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AI Search Demystified: Future‑Proof Your Brand For AI‑Driven Queries
Key SEO Learnings From This Webinar: - Transform SEO for AI dominance. - Make content conversational, not static. - Structure sites to stay visible. Search has changed. Have your strategies? Why are some brands thriving in AI-powered search, while yours disappears? Are your content and SEO frameworks built for conversational queries, not just keywords? Can your site architecture keep up with the new rules of SEO & GEO? 👈 Discover the strategies to remain visible in AI search. Search is no longer about keyword matching. With generative AI shaping search results across Google, Bing, ChatGPT, Perplexity, Claude, and more, traditional SEO alone isn’t enough. Build an SEO Framework Aligned with How AI Systems Interpret Your Brand You may be facing disappearing static rankings and low visibility in dynamic, multi-turn conversations. This webinar breaks down how to stay competitive by optimizing for how real people interact with AI. What You’ll Learn: - Why UX, schema, and site architecture are now as critical as keywords - What steps you can take right now to remain visible and competitive in evolving SERPs - How to position your brand for discovery, not just ranking, in the age of AI Wayne Cichanski, VP of Search & Site Experience at iQuanti, walks you through the steps you need to upskill your SEO strategy, no matter how large-scale your website is. Register now to get a practical roadmap for search success in the AI era.
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AI Search Demystified: Future‑Proof Your Brand For AI‑Driven Queries
- 1. Navigating LLMs &GEO Translating Keywords to Conversations
- 2. Keywords to Conversation Userbehavior shifts from short-hand queries to more conversational objectives
- 4. LLM Adoption isRapidly Growing Cross-Platform Share of Search1 Using a select group of traditional, social & LLM tools on desktop + mobile web Gen AI Growth Estimates Gen AI Platform Subscriber s (q2 25’) Est. Quarterly User Growth ChatGPT 700MM 14% ▲ Copilot 1MM 8% ▲ Google Gemini n/a 6% ▲ Perplexity 15MM 10% ▲ Claude AI n/a 14% ▲ GenAI is transforming the search landscape, redefining how users find and interact with information. Google Still Leads, But AI Search is Growing. ChatGPT, Gemini, and Perplexity are capturing search share, signaling a shift in search behavior Highlights Duration: 2/10/2025 till 2/16/2025, source: SEMrush Duration: Oct’24 Source: FirstPageSage Source: Multiple Sources; June 2025 85% 5% 6% Google 2% Bing ChatGPT YouTube 3% Perplexity + smaller LLMs
- 5. How AIO’s areImpacting Industries LLM Experience (ChatGPT) “Google Search + AI Overview” Brand Mentions URL Citations AIO Presence across Industries
- 6. Iquanti’s LLM Modeling;7.5 Million Variables Analyzed User Journeys Analyzed Consumer: BFSI Industry Multiple journeys mapped and considered Data Collection 30K+ Search Queries mapped to identify user intent across journey Brand Popularity • Domain level Traffic • Mentions in top Financial & News media sites • Social Engagement(YouTub e, Reddit, TikTok mentions) Topical Relevance • Page Structure • Content types • Relevancy, etc. Experience and tech • Core Web Vitals (LCP, INP, CLS, etc., Top 30 Banks Ranking Pages in SERP: 250K+ URLs analyzed Data across Gen AI Engines ChatGPT: 100% of queries (160K+ Citation URLs) Perplexity: 100% of queries (72K+ Citation URLs) Google AIO: 30-35% of queries (16K+ Citation URLs) Source: iQuanti Statistical Modelling Developed machine learning models to analyze the impact of various factors on different LLM search engines. 30+ Metrics analyzed
- 7. Key Learnings fromOur Modeling Source: iQuanti Traffic & Popularity at Domain Level More citations are earned by pages from domains with high traffic and strong INP/ LCP scores 4X Headline Relevance + Quick Takeaways More citations & brand mentions are earned by articles that have all the primary SEO attributes and baseline foundations performing well. 60-70% Structured Content Elements More citations are earned by tables, while ordered lists have no significant impact +32%
- 8. High Traffic WebsitesAccount for the Majority of Citations in Finance Checking and savings account: Domains with traffic ranging from 1M to 20M account for 52% of total citations Credit cards: Domains with traffic ranging from 1M to 20M account for 50% of total citations 52% 50%
- 9. Citations and BrandMentions go Hand in Hand Brand website is being cited 83.6% 62.1% 3.2% Brand URL being cited multiple times, higher brand mentions Brand URL being cited once and brand mentions Brand URL not cited but still mentioned Chance of your brand being mentioned in the LLM response Brand mentioned in 3rd party citations 39.9% 31.2% 2.3% Brand is mentioned in multiple 3rd party citations Brand is mentioned in one 3rd party citation Brand not mentioned in any 3rd party Chance of your brand being mentioned in the LLM response
- 10. Platform Frameworks Content matches query/prompts Matchingcontent is trusted Domain is authoritative and popular URL is indexed/ranked Backlinks for non-branded queries 3rd party brand mentions/citations Engagement metrics Influencing publications/sites Discoverability Validation All platforms work similar at a macro level; which include discovering your content and having that content validated as a trusted source.
