A recent ChatGPT paper reveals user behavior, highlighting that "asking" and "doing" intents are crucial for AI search optimization, as they drive brand visibility and ultimately branded searches, which are key to conversions.
Mind Map
Click to expand
Click to explore the full interactive mind map • Zoom, pan, and navigate
So, I have some AI search and SEO news
for you. ChatGBT just released a brand
new paper showing the usage inside of
their platform and showing exactly what
how users are using ChatGBT 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 Chat GBT and
ultimately do AI search optimization.
So, a couple things here. Uh, first is
49% of the messages within chat GBT are
what are considered asking intent. Okay,
so this is going to be sometimes
veryformational type of questions, but
there's also going to be commercial
related questions. I'm going to show you
exactly the types of queries that we
want to focus on. Informational queries
are very dangerous in the context of
chat GBT because if chat GBT based on
its core training data already knows the
answer, it is not going to it's not
going to use retrieval and it's not
going to go and grab more information to
enhance that answer. So meaning it's
just going to answer the question
without needing any citations. Those are
the queries you want to stay away from.
Those are the really dangerous ones. The
ones we want to focus on are the ones
that are much fresher and the and the
queries that chat GBT simply cannot
respond to in any accurate way without
having to go and retrieve answers. Okay,
so we want to focus on the questions
where retrieval will be used. That is
the key. Now here are a couple examples
of what would be considered asking intent.
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, etc. Okay,
these types of queries are going to
surface brands and these are the queries
that we a want to 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 GR
brand B and C. Okay, these are the types
of queries where we need to be surface.
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 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
talked to are using chat GBT a lot of
the time for writing and maybe a little
bit of coding, but that doesn't seem to
be very uh one of the biggest use cases,
but probably writing is one of the core
things. Now when I'm I'm there's three
different categories here that they've
kind of lumped all queries into let's
they say three buckets of intent. The
asking queries are the most important.
Those are the ones we really want to
focus on. So, I'll show you an example.
If you go into Google Search Console,
you can actually run this reject in
here. Okay? So, you go into Google
Search Console. I'll drop this below the
video. Uh, I'll give you some templates
that you can just copy. Uh, but go ahead
and put this this rejects in here. And
then you hit apply. And what this is
going to do is going to help us see all
of the queries that have this kind of
asking based 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 uh
any search engine that you know we know
is used for retrieval. We want to drive
as much visibility on those platforms as
possible because we know it's going to
influence AI generated response when it
goes to retrieve answers. Okay, we know
that that is that is universally true.
Okay, so you want to go through these
and you want to make sure you're
tackling every single one of these
questions if you can. This doesn't
always mean you're going to take one of
these and build a brand new asset. That
doesn't make a lot of sense because
you're going to 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 got to take it
up by case by case basis. But these are
just like tons of opportunities that you
can go and attack just by using a very
simple reject 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 going to 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 going to surface brands.
However, this is when the sales journey
compression comes into play. Okay, so an
example before I jump into that which is
uh I need to set up seatbased billing
with trials for our SAS. Which platforms
support this? Give me three to five
options with pricing, page links, and
setup docs. Okay, so it's a pretty
intense prompt and no one's going to be
putting this very likely into chatd
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 in the context of ecom. Another
example here in the context of local.
