Measure the impact AI has on your Traffic (APAC/EU)

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[Music] The amount of bad press I've seen on myself on the internet is ridiculous. Crypto.com shows up there. We always show up in a very dominant way. That's a mistake that many startups or many even scaleups make. Do you want to give that person a million dollars of your money? Heat up here. up here. Heat. Heat. Heat. VS. Okay. Hello. Hello. How is everyone doing today? You're here. First time I've come here before. Uh please say hi in the chat. where you guys are coming from or where you're logging in from. Welcome to today's uh webinar on measuring the impact of AI with HFS. See quite a number of you guys today. Sweden, Zagreb, Estonia, Germany, Philippines, Mexico. Wow, you are up late. Welcome, welcome. Anyways, and yeah, Australia. Wow, welcome. That's awesome. Hello everyone. Thank you for joining today's webinar. Really awesome to see all of you guys from around the world coming in to talk about u what is a bit of a touchy subject now in the marketing world because of how it has really changed the landscape of how we have to go to market reach our customers and how they learn about us. Uh there's a lot of aspects to how AI has changed marketing, how AI has changed um SEO as a whole. Um today I mainly want to talk about measuring using the tools that we have on HRFS. Um there is many many many other subjects around there um out there about um what to do to optimize for AI and things like that. Um, but they may not be as much about measuring how AI actually impacts or has impacted your brand, your website. At HRS, we have a few uh tools here that can help you do that. So, I want to go through them today. Um, but first off, let's talk about the elephant in the room, which is that your Google search console may look something similar to this, where there is the great decoupling where traffic is slowly going down, but impressions are going up. This is uh organic traffic obviously. So um it may depending on your website you may have a larger share of traffic coming from other sources but especially in organic search people are just clicking less but somehow your website's still showing up more according to what Google search console claims to say. So what's the culprit? I think we all know the culprit at this point. It is of course AI overviews that is showing up in search results and they are taking information from like the the listed rank uh in search results certain websites and generating answers that simply just seems to satisfy people's search queries a lot more so you just don't have to click as much right um this is mainly of course for the the question of what happens to organic search we also know that um overall and by the way overall we looked at the data for this just instead of just assuming we do have um data about how often people click through after AI overviews actually um show up in their search results for certain keywords and we do see indeed like more than a 34% uh red reduction in clicks uh click-through rate compared to the same time uh last year and uh This is done in March for this case study. But uh and we see that overall search from not just from I mean clicks not just from uh AI overviews or or search results are going down but also people are discovering your brand or your website from AI tools or LLMs. So we are seeing that this is continuously increasing at least this is for us. This is for us at Hrefs. This is what we see and uh it may be similar to what your website can be experiencing right now. In proportion of what kind of AI chat bots send traffic overall we see that the majority still comes from chat GBT based on our study of about 82,000 websites. um 10% comes from Pipexity and 4% from co-pilot and the other 3% is just variety of the all the other LLMs that are available out there uh that that drive traffic. So by and large chat GPT is the chatbot that people are going they they discover about a brand and they click on the links um that are suggested by in in the responses and that is how they discover your website your products um your guides and so on. Just keep in mind though overall we also looked at what are the um many of these top generative search um generative engines to see how often they provide a referral policy on their links. So um for example, how do we know that the clicks here come from these chat bots is because that they have um they put a refer in their link to say yeah you know they've clicked from chat GPT. Um but in a lot of cases these um generative engines actually don't put that in the link. So what happens is if people um if if like either um what a good example would be like uh perplexity desktop like if you enter in like a query or a question and AI gen and perplexity gives you an answer and they give a bunch of like sources link sources at the bottom and you click it that traffic just shows up in your analytics as direct. it will not say that it's from a perplexity or or or something like that. And that becomes very tricky because therefore it means or that it suggests that your AI traffic is being vastly underestimated. A lot of this like direct clicks that come into your um web analytics is likely it could be from AI, it could be from like sources that are related to AI. people may have um bounced from different um AI empowered um platforms to then discover about your website before before clicking onto your website and it's very hard to track this. So keep in mind when you look at your numbers and when you see that like oh organic um traffic has gone down and stuff like that therefore you know what is the point of SEO? What's the point of marketing? Um right now attribution is a little bit fuzzy. So do not lose hope. Uh and we also did a study to see what percentage like an what percentage of traffic is driven um by different sources. And it turns out that for smaller websites, LLMs drive a proportionately larger um part of traffic compared to like much larger websites. despite the fact that like large websites tend to show up more in uh AI overviews and and like results uh responses from uh chats uh with these AI