The Seotistics newsletter is written by Marco Giordano, a Data/Web Analyst with the goal of combining business and web data. Tired of the usual boring Analytics content without any business impact? Seotistics teaches you how to use Analytics, web data and even content in your workflow while helping you with Strategy.
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AI Measurement Framework: Intro
Published 1 day agoΒ β’Β 5 min read
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Use Data Or Be Used By Data!
The June 22 issue of Seotistics is here for you!
LLM/AI measurement is on the mouth of everyone... but is it actually possible?
I don't want to give you the secret to all problems because it doesn't exist.
In fact I will show you why most of this is not as easy as you imagine. This is just an intro for the next content.
P.S. I will also write a longform article on the topic, this is just the starter.
Please move this email to your Primary inbox or reply to it. This is to prevent Seotistics goes into spam by accident. Gmail users can read this tutorial to do it.
Oh and I will make a super cool announcement soon, can you guess the next destination?
What's Available Today
We still don't have reliable solutions to export data outside of the tools, which is like 99% of the usefulness.
I doubt we will get prompt lists because each prompt is unique BUT as Bing showed, it's easier to report on grounding queries.
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A grounding query is what LLMs (Copilot here) uses to answer your prompts.
So it's not people searching on Bing but the machine running prompts.
Citations are a good indicator to see if your website is picked up by LLMs... which is also available in 3rd-party tools, like Waikay (more on them in the next issue).
The most interesting and underrated field to BWT is Citation Share because it's compared to your competitors.
This means that you can more or less gauge how prevalent you are.
Terrible design choices in here...
GSC will also have a slice of LLM data in the form of impressions (who cares).
The Log Files π
If you are one of the few chosen ones to have decent data retention of your log files and access, then you can check bot activity.
Do LLMs actually check my pages? If yes, which?
This doesn't tell you much apart from helping you measure bots, though.
In this regard the next section is definitely more useful...
GA4 (Or Alternatives)
Given that your setup is half decent, you can assess your AI traffic.
Recently GA4 also introduced an AI Assistant default channel, which isn't of much help.
The real measurement issue here isn't consent mode or you not having server-side but AI not sending referrers.
This means a piece of your LLM traffic sits somewhere under Direct, the worst bucket.
For those who forgot, it's not actual direct traffic, rather a classification for unknown.
And another part may sit under Organic Search, if people see you and then google your brand name π
As always, this type of data should be read directionally to make decisions.
Today most websites get a small % of total AI traffic but it doesn't mean you should disregard it.
It's an additional way to bring people to your website and create more "risky" content.
This is mine but consider that now you also have LLMs in the mix.
For years we have seen the obsessions over keywords, volumes and CPCs.
That's BS and the best way to craft mediocre content to be pruned later.
I myself for Seotistics follow different rules and completely disregard volumes, since they are useless.
My best content comes from you folks and the understanding I have of the market.
The real issue with analyzing these scenarios is that most advice is outdated and focuses on 2016 SEO.
Shifting Your Mindset
The real issue isn't just about data but how marketing and SEO are perceived by many practitioners.
The clicks obsession is what got us here in the first place, after all.
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Visibility and awareness are necessary to make sure people consider you!
For B2B in particular, this is super important.
People don't see your product for the first time and buy it immediately.
They are exposed multiple times to your brand, different touchpoints and maybe... they will buy.
No one says it'd even happen soon, it could also take years for some businesses.
The other shift to make is what I always encourage: don't report on SEO metrics like business success.
DO. NOT. REPORT. ON. SEO.
Your actual KPIs are inherent to the business model, meaning that you don't need to report on traffic.
Just an example for Ecommerce, in reality Revenue wouldn't sit on the top. But you got the idea here, you don't just report on clicks and users only.
OK... So What's Different?
If you ask me, it's always good content and omnichannel marketing, which has been ignored for decades.
A super recent Similarweb study outlines that LLM visibility does have some impact on brand.
Apart from the captivating visuals which I should definitely "borrow", it's interesting to see the difference between brands.
So one of the main claims is that branded searches would increase and not just referrals.
This study deserves more space in the next issue, so read it yourself and then be prepared for next week.
In terms of measurement, the following setup is highly recommended:
Server-side implementation (Stape, Tracklution, whatever you choose)
The Seotistics newsletter is written by Marco Giordano, a Data/Web Analyst with the goal of combining business and web data. Tired of the usual boring Analytics content without any business impact? Seotistics teaches you how to use Analytics, web data and even content in your workflow while helping you with Strategy.
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