Monday, October 27

🌟 Today’s Highlights:

• Instagram has a new ‘watch history’ feature

• Pinterest has a spooky new user journey map

• Finally, an agency that delivers SEO that works, at an affordable price

• 📊 Stat of the Day: 53% of shoppers turn to Google and other search engines for their gift ideas. (Source: Stacked Marketer)

• 💡 Today’s Insight: How do you actually optimize for LLMs?

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⚡️ Today’s Headlines ⚡️

⏱️ Instagram is introducing “watch history” to the app. An upgrade inspired by TikTok once again, this new feature will make it easier to find any video that you’ve watched in the app.

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👀 Pinterest has a AI-powered user journey model that predicts what users want to see. It analyzes search history, activity patterns, and board content to map out users’ goals.

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💁 Facebook is simplifying its page creation process. The app wants to make it easier to build a business presence by giving users a clear indication of ‘Company’ and ‘Creator’ profiles within the page creatoin procews

💡 Today’s Insight 💡

How do you actually optimize for LLMs?

🗞 TL;DR – With LLMs still largely in their infancy, it’s hard to gather concrete information about AI optimization. Most of the advice online is speculative at best, simply because we haven’t had enough time to figure out what works and what doesn’t. 

Semrush is on the frontline of actually running experiments to see what’s effective, and one method they tested is called query fan-out. It’s a process where AI systems like Google AI Mode and ChatGPT take your original search query and break it down into multiple sub-queries, then gather information from various sources to generate a comprehensive response.

💡 Insight – Here’s a few of the key takeaways they learned:

Fan-out query optimization significantly increases AI citations.
Within the small sample they used, they more than doubled the citations in tracked prompts from two to five. Although it’s a small number, citations were the main metric that they wanted to influence, so the increase definitely points to success. 

AI citations can be all over the place.
The team checked in on the experiment throughout the month. At one point, the citations were as high as nine, while at other times they dropped down to five. The takeaway here is how quickly things can change when you’re relying on AI platforms for visibility. 

Semrush’s brand mentions dropped for tracked queries.
Overall, they noticed fewer brand references appearing in AI responses to the queries they were monitoring, which ultimately affected their share of voice, brand visibility, and total mention metrics. They chalked this up to being a distinct issue from citation changes.

🎯 Takeaway – The Semrush team received a mixed bag of results with the query fan-out optimization experiment. Their total citations increased by 150%, but their share of voice, brand visibility, and brand mentions all dropped. So, all in all, the method is effective in one category, if increased citations is what you’re after, but it is still pretty difficult to drive predictable growth when AI SEO is still very… unpredictable. 

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