LLM chat bots. Okay. So um there in other words basically every website at every um scale has an opportunity here to really tap onto AI traffic uh to like get discovered get their brand more established and for to reach their customers or their audience. Yes. And um Rebecca here uh is helping me in today's webinar and she has shared a resource about zero click search this new future where people are not clicking as much but they are still reading or they're still discovering you and so for for further reading you can go check that out. Um so in in short short summary how AI impacts traffic to your website is AI overviews show up in search results and they resume they reduce the click-through rate. uh and AI tools that site websites and brands including AI overviews um have a you know chance of improving increasing the likelihood that they click and reach to your website right so this is just like one that like like boosts your traffic and one that kind of reduces your traffic uh how okay um someone has asked how can I set the filter you showed on one of the screenshots to see traffic for LLMs we're getting to there. So like as I've given this general overview about how AI is impacting your traffic, this is like a general overview. Now we look into measuring um sorry um I will get to that part. We'll get to the part later when we cover our web analytics. First we'll talk about brand mentions in AI responses because it's like starting from the beginning. This is where people source um their discovery of you through these AI tools. And now we have our tool brand radar which helps to which basically we have collected lots of data about the responses um from different keywords that people search and that helps you and that um gives a track of how many um brands are being suggested whether it's you or your competitor or or websites that are being cited. So let's go ahead to the demo Now here I have brand radar. Brand radar is available um for um search demand and web visibility from light onwards subscription. The AI overviews chat GPT perplexity are add-ons that you can purchase separately. U but the first two are available as long as you have a light or higher plan. Okay. Um can I get so so just to give an example how brand radar works uh I would like a suggestion from the audience of their brand or a topic that they would like to see the mentions of over time. I'll I'll wait to so please do suggest in the comments your brand or your industry and we can come up with a number of things to search and brand radar here. Uh I will answer the questions Alfred and Prime at the at the end of this this demo for Brand Radar expertise link building WordPress. We can do WordPress. WordPress it's a good one. Uh let's suggest more. So these are all the competitors to WordPress. Actually these are maybe I'll take out these two and just start with these because these are particularly big and I'll click explore. So I can do entitle content and what that helps me do is basically within web visibility I can see um what are the proportion of mentions in all web pages in HFS's index and how often they're being um like mentioned across uh across the the web basically. Now this is set to monthly which means that in one particular month there was a large surge for blogger for example. This is likely because um maybe there's a website that we have recently indexed that that happened to that previously we were not able to index and then we get a sudden surge like this. But you can see that over time that there is generally a a large um regularly higher um mention count of WordPress over any of the other platforms for creating a website. Now if I want to see this over time I click cumulative right. So I think it used to be blogger and then you can see that over time this has been encapsulated by WordPress here. Okay, with Wix and Squarespace slowly still coming up. So if I want to see like the raw results themselves, I can see that there are 74 million pages that mention any one of these keywords uh uh entities that we've entered in here. What I can also do is I can do Oh, so these are in not in URL. So I can filter this for if I want to look for the brand the mentions of these entities in title or content or URL. So I can pick any number of this. This is just in case I want to see websites that mention these but don't come from WordPress, Blogger, Squarespace or Wix. Right? So I can filter it this way. And down here if I want to see the raw results, I have um quite a number of things I can do in terms of filtering. Uh, I can actually say I want to look at um title content contains uh these three, right? Or maybe I can say all and does not contain WordPress, right? And I can apply. Now I see that there are a number of different pages that mention uh you know let's say if I am WordPress uh and I want to see all these pages that mention my competitors but don't mention me and this is important because web mentions is one of the key factors to which AI scrapes and picks up like particular brands or like um data and information and they they generate responses based on that. So your web mentions matter a lot to see like okay which part of it is mentioned by my competitors and not me and in what context what are the co-mentions. Um so for example I can do something related to co-mentions here. I can maybe do e-commerce. So this is a way of like tracking co-mentions for example. And so then I can go down here and I can see that make sure that all of these I want to see pages that mention both WordPress and e-commerce here. All right. And then now I can see that there are 1.7 million results that do that. And I can go through this list and see. So there are some helpful metrics on the side here. This is again if you're also using uh Brand Radar for more of a SEO purpose. You can see like the authority of these uh uh websites and how much traffic they typically get per month. This gives you an idea of like how how often people even visit this page and how likely that they rank, you know, in the top 10 results for uh specific keywords. So that's an example of web visibility. I know that people shared some examples earlier. Let's use