Showing up in AI search is on our clients’ minds. A lot. Some of them are shouting Marco and hearing very little Polo.
Happily, we have an expanding bag of tricks to help them do this.
But first, we think clients and would-be clients should understand how AI search results are analyzed.
One way to do this is to develop 100 prompts that you believe your prospects would be asking when they are looking for the kind of solution you offer.
Below are some sample prompts for equity research providers covering TMT stocks (Technology, Media, Telecom), several of which we have represented. To see all 100 prompts, click here.
The next part is easy: run these 100 prompts through the top large language models every day, each day of the month, and repeat this over several months and, ultimately, years. Importantly, look at how you are doing with these prompts and how your competitors are doing with them.
Here’s what these results might look like:
It looks like our client is killing it on ChatGPT. The above chart means that when those 100 prompts are asked on each of the three platforms, ChatGPT cites our client 16.8% of the time.
What Are You Going to Do About It?
But our client is a laggard with Claude, and they wanted to know what we were going to do about it. Two things:
First, we built an AI chat agent for our client with the data we are collecting. It told us that, in its own content, the client refers to itself as a “research analyst,” while its competitors often refer to themselves as “research providers.” For Claude, directly describing the services provided, rather than simply using a title, was more definitive making it a preferred source.
If the client wanted to do this, it would be easy-peasy. A few tweaks to its site and other owned media could make a positive impact on its search results.
The Other Fix
Beyond tweaks, the client would need to consider other strategies. Research shows that Claude relies heavily on the sources shown below. Beyond these tweaks, did the client want to invest the time and effort needed to expand its presence on Wikipedia, Reddit, and other sources?
Source: Muck Rack
The client is still deciding, and that makes sense. Showing up in AI search is important, but it is not revenue-generating work. We understand their priorities. When the time is right, they will make the right moves, and meanwhile, they will understand how and why they are lagging in AI search results.
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