In this webinar, Kevin Indig (SEO advisor and growth leader) joined Eoin Clancy (Head of Growth at AirOps) to break down the implications of ChatGPT's explosive growth and what it means for content visibility.

The discussion revealed actionable strategies for marketers looking to thrive in this new AI-powered search reality, where brand mentions and content structure are becoming as important as traditional rankings.

Top 5 Takeaways

• ChatGPT’s Growth is Expanding Search Without Cannibalizing Google. ChatGPT is driving new user behaviors and opening additional discovery channels, rather than replacing Google.
• Referral Traffic from ChatGPT is Small but Highly Qualified. While the traffic volume is lower, conversions are often higher than Google, especially for transactional queries.
• Rich, Structured, and Frequently Refreshed Content is Critical for AI Visibility. Optimized content using FAQs, tables, and clear formatting improves user experience and increases the likelihood of LLM citations.
• Mentions and Citations in AI Platforms are new KPIs. Visibility in ChatGPT is often achieved through citations and mentions, which shape buyer decisions even without direct clicks.‍
• Off-Site Presence and Authentic Engagement Drive AI Search Success. Active participation in forums like Reddit and Wikipedia helps build authority, credibility, and brand mentions in AI-driven results.

​​Best Practices and Key Learnings

As AI search accelerates, the most successful teams are those who adapt quickly and focus on the right KPIs. Here are the actionable strategies Kevin Indig recommends:

Embrace AI as an Expansion, Not a Replacement

• Treat ChatGPT and LLMs as new discovery channels, not as threats to Google.
• Use personas to shape AI-era content: analyze customer calls, support transcripts, and user queries to surface the most relevant topics.

"ChatGPT is expanding the search landscape—marketers should see it as an opportunity to reach new audiences, not just a competitor to Google." — Kevin Indig

Why Marketers Can’t Ignore ChatGPT’s Growth

• ChatGPT has grown its monthly active users by 4x in the last 12 months, reaching 700 million MAUs.
• Conversion impact is already visible: Some companies report that ChatGPT now drives 7–10% of conversions they previously got from search, with that traffic converting at a higher rate than what comes via Google search.

Prioritize Content Structure and Freshness

• Use clear headings, tables, FAQs, and lists to make content LLM-friendly.
• Regularly update content to maintain both SEO and AI visibility.‍
• Audit your site for out-of-date or unstructured content and address gaps.

How to Decide Which Content to Refresh

• Build a simple scorecard (e.g., traffic light system) to evaluate whether content is structured, up-to-date, and user-friendly with FAQs, tables, or key takeaways.
• Check publish and update dates in your CMS to identify outdated pages that need attention.
• Benchmark against competitors by tracking where they’re cited in AI responses, third-party content, and social conversations.
• Monitor forums like Reddit to see if your brand is present in relevant discussions and prompts.

“Each of these four different pillars —content structure, freshness, citations, and social conversations—can be quantified and scored, and then make a very easy data-driven decision on where to start.” — Kevin Indig

Track Mentions, Citations, and Sentiment

• Monitor where and how your brand is mentioned in AI-generated responses.
• Track both direct citations and contextual mentions as leading indicators of influence.
  "Mentions and sentiment in AI platforms are now as important as traditional rankings." — Kevin Indig

Invest in Off-Site and Social Engagement

• Build authentic participation in relevant forums, such as Reddit and Wikipedia.
• Pursue digital PR and data-driven stories to earn high-value mentions.

Experiment and Iterate Rapidly

• Use scorecards and dashboards to identify content gaps and prioritize actions.
• Test new formats, topics, and off-site strategies, and measure results frequently.

"Agility and experimentation are the hallmarks of teams that thrive in AI-powered search." — Kevin Indig

Integrating AI Search Strategies Into Your Content Operations

The lines between traditional SEO and AI discovery are blurring. Marketers must now optimize for both search engines and LLMs by focusing on structured, up-to-date content and building strong off-site signals. Tracking new KPIs—like mentions, citations, and sentiment—will be key for measuring true visibility and influence.

Success will go to teams that embrace experimentation, prioritize structured content, and engage authentically across the platforms where their audiences spend time. By making these shifts, brands can secure a first-mover advantage as AI search becomes the new default for discovery and decision-making.

Final Thoughts: Future-Proofing Your Search Visibility

The battleground for search is changing fast, but the fundamentals of great content, authentic engagement, and a willingness to experiment remain constant. By acting on these insights, your team can thrive in an era where AI and LLMs shape how users find, research, and buy.

Want to get ahead in AI-powered search? Book a demo with AirOps to see how you can build smarter, faster, and more scalable content workflows for the future of discovery.

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