When I read the latest study about how Google search rankings appear to influence brand mentions in ChatGPT and other large language models (LLMs), I immediately thought: here we go again.
Another wave of questions for anyone involved in SEO. But unlike some SEO myths and rumors that vanish overnight, this one is supported by real data. That caught my attention.
Below, I’ll share what I learned from reviewing this research. I’ll explain why the study matters, how it was conducted, and what it means for your SEO and content strategy moving forward. I promise to keep things straightforward and genuine.
Search is Getting Different
Large language models (think ChatGPT, Bard, or Bing Chat) are changing our idea of “search.” People no longer just type queries into Google; they also ask AI-powered chat interfaces for immediate answers. In many industries, those answers often include brand names.
But which brands—big or small—get mentioned? Is it random? Are the AI suggestions unbiased? This new study, focusing on the finance and SaaS industries, tried to provide some answers.
It’s Not ChatGPT Boosting Google Rankings
Let me set the record straight immediately. Despite the rumors on social media, the study suggests the influence runs the other way: top performers on Google’s search results also tend to receive more brand mentions in AI-generated answers.
So if you heard talk that ChatGPT mentions could magically boost your Google rank, that idea is essentially reversed. The relationship is:
“Rank well on Google first → More likely to be mentioned by ChatGPT.”
Correlation does not prove one factor causes the other, but the link is strong enough to raise questions.
Key Findings at a Glance
- Correlation of about 0.65 between first-page Google rankings and LLM brand mentions
- Bing rankings correlated too, but with a lower coefficient (around 0.5–0.6)
- Appearing in the top 3 Google positions had the strongest correlation
- Backlinks, a traditional SEO factor, showed little influence on whether ChatGPT mentioned a brand
- Multimedia content (images/videos) did not notably increase AI brand mentions
About the Study
Here’s a brief summary of how the researchers conducted the study:
- Industries: They focused on finance and SaaS, where brand reputation and trust are very important.
- Questions: They ran 10,000 queries (for example, “What’s the best CRM tool?” or “How do I invest?”) using GPT-4’s API and other LLMs to see which brand names appeared.
- Data: They compared those brand mentions with each brand’s Google and Bing rankings, as well as other SEO metrics like backlinks and content diversity.
- Timeframe: They used a large sample of questions but covered a relatively short, recent period.
One small note: correlation does not prove that Google is the only factor behind AI brand mentions. The researchers mentioned that additional factors—like public relations efforts or on-page content strategies—could also have an impact.
Why the Findings Matter
We appear to be seeing the merging of two different search funnels.
People still rely on Google, but AI chatbots now provide quick answers that include specific brand names. If your brand is new to Google’s first page, it is less likely to come up in user queries via AI.
In other words, strong SEO on Google now plays an even more important role because success on Google can help you get noticed by AI tools as well.
Wait, but Aren’t Backlinks Crucial?
For nearly two decades, SEO professionals have emphasized building backlinks as a top priority.
Good backlinks from authoritative sites can improve your Google ranking—but apparently, they don’t strongly influence how often ChatGPT mentions your brand.
The study authors suspect that Google’s ranking signals are now based on more than just links.
ChatGPT likely draws on high-level summaries from the top search results, meaning that factors such as overall search presence, user engagement, and site relevance weigh more heavily than a specific backlink count.
Quick Thought on Links
- Keep building them. They are still important for ranking well in Google.
- However, if your only strategy for gaining AI mentions is “build more backlinks,” you might need to reconsider that plan.
Generative Engine Optimization (GEO): The Next Frontier?
A new acronym is making its way around: Generative Engine Optimization (GEO), which stands for generative engine optimization.
This means that in addition to standard SEO, you can also optimize your site for large language models. The idea is to get your brand recognized as a reliable answer when AI tools process common queries.
What might that look like?
- Structured on-page data with clear headings, bullet points, and definitions that make your key points easy for AI to pick up.
- Consistent branding to ensure your brand name, product lines, and unique features are uniform throughout your site. ChatGPT often uses brand names exactly as they appear in popular content.
- Authoritative coverage that offers in-depth information rather than surface-level content. AI tools favor material that thoroughly addresses user problems.
Large language models mostly use high-quality text for their training. If your website hides important brand information behind paywalls or embeds it in formats that are harder to parse, like images or complex scripts, AI tools might overlook your brand.
Does GEO Replace SEO?
No, not at all. Google remains the biggest traffic driver online, so you can’t ignore it. Adding optimization for AI tools is simply an additional focus.
The good news, according to the study, is that strong SEO on Google may naturally help you gain recognition from ChatGPT and similar tools.
Potential Pitfalls: It’s Not a Perfect Equation
A single note about correlation not equaling causation hardly covers the complexities involved. Here are a few important points:
- The study focused on finance and SaaS; other sectors, like e-commerce or local services, might show different patterns.
- A brand’s real-world reputation could also be a factor. A brand with robust PR, social buzz, and offline visibility might have higher odds of being mentioned.
- AI evolves rapidly. ChatGPT’s training data changes over time, and new models are emerging. In a few months, the entire scenario could shift.
Word to the Wise: Additional Factors
If Google ranking decided everything, the correlation would likely be nearly perfect. At about 0.65, it’s clear that search rankings significantly influence AI mentions, but they are only one part of the picture.
Other elements, like public relations, partnerships, and on-page content, are also being looked into for their impact on the AI’s knowledge base.
A Simple Table to Summarize the Correlation
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