One of the most energetic conversations around AI has been what I’ll call “AI hype meets AI reality.” Tools such as Semush One and its Enterprise AIO tool came onto the market and offered something we could not live without: The data on what was happening inside LLMs. How many citations were we capturing? How many mentions were our brands gobbling up?
This data became, and still is, an incredible novelty. But with the data came questions like “What’s the ROI here?” and “How do I interpret this data and integrate it into my team’s actual marketing strategy?”
It’s clear the data provided by these tools is very valuable and very intriguing, but what do you do with it?
The fundamental problem with tracking LLMs
Why should tracking LLMs be any more problematic than tracking traditional metrics like Google rankings? The truth is that a KPI like Google ranking does suffer from similar shortcomings. Rank doesn’t equate to dollars. In fact, rank does not necessarily mean there is traffic coming to the site. If Google has an AI Overview right on top of your ranking, traffic may well be minimal for that keyword. And even so, is your site getting the right traffic to meet your business goals?
The difference between traditional Google rankings and LLM visibility is that the equation demonstrating the relationship between strong Google rankings and increased revenue is not complicated. People search for a keyword, your site ranks at the very top of the results, and then users are more likely to click on your organic listing rather than someone else’s.
From there, you can track how the consumer behaved. Once they landed on your site, did they leave in three seconds flat? Abandon their cart? Make multiple purchases after multiple visits?
Whatever the case, the connection is clear: SEO did its job by bringing people to the site. (Whether they were the right people is a conversation for another time.) Once we have people coming to the site from Google, we can track how good the CRO is or determine what needs to be adjusted in order to take the consumer from site visitor to site consumer.
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The transaction journey with an LLM is far more ethereal and disjointed. SEO and CRO work like brother and sister to create a transparent data journey. Conversely, LLMs are like your messy cousin who can’t figure out how to clean up after themselves at your grandmother’s 90th birthday party.
Fundamentally, this is because Google Search was built to drive consumers to your ecosystem (i.e., your website). LLMs couldn’t give a hoot about your website. They are not built to deliver traffic as part…
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