OpenAI’s ChatGPT Report: What SEO Pros Need to Know

ChakGBT just released a brand new paper

showing the usage inside of their platform

and showing exactly how users are using ChakGBT

on a daily basis.

In fact, this is data from over 700 million

weekly active users.

So there's a lot of little insights we can pull from this

to help us drive more brand awareness inside of ChakGBT

and ultimately do AI search optimization.

So a couple of things here.

First is 49% of the messages within ChakGBT

are what are considered asking intent, okay?

So this is gonna be sometimes

very informational type of questions,

but there's also gonna be commercial related questions.

I'm gonna show you exactly the types of queries

that we wanna focus on.

Informational queries are very dangerous

in the context of ChakGBT

because if ChakGBT based on its core training data

already knows the answer,

it is not going to use retrieval

and it's not gonna go and grab more information

to enhance that answer.

So meaning it's just gonna answer the question

without needing any citations.

Those are the queries you wanna stay away from.

Those are the really dangerous ones.

The ones we wanna focus on

are the ones that are much fresher

and the queries that ChakGBT simply cannot respond to

in any accurate way

without having to go and retrieve answers, okay?

So we wanna focus on the questions

where retrieval will be used.

That is the key.

Now, here are a couple of examples

of what would be considered asking intent.

Who are the best insert product category for use case

and then rank by criteria, okay?

So who are the best SEO content optimization tools

for agencies?

Rank by price, features, you know, et cetera, okay?

These types of queries are gonna surface brands.

And these are the queries that we, A, wanna be tracking

and B, we want our brand to appear

in these AI-generated responses

specifically for these types of queries.

Another one is, you know,

what are the best alternatives to brand

or compare brand A versus brand B and C, okay?

These are the types of queries where we need to be surfaced.

These are the queries that whatever brand we're working on

needs to be popping up.

You have to be tracking these because if you're not,

you can't fix what you're not tracking, okay?

That's the most critical part of all marketing.

And this is one area where we can actually track

these AI-generated responses.

Okay, so the second one that they found

is that 40% of usage comes from what is considered doing.

So most people I talk to are using ChatGBT

a lot of the time for writing

and maybe a little bit of coding,

but that doesn't seem to be very,

one of the biggest use cases,

but probably writing is one of the core things.

Now, there's three different categories here

that they've kind of lumped all queries into,

let's say three buckets of intent.

The asking queries are the most important.

Those are the ones we really wanna focus on.

So I'll show you an example.

If you go into Google Search Console,

you can actually run this regex in here, okay?

So you go into Google Search Console,

I'll drop this below the video.

I'll give you some templates that you can just copy,

but go ahead and put this regex in here

and then you hit apply.

And what this is gonna do is gonna help us see

all of the queries that have this kind of asking

based on intent that fall into that bucket, okay?

So what I would like to do is see by position

and then start to look at the queries

where we're not doing a very good job.

And then we can decide how can we attack these queries

on our own website?

How can we attack these queries on YouTube?

How can we attack these queries

on maybe even a LinkedIn Pulse article?

You know, anywhere where Google,

like Google or any search engine that,

you know, we know is used for retrieval,

we wanna drive as much visibility

on those platforms as possible

because we know it's going to influence

the AI generated response when it goes to retrieve answers.

Okay, we know that that is universally true, okay?

So we wanna go through these

and you wanna make sure you're tackling

every single one of these questions if you can.

This doesn't always mean you're gonna take one of these

and build a brand new asset.

That doesn't make a lot of sense

because you're gonna end up

just creating a bunch of thin content.

But you can look at these little topics

and then go to the page that's, you know,

performing well for these,

at least maybe within the top 100 or so,

and look for opportunities.

Can we kind of squeeze in this topic in this one asset?

If not, if it's a totally different topic,

then it would warrant maybe, you know,

building a dedicated page.

So you gotta take it up by a case-by-case basis.

But these are just like tons of opportunities

that you can go and attack

just by using a very simple rejects formula.

