How To Track (and Improve) Your Brand's Visibility in LLMs

Quick Overview

The video demonstrates how to use Semrush's AI Visibility tool to track and improve brand visibility across various Large Language Models (LLMs) by analyzing AI-generated search results, competitor performance, content opportunities, and key business drivers, ultimately guiding SEO and content strategy to ensure the brand is cited favorably in AI answers.

Key Points: ChatGPT processes 2.5 billion prompts daily, necessitating dedicated AI Search Optimisation separate from traditional SEO. A Semrush study indicated that ChatGPT primarily cites lower-ranking search results (positions 21+) for related queries 80% of the time. The Semrush AI Visibility Tool provides an AI score (e.g., Octopus Energy scored 81/100, 'Great' in the UK for all platforms). The tool breaks down visibility by platform (e.g., AI Overview score of 86 vs. ChatGPT score of 80 for Octopus Energy in the UK). Topic Opportunities show where competitors are mentioned in AI answers, but the tracked brand is missing, indicating content gaps (e.g., 122 topics identified for Octopus Energy). Source Opportunities highlight 8.5K instances where competitors are cited by AI, but the brand is not, offering clear outreach targets. The tool provides AI Strategic Opportunities, categorized by timeframe (Short, Medium, Urgent), offering specific recommendations like creating an 'Octopus UK Energy Reference Library'.

Context: This tutorial focuses on the evolving landscape of search driven by Generative AI tools like ChatGPT and Google's AI Overviews, emphasizing that traditional Search Engine Optimisation (SEO) is insufficient for succeeding in the new AI search environment. The presenter introduces Semrush's AI Visibility tool, which is designed to measure and improve brand presence specifically within LLM-generated answers, addressing the need for proactive strategies in this new search era.

Detailed Analysis

The video explains that with ChatGPT handling 2.5 billion prompts daily, AI Search Optimisation is now a distinct field from traditional SEO, as AI models often cite lower-ranking traditional search results (positions 21+). The presenter demonstrates the Semrush AI Visibility tool, showing that Octopus Energy achieves an 81/100 AI Visibility score in the UK, with performance varying across platforms (e.g., AI Overview score of 86 vs. ChatGPT score of 80). The tool offers several crucial sections: Visibility Overview shows overall performance; Topic & Sources identifies 874 existing mentions and 122 Topic Opportunities where competitors are cited but the brand is missing, such as in prompts related to 'Electricity Bill Payment and Checking'; Source Opportunities lists 8.5K instances where competitors are cited but Octopus Energy is not, providing direct outreach targets; and Prompt Research allows analysis of specific prompts to understand what content works best for AI. Finally, the AI Strategic Opportunities section categorizes actions into Short-term, Medium-term, and Urgent timeframes, offering actionable recommendations like investing in an 'Octopus UK Energy Reference Library' to become a default UK reference source, which is crucial for influencing AI answers.