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a [Music] oh [Music] [Applause] [Music] [Music] he hello everyone thank you guys for joining today um we're really excited we know this is a Hot Topic chat GPT has been the Buzz for a very very long time and now we get to talk about search GPT or chat GPT search whatever version of the name you want to end up use so let's get started um today we're going to pretty much break down how you can rank on chat GPT uh search uh all right uh eigor can you share the slides please all right so my

name is Neil Patel I'm the co-founder of NP digital um today I have Anna and Jane with me Anna do you want to give a quick um you know overview of your bio and Jane you can do the same after yeah absolutely uh I'm Anna Holquist I'm a senior SEO manager here at NP digital supporting both Enterprise and smbs I've been doing SEO and digital marketing for over a decade now and I'm super excited to be here today to chat search GPT and hi I'm Jane javer I'm an SEO manager at NP digital I've been

in the ever evolving world of SEO for over eight years and have worked with a variety of brands from Enterprise to B2B to B Toc and I'm super excited to share generative AI search opport opportunities you should definitely be paying close attention to so at NP digital we're a global Ad Agency we have a lot of different divisions and we focus on all services if you're interested in working with us just scan that QR code with your phone and it'll lead you a page full your information and someone on our team will get in touch

with you so as a brief overview we have over a thousand employees 20 plus countries uh t T of awards 60 plus clients and we see a lot of data what's working what's not and we're already starting to leverage search GPT for a lot of our customers and we wanted to bring what we're learning and what we're seeing to you guys today but before we dive into what we're learning first off it all started on October 31st when open AI rang in a new era of search they're pretty much introducing chat GPT search which many

of us just call search GPT and that's when it all really started from there what you can see is everyone started talking about like oh my God this is going to be huge it's going to be amazing but they weren't really the first right you have ai overviews in Google you have perplexity you have u.com you have Microsoft copal and the list goes on and on and to give you idea perplexity AI generates over 50 million monthly visits nowhere near as popular as at GPT or you know probably search GPT is already getting more usage

than perplexity but nonetheless you're even seeing you know similar type results with Google AI overviews which has been out for a while and then they ended up rolling it out to the majority of the countries out there so you're probably wondering how it has impacted SEO well you guys are familiar with the algorithm updates I'm not going to bore you with all of them but the big thing that AI has really imp acted is Visual and voice search so if you think about a phone all right I'm holding up my phone here Google the lens

right when people scan an image Google Lens gets 10 billion uses a month just think about that for a minute 10 billion uses right that's visual search through a phone or a camera and voice search is growing more and more popular everyone on this webinar when we think about voice sarch you're like oh okay yeah cool some people are starting to use it but if you have young kids what you'll find is the young kids will their first interaction with search is through voice like devices like Alexa but on the flip side all of us

we learn to search through typing and these young kids which are going to be the future they're used to using voice first and voice is changing at a very rapid Pace you look at Apple devices Apple devices has open AI integrated within their Siri feature right um Amazon I believe is integrating anthropic and the list goes on and on so voice and visual search is becoming more and more powered by Ai and is getting more complex and you're going to see it as a much more common use case you'll start seeing more shifts in trends

of what people are searching and how they're searching and a lot of it will become voice and visual search and that'll become the predominant way people search in the future and you also see those 10 Blue Links well they're becoming the new quote unquote page too I remember my sales team used to always tell me Neil where's the best place to hide a dead body I'm like I don't know and they're like page to a Google because no one goes there and they thought that was the funniest joke and it's almost becoming like 10 Blue

Links are becoming the new page too in which people are expecting to be satisfied above the fold with whatever's shown whether it's AI overview or people also asked whatever it may be and just getting their answers right then and there not for all searches but a good chunk of them and when you think about search we're seeing more and more zero clicks nearly 60% of searches end in zero clicks according to spark Toro we see something similar with our U cus data but there's one thing to keep in mind according to dannyy Sullivan of uh

