🧠 GEO 2025 (AI SEO): числа, факты и что нужно делать брендам с этим каналом прямо сейчас?

Introduction to Generative Design Optimization

Overview of the Topic

• Dmitry Sevalnev introduces himself and the project Pixel Tools, highlighting the importance of discussing generative design optimization in relation to neural networks and search engine optimization.

• The session aims to explore whether there is significant traffic in this area and if it is worth pursuing now amidst the noise surrounding it.

Objectives of the Webinar

• Participants are encouraged to engage in a poll to determine which term will be adopted by the market for this topic.

• The webinar has three main goals:

• Assessing current user traffic from neural networks.

• Understanding how to measure results and establish KPIs for brand promotion under neural network strategies.

• Developing a 90-day action plan for improving KPIs related to brand visibility.

Understanding Current Trends in Neural Networks

Analyzing User Traffic

• The first goal is to evaluate how many users are currently engaging with neural networks and whether businesses should invest time into this technology now or wait for further developments.

Measuring Results

• Discussion on establishing measurable outcomes (KPIs) when starting optimization efforts focused on brands rather than just websites.

Role of AI Channels in Marketing Strategy

Current Dynamics of Neural Networks

• Examination of claims that AI will soon replace traditional search methods, assessing their validity based on recent data trends regarding visits from LLM models versus traditional search engines like Google and Yandex.

Comparative Analysis

• Data indicates that while LLM models have seen substantial growth, they still represent a small fraction compared to established search engines.

Insights from Traffic Sources

Traffic Distribution Insights

• Despite generating around 7 billion visits monthly, LLM models account for only about 4% of total web traffic, indicating limited but growing influence within digital marketing strategies.

Future Projections

• If growth rates continue at double-digit percentages, LLM models could significantly impact web traffic dynamics over time.

Regional Differences in Neural Network Adoption

Unique Russian Market Context

• Acknowledgment that Russia's approach differs from global trends; local data sources suggest distinct patterns in user engagement with neural networks compared to other regions.

Understanding the Role of AI in Russian Search Engines

Overview of AI Players in Russia

• In Russia, users typically do not rely on a single source for information; major players include Google, Yandex, ChatGPT, Perplexity, and DeepSic.

• The discussion emphasizes the need to consider multiple AI sources when developing marketing strategies beyond just Yandex Gemini.

• The integration of various AI models like ChatGPT and Perplexity is crucial for effective marketing in the Russian context.

Traffic Insights from Search Engines

• Current traffic data indicates that approximately 0.5% of website traffic comes from AI-driven search engines, similar to Cloudflare's findings.

• Google accounts for about 42% of overall web traffic, while other platforms contribute significantly less; Bing provides around 1.5%.

• Despite low percentages from AI sources (0.5%), there is an argument against neglecting these channels due to their potential growth.

Importance of SEO Strategy Adaptation

• The speaker argues that traditional SEO budgets often overlook the significance of emerging AI technologies despite their growing influence.

• Both Yandex and Google utilize neural network responses which require optimization efforts similar to classic SEO practices.

Evaluating Neural Network Responses

• It’s essential to assess how neural network blocks impact search results across different platforms like Yandex and Google.

• Research suggests that around 20% of queries are covered by these neural network responses, varying by geography and query type.

Future Trends in Audience Engagement

• For content-driven projects, understanding that up to 15% of target audiences receive information through modern language models is critical for strategic planning.

• Brands should invest in visibility within these neural networks as they represent a significant portion (15%) of potential traffic rather than dismissing them as negligible.

• There is a noted trend towards increased user engagement with these AI-generated responses across most topics except one specific area.

This structured overview captures key insights regarding the role and impact of artificial intelligence on search engine dynamics within Russia.

Understanding KPI Measurement in New Technologies

The Importance of Measurement

• The speaker emphasizes the necessity of measuring results to improve performance, especially in new technologies like neural networks.

• Establishing clear goals is crucial; for example, setting a target weight can significantly impact motivation and outcomes.

SEO Metrics and Their Application

• Traditional SEO metrics include demand assessment, website visibility, traffic engagement, and conversion rates.

• The discussion highlights the complexity of measuring interest in topics related to neural networks due to the lack of accessible statistics.

Brand Awareness and Performance Tools

• Neural networks may or may not reference a brand directly, affecting audience awareness and interest.

• The concept of "brandformance" is introduced, focusing on enhancing brand image and audience loyalty beyond just direct conversions.

Shifting Perspectives on Marketing Strategies

• SEO specialists are encouraged to adopt a broader mindset similar to brandformance experts who prioritize overall brand recognition.

• Research from Yandex on brandformance metrics is recommended for understanding audience awareness and sentiment towards brands.