- 11. Basic Ideology ofHow LLMs Work Requests are going through a discoverability phase than a validation phase • Is your content relevant to the prompt? • Is your page for that content ranking in a top ranking position? • Is your domain a leader in it’s category? Discoverability • Is your brand mentioned on influencing publications? • Do you have positive sentiment? • Are you in the right conversations? Validation
- 12. 70% of LLMAnswers Come From the First 20 SERP Ranks Human Focus On Google LLM Focus On Google
- 13. LLM Relationships toSEO TO LLMS Keywords Prompts Search Demand Conversation Volume Rank Position Brand Mentions Ranking URL URL Citations Reviews Sentiment FROM GOOGLE
- 14. Quick Poll A. Improvingcontent, page structures & schema B. Boosting domain authority & citations C. Scaling GenAI pages for readiness D. Not sure, need consult Which area is your top priority for improving AI visibility
- 15. Criteria for LLMAnswer Elements High Traffic Domain (Top 50 within category) Strong Title & Headline Relevance High Body Copy Relevance to the prompt(s) High Organic Ranks (Top 30 ranks) Use of Structured Content & Tables Fast interactivity and loading (INP & LCP) Discoverability Brand mentions across aggregators Brand mentions across social sites Positive sentiment Brand mentions across media sites Validation Content freshness
- 16. Pages in MarketReady for AIO Optimization AI Overview Featured Snippet People Also Ask Rank 1 2nd fold of Google result page 3rd fold of Google result page Citations (clickable links) 188 Capture d 27 17 Pages 43 Pages AIOs Available
- 17. Pages in MarketReady for PAA Optimization Querry: Buy bond PAA Question: How do I buy bonds in Singapore? Page intent matches PAA question Page winning PAA 656 Captured 31 19 Pages PAA Available 79 Pages Querry: etfs PAA Question: What is ETF Singapore? Page intent and content blocks do NOT match PAA question Page NOT winning PAA
- 18. Optimize Content forMultiple Platforms Optimize for Google Drives blended CPA down Search Intent Optimize for AIO Drives impression share & brand Optimize for PAA Drives impression share & organic traffic Optimize for LLM Drives higher CVR
- 19. Answer Result ValidationExample Answer from LLM Brand Mentions on 3rd Party Sites Mentions of Vanguard and Fidelity on the third- party website MarketWatch Third party URL: https://www.marketwatch.com/tools/top-25-mutual-funds
- 20. Answer Result ValidationExample Answer from LLM Brand Mentions on 3rd Party Sites Vanguard ETFs mentioned on Bankrate Third party URL: https://www.marketwatch.com/tools/top-25-mutual-funds
- 21. AIO’s & PAAHave Significant Visibility Opportunities Google SERP Features Listings Positions Available Your Visibility AI Overviews 266 86 82 23 11 4% People Also Ask 784 127 87 3 5 1% Videos 3 - - - - 0% Discussion and Forum 279 - 3 - - 0% Featured Snippet 25 - - - - 0% 832 core queries for Credit cards with 42.8M (ASV) considered.
- 22. Track Visibility acrossLLM’s 832 core queries for Credit cards with 42.8M (ASV) considered. 89 140 38 11 ChatGPT (Total UC ~ 11.8K) Perplexity AI (Total UC ~ 6.2K) 529 262 331 149 657 527 104 303 ChatGPT (Total BM ~ 3.8K) Perplexity AI (Total BM ~ 4.9K) 712 699 199 334 • BM = Brand Mentions: Instances of a brand’s name explicitly referenced within AI-generated content. UC = URL Citations: Direct links to a domain included as sources in AI-generated results
- 23. Future State; AgenticSearch Decisions/Feedback Human Virtual Agent Task Objective Agents communicating with agents to complete tasks and objectives • Optimize for the human • Optimize for the platform • Optimize for the machine
- 24. Thank You Click forPast Webinars Wayne.C@iquanti.com https://www.linkedin.com/in/waynecichanski/ @waynecichanski @digitalmarketcoach