Google he's a search liaison he said Google has consistently driven more traffic each and every single year to websites organically since its existence when we look at the data on our end we see that as well so even though Google may not be driving as many clicks percentage wise total number is increasing because people are using it more and more and there's also uh it's it's growing in popularity compared to what it was 20 years ago right I'm not talking about month over month I'm talking about 15 20 years ago Google wasn't as po as

is today so are people just using Google for search not necessarily when you look at the data and we surveyed uh 11,000 people in 2020 and or 5,000 people in 2020 and 11,000 plus people in 2024 and ask them how do they search for their questions online specifically related to questions they used to be where they just mainly use search engines now they're using search engines social media AI chat Bots there's other Solutions as well I know the percentages add up to more than 100% but it's because people are using multiple platforms similar to the

average person uses more than six social networks according to um Sprout social right and you're going to see more and more of this over time where people use multiple platforms for search similar to how they use multiple platforms for social media so is SEO really even in work worth investing in anymore well we did a recent analysis on the ROI of SEO for new websites versus established websites and the results clearly show there's a huge Roi and SEO whether people think it's dead or alive there's a ton of money to be made so if you're

not investing in it you're leaving a lot of cash on the table and even though you know depending when you look at just search engines Google is the predominant player 83. 5 4% market share CR of Spar Toro when you look at all the platforms people search on um Google's roughly 18% of the market share we see roughly 45.1 billion searches like even Amazon has 3.5 billion searches a day Instagram's at 6.5 um but when you're just looking at pure traditional search engines or what most people consider search Google is still the dominant player and

when you look at their overall track traffic from organic it's not the highest but this is not where they get the majority of their traffic from majority of Google's traffic comes from direct people just going to google.com directly and that's still pretty strong but you know when you when you think about non-google searches being is a center of really the non- Google Universe they're taking up a large chunk of the market share and people don't realize this but a lot of chat GPT search or search GPT a lot of the results are coming from Bing

that is where they're pulling from when they don't have the response right so being is actually more important than it used to be you you got to really optimize for being as well if you want to do well for Chad gbt search in today's world and by 2026 traditional search engine volume will drop roughly 25% this is according to partner does this mean that search is dying no it's just changing to what we call internally search everywhere optimization where people are using multiple platforms instead of just one and this is why by 20127 over 90

million people just in the us alone will use generative AI as their primary tool for online search and this is why everyone here on the webinar needs to start focusing today on optimizing their sites and their content for all these other platforms so that way you can get ahead of the competition so yes people will increasingly turn to generative AI tools for search so let's take a step back for just a second to go over some of the AI tools out there and their capabilities based on llms large language models so each AI tool has

a slightly different llm and some have real-time web access while some don't so the tasks that each AI tool is best at will vary most of them are great with writing assistance providing explanations but you can see the tools with real time web access are more capable at tasks like coding problem solving and image generation so we won't cover every single AI tool right now and the task it's best for but just keep in mind not all AI tools generate results in the same way due to their llm limits now on to chat GPT search

as Neil mentioned earlier it's a new era of search as it provides fast timely answers with links to relevant web sources because of its real-time web access and llm so some of its key features include real-time information and its responses providing source directly within its response it incorporates multimedia like images and video it has publisher controls and it certainly allows for a more personalized search experiences provides very in-depth answers and has a real-time feedback mechanism so when comparing search GPT to traditional search engines it really comes down to Contex search GPT can provide more personalized

yet direct answers due to its Advanced natural language understanding traditional search engines rely on keywords to find information and its link based results are separated by sarch by source which does then require more clicks and somewhat of an isolated search experience search DPT is able to understand context right which allows for more conversational and summarized results to be pulled into one answer from multiple sources all while maintaining an understanding across those multiple interactions with the tool so the million-dollar question how do you rank on search gbt well we asked over 400 seos to rank of

factors that search gbt views as important and we're going to outline what you really should be focusing on to rank within search GPT which means that it's time to Pivot from SEO search engine optimization to generative engine optimization or Geo all right let's get into it what is Geo exactly uh let's look at the specifics of where you want to focus your energy to gain more visibility in AI search generative engine optimization is the work of optimizing content for AI powered search so whether that's AI overviews that appear at the top of Google search AI

powered Bots like chat jpt or the new AI search engines like search GPT um all of these are places that you want to become visible your site can get visibility and AI results in two different ways which you can see screenshots of here um there are citations where your site is being directly linked to as a source for the AI compiled information and then there are direct recommendations where your brand or product might be recommended by an AI answer just in the text but not necessarily directly linked to um both of these results are great

ways to gain overall visibility so if you work on optimizing for AI search you can get your brand recommended prominently in AI results uh here's a great example of NP digital being recommended as the number one agency to hire for SEO services so working to get a similar place for one of these questions uh in your field is possible if you focus on optimizing and optimizing well so one of the big questions is you you know is this going to affect Clicks in traffic you might be concerned that ranking in the AI results is only