some of the examples shared earlier for the next one which is AI overviews. Okay, I've already filtered for this. Let's Let's do a fresh one of AI overviews. Uh I saw one that was interesting here. Luxury wellness resorts. I'm going to put resorts and luxury wellness resorts. I'm not sure how many would have something specific to this. Okay, not that many. I think it's mainly resorts here. We can again suggest more. There you go. Boutique hotels, destination, spas, health retreats. So this is like very useful feature to look at different uh mentions like say if I want to have find like a number of competitive uh entities to compare against or like products, I can do that very easily using AI here. So let's explore And we see that um okay so in this case it is a lot of it is resource. If I untick this if I untick these two because resource is way higher than everyone else. I can basically see uh and compare what are the entities that are mentioned the most here over time in AI overviews. Okay. In this case, I filter for both keyword or or AI overview basically response. All right, I can see that over time I can see that any of these other mentions are a lot less, but there are some mentions for luxury wellness resorts here. So, let's filter for that. Uh, let's filter for that. Let's remove all these other ones here. It's kind of niche. So, you don't have too many results for these here, but they do exist. So, Hayatt brand triggers this AI overview response. We can go through um go through here to see okay, Thailand, mental health retreat in Thailand, a wellness tourism in India, ideas for you guys as well. The summer season is coming um couples retreat USA at family of hotel. So, now I can see the keywords that people enter. based on these keywords, what are the results, AI overviews and what they generate both the content as well as the links. Okay. Um, and I see that you can see that sometimes that trip advisor and Reddit come up very often and these are for this niche. You can imagine that they come up very often. Uh, so what I can actually do is what if I want to see only results where Reddit shows up, where Reddit is linked, right? So I can add this rule. You can see that these are the keywords people search for when they uh and where Reddit shows up as a result. and overview of sourcing this because uh it may matter to you or to your to your niche that um having some presence in Reddit for example is important as it often gets taken up uh and used by AI uh overviews and so this is a good way to find a way you can put in Reddit Trip Advisor you can put in your own website as well. So this is a very useful part that you can use uh feature that you can use to see the actual citations uh in your overviews. Similar features exist for chat GPT. Let's see chat GPT here. There we go. how often does HFS index Reddit? Is it done daily? Um we try to index Reddit. index. Uh Reddit doesn't uh Reddit doesn't always they they might rate limit us. So we don't always get to uh access all of their pages unfortunately. Um the results are sorted by relevance. Uh relevance. How do you measure or calculate that? Let's go back. that's a good question actually. I have to check with our team about how that works, but it's likely to do with the keywords, the entities that are entered in here, but I'll get back to you on this. I I'm actually not too sure. You can search and sort by search volume though. So, for example, these are the keywords that provide the highest amount of volume uh that are searched the most. Sorry, uh on a monthly basis. This here is the country and then here is the keyword. Yeah, I'll get back to you on that question. I'm not too sure. Uh, can I customize the country or a language with brand radar? Currently, no. Uh, you can uh adjust adjust the country. Sorry. You can adjust a country but not language. You will get multiple languages. Here I've searched for all but let's say I only want to look at US. Yep. Update the results. So here now all the results will be only for us. Fun fact, let's say I want to see how um how much AI overviews show up for different keywords uh in the most recent uh like for my country, right? I can just search for United States. We know we're one of the first countries to have air overviews. But let's search for something very niche like let's go to someone was from Mexico earlier. Let's look at Mexico. Okay, we can see basically that uh initially there was very few air overviews that showed up in search results but then there was a spike in around 30 March and then all the way now to today there are millions and million millions of AI overviews showing up um across keywords across three million keywords basically. Yeah. So, so this is a good way to say, okay, for my country, if it's here, um, how many AI overviews are showing up over time? Because for basically every country, Google is like turning up the tap of AI overviews showing up in different keywords. It used to be like only longtail and then they started to show up a lot more for like shorter, more popular keywords. Uh, okay. yeah okay there was a question of if less people come to your website is the quality of visitors higher less bounces for example. Um this really depends on your website. I I cannot answer this question for you. I think there was a claim that Google tried to put out to say okay the quality of visitors that come from like chat GPT or something are higher they don't bounce as much and things like that but based on our uh research we have a I think we have a blog on this we don't see that this difference is that big of people that actually you know stay longer they don't bounce as much they click through the website more there's there's not much data we see that actually verifies that claim. I think we see that the the change is very slightly better at most and it really depends from website to website. Um, okay. So, this is like a quick overview of Brand Radar and all the different things you can do with it. So, then let's go to the next one. So, that's about brand mentions and AI responses. Oh yeah. Uh I should mention that um even though you may not have purchased the brand radar um