After all, their popularity is growing. At the end of 2024, only ChatGPT was receiving 3.8 billion visits per month. And, according to the research by Gartner, by the end of 2028 even 28% more users than today will pick generative AI platforms instead of traditional web search as the first step of their online research. 

Making an effort to be present in the AI chat responses is crucial. But the second and most important step is measuring the effectiveness of the activities you’ve performed to get there. This is significant because it allows you to assess ROAS and the validity of investing in this new traffic channel. 

The problem is, in Google Search Console or Bing Webmaster Tools (We’ll come back to this later ;)) we cannot find accurate data on queries appearing in the chats, which is what we got used to from the perspective of classic SEO. 

Therefore, it is necessary to develop methods that will allow us to measure how often, for which phrases, and with what impact on business a given brand is displayed in ChatGPT, Perplexity or Copilot.

Here’s more about some of the available measuring tools and methods, and how to combine the data we get from them to obtain some actionable insights.

Bing Webmaster Tools

Bing tells us that the data shown in Search Performance does not apply to generative chats. 

At the same time, the “Internet and chat” item is visible in the data filtration:

Our research indicates, however, that data from chats, although extremely anonymized, can be displayed in Bing Webmaster Tools.

Here’s an example of an exact query tested by us for one of our clients, and the results we got:

The number of views isn’t impressive, but it’s there. In our tests, though, the link to the client’s website was displayed many more times. And we were actually clicking on the link, which was not captured by the tool at all. Nevertheless, this is an indication that some data from chats appear in Bing Webmaster Tools, but in such a limited form that makes it unsuitable for efficiency analysis.

Google Analytics 4 (GA4)

Google Analytics 4 (GA4) and Looker Studio (formerly Google Data Studio) come to the rescue, allowing for deep analysis and optimization of activities in the area of AI Search Optimization. 

We can perform research on the effectiveness of a given brand’s views in the generative chatbots thanks to specific sources/mediums added to the URL data mentioned during chat conversations. Even if the data may be not 100% accurate, due to the CookieConsent, – it is still giving us an indication of i.e. growing share in organic traffic for the website. 

Example from ChatGPT:

Alternatively, ChatGPT and Perplexity send data about views, e.g. using the mentioned referral attributes.

*Bing is an exception in this regard (more about this in the section on log analysis below). 

Free Looker Studio report by Insightland

At Insightland, we work with data every day. Measuring the effectiveness of our activities is crucial for us. That’s why we have prepared a free Looker Studio report with data from AI Search. 

Here’s a sample view from the report:

What do you get from chatbot and AI Search data analysis in GA4?

01 Understanding traffic sources

GA4 analysis allows you to identify which AI Search platforms (ChatGPT, Perplexity, Gemini, etc.) are driving traffic to your website. According to research by Ahrefs, the largest AI traffic comes from ChatGPT, Perplexity and Gemini. Awareness of these proportions allows you to adapt your optimization strategy to the most popular sources.

02 Assessment of impact on sessions

Monitoring sessions in GA4 allows you to assess how traffic from AI Search affects user engagement, time spent on the site and bounce rate. This, in turn, allows you to assess the quality of traffic and its potential impact on conversions.

03 Measuring the impact on revenue

Integrating data from GA4 with revenue data allows you to determine the extent to which traffic from AI Search translates into real profits. This is crucial for assessing the ROI in AI Search optimization.

How to use Looker Studio and GA4 reports to measure chatbot data?

Download the free report

We have prepared a free Looker Studio report template that helps you analyze the impact of generative chatbots on your business.

Analyze traffic sources

The report allows you to identify traffic sources, including AI Search platforms, that generate the most sessions on your website.

Measure the impact on revenue

Integrate revenue data to assess the extent to which traffic from AI Search translates into real profits for your business.

Track changes over time

Analyze changes in key metrics over time to assess the effectiveness of your optimization efforts and identify trends.

Sample metrics to track

• AI Search sessions: Number of sessions that originate from AI Search platforms (ChatGPT, Perplexity, Gemini, etc.).
• Conversion rate with AI Search: The percentage of AI Search sessions that resulted in a conversion (e.g. purchase, registration, form completion).
• Revenue from AI Search: Revenue generated by sessions that originate from AI Search platforms.

In the era of growing popularity of AI chatbots, monitoring and analyzing the traffic they generate becomes crucial. Standard tools such as Google Analytics 4 (GA4) may not provide the full picture, though. Therefore, it is worth using advanced methods, such as server log analysis.