going to lead to less traffic less clicks since users might not be clicking through to any site once they have their answers but a recent cyric study actually shows that the new AI overview results might actually drive more traffic to websites than featured Snippets so um it's not necessarily all a bad thing you want to get that visibility um and remember if AI search search engines and results see your site as authoritative and valuable enough to be ranking you and their results to be recommending you as um you know a good resource for whatever your

focus is that's only going to be a good thing for you overall so one quick thing too is on our SMB division when Google first rolled out Ai overviews and we did this only in the US because they only rolled out AI overviews at the time just in the US we compared a week prior to are overviews what were people's SEO traffic and a week after the roll out and we compared and we actually saw an increase in traffic by a little bit more than a percent I know that's not a lot but it just

shows that you can get extra traffic from it versus the notion that a lot of seos had in which like oh it's going to crush your traffic and it's going to go to zero right we're actually seeing the opposite where it's an opportunity to get more traffic than less definitely uh um so let's get into the nitty-gritty here um of how exactly to optimize for these AI search engines uh spoiler alert a lot of these tactics and strategies might be familiar to you already and that's because Google itself says to follow SEO best practices to

rank well in AI overviews um so if you're focused on eat or experience expertise authoritativeness and trustworthiness and if you're focused on creating valuable optimized content for keywords where you have a right to win uh you're going to have a good chance of ranking in AI results overall um so let's keep getting into some specifics um little overview here of large language models so understanding how they work basically they just analyze huge amounts of text uh to understand relationships and patterns so they're built on machine learning uh to get specific a type of neur Network

called a Transformer model these large sets of text help train the llm to be able to generate text in response to a prompt uh in order to do that for search it's analyzing websites just like yours to be able to give the most valuable and accurate responses to users so we're going to get into each of these in more detail um but you want to focus in on several different areas when you're thinking about optimizing um for AI search so I'll pass it back to Jane here to kick it off Co so first up relevance

and search intent nothing brand new here right it will just be more important than ever to focus on creating content that aligns with specific user intent which means creating content that targets longtail queries includes more of that conversational language and semantic keywords these topics are often found Direct ly in serfs within people also ask results and in Ai overviews and these could this could be a great start for um content inspiration keywords are getting more conversational as consumer Behavior evolves more people today search for something with three to eight keywords than they did in years

past why because we can llms have allowed us to expect more more from search responses in this way and this is the case for traditional search engines and definitely for generative AI search but you don't want to forget about those high traffic terms in your content creation strategy so pairing traffic focus and intent Focus longer taale keywords will be key here so for example targeting a accounting software but with richer queries such as best accounting software for General Contractors meeting your target audience where they are at with specific search intent rather than trying to boil

the ocean in ranking for those broader very competitive keywords the next thing to think about is content quality um Quality is essential just like it is for traditional SEO you really want to be showing that experience expertise authoritativeness and trustworthiness so you want to keep your content relevant and updated um and be sure to try and get authoritative backlinks when you can when it makes sense um when you're going after keywords and thinking about what you want to Target and the kind of um keywords you want your site to be winning for you know relevance

really is big if you have a website about cats you don't want to be writing about submarines you know you want to focus in on the things that you have the expertise in and the things that Google's going and that AI tools are going to understand you know are relevant to your business like I was talking about before right the AI is like learning about the relationships between contents the relationships between words what makes sense um it needs to be able to understand the context of your website and it's that's only only going to be

helped if you're creating relevant content um that is specific to what you do what kind of content you want to create depends obviously on what kind of business or website you have but blog posts overall do drive a lot of SEO traffic and they're a great place to provide answers to questions that users might search where Google would be serving up an AI overview result in fact questions are a huge piece of the pie when it comes to Google creating blog posts that specifically answer user questions that are relevant to your business is one great

way to rank well in AI results and AI search engines uh using what you already know about your audience to create that personalized content that can speak right to the user you care about the most is a great way to do it so you want to be asking yourself uh is this content something my user wants or needs does this content provide real value to them um that's the best way to win both in traditional SEO and with Geo and when you're thinking about creating user Centric content remember that if you think your user needs