Once again, I'll drop it below the video, okay?

So those are the most important

one of those asking based intent.

The next are doing.

These are a little bit trickier

because you're not always gonna surface brands right away.

Okay, this is why I didn't give it like a full check.

It's kind of like halfway

because most of these are not gonna serve as brands.

However, this is when the sales journey compression

comes into play, okay?

So an example, before I jump into that,

which is I need to set up seat-based billing

with trials for our SaaS,

which platform support this?

Give me three to five options with pricing,

page links, and set up docs, okay?

So it's a pretty intense prompt

and no one's gonna be putting this

very likely into chat with you

without a bunch of questions prior to this.

And I'll show you why in a second.

Another one example here,

just let's say in the context of e-com,

another example here in the context of local, okay?

But this is really important

because most in this bucket

are not gonna just start here.

These are ending queries.

These are ending prompts, okay?

So this is the most important thing to understand

about this current situation with ChatGBT

or any AI-generated type of platform

that includes Perplexity and Clawed and Grok

and you name it, okay?

So before, this is pretty much the standard buyer's journey,

okay, and it's pretty erratic,

going through many different platforms and different stages.

And it could take, depending if it's B2B versus B2C,

it could take longer if it's B2B, shorter if it's B2C.

So it just depends.

But now things are very different

where an entire buyer journey can happen in one chat, right?

In one chat window, in let's say,

in the context, like anecdotally for me,

I've purchased within 30 minutes

going through one sales journey within one chat, right?

I started with a problem that I had

and ended up at the end where I discovered like,

okay, I guess I need to go and buy this plugin

or buy this tool or invest in this software, okay?

So I went through that whole journey in 30 minutes

and I got my problem solved very, very fast.

So this is kind of what this would look like

in a real life scenario, right?

So we start at problem awareness, which is like,

we're about to roll out a SaaS product,

but I'm not sure what the billing setup should look like.

What are the main pricing models other SaaS companies use?

Okay, so you're starting very top of the funnel,

very problem aware.

There's not really any product awareness at this point, okay?

And then we go down deeper.

Now we're starting to get a little more specific

about the ideal client profile that they go after.

And then we're starting to think about the specific goals

that they're trying to achieve in this context.

And then finally they hit a roadblock, right?

And when that roadblock is hit within that chat window,

you know, like this example,

I don't know what tools can actually do this,

which billing platforms are best

at handling seat-based billing with trials, okay?

So you see it's a very specific problem

that they're trying to solve.

And the next logical step here is that ChatGBT

is likely to recommend some software products, right?

Some solutions to this problem.

And this is the point where the money will be made, okay?

You're not gonna make money in these early stages.

You're not gonna drive brand awareness here,

but it's this whole process

that's gonna lead to the high conversions.

And there's a lot of conflicting data about, you know,

traffic from, referral traffic from ChatGBT converts better

than Google traffic.

I don't find that to be,

that's probably not very accurate

because the thing is we're not just concerned

about driving referral traffic from ChatGBT.

While that's great, that would absolutely be amazing.

You can track that inside of Google Analytics.

That's not actually what the biggest one is.

The biggest one is getting your brand covered

in that AI-generated response.

So then now we have brand awareness,

which then leads to this next stage,

which is the most important, which is branded searches, okay?

This is where the magic happens.

The more visibility we have in ChatGBT

for the queries that actually matter to the business,

the more likelihood we have

that we're actually gonna drive branded searches

back to Google.

These two platforms, there's now,

I think a study just came out that most users,

I think it's like 95% of ChatGBT users

also use Google and vice versa, right?

So like these things are not killing each other.

They're actually working together.

They're supplementing each other

and they're both gonna probably rise together.

This concept of Google dying or ChatGBT dying,

I don't see that happening really,

unless some crazy, huge development comes here soon.

But at least in the near future,

the thing that marketers and SEOs need to focus on

is getting the brands visible in AI-generated responses

and making them get as much coverage as possible

for commercial queries

with the idea of driving branded searches.

