I’ve noticed a shift in SEO from the traditional “rank, click, and convert” strategy towards a new model that emphasizes being scraped, summarized, and recommended. This change marks the beginning of the dark SEO funnel era, transforming how we measure success in search engine optimization.
Today, up to 84% of B2B buyers use AI tools to discover vendors, and an astounding 68% initiate their search journey with AI rather than Google, according to recent data from Wynter. It’s clear that tools like ChatGPT influence initial decisions, with Google merely acting as a verifier.
If, like me, you’re still considering SEO success through traffic, you’re likely focusing on an outdated model. Here’s what we need to prepare for.
Marketing professionals are already acquainted with the concept of dark social, where sharing happens away from trackable channels. Dark SEO is its algorithmic counterpart, where AI, rather than peers, offers brand recommendations, followed by a Google search for validation.
In this new phase, traditional analytics fail to capture the path from ingestion to recommendation to verification—all obscured within the dark SEO funnel. This gives direct or branded search undue credit, even though the groundwork was laid by SEO.
In this evolving dynamic, Google’s role is changing. A surveyed CMO mentioned using Google only when they know exactly which software or product they want. AI is for evaluation, Google is for verifying—a fundamental shift in our understanding of search behavior.
To succeed, we must understand two visibility types: brand mentions and LLM citations. In traditional SEO, the aim was to get clicks from links. In AI-driven search, it’s about visibility. An LLM could highlight your brand when relevant, impacting how users perceive and search for it.
Brand mentions occur when an LLM explicitly names your brand as a preferred solution—something influenced by your brand’s presence in relevant conversations and media. On the other hand, URL citations represent instances where AI uses your data as a credible source, an opportunity driven by unique data and information gain.
Emphasizing on relevant platforms like review sites and communities helps establish authority. As AI algorithms recognize your brand’s consistent presence, it can become an authoritative recommendation source.
When direct traffic is no longer a primary metric, leadership desires proof that SEO remains effective. This involves measuring more than just clicks. We should pivot to metrics like LLM recommendations visibility, branded traffic, product page visits, and conversion rates.
Ultimately, we’re heading towards a state where brand visibility is the triumph, and traffic is its byproduct. Adapting to this dark funnel era means we need to prioritize inclusion, recommendation, and intent over traditional traffic metrics. By focusing on high-intent queries and third-party visibility, you ensure the strategic progression of your brand in this new SEO landscape.
Inspired by this post on Search Engine Land.
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