add-ons, you can see the number of mentions for any website or citations from for any website in site explorer. So let's give an example I'm going to go into site explorer. So anyone would like to suggest or let's just look at HS first. You see for HS that we have 5.5,000 citations in Google. If you want to know the difference between citations and mentions, we describe it here here in the hover. So this is specifically when the AI response shows a link to it. It will not like if let's say the AI response just says hrefs in the in the in the paragraph we we don't um it's not a number that's captured here. We can see that for perplexity is 94. So if you've purchased the so this particular block this widget any one of you should be able to see it even people on the free plan for verified websites. You should you can go check that out right now on your own website to see the number of uh citations across the different tools. I can for example click on perplexity here. You can see immediately filters to perplexity and goes down to the keywords where um we see that HRFS is being cited and we can see what keywords people search for where HFS gets cited and things like Yeah. So you see that links are being shown and it's it's good to note that like not for a lot of this uh these AI chatbots they don't always share links. So in perplexity they seem to to share a lot more links. Chat GPT not as much. How do you know what's happening in chat GPT especially for paid accounts and such? So a lot of these uh responses that are that we have sort um entered in and and saved they are not taking into account any sort of uh save data from previous searches from personalization done like so so um chat GPT for example will take into account what you have searched before to kind of understand your needs and adjust the responses based on on um like previous search data. uh that none of that will be done here. So you just have to keep that in mind and you can just um think about it as a lot of people use the free version anyway. So that that's the larger majority of people not the small a smaller percentage of people are using paid search. It might be slight differences but this is just good to keep track. Yeah, it's like a similar idea to oh, what about um search results when people have cookies saved in their browser or when they're logged into their Google account? You know, how do the search results change? They may change uh but currently it's not like possible to collect all that data. So, what we share is the like free results Okay. Is there a keyword like SEO but used for AI? Yeah, Rebecca beat me to it. In fact, we wrote a blog about it. Uh, but many people have many names that they want to say about this. Um, a lot of different agencies and or freelancers are now coining specific terms about like how you want to like dominate the new AI marketing age or or like AI SEO, AI EO, GEO. Yeah, some of these there is so many of these like names now like it take your pick. But um all of these any of these generally will work. should I subscribe to AI overview or chat GBT to see these numbers? To see just the numbers, you don't need to subscribe uh to these add-ons. You don't need to pay to see these citations. You don't need to pay anything. Yeah. So you you can on any plan you should be able to see the numbers. But if you want to see like the raw results themselves, then you need to subscribe. And you can choose to subscribe to only one of these. You don't have to subscribe for all three. Uh that's up to you to um decide to purchase. Okay. Okay, so earlier a person asked about how do you set the filter to the screenshots to see traffics from LLMs, right? Let that brings us to the next part of the demo which is HS web analytics. Do you want to see the traffic from links shared by AI? Good way to do that is using our built-in uh uh web analytics tool uh which is free basically for for anyone who would like to use it. So let's go ahead and see what this looks like over here. I have this set up for Blogger Jet, right? So let's like if you want to know where to find it, I'll go back to the dashboard here so you can see it. So here I click on web analytics. I've already set it up for uh bloggerjet.com. So I'll see it here. I'm going to filter over to last three months because that's easiest way to see um recently more information uh more search data about different visitors. So earlier we saw that there's filter for LLMs here. There's a very easy filter here for AI search. Just click it. Tada. And it's filtered. I think in Google Analytics and stuff, you have to like set up very fancy filters and channels to be able to see this data. For us, it's just one click, right? And so, um, if I want to deep dive to see further what are the sources, I can click here under the AI search, of course, and that we see that largest is chat GPT, perplexity, and then Gemini as we saw earlier. And we saw that chat GBT brings up a majority of the clicks that still um holds true But you can also see since that this is already filtered for AI search where these clicks usually end up and the the top clicks here are the homepage or this page about wayback machine alternatives and tools to monitor brand mentions. So, so this is the way to be able to just easily filter for traffic that is coming from uh this particular uh source which is AI search. Now, if I want to Oh, yeah. And if you scroll down here for the widgets, you can see what countries that these clicks come from. What are the browsers and systems that um that people are using when they arrive from from these AI searches? If I want to compare this side by side to a different channel, I can do that. Uh, one second. Let me go back. Uh, let's go back here. Yeah. So, I can view more. So when I click view more, you can see that it's already comparing these different um search methods side by the the sources, the channels side by side. I just want to see search versus AI and direct versus AI search here. Okay. So I mentioned last time that um direct search sometimes when people click from an AI response and the click and the link is not referred properly it will just show up in your analytics