Say my name, say my name: SEO for brand recognition in LLMs

In this insightful session, SEO expert Crystal Carter dives deep into the evolving landscape of generative AI in search. Discover how tools like ChatGPT interpret your brand, what your online presence looks like in AI-powered results, and actionable strategies to optimize your brand for the future of generative search. Whether you're a marketer, business owner, or digital strategist, you'll gain valuable insights on how to enhance your brand's visibility in AI-driven search engines.

1. Say my name,
Say my name:
SEO for brand
recognition in LLMs
Crystal Carter
Head of SEO Communications

2. Say my name, Say my
name! SEO for brand
recognition in LLMs
Crystal Carter
Head of SEO Comms, Wix Studio
@crystalontheweb/
@CrystalontheWeb

3. Visibility in LLM Search | Crystal Carter

Crystal Carter
Head of SEO
Comms, Wix Studio


Enterprise SEO
↱
↱
↱
wix.com/seo/learn
Global Thought Leader
Comms leadership
↱
Course instructor

4. Visibility in LLM Search | Crystal Carter

5. Why Gen-Search ‘Engine’ Visibility Matters
WHAT WE’LL COVER
WHAT WE’LL COVER


How to monitor visibility
How to optimize for gen-search engines

9. Visibility in LLM Search | Crystal Carter

LLMs
for
Search
AI
overviews
in
Search
User Journey

10. Visibility in LLM Search | Crystal Carter

Users
choose
LLMs for
search
Users
happen
upon
AI overviews
User Journey

11. Visibility in LLM Search | Crystal Carter

Users
interact
with LLM
responses
Users
receive
AI overview
content
User Journey

12. Optimizing for
LLM Brand Visibility
Visibility in LLM Search | Crystal Carter

13. Optimizing for
LLM Brand Visibility:
Visibility in LLM Search | Crystal Carter

The process of increasing
references to a brand or
website in LLM responses

14. Why does
brand visibility in
LLMs matter?

15. Visibility in LLM Search | Crystal Carter

2.63B monthly visits
9B monthly page views
6min per session
Source: Similarweb

16. Visibility in LLM Search | Crystal Carter

17. Visibility in LLM Search | Crystal Carter

18. Visibility in LLM Search | Crystal Carter

Queen G is
currently on top
but…

19. Visibility in LLM Search | Crystal Carter

LLM use is
growing, rapidly

20. Visibility in LLM Search | Crystal Carter

Gartner predicts
25% drop in search
engine use by 2026
Source: Gartner

21. Visibility in LLM Search | Crystal Carter

Gartner predicts
organic traffic will
drop by 50% by
2028

Source: Gartner

23. Visibility in LLM Search | Crystal Carter

Source: Gartner

24. How to optimize for
gen-search LLMs

25. Visibility in LLM Search | Crystal Carter

LLM Types
Information
retrieval from
Pre-Trained
Model
Responses
Search
augmented
information
retrieval from
Pre-Trained Model
Responses

26. Visibility in LLM Search | Crystal Carter

LLM Types
Pre-Trained Data
LLM
Augmented
Pre-Trained Data
LLM

27. Visibility in LLM Search | Crystal Carter

LLM Types
Pre-Trained Data
LLM

28. Visibility in LLM Search | Crystal Carter

Pre-Trained LLMs
Pre-Trained
Data LLMs
Fixed
training set
Variations by
platform
Data updates
shift visibility
Maybe links,
maybe not
DATA SETS VISIBILITY

29. Visibility in LLM Search | Crystal Carter

30. Visibility in LLM Search | Crystal Carter

Pre-Trained Data Sets
LLM ClaudeGeminiChatGPT
Training
cutoff
date
April
2024
2023
Sept 21*
to
Dec 23

31. Visibility in LLM Search | Crystal Carter

?????? Don’t expect to see brand new info
✅ Monitor training set updates
✅ Tailor your approach for each LLM
Pre-Trained LLM Optimizations

32. Visibility in LLM Search | Crystal Carter

33. Visibility in LLM Search | Crystal Carter

�

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Aug 24
✅

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Sep 24
�

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38. Visibility in LLM Search | Crystal Carter

39. Visibility in LLM Search | Crystal Carter

�

40. Visibility in LLM Search | Crystal Carter

41. Visibility in LLM Search | Crystal Carter

42. Visibility in LLM Search | Crystal Carter

Pre-Trained LLM Optimizations
?????? Don’t expect to see brand new info
✅ Monitor training set updates
✅ Tailor your approach for each LLM
✅ Feedback on bad & good responses

