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Master AI Search: Embrace Inclusion Over Top Positions

```json { "alt": "Person using a laptop with a search interface on a wooden desk with a lamp, mug, and notebook.", "caption": "In a cozy workspace, a user searches for information on their laptop, surrounded by a warm ambiance and essential desk items.", "description": "The image shows a person seated at a wooden desk using a laptop. The screen displays a search interface with various results organized in cards. The workspace includes a small lamp, a mug, a closed notebook, and glasses. Natural light from a window enhances the warm, inviting setting, making it a comfortable environment for focused work. Keywords: desk, laptop, search interface, workspace, cozy, organization." } ```

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shivamcrushpressai

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I’ve been thinking a lot about the key performance indicators (KPIs) for AI search, and it’s time to shift our focus a bit.

Lately, I’ve noticed many SEO experts on platforms like LinkedIn and during conferences discussing the idea of “ranking No. 1 on ChatGPT,” equating it to securing the top spot on Google.

On Google, being first is often like striking gold.

Moving from the second to the first position on Google can supercharge your traffic and conversions, sometimes by 100%-300%.

However, this isn’t necessarily true with AI-generated responses, primarily because these responses are subject to constant change.

Our research indicates that AI users evaluate an average of 3.7 businesses before making a choice.

```json { "alt": "Social media post discussing wasted money on ChatGPT ranking study.", "caption": "Spending $3,000 to track ChatGPT rankings revealed unexpected complexities and randomness.", "description": "A social media post describes a $3,000 expenditure to track company rankings using ChatGPT, Claude, and Google AI. The study involved 2,961 identical prompts, showing extensive randomization, with less than a 1 in 100 chance of obtaining the same brand list twice. Highlighted is a specific case of a hospital appearing in 97% of responses but ranking #1 only 36% of the time, emphasizing the unpredictability of the results." } ```

Thus, appearing first in ChatGPT’s results isn’t as crucial as it is in Google’s search results.

Given this scenario, our AI strategy should prioritize “being part of the consideration set” over being the first mention and focus on what AI communicates about us.

In the past months, my team has devoted over 100 hours observing how people use ChatGPT and Google’s AI Mode for finding services.

What became clear quickly is that user behavior on AI search platforms is distinctively different from that on Google, beyond just the use of natural language versus keyword searches.

Surprisingly, about 75% of observed sessions still involved keyword searching.

```json { "alt": "Bar chart showing number of businesses checked in ChatGPT with values ranging from 1 to over 10.", "caption": "Discover the frequency of businesses being checked in ChatGPT. This bar chart visualizes the engagement across different search counts.", "description": "This image depicts a bar chart illustrating the number of businesses checked in ChatGPT, ranging from 1 to over 10. The y-axis represents the number of searches, with figures reaching up to 50. The background is a dark red, and the study is conducted by Sagapixel. This chart provides insights into how frequently businesses are queried in ChatGPT, making it essential for understanding user behavior and engagement." } ```

A significant difference is that AI search results prompt users to consider more businesses than traditional organic search results.

Comparing multiple options is more straightforward within a chat interface than through clicking multiple search result links.

Explore further: Adapting to AI-centric search behavior

In both Google’s AI Mode and ChatGPT, users typically consider 3.7 businesses from the results shown.

This significantly affects the importance of being the top result and elevates the value of other positions, as 75% of users also review businesses listed from positions 2 to 8.

```json { "alt": "Google search results for 'Fractional CMO,' showing articles and discussions about fractional chief marketing officers.", "caption": "Curious about fractional CMOs? Discover insights and opinions on this unique role in the marketing world through these Google search results.", "description": "The image displays Google search results for 'Fractional CMO,' highlighting various articles from websites like Chief Outsiders, CMOx, and discussions on Reddit. Fractional CMOs are senior marketing executives working on a part-time or contract basis, offering strategic direction. The search results also include a 'People also ask' section with common questions about fractional CMOs. Keywords: Fractional CMO, marketing, search results, Google." } ```

Ultimately, what drives conversions isn’t solely your position in that list.

These aren’t traditional rankings; they’re more akin to recommendations which might change in order or format, underscoring AI’s probabilistic nature.

AI chat interfaces allow users to scan and assess more options feasibly than Google search results do.

If a user is evaluating fractional CMO options, it’s more work through Google Search than ChatGPT.