as direct. So sometimes you may see this go like search go down and then maybe direct go up and this is a matter of you it will depend but this is possible that one of the sources of more traffic coming to you could be from AI and if that's the case it may be in the direct uh channel okay so and this is an easy way to see them side by side and earlier someone mentioned about like oh is the quality of um visitors better uh and And if we want to see, we can see side by side here between AI search, organic search, and direct. See the bounce rates. The data is a bit fuzzy here because there not many clicks, but you can see it's not really not very comparable here. It's not that great. Visit duration. Again, you can see about the same. Yeah, this is not like like in fact, this is slightly smaller. So like all these claims is is really um not indicative of like just because they come from a particular source therefore they're higher quality um visitors. It's not necessarily true. Okay. There I saw that there are a couple of questions here. AI mode or AI overview and search. So AI mode is currently not in many countries yet. So we don't have data for that yet. But AI overview is currently what we have data for. Yes. And I believe Max is answering people's questions. Thank you, Max. Uh Akash asks, "How accurate is this? Will it still be better to use J4?" As long as a page loads with the snippet, it works just like Google Analytics or any analytics solution. not necessarily like Google Analytics or so. As long as it loads the the JavaScript snippet in your in your website, when people visit the particular website, it'll be recorded as a visit, right? So, um there are a few differences here. I think with uh for example, in our HS web analytics, we don't store cookies and the data comes like basically live as opposed to Google Analytics. I I believe it takes like it's slightly like behind. So it's not like for example if you receive a click now you get to see that now. Yeah. Uh but like I mean in terms of how it actually works it's basically the same as any web analytics um application. It's just it's if people load your website and the JavaScript snippet loads you you got a click basically. I think a lot of the benefits to web analytics is the very very easy um well compared to Google Analytics ways of like filtering filtering the traffic for like different countries or browser systems and stuff or like different date ranges. You don't have to do any sort of mental gymnastics. You don't really need to learn how to you use this tool too much because it's quite straightforward. data is kind of provided to you and then if you want like a quick overview all this like all these widgets give you like a good overview based on what you've filtered up here right it's very very easy to use I think so you can say I'm biased but I do believe this is much easier than Google Analytics so so yeah okay any other questions about web analytics here and how you can use it to search uh like measure the traffic coming from AI search. So if there are no other questions, we go back to this to the next step which is to look at keywords not in our index. So earlier I shared uh brand radar which basically takes the keywords from our index and it um searches it in Google uh searches it in the index of our different web pages to find mentions of keywords or mentions of specific links or we do that in all the AI tools but there will be keywords that people search that will not be in our index. So, how do we see where um AI overviews um show up for and how do we see them over time? Well, of course, we go back to one of our classic tools, which is rank tracker. Okay? And so a good way to do that and see like for example what I mainly want to do is I want to see for specific keywords that I'm tracking how often like AI overview shows up and how often do I um does my website like show up as one of the results in it. Right? So here in uh so this is the overview of rank tracker here and what I've done is I've gone to the SER features um table and I filtered specifically for air overview and then total total and own together. I can see that for a number of them but not all of them. like my website does show up but not all of them. And you can see the over time. Um, this also helps you see over time like how AI overviews are showing up in the keywords that you're tracking for or not. Right? So if I want I can also filter from here. No, I think the main thing is is to filter from here only. So So yeah. So I can see if I want to go into more detail of course I can open this up. So for example, this is for a keyword HS rank meeting. I can see that for an AI overviews uh my page is showing up but after that it is no longer there and instead uh the the page became the top result normally without AI overviews. It gives you a good idea of the like how how often AI overview shows up for the for the same keyword that's being searched. And of course, I can do this for any particular keyword like any any like search query that I'm that I'm interested in. because that's what Rank Tracker allows me to do. And what you can do here is then you can add keywords that you're So for example, I want to see brand radar. How to use brand radar. This is going to be a keyword that we don't have in our index. But I can just add this here so that I can track it over time. So that gets added and so it'll start loading. uh here just to show you because there's quite a number of keywords. So it's going to start loading but basically it will then start to track like uh every week or every day depending on uh your subscription how often the search like the SER uh feature of AI overview shows up your keywords and how often your website is linked versus your competitors and similarly you can do with your competitors here. This again is the same as how rank tracker has always worked, but now you can also track the SERs that that your competitors have. I can do it for AI overviews here. Let's filter for a more recent time frame. All right. So now here is a simple way to see how often my website shows up compared to my competitors. I can see that overall like this is for