it but it's already beaten to death you probably want to avoid it and a great example of this is like the nutrition facts about bananas all right there's already tons of articles on the nutrition facts about bananas and I don't think there's too many new studies that tell you how bananas are very different than what people thought a year ago or five years ago so in general when something is beaten to death if you think your users want it but it's already out there don't recreate the wheel focus on new stuff that your users want

that no one else is talking about talking about the same regurgitated information that's already on the web doesn't really help Drive much uh more traffic these days and you could be like well content that's updated ranks better so if I have a page on the nutrition facts about bananas I'm going to continually update my page so that way it looks better than the competition well at that point you're just updating it for the sake of updating it versus updating it in a way that provides more value to users and in that case you're just wasting

time yeah and you'll also want to focus on entities and schema so AI interprets context by recognizing entities and the relationships between them so like Anna mentioned earlier AI attempts to connect the dots to build up its context and there's ways you can help guide it to do so funny enough one of those ways is to actually ask AI itself so for example in order to rank for how to generate an XML sitemap if that's something you were looking for entities that should be considered include very relevant Concepts that work up to build the context

around the entire topic such as what are search engines how do website URLs work what is SEO um sitemap generators in general very similar to SEO for traditional search engine it's all about providing the most comprehensive and in-depth coverage on your topic at hand and in addition to comprehensive coverage you can utilize schema markup to directly provide engines the most important details about your entities such as person place organization schema claiming knowledge panels for your brand or company and leveraging same as schema to serve up again those details directly to engines and AI themselves another

way to do so is Wikipedia Wikipedia is a very powerful tool to leverage to provide all the context that you can for engines to then interpret it's an authoritative source and it helps secure more Ser real estate for your brand uh Wikipedia results often get featured Snippets and increases the chances of AI chatbot mentions as well so if you haven't looked into Wikipedia already we highly recommend doing so to again continue to build up that context and the relationships between the entities of your brand uh ux and engagement user engagement is part of Google's ranking

system according in to the leak from earlier this year so you want to be able to make sure to include it as a part of your overall Geo and SEO strategy to be successful um in that same vein ux is an important Focus if you want to engage users if your website is like slow clunky if it doesn't have like a logical flow you know that's not just um a difficult thing for Google and search engines to understand but it's difficult for users to understand right you want want to make sure that your website is

working well you also want to join conversations Beyond just your website um you want to look on websites like Reddit and quora and see what conversation is happening about your brand um are there Reddit Pages ranking number one and answering questions that maybe your site could also answer um are there opportunities for you to answer questions yourself and VI a voice on these platforms and be a part of the conversation these are all questions you can ask yourself find the answers to um because AI will draw on other sites to form its picture of your

brand so you want to be a part of the conversation and be able to help shape the story whenever possible user generated content like reviews and comments are also an important factor um encourage people to share their real life experiences with your products and Services um that'll also help increase your chances of being shown in llm driven search and at the end of the day you can have the best content out there you can be talking about stories within those Community communities that Anna just mentioned like Reddit and so on but if there are technical

issues it the C that content can perform to its Highest Potential in traditional search or in AI search so you definitely want to make sure your content is easily understandable by llms so again adding schema markup and structured content is key to serve up those important details about your entity ensure your content has no crawling issues or um no indexing issues and keeping server response times as Speedy as possible and minimizing script execution time whenever possible is vital you want to take advantage of every opportunity you can to structure your content so it's AI accessible

this means using crawler friendly content formatting with summaries clear header hierarchy including bullets or formatting content content within lists and keeping content sections concise these are all things that are also very help for the user as well as Ai and search engines also want to utilize internal linking to help guide those crawlers to connect the dots and again build up and gain that context about your brand and again using relevant schema markup to directly outline those important content details is key as well as making sure those crawler directives such as robots.txt files and sit maps

are super clear and don't have have any issues so and one thing to keep in mind is in addition to using schea markup when you have content on a page and you're talking about different areas and sections using headings and labeling them I know this sounds just really basic and you know it was already mentioned but you got to make it so um simple that a five-year-old can understand when they're reading the page and digest okay this is what this section is about this is what the overall page is about oh these headings fit into

the overall theme and it's all around a similar topic right but when it's easy for a human to just crawl and skim not read the key is skim so when you're thinking about your pages put your eyes into as a person who's visiting your site and if you can skim the page and understand the main points there's a good chance AI will be able to understand what you're trying to convey as well if someone can't get the information they're looking for by skimming and they got to read everything word for word you're doing a terrible

