According to marketing specialist HubSpot, customers and prospects are foregoing traditional search and instead using AI to get quick, personalized answers.
In fact, the use of tools such as ChatGPT to answer questions has increased by 37%, while the use of search engines has decreased by 11%.
For marketers who have previously focused on promoting their brands using SEO, now is the time to learn a new craft: Language Model Optimization (LMO).
A HubSpot spokesperson said, “We’ve always given marketers the tools they need to connect with their customers and drive growth. We did that with our Website Grader, which has helped millions of marketers optimize their search engine optimization. And today we’re doing it with the launch of AI Search Grader, the first free tool to help brands understand how they appear in Large Language Models (LLM) and AI search.”
Nicholas Holland, VP of Product and GM of Marketing Hub at HubSpot, said, “What marketers have been doing for years to attract customers isn’t going to be as effective in the future. People just aren’t using traditional search the way they used to.”
“As the tide turns toward AI search, we want to help marketers stand out and get discovered in this new environment. That’s exactly what AI Search Grader offers marketers – a new, free way to connect with their customers in the AI age.”
Today, marketers manually test how their brands appear in AI search: visiting different experiences, creating special prompts, aggregating responses, and synthesizing results – all to get a fraction of the information they need. And there’s little guidance to help them act on their findings.
HubSpot’s AI Search Grader eliminates the need for AI experts and takes the guesswork out of how a brand will appear in AI search, providing marketers with guidance on how to develop and contextualize their brand’s performance to simplify LMO.
AI Search Grader includes:
- Overall score provides marketers and business owners with an overview of their brand’s performance across all AI search engines we monitor.
- Insights into brand visibility:
- Unique brand sentiment Score examines the language used in AI responses to help marketers understand how their brand is talked about and perceived.
- Share of Voice (SOV) value measures brand visibility compared to competitors in the same category.
- Personalized analysis allows marketers to learn what they are doing well and easily see where they need to improve to increase awareness and sentiment for their brand.
AI Search Grader is free and available in English to any marketer worldwide.