Evaluating Brand Presence in Neural Networks

• Mentioned brands in responses from neural networks can indicate market presence but may not align with traditional rankings.

• Companies providing site promotion services should be aware of emerging competitors identified through AI-generated lists.

Analyzing Sentiment and Visibility Metrics

• It's essential to assess the tone of mentions within neural network outputs as they often present a positive view.

• Developing custom visibility metrics could help evaluate how frequently a brand appears in AI responses, contributing to overall marketing strategies.

Monitoring Brand Visibility in Neural Networks

Understanding Brand Presence and Metrics

• The discussion begins with the idea of monitoring the percentage of responses from neural networks that mention a brand, likening it to visibility metrics where weights are uniform.

• It is noted that while traffic and sales can be measured, performance indicators may not reflect direct conversions from neural network responses, emphasizing the importance of brand recognition.

• A proposed KPI for measuring visibility is introduced, suggesting a metric ranging from 0% to 100% indicating how often the target audience sees the brand in responses.

• The speaker mentions a tool developed for tracking this visibility metric across various neural networks, allowing users to input their own data or utilize an existing panel for analysis.

• There’s reassurance that having zero visibility isn't necessarily negative; it can indicate areas needing improvement rather than failure.

Analyzing Visibility and Engagement

• The speaker addresses concerns about low visibility scores, explaining that geographical factors might influence awareness among neural networks regarding local services.

• Emphasis is placed on analyzing why a neural network may not recommend a brand, similar to practices in search engine optimization and advertising analytics.

• Users are encouraged to create prompts comparing their brands against competitors to monitor mentions and improve overall presence based on identified gaps in visibility.

• Suggestions include using popular prompts related to industry rankings (e.g., top designers), which can help gauge brand presence within specific contexts or queries.

• Identifying segments with lower visibility compared to competitors allows businesses to strategize effectively for improving their market position.

Traffic Quality Insights

• Discussion shifts towards traffic metrics available through tools like Yandex.Metrica, noting current figures are modest but show growth potential at around 0.5% average visits.

• The quality of traffic sourced from neural networks is questioned; comparisons are made with traditional search traffic regarding engagement metrics such as time spent and conversion rates.

• Specific case studies reveal varying conversion rates between different platforms (e.g., 4% conversion rate noted), highlighting differences in user engagement across channels.

• Overall conclusions suggest that while traffic from neural networks is still developing, its quality may surpass traditional search traffic due to organic recommendations being perceived favorably by users.

• The conversation wraps up by reinforcing that targeted searches yield high conversion rates compared to general inquiries, underscoring the need for strategic keyword targeting.

Traffic Sources and KPIs

Importance of Targeted Traffic

• Discusses the significance of targeted traffic sources, emphasizing their effectiveness in reaching the desired audience.

• Highlights the need to monitor visibility as a KPI, which ranges from 0% to 100%, indicating how much of the target audience is aware of your brand.

Quality of Traffic in B2B Context

• Explains that high-quality traffic is crucial for B2B services, which often involve complex decision-making processes and higher average transaction values.

• Mentions insights from Google about users who engage with specific content blocks being more informed and likely to convert.

Understanding Visibility Dynamics

Current Trends in Audience Engagement

• Reports that approximately 15% of the target audience currently sees relevant neural blocks, comparing this with global trends.

Approaches to SEO Optimization

• Introduces three typical approaches: classic search result blocks (Answering Optimization), Generative Engine Optimization (GEO), and Large Language Model (LLM) SEO.

• Notes that Perplexity positions itself as a search engine alternative to Google, unlike other chatbots like ChatGPT.

Community Engagement and Terminology

Polling for Preferred Terminology

• Encourages participants to vote on preferred terms related to SEO strategies, aiming for community consensus on terminology usage moving forward.

SEO Strategies for Effective Search Results

Key Insights on SEO Effectiveness

• Confirms that traditional SEO remains effective; neural networks utilize information from classic searches while forming responses based on top results.

Role of Bing and Other Search Engines

• Discusses Bing's increasing relevance as a source for ChatGPT alongside traditional search engines like Yandex and Google.

Optimizing Content for Neural Networks

Strategies for Enhancing Visibility

• Suggest practical steps such as expanding semantic fields, structuring content effectively, and ensuring relevance across major topics.

Technical Considerations

• Advises on using proper page formats and microdata markup; although its impact on neural networks is uncertain, it may still be beneficial.

SEO Strategies and Digital PR

The Evolution of SEO Tools

• Discussion on the integration of digital PR into SEO, highlighting its importance in brand mentions and reputation management.

• Emphasis on the necessity for brands to appear across multiple sources to increase their chances of being included in search engine responses.