job with the overall layout of a page and how easy it is to understand um another great way to gain visibility is by doing digital PR um getting authoritative backlinks and mentions is a great way to boost visibility um doing industry events um releasing press releases all of these things can help increase your chance of getting cited in AI results whenever you can you should look to build long-term relationships with reputable Publications that's a great way to grow your Authority in your field over time and to be seen as an expert in the space if

you're able to share some datadriven content or give an interview on a subject that you know a lot about um then they can add depth to their article and you are getting visibility maybe links back to your site um all of these things are a good way to slowly build over time another way to get natural backlinks is create really good sharable valuable content so if you're creating something exciting um like an engaging video or like I mention to study with proprietary data that's a great way to get those natural backlinks so making something that

users want to share that other brands and Publications might want to share as well um it's a great way to gain traction naturally you should also create a custom GPT for your brand in order to show llms what you're all about so this is an easy way um to show up in these results and to be clear about who you are and what you offer so now let's talk about Geo right Geo and a big part of it is just good SEO there are some nuances but it really is good fundamental SEO and when we

say good SEO you got to think in mind not just Google also all the AI platforms out there one big thing is you always want continuous learning and you want to adapt you know uh SCM Rush allows you to filter Ser features including AI overviews so that way you can end up seeing what's happening there but what you want to do is just Contin experiment right make changes on a web page and see what happens to your rankings see what happens to if you get included in the AI overviews these things will directionally tell you

are the changes you're making bad or good and I remember when I first started an SEO people like how'd you get decent at it I'm like I just experimented and tried a lot with my website now at NP digital yes we do experiment but we mainly experiment with a lot of our own sites and we see tons and tons of data on what's working for clients so we're able to use that and you know and then uh adapt for all our other clients as well um just because we're seeing tons of data that combined with

Uber suggest answer the public and and I think we crawl roughly around like sevenish billion keywords um so it all adds up you also want to keep eye out on the competition we love not tracking our rankings yes that's a necessity but we more so track and focus on our competition because if you're seeing changes that they're making then you can use like the way back machine to see some of the changes that they're making and then you can end up seeing Oh this is how the rankings are going up and down well what are

they doing that you're not because if their rankings are going up a lot of it is also based off the user signals why is a user preferring their web page over yours well what changes can you make to be better than them and Delight the users even more than they are right and this will give you better opportunities to get included in places like the AI overviews or within some of these uh AI search engines like search GPT and you want to keep in mind we're always scratching the surface of what's really possible with AI

when I look at these platforms and I talk to Engineers that are working on them they don't even know what the future entails everyone has their own predictions everyone has their own ideas but a lot of it is based off of data and users interacting like I was talking to a Google engineer who works on the AI overviews and when we when I talk to them about Ai and all the changes he's like look it's in so fast no one is 100% sure you release you get feedback from users and then you continually adjust just

like we're learning as things change they're also learning because when Google AI overviews first came out it was for the majority of the queries now you look at AI overviews it's not for the majority of the queries they're learning from users just like we're learning in real time from all the AI stuff that's happening out there so just keep an open mind and look out for new trends and patterns and leverage them when you know you realize they're going to end up sticking so that way you're not wasting time with things that are just quote

unquote experiments as a quick recap look you know make sure your content's easy to skim and usable um I recommend providing summary points brand mentions reviews and online Authority are huge you got to focus on E A lot of people want to create their content through AI I'm not saying your content can't be AI assisted but AI scrapes the web and creates outputs based on what you ask that doesn't necessarily create new content with e what you have your experience your Authority right your expertise those things that you can showcase within your content are much

more likely to do better than just AI written content um you want to leverage Wikipedia Pages they really do help boost Authority and visibility I recommend optimizing for longtail keywords and conversational phrases and you want to focus on intent there's a lot of keyw that AI is going to optimize for but you want to make sure that you're focusing on intent related keywords informational based keywords are great too to keep you top of mind but at the end of the day if a lot of the key words that you're gaining traffic for because of optimizing

for AI overviews has no impact on Revenue then it's okay but but at the end of the day you're not really moving the needle and I think that's what a lot of companies get wrong with SEO they focus on rankings and traffic instead of focusing on here's my SEO traffic and here's how much revenue we're generating from it fast forward a year two years three years how much more Revenue are you generating from SEO your traffic could have gone up it could have gone down but if your revenue is improving that's all that matters and

