AI search / retrieval behavior

Right now the entire SEO community is talking about what it takes to rank in AI like ChatGPT or Google's AI mode. And one common sentiment that I see keep coming up is that ranking in AI is exactly the same as ranking in Google Search.

Because of course, these large language models use search engines to determine recommendations. So for example, ChatGPT will run a search using Bing when you ask it to provide recommendations on businesses.

Of course, Gemini will use Google. Therefore, the rationale is that you should just do the same things you're doing to rank in those algorithms, because these large language models the exact same ranking.

Now that's partially true, and everything you're doing that helps with SEO will also help you show up in these large language models. However, it also misses two very important distinctions.

Is that not all output from large language models comes from search. These AI's are pre trained on all the content on the internet and therefore have a very deep understanding of big brands and already an understanding of very small brands...

players on mobile device while standing in line. No human would ever search that way because they understand that it's very unlikely there's an article with that title.

These large language models search that way all the time. It's also easier than ever to create high quality content at scale.

So that's one way SEO is changing, is it's suddenly worth it to make content addressing these hyper specific queries. And regarding the first point on brand recognition, it's now more important than ever that your brand is mentioned on the publications that AI.

Is crawling. And unlike traditional SEO, it's much less important that it actually has a link to your website.

A mention alone is enough. And these LLs are way less picky than traditional search engines.

I constantly see them citing obscure blogs and even spamy press releases distributed by the company themselves. So while we still don't know what the best practices would be, that's where my bed is right now.

And that's what I've been experimenting with...