Ray_Grieselhuber_-_SMX_Advanced_June_2025.pdf

Transcript

1. Use unified visibility from search data to grow in the AI era June 12th, 2025 Ray Grieselhuber CEO, DemandSphere Speakerdeck.com/raygrieselhuber X: @raygrieselhuber
2. Hi, I’m @raygrieselhuber Founder & CEO of DemandSphere 18+ years experience in data systems, engineering, and enterprise SEO Speakerdeck.com/raygrieselhuber @raygrieselhuber
3. It’s ALL AI search - the question is the interface SERP-only interface SERPs, Chat, & Agentic (AX) Speakerdeck.com/raygrieselhuber @raygrieselhuber
4. Three search experiences Google SERPs LLM / Gen AI Agentic (AX) Speakerdeck.com/raygrieselhuber @raygrieselhuber
5. Let’s talk about SERPs Speakerdeck.com/raygrieselhuber @raygrieselhuber
6. Zero Click World: the shift from traffic to influence & SoV https:/ /sparktoro.com/blog/2024-zero-click-search-study-for-every-1000-us-google-searches-only-374-clicks-go-to-the-open-web-in-the-eu-its-360/ Speakerdeck.com/raygrieselhuber @raygrieselhuber
7. You can model user attention with SERP shape analysis Speakerdeck.com/raygrieselhuber @raygrieselhuber
8. SERP Features are attention magnets Speakerdeck.com/raygrieselhuber @raygrieselhuber
9. Pixel depth & visual rank impact the probability that your brand will receive attention Speakerdeck.com/raygrieselhuber @raygrieselhuber
10. “SERP Features” will continue to emerge in Gen AI too Visual Rank Sentiment Layout Shift Scroll Depth Pixel Depth CTR Modeling Ad Copy Suggested Keywords # of Elements Ad Location Locations Reviews Merchant IDs Business Titles Ranking URLs Title, Meta, etc. Custom Extraction SERP Screenshots Pixel Height SERP Features Search Intent Keyword Clusters Topic Modeling Search Volume Ad Presence Ad Performance Co-Occurrence Competitor Performance Competitor Discovery Share of Voice Visual Share of Voice URL Screenshots NLP Analysis Video Discussions & Forums Social Knowledge Graph SERP Feature Interiors FAQ Flight Details Hotel Details Review details PLA Text Ads People Also Ask Refine this search Organic Commerce Related Products Shops News News Details Price & Currency Google vs. Bing Buying Guide Howto Job Details
11. Integrating SERP & GSC data for a more complete view Speakerdeck.com/raygrieselhuber @raygrieselhuber
12. Let’s look at an example (details changed to protect client data) Tripadvisor.com (not the actual client) AIO Position: 3 Organic Rank: 5 Visual Rank: 9 Pixel Depth: 2,100 (below 2nd fold) CTR: 33%
13. A simple data model
14. Deceptively simple unified view of factors impacting behavior Speakerdeck.com/raygrieselhuber @raygrieselhuber
15. Likelihood is high that CTR is coming from AIOs because of low pixel depth Tripadvisor.com (not the actual client) AIO Position: 3 Organic Rank: 5 Visual Rank: 9 Pixel Depth: 2,100 (below 2nd fold) CTR: 33%
16. Speakerdeck.com/raygrieselhuber @raygrieselhuber Let’s talk about LLMs / Gen AI search experiences
17. Point: traffic from Gen AI search is still a rounding error… https:/ /gs.statcounter.com/search-engine-market-share/all/united-states-of-america Gen AI search traffic < .03% Speakerdeck.com/raygrieselhuber @raygrieselhuber
18. Counterpoint: Your board is breathing down your neck about AI strategy and your competitors are jumping on it too Speakerdeck.com/raygrieselhuber @raygrieselhuber
19. People don’t care about traffic forecasts in Gen AI Speakerdeck.com/raygrieselhuber @raygrieselhuber
20. It was always about attention Speakerdeck.com/raygrieselhuber @raygrieselhuber
21. The most actionable insight in Gen AI is index overlap Speakerdeck.com/raygrieselhuber @raygrieselhuber
22. The dirty “secret”: AI search depends on traditional organic indexes Speakerdeck.com/raygrieselhuber @raygrieselhuber
23. Solving the stale content problem with Retrieval Augmented Generation (RAG) and Google / Bing LLMs Search Engines Answer engine uses combines LLM answers with organic index from Google or Bing (RAG) User receives higher quality and more relevant answer
24. Google & Bing form the backbone of AI search Google AI Overviews Speakerdeck.com/raygrieselhuber @raygrieselhuber
25. The 10 blue links are long dead but the index is the prize Speakerdeck.com/raygrieselhuber @raygrieselhuber
26. ChatGPT is using BOTH Google and Bing indexes These citation sources are from Google. See next slide.
27. ChatGPT is using BOTH Google and Bing indexes Speakerdeck.com/raygrieselhuber @raygrieselhuber
28. Data Study • 10,000 prompts • 17 industries • Google • Bing • ChatGPT • Perplexity
30. Reliance on Google & Bing Speakerdeck.com/raygrieselhuber @raygrieselhuber 51.72% Google Index ChatGPT 4o 14.26% Bing Index ChatGPT 4o 34.02% Custom / Remix ChatGPT 4o 37.12% Google Index Perplexity 45.63% Custom / Remix Perplexity 17.25% Bing Index Perplexity
31. Finally, let’s talk about Share of Voice (SoV) Speakerdeck.com/raygrieselhuber @raygrieselhuber
32. Evaluating SoV across search experiences Speakerdeck.com/raygrieselhuber @raygrieselhuber
33. Your CTR data should come from GSC Speakerdeck.com/raygrieselhuber @raygrieselhuber
34. How you model CTR across SERP Features has a big impact Speakerdeck.com/raygrieselhuber @raygrieselhuber
35. Takeaway #1: There is no more traditional vs. AI search. It’s all AI search. Speakerdeck.com/raygrieselhuber @raygrieselhuber
36. Takeaway #2: It’s all about attention. Speakerdeck.com/raygrieselhuber @raygrieselhuber
37. Takeaway #3: Integrate the available data sources to build a unified view Speakerdeck.com/raygrieselhuber @raygrieselhuber
38. Come visit our booth! Speakerdeck.com/raygrieselhuber @raygrieselhuber x.com/demandsphere linkedin.com/in/raygrieselhuber