Why visibility is now the most important marketing metric

As generative AI platforms like ChatGPT and Perplexity and search features like Google’s AI Overviews transform how users interact with brands, marketing performance is driven by what comes before the first click. 

Whether your content is read, cited or referenced by generative AI, AI visibility is now the first point of influence for many brands. To stay competitive, your content must be built for that visibility.

The decline of the traditional click

Nearly 60% of Google searches ended without a click, a 2024 SparkToro study found. Why? Consumers are getting the answer to their question on the page, either from:

• AI summaries.
• SERP features such as People Also Ask boxes.
• Google-centered content options like YouTube. 

As a result, traditional top-of-funnel strategies rooted in SEO are losing ground. Today, everything from product research to brand perception is shaped by how — or whether — your content appears in AI-generated experiences.

At Terakeet, we also found that domains cited in AI Overviews were likelier to be clicked than the top organic results in the same SERP.

The takeaway? Traditional traffic metrics now offer an incomplete picture. Success is measured by whether your content earns the attention of generative AI.

Dig deeper: How to get started with AI optimization (and explain it to your leadership)

What visibility and brand growth mean today

In an AI-first model, visibility isn’t about how your site ranks in a list of blue links — it’s about how often, and how favorably, your brand appears in AI-generated answers, summaries and experiences.

How generative AI platforms represent your brand now drives trust and influence — not only by increasing exposure but also by sourcing content and crafting summaries from sites they judge to be authoritative, user-friendly and optimized for AI consumption.

Generative engine optimization (GEO) vs. search engine optimization (SEO)

You need to adapt to influence how your brand appears in AI-generated responses. That means:

• Optimizing the quality and credibility of your content.
• Understanding the new signals AI systems prioritize when selecting sources. 

This is generative engine optimization (GEO). GEO shares many attributes of traditional search engine optimization (SEO) but also focuses on optimizing content for generative AI.

Dig deeper: How marketers can succeed with generative engine optimization

The four core goals of GEO

To achieve AI visibility, brands need content ready to achieve and exceed four core goals.

1. Generate content worthy of inclusion in genAI

Ranking first in organic search results isn’t enough to be included in generative AI searches. However, our research shows that a better ranking in Google may lead to inclusion in AI Overviews. Other studies show content cited in AI needs to be seen as trustworthy, consistent, authoritative and relevant. 

You can increase your chances by meeting Google’s E-E-A-T (experience, expertise, authoritativeness and trustworthiness) framework, especially for topics impacting a person’s well-being or financial stability, known as Your Money or Your Life (YMYL) topics.

2. Ensure that content is well-structured and optimized

One function of generative AI is its ability to reference the sources it draws from. That can be direct links in Google’s AI Overviews, linked numerical citations in Perplexity or source links in ChatGPT. 

The good news is that content click-through opportunities still exist. However, to be cited, content has to be well-structured and friendly for generative AI. For content to be visible and citable, it needs headers and subheaders to answer questions directly and concisely. The ability to predict and answer the most likely questions is also necessary to create citable content.

Generative AI platforms will also look at who you are citing. Visible content needs to cite and reference reputable sources. The more reputable the sources you cite, the more reputable you appear. 

Dig deeper: How AI is changing the rules of web traffic

3. Apply technical SEO fundamentals 

In search, generative AI is geared toward answering questions. Effective use of schemas and markup language, already common in SEO, helps AI systems find the answers they need. When structuring your content, don’t forget to include:

• Article organization and breadcrumb schemas to help AI understand your content’s structure and context.
• FAQ and Q&A schemas to improve your visibility in natural language queries and featured snippets.
• Key content schemas to highlight products, reviews and FAQs.
• ImageObject and VideoObject schemas to boost the visibility of your visual and video content.

4. Grow branding aligned for generative experiences

Growing branded search volume or direct site visits from exposure in AI environments means AI must also make your brand narrative visible and understandable. You can do that by infusing brand identity across branded and non-branded channels.

Creating and maintaining a brand voice for AI requires the human touch. Brands need to explore:

• What their values are.
• What makes the brand unique.
• How to best articulate these ideas. 

This requires a strategic vision rooted in corporate values and reflected through messaging, tone and brand voice. Brands must also optimize owned assets — past, present and future — to reflect these values.

Visibility as a strategic advantage

Being seen is no longer a passive benefit — it’s the foundation of influence in the AI-first search era. Brands with consistent AI presence gain early influence in the buyer journey and visibility in AI platforms is a leading indicator of long-term brand equity and market share. 

To succeed, you must optimize for machines and humans — prioritizing clarity, structure and originality. Companies need to invest in AI visibility to ensure brand messaging is consistent across all platforms. 

Ironically, AI visibility can’t be achieved with AI alone. It requires human insight and oversight to make your brand truly stand out.

Dig deeper: Why high-consideration industries need AI optimization