The best AI visibility tracking tools for agencies are the ones that help you effortlessly monitor AI visibility across multiple clients. Even better if the tool goes beyond measuring visibility and offers features for improving it.
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Welcome to this week’s Pulse: updates on your search data sources, AI-flagged pages in rankings, and potential impacts of opting out of Google’s AI features.
Here’s what you need to know for your work.
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Digital public relations (PR) helps improve AI visibility by building the internet’s entire record of your brand, which AI search platforms rely on to learn about you.
These platforms don’t just rely on what your site says about your brand. That’s because these claims, on their own, can seem unverified or self-serving. But they become more worthy of mentions when trusted third-party sources corroborate them.
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Kevin Indig just settled an argument that’s been running in half-finished form since AI Overviews launched. Does topical authority that rewards brands for going deep on a subject instead of wide, actually carry over into AI search? Or is ChatGPT enough of a blank slate that a generalist brand can walk in and grab a category cold?
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I promised this one at the end of the ChatGPT teardown. I’ve since had to go back to ChatGPT again in a follow-up because it moved under me while the post was still fresh. Perplexity was next, so here it is.
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Here is a sentence I did not think I would write: I am on the side of a search-scraper that resells data to AI companies. Not because SerpApi is the good guy. There is no good guy here. But a federal judge in California ruled against Google in its fight with them, and the principle underneath the ruling is the right one, even if it showed up wearing the ugliest costume available. If it is on the open web, a machine is allowed to read it. And that has to include the machine reading Google. You do not get to spend more than two decades building the richest library on earth by crawling everyone else’s pages, and then act appalled when someone aims a crawler at yours.
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AI search is no longer a niche experiment. According to HubSpot’s own research, 42% of buyers now use AI search as part of their evaluation process — and it’s the top predictor of purchase intent. Brands that show up in those answers earn the conversation before a prospect even clicks.
Answer engine optimization (AEO) is the practice of creating content for AI like ChatGPT, Claude, and Gemini to reference in their outputs. AI-referred traffic is small but growing fast and has an outsized impact on conversions. Traffic from AEO makes up less than 1% of overall traffic but converts 3x-15x better than traditional search, according to November 2025 data from Microsoft Clarity. While the rest of the website world panics over declining traffic, savvy marketers like you are learning how to win high-intent traffic from AEO. Quality over quantity, right?
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In the past two years, Google has dropped support for nine ItemTypes from its rich result search gallery. This has happened not too long after ChatGPT’s launch and when mass adoption began:
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YouTube spelled out three kinds of content that can stop a channel from getting paid, and says it's clarifying existing rules, not changing them.
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