Understanding AI search analytics for marketing

Search has changed. People don't try to find answers from Google anymore, they are starting to rely on AI for answers. Using tools like ChatGPT, Google AI Overviews, Google AI mode, Perplexity, Copilot, etc. There are tens of widely popular AI tools that people rely on nowadays.

In general, SEO has always been mostly about keywords, rankings, and backlinks. Now, it's about understanding how Google's AI Overviews, Copilot, or ChatGPT search, summarize, and share information.

That's why a new term called GEO or AEO has been born. There is still no consensus on which term will be most used, but they mean the same.

GEO = Generative engine optimization

AEO = AI engine optimization

And for you to start optimizing how your brand is seen in AI results, you first need to understand if it's even seen in prompt results and where the AI is pulling the results from. That's one of the reasons why you should start looking into AI search analytics.

What is AI search analytics?

AI search analytics helps you understand how your content appears and performs in AI-based search results. With this data, you can then start looking into optimizing your content strategy and visibility on meaningful sources.

In general, you should look into data like:

• Brand mentions — How many times is your brand mentioned in results?
• Citations — Is your brand domain used for citations in responses?
• Position — What's your brand position against other brands in responses?
• Sentiment — How does AI talk about your brand in the responses?
• Sources — What sources does AI use to come up with the responses?

Instead of focusing only on rankings or traffic, this approach helps you see how AI interprets your content, and if it's helping people find what they need.

Why should you care?

That's a good question, but think about where we are going. If people just keep asking answers from AI, they won't navigate to websites anymore. They might in some cases, but the traffic is 100% certain to go down from real visitors. Don't panic, you don't need to rebuild everything, but it's worth starting to pay attention.

1. Search results are more than links

People often get answers directly from search results now. Sometimes those answers use your content, but you might not see a click. AI Search Analytics helps you notice when your work is being used this way.

2. Attribution is getting harder to track

AI systems mix content from different sources. Watching where and how your brand is mentioned helps you understand whether you're still part of the story.

3. Content needs to be clear and organized

Good content now has to make sense to both people and AI. That means writing clearly, keeping your facts solid, and using a structure that's easy to follow.

How to start using AI search analytics

Here's a simple way to begin:

1. Check where your content shows up. Use tools like Geosaur or test directly with AIs and their search features. See what they say about your topics.
2. Pay attention to the language. Notice what words or phrases keep coming up. Do they match how you describe your business?
3. Make your content clearer. Update your pages so AI easily understands who you are and what you do.
4. Write naturally. The clearer your writing, the better it works for both people and AI.
5. Keep learning. Treat this as a habit, not a project. Search will keep changing, and that's okay.

Bringing it all together

AI Search Analytics isn't about chasing algorithms. It's about understanding how AI sees your brand and using that knowledge to make smarter marketing choices.

You don't have to make big changes right away. Start by observing how AI presents your content, then adjust. The more you understand how AI search systems describe your brand, the easier it becomes to guide that story in your favor.