In Google’s results for “fractional CMO,” only two appear above the fold, each requiring click-through to view their full details.

```json { "alt": "Text discussing benefits of hiring a fractional CMO for franchise growth, listing six fractional CMO firms.", "caption": "Discover how hiring a fractional CMO can drive your franchise's growth with strategic marketing leadership, and explore top firms offering these services.", "description": "The image contains text about hiring a fractional Chief Marketing Officer (CMO) for a home care company starting to franchise. It explains the benefits of hiring a fractional CMO, including strategic marketing planning, brand development, and lead generation. It lists six fractional CMO firms: Fractional CMO, Chief Outsiders, Magnetude Consulting, GoFractional, Authentic (Fractional Leadership), and Chameleon Collective, detailing each firm's offerings. This guide helps in understanding how fractional CMOs can enhance your franchise's growth strategy without long-term commitments." } ```

Contrast that with ChatGPT, where the model offers eight options with concise descriptions.

This convenience makes it easier to make informed choices.

We need to ensure that what the model says about us aligns with our message.

Many marketers prioritize rankings and traffic but overlook messaging and positioning.

Our study shows approximately 60% of users finalize their decisions based solely on AI responses without further exploring the business’s website or using Google.

```json { "alt": "The CapmatchOne logo with a gradient circle and bold text.", "caption": "Discover innovation with the CapmatchOne logo, featuring sleek typography and a modern gradient circle.", "description": "The CapmatchOne logo features bold, modern typography coupled with a gradient circle, symbolizing connection and innovation. The sleek design conveys a sense of progress and creativity. This image can be used for branding or promotional purposes, appealing to audiences interested in innovative solutions and forward-thinking designs." } ```

To enhance conversion, we must deliver the correct message and ensure the AI conveys it accurately.

For instance, even if Dr. Lanciano is the best in glaucoma care, if the AI promotes Ravi D. Goel and Bannett Eye Centers, users might lean towards them if that suits their needs.

This reaffirms that appearing last doesn’t negate conversion opportunities if the AI message resonates well, unlike traditional search.

Visibility alone doesn’t bring in revenue; conversions do, and these happen when prospects perceive your solution as a fit.

Explore further: Measuring AI search visibility impact

```json { "alt": "List of ophthalmologists and eye care services in Merchantville and South Jersey area with map.", "caption": "Discover top ophthalmologists and eye care services in Merchantville and South Jersey. Find expert care for eye diseases, surgeries, and comprehensive exams. Explore detailed listings and map for easier navigation.", "description": "This image provides detailed listings of ophthalmologists and eye care services in the Merchantville/South Jersey area. Featured are board-certified ophthalmologists such as Ravi D Goel, MD, and clinics like Kresloff Eye Associates. The services include diagnosis and treatment of eye diseases, surgical care, and comprehensive exams. Additionally, the image details optometry and referral support services, emphasizing ease of access to specialized care. A map at the bottom aids in locating these services, ensuring accessibility and convenience for patients seeking eye care solutions." } ```

We’re still approaching AI search through the SEO lens where top positions generate the most traffic, but this isn’t the case in AI-driven searches.

AI interactions involve evaluating multiple options with each query changing response dynamics considerably.

Thriving in AI search means being part of the consideration set and being described appealingly.

It’s vital to appear on the list but more critical how you are presented since that’s what influences decisions.

In essence, SEOs need to act like copywriters and salespeople to drive meaningful results.

Explore further: Is SEO a brand or performance channel? It’s both now

Inspired by this post on Search Engine Land.

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FAQs

Why does the article say AI search success is not just about ranking first?

The article explains that AI-generated responses change often and behave more like recommendations than fixed search rankings. Because users review multiple options, being included and accurately represented can matter more than being the first mention.

What KPI should marketers prioritize for AI search visibility?

The article argues that marketers should focus on being part of the consideration set and on what AI systems say about the brand. It frames messaging, positioning, and conversion relevance as more important than tracking a single top position.

How many businesses do AI search users typically evaluate?

The article says its research found that users evaluate an average of 3.7 businesses before choosing. It also states that 75% of users review businesses listed from positions 2 to 8.

How is user behavior in ChatGPT or Google AI Mode different from traditional Google search?

The article says chat interfaces make it easier to compare several businesses with concise descriptions. Traditional Google results often require more clicking and page-by-page evaluation to compare options.

Why does messaging matter so much in AI search?

The article says many users make decisions based on the AI response without visiting the business website or returning to Google. If the AI’s description matches the brand’s positioning and the prospect’s needs, it can influence conversion even when the brand is not listed first.

What role should SEOs take in AI-driven search?

The article concludes that SEOs need to think more like copywriters and salespeople. The goal is not only to appear in AI answers, but to be presented in a way that helps prospects understand why the solution fits their needs.

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