Google search rankings correlate with ChatGPT mentions: study

A recent Seer Interactive study reveals a strong correlation between Google rankings and brand mentions in ChatGPT responses. This highlights the emerging importance of optimizing content for Large Language Models (LLMs), a field known as generative engine optimization (GEO).

Key Findings: The study, by Christina Blake and Nick Haigler, analyzed 10,000 finance and SaaS industry questions using OpenAI's GPT-4 API. They found:

• A significant correlation (approximately 0.65) between top Google rankings (page 1) and LLM brand mentions. Bing rankings also showed a correlation, though less pronounced (0.5-0.6).
• Surprisingly, backlinks and diverse content formats had minimal impact on LLM mentions.

Implications for Brands: While correlation doesn't equal causation, the results suggest that high-quality, relevant content that ranks well organically is also more likely to gain visibility in AI-generated answers. This underscores the importance of continued focus on strong SEO practices.

Future Research: Seer Interactive plans further investigation into other factors influencing LLM brand mentions, including public relations, partnerships, and on-page optimization strategies. This is supported by other research showing a strong link between top organic Google rankings and visibility in Google AI Overview links (75% from the top 12 organic results, according to Botify and DemandSphere).

In short: While SEO remains crucial, optimizing for LLM visibility is a new, important dimension of digital marketing. This study provides early insights into the relationship between traditional search rankings and AI-generated content. The full study, "What Drives Brand Mentions in AI Answers?", offers further details.

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