If the content isn't really an article the odds it uses something like BERT or PaLM are low.

E-commerce product pages come to mind as potential BoW targets.

More about the ITEF.

I think they do realize it. That's why they reached out to Google ~10 months ago. Of course Google said no.

It's also why Gemini will likely win generative search. They are now using all of the search quality signals so they train on higher quality documents.

I'm a big fan of improving brand equity through top-of-funnel content. But that requires brand visibility.

I don't think that happens much with AIOs. People don't refer to AIOs as an answer from a brand/site but simply 'Google says ..."

Maybe it'll be different with AI Mode but ...

Strangely, my recommended SEO strategy already optimizes for AIOs.

But I've yet to find that AIO visibility translates into traffic.

One client in particular sees SOV spike when they are part of an AIO. The problem? Traffic remains flat.

My problem is how people reference these results. "ChatGPT said [answer]" or "Perplexity says it's [answer]".

It's the reason I don't like Infographics either. "That infographic about coffee" is a common conversational pattern.

The brand essentially disappears in communication and citations.

SAAS makes sense. How much more traffic from AI do you need until they surpass conversions from traditional search?

I'm a believer in brand lift but I'm not sure the mentions from AI platforms are providing enough brand visibility to translate into higher brand equity.

I'm also unsure since users expect answers instead of sites/brands that could provide the answer.

About what I expected. It's just interesting the mania around these platforms given the value they drive.

It'd be like going all in on Blekko back in the day.

Interesting. Mind me asking what vertical you're seeing high conversions?

So far my best client would need to 10x the traffic from generative platforms to just match Bing traffic.

I'll be keen to hear what you find.

"time-on-app, attention, and habit-hacking." Spot on!

The conversation thing is overstated in my view. I see similar types of behavior but this seems more about natural language (no more boolean operator queries!) and treating it as an answer engine instead of a search engine.

Also, Google is not the start of many of those journeys for Gen Z & A.

I think that is increasingly what they believe, particularly if it keeps them tapping on owned and operated properties.

I hope more parents are taking this type of approach and interest.