example this is for the help uh articles uh sub subdomain that we have. We can see overall we're linked more than our competitors but it's easy way to see like how my website ranks over time against my competitors here. This is so that's how rank tracker helps you in this regard. And then obviously over here you can go through to see um where are these keywords that you're showing up in the air overviews or not showing up in the air overviews. And you can see for example um if I want to search for I can look to see which are the keywords where I show up but my competitor does not show up. I think actually brand radar is slightly better for that for overall things. We'll go back to brand radar for a quick example. Yeah. So for example, SEO tools or let's do yeah SEO tools and I want to go for overview AI right I can see here that I want to see uh includes mo.com but does not include hs.com something like that and I apply All right. So then I can see the keywords and the AI overviews where uh my competitor is linked but not me. This is a good way to see what are the keywords that I could be missing out and I could be looking to build more co-mentions for on other on other websites or and things like that to improve to improve the number of times that my brand is being mentioned against my competitors especially not just mentioning of brands but also just like the overall content it's being used to say whether one tool is better than the other things like Okay. Okay. Next. Go back to presentation. So, we covered um brand radar, we've covered web analytics, we've covered uh rank tracker. These are the main ways in which you can sort of measure where your traffic is going. How um how likely your brand is being mentioned on different uh websites but also in AI But I just want to keep some things in mind for everyone. Now what can we do to adapt to this new normal? Uh Rebecca has already helped to link to this resource before. We actually have a lot of data studies that we have pushed out recently about AI search uh about like how the quality of search has improved or like how they have changed over time and how how often one tool is being used over another or one one AI chatbot is being used over another. And these are datas uh data studies that our team has been hard at work continuously pushing out. Uh Rebecca, if you can u link the particular section to all the case um if you want to have a look because this will give us um give you guys like a good idea about how this new normal is really looking like based on the data that we've pushed out. Right? But overall, I do want to say that as much as we want to worry about AI, overall AI traffic is still a small slice of the whole pie. A lot of traffic is still coming from your traditional uh like channels, search, direct, social, and paid and email. It could be like things are changing, but they're not changing that much. So like, you know, measure away and try to adapt to the new ways in which people are understanding your brand. But in general know that the traffic coming from uh these AI tools are not that significant based on what we can see or at least in this case our study of 35,000 websites. Yes, thank you. So you can see check out this category for data studies uh to see all the data we tried to collect to really try to make sense about how AI is shifting the landscape for people to discover about your brand, your website and learn about the world really. Uh and that's it. Do we have any questions from the audience? Uh are there any and any questions are available or if you like me to go through specific um features again from the tools that we covered today that would be also that's something I can also help to Uh I would do want to answer this person's question about uh there was a question that someone asked earlier about how air overviews destroy bloggers that earn money from AdSense or other platforms and how do we overcome it? I just want to show you guys on our YouTube channel where is it the most recent videos. So Samo has been hard at work covering like a number of different companies this one, this one, uh this one, these businesses, number of different businesses that basically got killed by Google. And unfortunately, it's very sad uh that some of these businesses that re um re rely on just AdSense to to collect um traffic, they basically have to pivot very quickly to make sure that their business stays alive still. So, a number of more successful uh website owners that typically rely on this either affiliate or they rely on like ads as for revenue. Now, I have to also maybe be in e-commerce, they also have to like maybe they sell courses or they sell like um different services, things like that to to sort of like uh diversify their revenues. So it really depends on what kind of uh audience that you have curated and started ranking for like you have to start looking into different ways. So that's that's for that that's for not what Google has been doing recently. Okay. Uh so Jeremy asks so would to conclude would you advise to measure AI search by tracking uh links traffic. to conclude, you should look at how many times your brand is being mentioned or cited across the different tools like AI overviews, chat, GPT, Perplexity, uh but also what kind of search uh keywords are and how AI is describing your brand. So, it's not just what, it's also how. Uh, and that gives you an idea of like potentially the gaps that you may need to fill. Especially if the if the links that are being shared or they're being ranked are not just your website, but mentions of your website on other people's websites. So, you need both, right? You need your website to rank, but you also need other people's websites that u mention your brand or talk about your brand, link to your brand to also uh increase and then describe talk about your brand in particular ways that will be beneficial to your your uh to your website to your company. Then then here uh from that point when when the brand mentions increase then presumably hopefully your traffic sources also increase uh from search or direct or AI search. So all of the channels sorry remove the filter here but this