43. Visibility in LLM Search | Crystal Carter

LLM Types
Augmented
Pre-Trained Data
LLM

44. Visibility in LLM Search | Crystal Carter

LLM Type: Augmented
Augmented
Pre-Trained
Data LLM
Fixed
training set
Augmented
by web crawl
Impacted by
web crawl
Has links and
references
DATA SETS VISIBILITY

45. Visibility in LLM Search | Crystal Carter

Search Augmentation

46. Visibility in LLM Search | Crystal Carter

Search Augmentation
LLMCopilotPerplexityGemini*
Search
engine
BingPerplexityGoogle*
Legacy
rankings
✅ ?????? ✅*

47. Visibility in LLM Search | Crystal Carter

Bing Google Difference
Total indexed pgs10,000159,000Bing is 15x less
No. Top 10 66 92 -26 on Bing
Search Visibility 3.1 4.9 -/+ 1.8
Traffic Forecast48009319690Bing is 5x less
No. 1 Ranking 60 164 -104 on Bing
Comparing top 400 kw in SERanking

48. Visibility in LLM Search | Crystal Carter

49. Visibility in LLM Search | Crystal Carter

50. Visibility in LLM Search | Crystal Carter

51. Visibility in LLM Search | Crystal Carter

52. Visibility in LLM Search | Crystal Carter

Pre-Trained LLM Optimizations
?????? Don’t expect to see brand new info
✅ Monitor training set updates
✅ Tailor your approach for each LLM
✅ Feedback on bad & good responses

53. Visibility in LLM Search | Crystal Carter

?????? Don’t ignore search engine ranking
✅ Check your core queries regularly
✅ Prioritize pages that show in LLM
Augmented Search Optimizations

54. Visibility in LLM Search | Crystal Carter

Optimizations for
Every LLM

55. Visibility in LLM Search | Crystal Carter

Optimizations for Every LLM
✅ Optimize for LLM crawl intent
✅ Manage your brand entities
✅ Get involved with the platforms
✅ Optimize augmented LLMs first

56. Visibility in LLM Search | Crystal Carter

Optimizations for Every LLM
✅ Optimize for LLM crawl intent

57. Remember:
Visibility in LLM Search | Crystal Carter

LLMs are not trying to
click or rank your content.

LLMs are trying to
interpret your content.

58. Remember:
Visibility in LLM Search | Crystal Carter

LLMs have different intent
from human users and
traditional search user-agents.

59. Remember:
Visibility in LLM Search | Crystal Carter

LLMs have different intent
from human users and
traditional search user-agents.

60. Visibility in LLM Search | Crystal Carter

LLM Web Crawlers
Copilot BingBot
Gemini Google Extended*
Perplexity PerplexityBot
Claude ClaudeBot
Chat GPTOAI-SearchBot | ChatGPT-User| GPTBot

61. Visibility in LLM Search | Crystal Carter

LLM Web Crawlers
Chat GPT
are
publicly
listed by
IP
OAI-SearchBot | ChatGPT-User| GPTBot
OAI-SearchBot | ChatGPT-User| GPTBot

https://platform.openai.com/docs/bots
https://openai.com/searchbot.json
https://openai.com/chatgpt-user.json
https://openai.com/gptbot.json

62. Visibility in LLM Search | Crystal Carter

LLM Web Crawlers
Common
Crawl
is used to
train
LLMs
OAI-SearchBot | ChatGPT-User| GPTBot
CCBot

Older versions used the IPs
38.107.191.66 through 38.107.191.119.
The current version crawls from
Amazon AWS.

63. Visibility in LLM Search | Crystal Carter

LLM Web Crawlers
Chat GPT
are
publicly
listed by
IP
OAI-SearchBot | ChatGPT-User| GPTBot
OAI-SearchBot | ChatGPT-User| GPTBot

https://platform.openai.com/docs/bots
https://openai.com/searchbot.json
https://openai.com/chatgpt-user.json
https://openai.com/gptbot.json

64. Visibility in LLM Search | Crystal Carter

LLM Web Crawlers
Chat GPT
are
publicly
listed by
IP
OAI-SearchBot | ChatGPT-User| GPTBot
OAI-SearchBot | ChatGPT-User| GPTBot

https://platform.openai.com/docs/bots
https://openai.com/searchbot.json
https://openai.com/chatgpt-user.json
https://openai.com/gptbot.json

65. Visibility in LLM Search | Crystal Carter

68. Unnecessary
/page/1
/categories
/hashtags

69. Remember:
Visibility in LLM Search | Crystal Carter

LLMs are not trying to
click or rank your content.

