ChatGPT instead of search: how to track brand presence in AI responses

Traditional SEO is no longer working as it used to. According to BrightEdge, 77–85% of informational queries end right in the search results — the user gets an answer and doesn't visit the website. Even more people go directly to ChatGPT, Perplexity, or Gemini with their questions, completely bypassing search engines. If a brand doesn't appear in these answers, it simply doesn't exist for millions of potential customers.

Why SEO is no longer enough

According to hh.ru, 58% of Russians using neural networks trust them specifically for information search — a task that used to be performed by Google or Yandex. BrightEdge records an even more telling trend: the share of zero-click queries in classical search engines has reached 77–85% for informational topics — the user doesn't visit any website. High positions in search results no longer guarantee traffic. Brands need a fundamentally new metric — AI Share of Voice: how often and in what context the neural network mentions them in answers to potential customers' questions.

What are GEO and AEO

GEO (Generative Engine Optimization) — optimizing brand presence to appear in responses from generative models: ChatGPT, Gemini, Claude, Perplexity.

AEO (Answer Engine Optimization) — a broader term: all systems that generate direct answers, including voice assistants and AI Overview in Google. Both disciplines work with one question: why do some brands regularly appear in AI answers, while others don't, and what needs to change. Key metrics tracked in this process:

• Mention frequency — how often the brand appears in answers to target queries
• Tone — positive, neutral, or negative context of the mention
• Position in the answer — first mention, comparison with competitors, or recommendation
• Model coverage — presence simultaneously in ChatGPT, Gemini, Claude, Perplexity
• Citation sources — which pages of the website appear in the context of the answer

Services for measuring AI visibility

The market for GEO/AEO tools is forming rapidly — several startups already offer specialized trackers. Among notable solutions:

Otterly.ai and Peec.ai — specialized AI visibility trackers: you provide a list of queries and receive a weekly report on whether your brand is mentioned in the answers of different models. You can track dynamics and compare with competitors.

Profound — focuses on the B2B segment: tracks mentions in business context and shows which scenarios AI recommends the brand to clients.

HubSpot AI Search Grader — a free tool for initial audit: you enter the domain and get a visibility score in ChatGPT across key topics of your industry.

Semrush and Ahrefs have added GEO functionality to their platforms — AI visibility can now be tracked alongside classic SEO metrics in a single interface.

"We're living in a transition period: one search model is leaving,

another hasn't established itself yet — and right now it's important to build presence in AI answers."

How to get into neural network answers

Generative models build answers based on source authority, frequency of mentions in quality texts, and information structure. Traditional keyword optimization no longer works the way it used to — it's more important to become a source that the models themselves trust.

Practically, this requires creating expert content that answers specific user questions — not "about the company," but "how to solve task X."

Get mentions in authoritative sources: industry media, Wikipedia, professional directories.

Add detailed FAQ blocks to key pages — AI often cites them directly.

Regularly update brand information in open sources.

What does this mean

SEO strategies will need to be rewritten with the new audience in mind — algorithms that read content and decide whether the brand deserves to appear in the answer. GEO and AEO are not replacements for classic SEO, but rather its next layer. Brands that start measuring AI visibility today will gain a competitive advantage before this market becomes saturated with tools and specialists.