it'll give you a great example of this we used to ring for keywords like how to get more Instagram followers drove hundreds and hundreds and hundreds and thousands of organic visitors a month no one will purchase a million dooll SEO campaign from us or a marketing campaign from that keyword whoopy do if my traffic goes down because I don't rank for that keyword anymore we rank for a lot of global SEO terms doesn't drive volume but it drives large Global you know 10,000 companies that are all around the world that need help with global SEO

focus on Revenue with your SEO traffic whether it's from the AI platforms or traditional search versus just quote unquote more SEO traffic um and using that as a main kpi and if you need help with your marketing just take out your phone scan the QR code um or you can go to NP digital.com and we can help you optimizing for um search GPT or all the new AI based search platforms that are coming out um or or any other marketing problems you have whether it's SEO or paid ads or email or social media or conversion

or mobile app marketing right we pretty much do any type of digital and Performance Marketing we also have a upcoming webinar I think the team forgot to include the QR code right there but uh I don't know where they can end up going for that uh sorry about that but you'll get an email if you're on our email list um and the next upcoming webinar is on how to dominate search in 2025 good stuff Neil Jane Anna lots of questions for this whole new world of of search marketing uh we'll start with Neil but um

maybe the other two can pile on how does the GPT model choose the reply sources I mean getting the AI overview in search GPT or in Google is is one thing but do we have any clue do we know anything about how the links to the other sources are included within those results any thoughts or ideas uh or info to share with the crew so what I can tell so far and also talking with other people um they're pulling from where they're getting a lot of the data from and the decide deciding to site base

on that and that's where the sources are coming from um and let's say if there let's say if it's a AI overviews or uh you know any of the other platforms out there they're looking for any of the sources that are helping them come up with the answer and the main reasons for the sighting is you have to remember there's a lot of misinformation out there on Google right when you do a search a lot of the pages just offer inaccurate information the reason they're citing is they don't want want to be quote unquote responsible

for giving you bad information I know that's not directly answering your question but I don't think anyone has a perfect answer on this is the exact formula that they're using but when I talk to the engineers you know they're telling me I literally asked this question hey how do you figure out which sites to include for the sources and they're just like based on where we're getting the data from yeah I figured as much so it's kind of a related question do we know how much personalization there is in search GPT you know for Google

any query you're kind of getting map packs and they're looking at search history and there's like all sorts of location information and whatnot do we have any idea and maybe this is Neil at first like how personalization plays into the the results there I mean it's conversational base so of course like pre questions probably influence the the response but are there other things that that we know about or that we can learn from as far as personalization goes Anna and jadeen may have more color than me but from all the research I've read and people

I've talked to when you look at like search GPT there's not a ton of personalization yet uh they'll plan on more in the future but as of now it's not like they're showcasing you a lot based on all the data they have um they don't have as much data as you may think as like a Google Google has Chrome they have analytics they have search console they have Gmail they have YouTube data right these are all Google properties so they have much more data on you to personalize which is what they're testing with things like

recipes and restaurants that a search GPT will struggle to do so at least in the short run respon and this could be why and I'm making assumption here I don't have any data but this could be why Chad G PT or open AI they're starting to do more deals with companies like um apple right I don't know what data they're allowed to collect or not but in theory if they're allowed to use a data which I don't know if Apple's letting them or not this will create more personalization opportunities in the future for sure yeah

tracks with what I've been seeing and you know not a lot of it right now but I'm very curious to see a year or two down the line um how much more of that is included I I don't think it's that far off yeah and we um there a couple questions around optimizing for Bing we mentioned Bing quite a bit and you know co-pilots whatever a competitor to all of these other AI platforms how do you if you optimize for Google are you inherently sort of optimizing for being or are there any tips or tricks

to get greater visibility um for being anyone I mean a lot of what you're going to be doing for Google is going to also help you um perform well and Bing right it's it's a lot of the relevant content targeting keywords that are relevant to you um a lot of that e stuff is also going to be relevant for me J specific tips no it at the end of the day it will really be similar tactics um and being able to use tools catered for being like being what Master tools to find any gaps but

strategically it's the same tactics yeah uh there's an interesting question I don't know if we've done any studies or have any charts um if not we should maybe consider doing so if you're ranking on the top of Google for any given query do you have a pretty good shot at ranking on top of search GPT for for the same query do we know if there's any sort of correlation between the the two there um anyone yeah in my experience in analyzing rankings for my clients um it's gone up and down over the past year but