You have to almost treat it as if it's LinkedIn or X

or even YouTube in some context.

Like the goal is we're doing marketing, okay?

We're doing marketing and if we do good marketing,

we drive branded searches.

And we know that branded searches

are much higher probability of conversion

than just standard, let's say informational queries, okay?

Branded searches are very, very powerful

and they drive really good conversion.

So people are a little too focused

on trying to track direct conversions from ChatGBT

when more than likely most conversions

are not gonna be that direct.

In fact, that's not really how anyone

purchases anything online anyway, okay?

All right, so the final one,

which is only 11% of the total usage on ChatGBT

is what's considered expressing, okay?

So these are the worst queries for us to target

as SEOs or marketers, okay?

Because you have basically no chance

of getting any brand to be surfaced

in the AI-generated response.

So an example would be like,

role play as a skeptical CMO interviewing me

for 15 minutes about rankability,

keep it tough but fair, okay?

Yeah, that's cool, but that's not gonna help,

you know, like if you're working with a client,

how is this gonna help them get more business?

It's not, okay, it's not, all right?

So this is very, very important.

I would dig through that, you know,

you have some reading, go through this report,

but the truth is this is the most like important

SEO element of this report,

is ultimately focusing on, you know,

these queries that matter the most,

which is doing, right?

These queries are very important.

So this is, you know, that with the buyer compression

and the sales journey compression inside one chat window

with the intent to drive branded searches.

And then the same is with, you know,

with these in particular, which is the asking intent.

These are the most important ones.

These are the queries you should be tracking.

These are the queries that you should be trying to,

you wanna measure a couple of things.

Number one, is our brand appearing in these responses

for commercial queries specifically?

And number two, within that response,

where does our brand show up, okay?

So the first one though is like,

are we actually showing up?

That's just a simple zero or one type of equation.

It's pretty binary in that way.

The other one is more about where do we show up, okay?

Those two things matter a lot

and that's where the tracking should come in.

Now, some good news about tracking.

You've probably seen there's like a billion, you know,

AI search rank tracking tools out there.

Funny enough, you know, Rankability ranks well

for best AI search rank tracking tools

because we're coming out with our own.

But in the meantime, I have something

that's gonna be much better than you just going

and blowing thousands of dollars

on an AI search tracking tool, okay?

I just completed the AI search tracking

and analytics certification inside of Gotch SEO Academy.

There's a few different tracking mechanisms that you,

you know, I'm gonna be teaching,

but the biggest one is I'm gonna show you,

first of all, how to track brand mentions

and rankings within the AI generated responses

without needing any paid software.

You can actually do this.

There is, as long as you have a good template

and you know how to use Looker Studio,

which I show you how to do, you can track this, okay?

You can't do it at a high scale, right?

You can't do it like across a million campaigns,

but you can do it pretty decently.

And in fact, it's actually more accurate

doing the way that I show than using a lot of these tools,

which a lot of the tools are just, you know,

API wrappers, to be totally honest.

So this is much more effective

because I'm gonna show you the logic

and the process behind actually setting this up

in Looker Studio and ultimately using Google Analytics,

using Google Search Console, using all free software, okay?

So this is a certification

that's gonna be within Gotch SEO Academy.

And within Gotch SEO Academy,

you're literally getting everything.

You're not just getting this,

but you're getting all my other training programs,

you're getting the community,

and you're getting twice a week coaching.

So it's a steal.

And then I'm also coming out

with the AI Search certification.

So if you're interested,

I'll have a link below this video, you can apply.

We don't accept everyone.

But if you're serious about really winning an AI search

and continuing to do really well just for SEO in general,

the good news is, you know,

doing good SEO does translate really well

to AI search platforms.

It's not exactly one-to-one like that,

but it is very, very impactful

for influencing these platforms.

But this is the most critical part.

You have to be able to track it before you can improve it.

And so that's why I started with this program first,

because I want to show you

how you can actually go about doing this.

So if you're interested, there'll be a link below,

and thank you so much for watching.