Content Creation and User Queries

• Standard practices for content creation are discussed, focusing on addressing common user queries effectively.

• Importance of creating comprehensive guides and comparison materials to cater to complex user needs.

Market Research and Microdata

• Questioning the effectiveness of microdata in influencing language model training, suggesting a lack of objective evidence supporting its impact.

• Advocating for a product-oriented approach in SEO that emphasizes testing results rather than following conventional advice blindly.

Search Behavior Insights

• Explanation of how users often break down complex queries into simpler parts when searching, affecting the sources cited in search results.

• Noting that search engines aggregate information from various queries, which can lead to unexpected source citations.

Visibility and Authority Building

• First recommendation: Focus on improving visibility in search results through targeted content marketing strategies.

• Highlighting the role of PR in enhancing authority by collaborating with reputable sources used by AI models like Google and Yandex.

Leveraging Authoritative Sources

• Suggestion for brands to engage with authoritative articles relevant to their industry as a means to improve visibility.

• Discussing strategies for contributing valuable content or negotiating placements within influential publications.

Future Trends in Content Creation

• Anticipation of increased production of review-based articles across platforms as demand grows.

• Encouragement for brands to create original articles targeting specific keywords related to their products or services.

Understanding SEO Strategies and Tools

Analyzing Sources in Pixel Tool

• The Pixel Tool module allows users to identify frequently encountered sources, including their own brand and competitors' brands.

• A suggestion is made to create a personal ranking of companies as a short-term strategy, especially if existing rankings do not include your brand.

Content Creation for SEO

• Writing articles that can rank well is emphasized; even simple articles can achieve visibility with the right approach.

• Example provided of a top-ranking article featuring generic content, highlighting the ease of creating similar content to improve online presence.

Steps for Effective Indexing

• The importance of adding websites to Bing Webmaster Tools is discussed, allowing for quick indexing and analytics setup.

• Users are encouraged to share their sites with Bing through Google Search Console for automatic addition and basic indexing.

Importance of Brand Presence in AI Responses

• Discussion on how good SEO correlates with effective geographic targeting; both classic SEO and Bing presence are crucial.

• Emphasis on defining terms related to SEO as it affects clarity in communication within the industry.

Experimentation with AI Prompts

• The fourth step involves testing prompts in AI systems like ChatGPT to ensure brand representation in responses.

• Examples illustrate challenges faced when querying about specific companies versus general information; refining queries leads to better results.

Future Considerations for SEO Practices

• Observations on how search engines protect against manipulation highlight the need for adaptive strategies in response generation.

• Personalization trends are noted, where positive interactions involving brands can be shared publicly, enhancing engagement metrics.

Understanding SEO and Brand Visibility

Importance of Semantic Grouping in SEO

• Emphasizes the necessity for SEO specialists to understand semantic grouping, likening it to a foundational element in search engine optimization.

• Highlights the role of brand managers and marketers in identifying potential queries that users might input into large language models to find their company.

Monitoring Brand Visibility

• Stresses the importance of creating a personalized list of prompts for monitoring brand visibility against competitors.

• Discusses setting benchmarks for visibility, comparing current metrics (e.g., 5% visibility) with competitors (e.g., 25%) to establish realistic goals.

Analyzing Sources and Creating Content

• Suggests analyzing resources utilized by neural networks to determine if a brand is represented; if not, strategies should be developed to create new sources.

• Encourages documenting quick wins by publishing content on priority platforms, which can rapidly enhance visibility in search engines like Yandex and Google.

Long-term Strategies and Analysis

• Mentions that while immediate results may not be visible within a month, ongoing analysis and optimization are crucial for long-term success.

• Underlines the need for continuous evaluation of effectiveness regarding hypotheses tested and adjustments made to prompt lists.

Key Insights on Market Dynamics

• Notes that the Russian market differs from global trends, with around 15% of audiences forming experiences through neural network responses.

• Introduces four key steps for enhancing brand visibility: classic SEO practices, PR efforts, source management, and engaging with neural networks.

The Integration of SEO and PR

• Argues that effective SEO now requires integrating traditional PR tools alongside digital strategies for optimal results.

• States that without classical SEO combined with PR efforts, achieving good presence in search results is increasingly challenging.

Future Trends in Digital Marketing

• Predicts an increase in demand for PR specialists within SEO companies as brands seek positive representation online.

• Encourages businesses to focus on improving brand visibility through strategic engagement with neural networks while offering support via Pixel Tools.

Audience Engagement Through Questions

• Invites audience questions about future trends in search algorithms considering site visibility within neural networks.

• Responding to inquiries about whether internet agencies will remain relevant suggests they will continue being necessary due to evolving digital marketing needs.

