The Study↗
Here's a copy of my deck from Tech SEO Connect in Raleigh, NC on December 5th 2025.
Over the past six months, we analyzed 250 million AI-generated responses across ChatGPT, Claude, Perplexity, and Google's AI features to understand how AI systems cite and recommend sources.
Key Findings↗
1. Citation Patterns Are Inconsistent
AI systems show significant variance in how they cite sources, with some models citing 3x more frequently than others for similar queries.
2. Brand Recognition Matters More Than SEO
Traditional SEO metrics showed weak correlation with AI citations. Instead, brand authority and expert recognition played dominant roles.
3. The Long Tail Is Disappearing
For niche queries, AI systems increasingly synthesize answers rather than directing users to specialized sources.
What This Means for Your Strategy↗
The uncomfortable truth is that traditional SEO playbooks need significant revision for the AI era. Brands that continue to rely solely on keyword optimization and backlink building will find themselves increasingly invisible to AI-powered discovery.
Instead, focus on building genuine authority, creating unique research and data, and establishing your brand as the definitive expert in your space.