Which mid-range speaker offers the best value for money? Recommend some hotels in Santander. How can I remove an oil stain from a cotton garment?
The use of artificial intelligence search engines to resolve any type of query has become increasingly popular. Everyone uses tools such as Chat GPT, both personally and professionally. Although Google remains the global search engine of choice, its market share has been declining slightly in recent years, and since the end of 2024, it has fallen below 90% for the first time in the tech giant’s history, according to data from Statcounter. The cause of this decline is due to the rise of AI-based platforms, which continue to grow. According to a study called “The Current AI Landscape,” ChatGPT already has a 28.26% share of desktop users, surpassing Bing and Yahoo (Source: Marketing4ecommerce).
This change in market players is very important information for companies. From now on, brands’ communication and marketing strategies will have to adapt to this new reality of Internet searches, which includes new ways of communicating and addressing audiences, new channels, and, of course, new formulas for positioning a brand online.
Source: StatCounter Global Stats – Search Engine Market Share
Change in the way we search online
With the intensive use of AI-based systems such as Perplexity, Gemini or Chat GPT, we are changing the way we search the Internet: now we ask questions and give answers in natural language, rather than using keywords. In other words, we no longer search for “cheap hotels in Madrid,” but rather “give me the names of cheap hotels in Madrid that are located in the center, close to a subway stop, and include breakfast”. And the response we receive from these artificial intelligence tools will not be a list of links or search results, but rather answers in a chat or conversation format.
In fact, this change in the way we search can also be seen in Google itself, with new features such as AI Overviews and AI Mode.
Example of AI Overview in a Google search
As a result of these new uses, it is important that companies’ marketing plans take into account this new reality in which potential buyers engage in ‘dialogues’ with AI and use it for all kinds of queries: from planning a trip to searching for brands for their next washing machine or, in the B2B sphere, to locating new suppliers.
How to position your brand within Chat GPT (and other similar AI tools)?
This change in the way people search for products has given rise to a new digital channel that offers a great opportunity to generate business. That is why more and more brands are interested in appearing in AI responses, but the truth is that this is still uncharted territory and there is little information available on how to do it.
You may be wondering: what can I do to get my brand to appear in these AI tools? The LF Channel team also had this question. We decided to ask Chat GPT itself:
And ChatGPT gave us a series of steps to help a company appear as a response to questions about the sector. Here are the most interesting ones:
1. Create useful and relevant content on your website
Many companies have elaborate blogs or websites, but sometimes they forget to include information from an educational perspective that helps potential buyers resolve any queries they may have. In this regard, it seems that Chat GPT prioritizes the creation of high-quality content that answers real questions from consumers.
2. Optimize your content for SEO and natural language
SEO will continue to be a strategy that companies will have to pay attention to, but the way it is applied is evolving and adapting to this new form of search through the use of natural language. To do this, it is recommended to use structured data (Schema) so that search engines and artificial intelligence tools such as ChatGPT understand your content more accurately.
3. Get external mentions
ChatGPT views it positively when a brand appears on other companies’ websites, as well as on forums, blogs, and other external sites. Additionally, influencer marketing can be a key tool to get mentions of your brand on social media platforms like YouTube, blogs, and more.
4. Get featured in reputable media
A good public relations strategy will generate mentions of your brand in highly recognized and influential media within the digital environment. Since these mentions are organic, they are highly trustworthy and of quality, something that Chat GPT values. On the other hand, a good media communication strategy will allow your brand to appear in industry rankings or directories.
5. Use social media and visible channels
Although Chat GPT does not directly read social media, all content generated on these platforms is usually shared on external media such as blogs, newsletters, and even in the media. And this dissemination or ‘virality’ is very interesting when it comes to appearing in AI-based search engines. Therefore, a good social media communication strategy will be beneficial for brands seeking to increase their presence on these new tools.
Our communications team has over twenty years of experience implementing communication plans across all these channels, always prioritizing the quality of relationships over quantity with stakeholders (partners, employees, media, etc.), and has proven highly effective in terms of brand positioning and growth. Would you like to know which communication channel your company needs to improve? Get in touch with us, and we’ll help you develop an effective plan.
Communication and public relations, essential tools for positioning in Chat GPT
These recommendations provided by Chat GPT give us a clue as to the path a company should follow in order to have a significant presence in AI-based search tools. But what it certainly makes clear is the importance of a solid, 360-degree communication strategy that encompasses tools such as social media, blog management, SEO, PR actions, etc.
Communication consultancies play a key role in managing all these communication tools in a strategic, coordinated, and consistent manner. The two main ingredients are:
- The ability to write professional content for any format, whether it be a blog, newsletter, social media posts, or media-oriented texts (such as press releases).
- The possibility of generating thought leadership for a brand to position it as an opinion leader in the media and on social networks, or by collaborating with industry players and influencers. This not only reinforces the brand’s reputation, but also generates public content that can be indexed and referenced by AI.
With a comprehensive communication and public relations strategy, we will ensure that our brand is cited as a source in AI-powered search responses and also increase the likelihood that our website appears in featured snippets, as well as other prominent positions in search results. In the long run, this will help not only your sales but also your brand’s credibility and reputation.