will increase based on that. Uh oh and there is this one one last thing that actually has nothing to do with our tools. So whenever people sign up for our um subscription, subscribe to HFS or they sign up for account on our platform, we do ask them where did you hear about us? This is another do of our tools. We do that and that's in our way. This is how we know that people discover us from chat GBT or Gemini or perplexity because people just say yeah I found you on chat GBT. So this is another way that you you can be measuring like where people like hear about you and get an idea of how successful your efforts are doing in ranking more for either AI search or socials or whatever you're doing. I hope that answers your question Jeremy. I think they the like overall it's not too easy to do it. There are ways that we're trying to approach to uh improving the way that we can measure the impact since it's it's like doom and gloom if we just look at the traffic number go down. But if we can see the other parts that are talking about our brand, we can see that um there may be other ways that we can improve um the quality of our visitors that that come to us or where where they can discover uh your company. Nathan asks, "I'm currently blocking chat GPT bot. Would that impact my visibility in chat GPT search?" Yes, they have no way of knowing your website. This is a personal choice, I presume, because that also means they will not use your content or you put a paid wall where you do not uh uh you need to be a paid subscriber to visit your website, something like that. So, that's the give and take, right? Is it fair? Maybe not depending on your business. But yeah, if you block the AI bots, they can't find you. They will not index you and they will not use you as a as a as a resource. How do you conclude is AI stealing part of my search traffic that I used to get earlier? I think okay. So let's also just start from the beginning. So if I put in HS right.com and you put in your website here inside explorer and you can see like go to organic keywords and then if I want to filter for SER features that on SER yeah overviews this is like I put in my website if I've not added anything a rank tracker, but you can do this in rank tracker as well if you have it set up to like track keywords over time. But I'm doing this in organic keywords uh for hs.com because I can see this data for over 100,000 keywords. So So what I'm looking at is uh has there been air overviews showing up for the keywords I used to rank for in the past? The answer is yes. It's gone up. It's gone up with every month. every month there is an increase of a overview showing up for the keywords I used to rank organically for uh I can then look back into my own web analytics and compare has my traffic gone down and as we've shared earlier um with our Google search console in the very beginning our traffic did go down unfortunately so this is how we know like we can compare to say okay keywords I used to rank for they start to have air overviews people are are likely to be more satisfied from those air I can see for example if these are the keywords I used to rank for and I can correlate it to the pages that they visit or they stop visiting. That's also a good way to analyze whether or not AI is getting you know uh taking away clicks from uh AI overview specifically taking away clicks from my uh from my website. How can you promote your content in AI tools? Uh there's a lot of resources and a lot of people out there sharing about ways in which you can rank better or like be mentioned more in AI. Um I think Rebecca, can you link the zero click search blog again? There's a lot of resources we that are out there about trying to rank more for AI. um like mentioned more in these AI tools. But I think um a good way is to look at it holistically and just improve um the way in which your brand is being mentioned across different kinds of platforms. So overall you have to build your brand across different kinds of platforms rather than just than just look at one then just do a normal SEO. I think if you want to promote, we also have a blog. I remember I saw that looks at factors AI overview brand visibility factors. Here you go. This one. So this is based on a study of 75,000 brands. We looked at what factors correlate more with the increase in period specifically in air overviews for example. So you can see that these are different factors here that matter. You can see that a number of them are actually still SEO things. Huh? Anchors that they're branded. DR is still there. Search volume is still there. So, um it's not all things you have to absolutely change Yes. Um do brands do links matter more? I think I think links matter slightly less than normal SEO for um AI overviews. I believe again we have a we have a study for that. But yeah, there you go. This one by Patrick is the most recent one. This helps you answer the question of like how how much did links matter. I think overall links still matter. Uh but from data shows like if it if you're only concerned about AI showing up in AI AI overviews then then like you may have to focus on overall brand improving um brand authority rather than just building links all the time. waiting for your database for chat GBT to become bigger so we don't need to use other tools. Yes, we're working very very hard on that currently. You can see uh for example if you go into just chat GBT clear this up we have just under a million in perplexity and we have just under a million. So this will soon be much higher. This will be much much much higher. This was like when we first pushed out um the database to make sure that things worked. This is the starting number, but soon we will grow this to a much larger number. So um hang in tight for if you need more keywords, more of a database results for any of these tools. how do we positively effect to rank better in chat GBT my AI citation so zero and chat GBT for all our websites okay I think this was similar to what a person asked earlier about how do you rank promote your content AI tools there's no way to pay like money directly to okay can I run an ad currently there's not