Okay, but this is really important
because most in this this bucket are not
going to 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 chat GBT or a any
AI generated type of platform uh that
includes perplexity and claude and grock
and you you name it. Okay. So before
this is pretty much the the standard
buyer journey. Okay. And it's pretty
erratic going through many different
platforms and different stages. And it
B T B T B T B T B T B T B T B T B T B
TOC. It could take longer if it's B2B,
shorter if it's B TOC. So, 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 you know in in the cont like
anecdotally for me I've purchased in you
know within 30 minutes going through one
sales journey within one chat right I 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, you know, we're about to roll out
a SAS product, but I'm not sure what the
billing setup should look like. What are
the main pricing models other SAS
companies use? Okay. So, you're starting
very top of the funnel, very problem
aware. You know, 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,
uh, you know, about the the ideal client
profile that they go after. And then
we're starting to think about uh 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, um you know like this
example, I don't know what tools can
actually do this. Which billing
platforms are best at handling seatbased
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 chat GBT is
likely to recommend some some software
products, right? Some some solutions to
this problem. And this is the point
where the money will be made. Okay,
you're not going to make money in these
early stages. You're not going to drive
brand awareness here, but it's this
whole process that's going to lead to
the high conversions. And there's a lot
of conflicting data about, you know,
traffic from uh referral traffic from
chat GBT 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 chat GBT.
While that's great, that would
absolutely be amazing. You can track
that inside of Google Analytics. Uh
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 chat GBT for the queries that
actually matter to the business, the
more likelihood we have that we're
actually going to drive branded searches
back to Google. These two platforms,
there's now I think a study just came
out that uh most users I think it's like
95% of chat GBT users also use Google
and vice versa, right? So the like these
things are not killing each other.
They're actually working together.
They're supplementing each other and
they're both gonna, you know, probably
rise together. I you know this this
concept of Google dying or chat GBT
dying I don't see that happening really
unless some crazy you know 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 the 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 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
conversions so the people are a little
too focused on trying to track direct
conversions from chat GBT when more than
likely most conversions are not going to
be that direct and 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 chatbt
is what's considered expressing. Okay.
So these are the worst queries for us to
target as SEOs or marketers. Okay.
Because you basically no chance of
getting any brand uh to to be surfaced
in that AI generated response. So, an
example would be like you 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 going to help you know like
if you're if you're working with a
client, how is this going to help them
get more business? It's not. Okay. It's
not. All right. So, this is very very
important. I would I would dig through
that. You know, if you want to you have
some 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 this these queries
are very important. So this is you know
that with the uh 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
the queries you should be tracking.
These are the queries that you should be
trying to uh you want to measure a
couple 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 should come in. Now,
some good news about tracking. I you've
probably seen there's like a billion,
you know, AI search rank tracking tools
out there. Um, funny enough, you know,
Rankability ranks well for best AI
search rank tracking tools cuz we're
coming out with our own. Uh, but in the
meantime, I have something that's going
to 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 Gotcha
SEO Academy. There's a few different
tracking mechanisms that you you know
I'm going to be teaching. But the
biggest one is I'm going to show you
first of all how to track uh 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, uh
you can track this. Okay, you can't do
it at a 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 cuz a
lot of the tools are just, you know, API
rappers to be totally honest. So, um, so
this is much more effective cuz I'm
going to show you the logic and the
process behind actually setting this up,
uh, in Looker Studio and ultimately
using Google Analytics, using Google
Search Console, using all free software.
Okay, so this is a a certification
that's going to be within Gotcha SEO
Academy. And within Gotcha SEO Academy,
you're literally getting everything.
you're not just getting this, but you're
getting uh all my other training
programs, you're getting the community,
and you're getting twice a week
coaching. So, it's a steal. Um, 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. Um,
but if you're if you're serious about
really winning an in AI search, uh, and
continuing to do really well just for
SEO in general, the good news is, you
know, uh, doing good SEO does translate
really well to AI search platforms. It's
not exactly onetoone like that, but it
it is it is very very impactful for
influencing these platforms. Um, 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
Click on any text or timestamp to jump to that moment in the video
Share:
Most transcripts ready in under 5 seconds
One-Click Copy125+ LanguagesSearch ContentJump to Timestamps
Paste YouTube URL
Enter any YouTube video link to get the full transcript
Transcript Extraction Form
Most transcripts ready in under 5 seconds
Get Our Chrome Extension
Get transcripts instantly without leaving YouTube. Install our Chrome extension for one-click access to any video's transcript directly on the watch page.
