"AI assistants like ChatGPT, Perplexity, and Gemini are among the fastest-growing consumer apps of all time. Fifteen million U.S. adults treat ChatGPT and other GenAI platforms as their go-to for online search-and that number is expected to more than double by 2028. Letting ChatGPT search, synthesize, and summarize is a far better experience than scrolling through pages stuffed with ads and SEO-bait."
"When they cite your brand, the users who click through are better qualified and more likely to convert. But the playbook for earning those citations looks nothing like it did for SEO. Most brands are still stuck in the mindset of tracking human traffic. To succeed, you need to start monitoring AI traffic. And not all AI traffic is the same. Each bot visiting your site has a different job, and each type of traffic tells you something different about your visibility in AI answers:"
"These are the ones to prioritize because their job is to service live demand. When a human types a prompt into ChatGPT or Perplexity-say, "What's the best project management software for startups?"-a retriever bot like ChatGPT-User races to your site to fetch content in real time. This is the closest thing to customer intent you'll ever see in your logs."
AI assistants such as ChatGPT, Perplexity, and Gemini are rapidly becoming primary search entry points, with fifteen million U.S. adults already relying on GenAI platforms and that number expected to more than double by 2028. AI-driven search delivers synthesized, ad-free answers that shift the start of customer decisions from browsing to AI. Brands cited by AI receive higher-quality visitors who are more likely to convert. Different AI bots play distinct roles: retrievers fetch content in real time and reflect direct customer intent, while indexers crawl and refresh content for future answers. Brands must monitor AI traffic and optimize for retrieval and citations rather than only tracking human SEO metrics.
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