anyway maybe in the future like Chad GPD was say, "Okay, now you can run ads or something." But currently, there's no way to do this. Um, please check out uh this about zero click search, the study that we've linked. Start with that to see how you can improve overall brand visibility and hopefully that will translate into AI visibility and then you'll get more citations over time. Yeah, the big names obviously show up a lot more that that is to be expected just because they I mean their brand presence online in web is so much more so a lot of the traditional things that you have to do that you were doing SEO still applies so are there any other uh questions I think if you just look at oh I want to be mentioned more by AI tools alone it is not the most uh productive way it's it's more about overall trying to understand how your brand is being discovered and then when people arrive live to your to your website or to your channel whatever it is like what is their experience as well and then from there how that multiplies into them sharing their experience with other people uh in different ways like they may blog about you they may make videos about you they may link to you and things like that so holistically like it's all about like building your brand and what your brand is associated with what what kind of things like if your brand is uh does luxury wellness uh retreats, right? That that we searched earlier. Then like do you want to be associated with like value for money or or like the best uh reviewed or something like that, right? And how how does that show up in like different parts of the web? And that matters more because ultimately behind AI, behind all of this is a human that is like learning about your brand and your website. So we should not forget about that. Okay. Do we have any other questions? What is the main value of purchasing the AI overview add-on and how do we take full advantage of it? uh if you want to understand what are the keywords that show up. So here's something that I done like we I could just search up like hrefs right now and very plainly see uh where what for what keywords and what AI overview results that people are uh that my website is being mentioned or like my brand is being mentioned specifically my brand is being mentioned right because this is for brand mentions not for links if I want to filter for links I can do it here. but let's say for example I want to see just AI overview mentioning HFS right and I want to see where the keyword doesn't include HFS does not contain And so now what I can see is when people don't search for hrefs I so what this what this can show me is basically uh non-branded non-branded keywords that href shows up for and in fact even gets linked by. Right? So from buying this particular add-on, I can see what are the ways in which my brand gets discovered in ways that people don't already know my brand, don't already uh like are not searching for anything related to my brand or I can even see like other spheres like maybe like for example this was an interesting one like mang manga owl alternative like these are ways in which that um people are learning about hrefs. that I may not necessarily know about and that could be an opportunity for me to build like build up more and therefore get mentioned more by AI overviews or in AI tools here. So that's that's like an example. So like it's by buying the add-on you can see what you currently rank for or not rank for. I can do this for my competitors. I can see what they how they get mentioned and for what keywords. I can see how they're being mentioned and what what links are being used. So this just gives me an idea of like here are the ways in which um my competitor has done a better job in being useful to AI uh compared to what I've done. Yeah. In this case, for example, for this keyword, this is like um posts that are being like shared on Reddit and Facebook. So like it's it's being used uh ranking or like being mentioned is is taken from all these forum websites and not necessarily one website that I own. I hope that answers your question, Carlos. Which add-on is most recommended if you can only have one of these three AI overview, strategy, and perplexity. Right. Um, we see that because people still use Google a lot more than any other tool like I mentioned earlier uh earlier in the presentation here traffic by channel LLM is still the bond. This is not AI overviews. This is like Chad GBT perplexity Gemini Claude Copilot all of these tools very small percentage where are people still searching and getting traffic is search. It's still search. So what does that mean? If you only want can pick one I would probably go AI overviews because that shows up in search for for it depend but it really depends on your business. You could have a lot of users or you're trying to target a user base that are very active users of chat GPT and perplexity students um specific kinds of professionals uh people that are you know like they do a lot of writing things like that like then it then it depends then then it matters. So you just have to think about You also have to think about like other companies that use chat GPT in their products and they they use that and stuff like that. Sometimes you're using um those products that use chat GBT and they might mention brands, companies and things like that and or like like share links of websites and stuff. So yeah, no worries. We're at the hour here. So, if we have any other questions, I'm going to hang out for a few minutes here. Okay, we don't have any further questions. Thank you for joining today's webinar. Uh hope you learned something interesting today and hope you have a better way of measuring traffic and uh from AI and the impact AI has on your traffic. Uh feel free to there will be an email later on um sending information about uh feedback for this webinar. So if you like to see um what you like, you can share about what you liked about this webinar or what you feel should be improved. That'll be very helpful for us in the next one. And uh that's it. Thank you so much. I'll go ahead and end the stream here. Take care everyone. Have a good day. Bye.