Study finds strong correlation between Google search rankings and mentions of ChatGPT
Google Rankings and Brand Mentions in AI-Generated Answers
Google rankings seem to correlate with brand mentions in ChatGPT’s AI-generated answers, according to a new study published by digital marketing agency Seer Interactive.
Why we care
Brands want to be discoverable in LLMs. Optimizing for LLMs (a.k.a., generative engine optimization) is a new frontier and is not exactly the same as optimizing for classic organic search. However, ultimately, answer engines or search engines want to give users answers. So it may be good news that if you’re creating high-quality, relevant content, your brand is more likely to be visible in both.
What they found
Google rankings seemed to matter, but backlinks and content variety did not, according to authors Christina Blake and Nick Haigler:
- Brands ranking on page 1 of Google showed a strong correlation (~0.65) with LLM mentions. Bing rankings also mattered but less so (~0.5–0.6).
- We expected backlinks to play a big role, but their impact was weak or even neutral.
- Multi-modal content didn’t move the needle as much as we thought it would.
About the study
10,000 questions in finance and SaaS industries were run through OpenAI’s GPT4o API to determine which triggered brand mentions. As always, a reminder that correlation is not causation.
More to come
“Search rankings appear to play some role in influencing LLM mentions, but they’re not the whole story. PR, partnerships, and on-page strategies are areas we’ll be digging into next,” according to the authors.
Zoom out
This is not the only study to find correlation between ranking and visibility in AI-generated answers. 75% of Google AI Overview links come from top 12 organic rankings, according to a recent analysis by Botify and DemandSphere.
The study
What Drives Brand Mentions in AI Answers?
FAQs
Q: How do Google rankings correlate with brand mentions in AI-generated answers?
A: Google rankings seem to have a strong correlation with brand mentions in AI-generated answers, according to a study by Seer Interactive.
Q: What is generative engine optimization?
A: Generative engine optimization, also known as LLM optimization, is the process of optimizing content to be discoverable in AI-generated answers.
Q: What role do backlinks play in brand mentions in AI answers?
A: Despite expectations, the impact of backlinks on brand mentions in AI answers was found to be weak or even neutral in the study.
Q: What industries were studied in relation to brand mentions in AI-generated answers?
A: The study focused on the finance and SaaS industries, running 10,000 questions through OpenAI’s GPT4o API.
Q: What are some areas the authors plan to explore next in their research?
A: The authors plan to delve into the influence of PR, partnerships, and on-page strategies on brand mentions in AI answers in future research.