a lot of times the top 10 Blue Links often end up in AI overviews um with the The Source linked so like we mentioned good SEO is the foundation for geo and we're seeing that be reflected with what's appearing in those overviews yeah and it's search everywhere optimization right so Neil Dro that yeah go ahead an did you want to Pile in yeah just just to add to that I think you know with search GPT we're just going to have to see as it evolves um how much the results there match or don't match with

what's happening on Google and other search engines um but like we've been saying the whole presentation following those um really foundational and important SEO guidelines and optimizing for eat is like the best way to be visible overall yeah so there's also lots of questions here and I I know we don't have a crystal ball but um will GPT search become overrun with ads and dominated by large payop playay models like Google or do you all see this being you know a space for smaller businesses to grow Neil any uh thoughts or insights there I mean

there is a subscription model right yeah I I I think this is going to be a great place for small businesses to grow um I think you know the big corporations are going to move slower on a lot of this stuff versus the small and medium businesses it's just a question of getting out there and making changes and you know going forward big corporations tend to move much much slower it's why big corporations buy smaller ones smaller ones innovate faster word um couple questions about tracking AI results so is there a way to track AI

results to kind of like follow the evolution of like how things are changing I know HRS and semrush have ai overviews um any other tools that we should be considering anyone honest honestly not even a tool but what we've been doing for a while and what I continue to do is with my clients I'll search um the actual query and take a screenshot of what the result is right and so that's how we have here at NPD tracked results over time for clients to see the evolution of it to see how things are changing um

it's been really interesting so I would really recommend just doing that and doing the manual searches like tools are great but sometimes it's good to see exactly how you're showing up and how that's changing over time yeah Incognito for sure I mean the AI overviews like they're there one day gone the next and they come back it's sort of all over the place exactly uh let's see here what else do we got oh so there was some talk of Wikipedia um can small businesses set up Wikipedia I know that's like a can of worms but

like are small businesses like able to establish Wikipedia presence just like yes or no and then any tips or tricks to to make that happen would be appreciated by the audience you can but it has to be Wikipedia has reasons for a page and you can look look them up um it doesn't matter if they're small or large it more so if you meet the criteria like for example you could be a small business that uh you know someone published in New York Times bestselling uh author or you could be a business and you got

tons of press for something good or bad and people could end up writing about you um it's not necessarily your business size it's about if there's something that's important that people should know and if you're just like oh we should be at on Wikipedi we should have a page because we won this award or that award that's not really something that most people care about and why you would you know get a Wikipedia page or should have a wikkipedia page has to be like something noteworthy yeah for sure anything to add anyone um let's and

someone did say don't forget about search console when talking about AI overviews so thanks for the reminder there um here's a question I read somewhere or maybe it was from one of our webinars um that AI written blog posts are being published by Google for ranking is that is that true like is or punished excuse me by Google what's the what's the scoop like human written AI written no it's this simple stop don't think about things that being promoted or penalized Google doesn't care if it's air written or human written what they care about does

it offer value and is it something unique and most AI content does not have that which is why you see most or majority of the AI content not ranking well it's hard to include e in AI content does it mean that AI content can't do well not saying that I'm just saying that most AI written content doesn't include the elements that they're looking for to rank highly and they don't talk about tons of new stuff which is what people really want when they're going to web pages what do you have to offer that no one

else does that would be of interest to them for sure and that's why it's so important to you know use the ai ai tools if you want if that's going to help you get the content out great but like you got to have that human touch and human review um to make sure that the content is valid valuable you shouldn't just necessarily be putting in a prompt and spitting out a bunch of AI content you have to have that human touch and human review for sure and last question we've gotten to most of them or

all of them actually is there anything that needs to be done to the robots file to allow these you know AI platforms to to get access to our content do we need to include search GPT user agent is there anything we need to do in the robots file that came up a couple of different times you don't unless you have gone in and disallowed in the robots file um it should be fine just make sure there is no disallow directive in your robots.txt for those AI Bots um if you don't have that there then they'll

be able to access it awesome great stuff I think we covered everything and we got to all of the the questions thank you so much everyone it was a great webinar happy holidays to all yes a recording of This webinar will be sent so if if you miss something you'll be able to to get the replay awesome thank you see you thank you thanks all bye [Applause] [Music] he