LLMs are trying to
interpret your content.

70. Visibility in LLM Search | Crystal Carter

LLMs do not need
navigational pages.

71. Visibility in LLM Search | Crystal Carter

72. Visibility in LLM Search | Crystal Carter

Optimizations for Every LLM
✅ Optimize for LLM crawl intent
✅ Optimize augmented LLMs first

73. Visibility in LLM Search | Crystal Carter

LLM Web Crawlers
Chat GPT
are
publicly
listed by
IP
OAI-SearchBot | ChatGPT-User| GPTBot
OAI-SearchBot | ChatGPT-User| GPTBot

https://platform.openai.com/docs/bots
https://openai.com/searchbot.json
https://openai.com/chatgpt-user.json
https://openai.com/gptbot.json

74. Visibility in LLM Search | Crystal Carter

Rank on
search
Visible in
search
augmented
LLM
Visible in
pre-trained
model LLM

75. Visibility in LLM Search | Crystal Carter

Optimizations for Every LLM
✅ Study your bot logs to prioritize
✅ Manage your brand entities
✅ Optimize augmented LLMs first

76. Visibility in LLM Search | Crystal Carter

Optimizations for Every LLM
✅ Study your bot logs to prioritize
✅ Manage your brand entities
✅ Optimize augmented LLMs first

77. Visibility in LLM Search | Crystal Carter

Optimizations for Every LLM
✅ Study your bot logs to prioritize
✅ Manage your brand entities
✅ Optimize augmented LLMs first
Barbie and Ken are having the time of their
lives in the colorful and seemingly perfect
world of Barbie Land. However, when they
get a chance to go to the real world, they
soon discover the joys and perils of living
among humans.

78. Visibility in LLM Search | Crystal Carter

Optimizations for Every LLM
✅ Study your bot logs to prioritize
✅ Manage your brand entities
✅ Optimize augmented LLMs first

79. Visibility in LLM Search | Crystal Carter

Optimizations for Every LLM
✅ Study your bot logs to prioritize
✅ Manage your brand entities
✅ Optimize augmented LLMs first

80. Visibility in LLM Search | Crystal Carter

✅

81. Visibility in LLM Search | Crystal Carter

✅

82. Visibility in LLM Search | Crystal Carter

✅??????

83. Visibility in LLM Search | Crystal Carter

✅

84. Visibility in LLM Search | Crystal Carter

�

85. Visibility in LLM Search | Crystal Carter

86. Visibility in LLM Search | Crystal Carter

87. Visibility in LLM Search | Crystal Carter

88. Visibility in LLM Search | Crystal Carter

LLM’s are all trained on
Wikipedia and thus on
entities and thus on the
knowledge graph.

89. Visibility in LLM Search | Crystal Carter

Optimize
for
entities
✅ Manage Wikipedia &
Wiki Data entity

✅ Claim knowledge panels

✅ Implement schema

✅ Align content & links
known entities

90. Visibility in LLM Search | Crystal Carter

Optimizations for Every LLM
✅ Study your bot logs to prioritize
✅ Manage your brand entities
✅ Get involved with the platforms
✅ Optimize augmented LLMs first

91. Visibility in LLM Search | Crystal Carter

92. Visibility in LLM Search | Crystal Carter

Custom Branded GPTs

93. Visibility in LLM Search | Crystal Carter

Custom GPTs
10K+
Chats

94. Visibility in LLM Search | Crystal Carter

Custom GPTs

95. Visibility in LLM Search | Crystal Carter

Custom GPTs

96. Visibility in LLM Search | Crystal Carter

Perplexity Pages

97. Visibility in LLM Search | Crystal Carter

Perplexity Pages
57K+
Views

98. Visibility in LLM Search | Crystal Carter

Perplexity Pages

99. Visibility in LLM Search | Crystal Carter

Perplexity Pages

100. How to
monitor visibility

101. Visibility in LLM Search | Crystal Carter

102. Visibility in LLM Search | Crystal Carter

Regex for GA4:
^https:\/\/(www\.meta\.ai|www\.pe
rplexity\.ai|chat\.openai\.com|claude
\.ai|chat\.mistral\.ai|gemini\.google\
.com|bard\.google\.com|chatgpt\.co
m|copilot\.microsoft\.com)(\/.*)?$

103. Visibility in LLM Search | Crystal Carter

ChatGPT Tracking

104. Visibility in LLM Search | Crystal Carter

105. THANK
YOU!
Visibility in LLM Search |
Crystal Carter