LLMs), such as ChatGPT, according to a groundbreaking study by Seer Interactive. The study explored the relationship between search engine rankings and visibility in AI-generated content, shedding light on how brands can optimise their strategies in an era increasingly dominated by artificial intelligence. Surprisingly, traditional SEO factors like backlinks and content variety had little impact on these AI mentions, challenging conventional wisdom about digital marketing.

 

Key Findings from the Study

The research, conducted by Christina Blake and Nick Haigler of Seer Interactive, uncovered a robust correlation of approximately 0.65 between Google’s page-one rankings and mentions in LLM responses. This suggests that high search rankings play a significant role in determining whether brands appear in AI-generated outputs. Bing rankings also had an influence, albeit slightly weaker, with correlations ranging from 0.5 to 0.6. However, what stood out most was the diminished importance of factors traditionally considered critical to SEO success. For example:

• Backlinks, a cornerstone of traditional SEO strategies, were found to have minimal or even neutral impact on LLM mentions.
• Multi-modal content, which includes incorporating videos, images, and other forms of media, did not yield as much influence on AI visibility as initially expected.

These findings mark a shift in how digital marketers should approach optimisation, moving from a reliance on old-school SEO tactics to a more nuanced understanding of what drives visibility in AI ecosystems.

 

Why It Matters

The study highlights the emergence of “generative engine optimisation” (GEO), a field that focuses on improving visibility in AI-driven platforms like ChatGPT. While SEO and GEO are not identical, they share commonalities in their ultimate goal: ensuring that users find the most relevant and valuable information. This development is particularly significant as LLMs increasingly shape how users interact with brands online, serving as a new layer of discovery beyond traditional search engines.

For brands, this convergence presents both opportunities and challenges. On one hand, the study shows that brands already investing in high-quality, authoritative content are likely to perform well across both traditional search engines and AI-driven platforms. On the other hand, the findings suggest that over-reliance on strategies like backlink building or content diversification may no longer be sufficient to maintain competitiveness.

 

The Role of High-Quality Content

One of the study’s most encouraging takeaways is the reaffirmation of content quality as the cornerstone of digital success. Despite the diminished importance of backlinks and multi-modal content, creating engaging, relevant, and authoritative material remains a crucial driver of both SEO and GEO success. This means brands should focus their efforts on understanding their audience’s needs and delivering value through content that resonates on a deeper level.

For instance, if a brand’s content consistently answers user questions effectively, it is more likely to rank highly on Google and feature prominently in AI-generated responses. This dual advantage highlights the importance of crafting materials that prioritise user intent and relevance over superficial optimisation tactics.

 

Broader Implications for Digital Marketing

The study’s findings come at a pivotal moment in the evolution of digital marketing. As AI technologies like LLMs become more integrated into daily life, the lines between traditional search engines and generative platforms are becoming increasingly blurred. Consumers are no longer solely reliant on search engines for information; they are turning to AI tools that provide context-rich, conversational answers. This shift requires brands to rethink their strategies and embrace the new opportunities AI presents.

Additionally, the study underscores the growing role of AI in shaping brand visibility and consumer engagement. Businesses that adapt to these changes by prioritising GEO alongside traditional SEO will be better positioned to thrive in an increasingly competitive digital landscape. The ability to appear prominently in both search engine results and AI-generated content offers a significant advantage, especially as consumers gravitate toward platforms that deliver seamless, user-focused experiences.

 

A Closer Look at the Study: Brand Mentions in AI Answers

A recent study sought to explore the connection between brand mentions in AI-generated answers and search rankings, particularly in the finance and SaaS industries. Researchers ran 10,000 questions through OpenAI’s GPT-4 API to identify patterns in how brands were referenced. While the findings revealed interesting correlations, the authors were quick to emphasise that correlation does not equate to causation.

 

Key Insights and Next Steps

The study’s authors noted that search rankings seem to influence brand mentions in large language models (LLMs), but they are not the sole factor at play. According to the researchers, areas like public relations, strategic partnerships, and on-page optimisation are likely contributing to the visibility of brands in AI-generated content. These elements will be the focus of future investigations to provide a more comprehensive understanding of what drives brand mentions.

 

Broader Industry Context

The findings align with earlier studies that have also identified a connection between organic search rankings and visibility in AI-generated answers. For instance, a recent analysis by Botify and DemandSphere revealed that 75% of links featured in Google AI Overview come from the top 12 organic search results. This suggests that while traditional search rankings remain influential, they work in tandem with other factors to determine brand visibility in AI contexts.

 

A New Frontier for Marketers

The study, titled What Drives Brand Mentions in AI Answers?, highlights the evolving interplay between SEO, AI, and brand visibility. As AI-driven tools become more integrated into search behaviours, marketers must adapt their strategies to optimise not only for search engines but also for LLMs. This shift underscores the importance of adopting a multi-faceted approach, combining traditional SEO practices with innovative tactics like PR and partnerships to secure visibility in the digital age.