Chatoptic Study: SEO Success Doesn't Guarantee AI Visibility
A recent study by Chatoptic has revealed a surprising disconnect between a brand's visibility on Google and its presence in AI answers like ChatGPT. This suggests the rise of a new field, dubbed 'GEO', distinct from traditional SEO.
The study found that even when brands appeared in both Google's top results and ChatGPT's responses, the correlation was negligible (0.034). This indicates that SEO success does not automatically translate to visibility in AI-generated content. For instance, three prominent brands - Nike, Apple, and Starbucks - did not consistently appear in ChatGPT's responses despite their strong Google rankings.
The overlap between Google and ChatGPT results varied across categories. Online courses had the highest overlap at 65%, while hotel bookings had the lowest at 58%. Interestingly, the intent of user queries did not significantly impact this overlap. Turning on browsing in ChatGPT, which allows it to access real-time web data, only increased alignment with Google by a mere 1%.
The study also found that brands ranking on Google's first page were mentioned in ChatGPT's responses only 62% of the time. This suggests that SEO strategies may need to evolve to account for the growing influence of AI in search and information retrieval.
In summary, the Chatoptic study highlights the emergence of 'GEO' as a distinct field from SEO, with AI-generated content like ChatGPT having its own rules and preferences. Brands may need to adapt their strategies to ensure visibility not just on Google, but also in AI answers. Further research is needed to understand how to optimize for AI-generated content.
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