For the longest time, ranking on Google was the north star of SEO. But something has shifted. đź‘€
I still Google everything — it’s second nature at this point. But the next generation? They’re skipping Google and heading straight to ChatGPT.
At the same time, Bing’s market share has quietly been climbing.
These are massive changes. So what’s happening? 🤔
This is more than a trend: It’s a new mindset
Bing’s new AI (Copilot) and large language models (LLMs) like ChatGPT and Claude are influencing the way people discover brands.
Why is this shift important? These aren’t just research tools anymore — they’re shaping real buying decisions. 🛒
We even ran a survey recently. 52% of our community said they’ve made a purchase based on a ChatGPT recommendation.
And these weren’t impulse buys. I’ve personally greenlit software purchases over $10,000, sometimes way more, based solely on AI research.
AI is now influencing the buyer journey at every stage. People aren’t just searching differently — they’re trusting differently.
It’s not just about Google anymore. It’s what I call Answer Engine Optimization (AEO).
How do I know if my traffic is coming from LLMs and Bing?
I’ve personally had leads tell us they found our brand through ChatGPT. But that never shows up with traditional SEO analytics.
That’s because ChatGPT gives recommendations. People then search your brand name on Google or Bing. and it gets logged as branded organic traffic.
That’s why so much of my time now goes into research on LLM visibility. Essentially rank tracking, but for ChatGPT and other AI models.
That challenge sparked something new.
We developed a way to provide visibility beyond Google
We realized something was missing: a way to see how crawlers — human or AI — interact with your site in real time. So we built OTTO Crawl Monitoring.
It’s the first tool that tracks crawl activity across:
- Bing
- GPTBot
- ClaudeBot
- and many others
All in one place. You’ll see what pages are being visited, how often, what’s being prioritized, and which bots are crawling them.
This gives you a huge edge.
How to bring more visibility to my brand inside the LLM?
We’ve developed a framework and tool to help you gain more visibility across all search platforms.
It’s called Holistic SEO—a strategy built around four core pillars: authority, content, technical performance, and user experience. When these align, you don’t just rank—you become the answer.
To make this scalable, we created OTTO, our AI SEO agent.
OTTO automatically identifies content gaps, tracks keywords across Google, Bing, and LLMs, and applies live updates to your site, including:
- Missing keyword integration
- Content creation
- On-page optimizations
- Technical fixes
- Automated link building
- And more…
It even connects your content with the concepts AI models seek—helping you appear in their responses.
With OTTO, you run holistic SEO automatically and at scale.
