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Us vs AI: How Serious Should I Consider AI Search Citations?

The trending topic for most Digital Marketing companies has been “you need to start focusing on AI”. They pitch this topic and promote new programs and files that will help you get seen in AI searches, but are these really worth the investment? The simple answer is…not really, at least not at this time.

The Tragic Misuse of AI

When you look at what is being used for AI searches, it really comes down to ChatGPT and Gemini. Google’s integrated Gemini tool is popular since it is already built into their Search Engine; whereas ChatGPT simple user-interface is popular for those that are looking to start using AI for their everyday use. In the end, both of these platforms are still being used just as the original Google search was being used.

In our current AI search text research, most searches are basic “google” searches, such as “what is the best place to eat near me that serves pizza” or “what is there to do on my vacation to the Outer Banks”. Most of these searches are not what AI was created for, and the Digital Marketing companies that are knocking on your door are using this misinformed use to sell you on products that simply do nothing to increase direct bookings or increase qualified traffic.

Facts on AI Citations

When it comes to understanding what is good to do for your site vs what is basic “snake oil”, you must do the research. Tim Soulo, the CMO of Ahrefs has assisted us with this on the topic of AI search optimization. He and his team found that 67% of ChatGPT’s top citations come from sources that digital marketing companies cannot influence. It uses Wikipedia, homepages, and app stores Only around 32% are influenced by educational pages, reviews, news, and blog posts.

The shocking factor that they discovered was that 28.3% of ChatGPT’s most cited pages have zero Google Organic presence. This just means that the traditional Organic first mentality does not influence AI searches, nor does schema. Tim and his team discover that “adding schema markup had zero meaningful impact on AI citations”.

Wading Through AI Citation Research

ICND’s team has also been waist deep in the AI citation research and have discovered similar results. Though AI searches have increased across most of our clients, the numbers are still under 5% of Total Monthly Traffic.

Now you may be sitting saying to yourself, “yeah, but 5% is still traffic that could potentially add bookings to my month figures”, and you would be correct. ICND has not overlooked this fact. We have dug into trusted sites, such as searchenginejournal.com, and we discovered that traditional SEO optimization can increase your AI citations opportunity (mainly in that 32% that Ahref discovered in their testing). Adding honest information about your rentals, the area, and your company help gain AI trust and give you a more optimal opportunity to be cited in these searches.

Continued Growth In AI Usage

Should we just sit back and watch AI evolve before we do anything? Absolutely not. Through traditional SEO optimization on your content, adding vital information, and continuing researching advancements is the best way to stay on the AI wave. Don’t jump at the first shining program or sales pitch that someone gives you. Check out all the data before investing. Even top universities (such as Princeton - GEO: Generative Engine Optimization) are finding new ways to optimize sites for this growing interest in AI searches.

Interested in learning more about getting your site up-to-date for AI searches? Reach out to an ICND sales rep to set up a meeting with our team. We would be happy to share our experience, research, and assist you on this AI ride that we are participating in.