Impact of Economic Focus on Freelancing

Challenges for Freelancers

• The freelancing segment is expected to suffer due to business owners prioritizing cost savings, opting for cheaper content generation methods instead of hiring freelancers.

• If business owners prefer delegating tasks rather than managing them themselves, agencies will remain in demand, especially if they adopt modern technologies.

Agency Adaptation and Technology Integration

• Agencies must embrace technological advancements and communicate these changes to clients to enhance productivity and effectiveness.

• Current trends show that many are using AI for behavioral research, creating models based on user demographics (e.g., age, gender).

Optimization Strategies in Digital Marketing

Evolving Optimization Techniques

• There is no one-size-fits-all template for optimization; however, four main development vectors have emerged.

• Classic SEO practices are becoming more relevant as businesses seek effective online presence strategies.

Future Directions in Analytics

• Automation and analytics tools are being developed to help brands improve visibility through PR reviews and other means.

• Understanding shifts in consumer behavior regarding search queries is crucial for adapting marketing strategies.

Content Strategy Adjustments with AI Influence

Changes in Content Strategy

• Brands need to adjust their content strategies considering how AI systems interpret and rank content differently from traditional methods.

• While there isn't a revolutionary change, the focus has shifted towards entity recognition and factual accuracy within knowledge bases.

Successful Case Studies in ICO Optimization

• Although notable cases of successful ICO optimization are limited, actions like brand mentions can significantly enhance visibility when executed correctly.

How to Evaluate Demand in a Niche Market?

Understanding Market Growth Projections

• The speaker anticipates observing significant growth (X5, X10) in market volume over the next six months to a year, emphasizing the importance of holding onto this potential.

Analyzing Semantic Core and Traffic Sources

• To assess demand in a niche, one should analyze the semantic core by monitoring query responses from Yandex, particularly focusing on how often Alice's answers appear.

• Traffic analysis is crucial; if your traffic share exceeds 0.5%, it indicates substantial interest in your topic compared to average metrics.

Forecasting and Measuring Key Performance Indicators (KPIs)

• Effective forecasting requires establishing beliefs about visibility percentages and setting realistic expectations for future performance based on these beliefs.

• While forecasts can be constructed, their realization depends on numerous factors, making them somewhat speculative.

Importance of Tracking Information Requests

• A question arises regarding the necessity of tracking information requests separately; it's essential due to various AI tools that may not capture all relevant data sources.

Challenges with Search Engine Results

• Even if ranked high for certain queries, there’s no guarantee of appearing in specific answer blocks provided by search engines; additional efforts are needed to ensure visibility.

The Role of Generative Design Optimization

Evaluating User Engagement with AI-generated Content

• There’s an ongoing discussion about whether direct access to sources is beneficial or if it detracts from user engagement with content generated by AI systems.

Personalization Trends in SEO

• The conversation touches upon personalization trends within SEO practices and how they might evolve alongside user preferences and behaviors.

Perceptions of AI-generated Text

Public Sentiment Towards AI Creations

• Research indicates that people tend to rate AI-generated poetry lower when they know it was created by a neural network compared to anonymous submissions.

Strategies for Prompt Generation

• The speaker discusses how prompts are generated based on brand knowledge and thematic relevance but emphasizes the need for users to refine these prompts according to their beliefs and needs.

The Challenges of AI and Information Accuracy

The Impact of AI on Information Integrity

• The speaker discusses the significant challenge posed by hallucinations in AI, indicating that this issue will lead to a new phase in the battle between marketers and search engines.

• There is a growing concern about misinformation generated by neural networks, highlighting the need for developers to address these inaccuracies over time.

• An example is given regarding inconsistent information about Pushkin's height, illustrating how data can vary based on user queries and system responses.

The Evolving Role of PR Specialists

• The role of PR professionals is deemed crucial in future teams, with an emphasis on their interaction with industry media and external platforms.

• Traditional press releases are considered less effective; instead, creating high-quality articles that rank well is essential for brand visibility in neural network responses.

• PR specialists will focus on preparing impactful articles for reputable sources while evaluating their performance based on audience engagement and traffic metrics.

Understanding Search Queries and User Behavior

• A discussion arises around the effectiveness of aggregator platforms for events, noting higher conversion rates compared to traditional search methods.

• It’s noted that typical search queries tend to be longer than previously thought, often exceeding seven or eight words as users seek more precise answers.

• Approximately 15% of daily search queries are unique, emphasizing the importance of monitoring long-tail keywords rather than just focusing on high-frequency terms.

Software Needs in SEO

• Questions arise regarding what software tools are still needed in SEO; it’s suggested that existing tools have found their audiences if they meet demand.

Conclusion and Resources

• A mention is made about providing access to a presentation related to the discussed topics along with additional resources for learning effective SEO strategies.