Server log analysis: the key to the whole picture

The available data platforms currently don’t show us the whole spectrum of the data about traffic coming for AI search. Analysing the server logs may help us discover some interesting details necessary to start a valuable AI search traffic analysis.

Example

The Samoseo.pl article (in Polish) presents a case study of server log analysis for various websites:

• Site A: No presence of OpenAI bots in the logs. After the ChatGPT query test, ChatGPT-User performed 1 GET query to the home page of the site that was referenced in the source.
• Site B: 74 ChatGPT-User bot queries over 3 months. The proportion of views on ChatGPT to views on Google was 47 to 34,293 (approx. 729 times Google’s advantage).
• Site C: 15,342 ChatGPT-User bot queries to 466 unique URLs over 3 months.

Comments:

• One URL may be specified as a source several times in one ChatGPT response, but this only corresponds to one request to the server.
• Log analysis will not indicate whether the link to the website appeared directly in the response or only after clicking on “Sources”.

The logs may show what GA4 doesn’t

For instance, GA4 may not show the correct scale of traffic from chatbots, e.g. due to Consent Mode. Additionally, GA4 only shows “visits” to the site (sessions and users), not “views”, i.e. moments when a link to the site appears in the ChatGPT response. That’s why using server logs could be a game changer. 

Another example, described in the Ahrefs study, shows that traffic from Copilot is recognized as Direct.

From our own experience, reports for our clients do not show the source as Bing other than standard organic/paid traffic or referral traffic from  cn.bing.com. Below you’ll find the data from the last 28 days for one of our clients:

Conclusion

As AI chatbots continue to gain traction, the traffic they generate is becoming an increasingly valuable source to understand and leverage. While current measurement tools may fall short in precision, a thoughtful combination of data from the currently available tools can still provide useful insights.

For those ready to go deeper, more advanced techniques like server log analysis offer a clearer view – but they do require a higher level of technical expertise.

If you’re looking to take that first step toward understanding and optimizing your AI chatbot-driven traffic, at Insightland we can help bridge the gap and get you started with the AI search analysis.

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Introduction

Google BigQuery has introduced new features that enhance data analysis, real-time processing, and integration with other tools. These improvements facilitate advanced analytics and process automation, enabling businesses to make quicker decisions.

New Features

• ScaNN (Scalable Nearest Neighbors): Enables fast searching of similar data in large datasets, useful in ML applications like recommendations and image analysis. It allows BigQuery to handle large volumes of queries efficiently.

• Continuous Queries: Supports real-time data processing, providing instant access to the latest information. This helps detect fraud quickly and supports reverse ETL, which sends data to other systems like Apache Kafka without batch processing.

• Data Insights: Offers interactive exploration, automatic summaries, and visualizations of data in BigQuery. Users can easily understand data structure and quality, identify trends, and gain insights without needing advanced technical skills.

SEO Technical SEO Website optimization

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AI Search SEO

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AI Search

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22 Apr 2025 • Insightland

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Measuring data from generative chatbots

10 Apr 2025 • Joanna Jelenik

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Introduction

GA4 brings back features we loved from GA3, offering a more comfortable and time-saving experience. These are straightforward but handy solutions that make using GA easier and help quickly find what you need.

Benchmarking: Lets you compare your business performance with industry data, conveniently showing how you stack up against competitors without needing external tools.

Plot Rows: Allows you to visualize several rows of data in reports, making quick comparisons possible with just a few clicks.

Improved Reports and Anomaly Detection: Offers more detailed session and transaction reports and automatically detects unusual patterns, helping to spot issues faster without manual data searching.

Key Event Marking: The option to easily mark key events is back, making it simpler to identify important metrics without unnecessary clicks and settings.

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Co-founder & SEO Strategist at Insightland recaps the past year in the SEO industry, and discusses important trends and challenges we will face in 2023. 

1. Event of the Year in the SEO/SEM industry

For most industry insiders, the most important event of the year was the SEO Poland conference, where we were able to attend lectures by SEO experts and practitioners with many years of experience. It was also a great opportunity to confront one’s own point of view on SEO strategy with those of other professionals. In the face of a fast-changing reality in the online landscape (resulting from both the geopolitical situation and changes in Google’s algorithm itself), each debate of this nature offers valuable insights to help us increase the effectiveness of our operations.

2. Key trends in the SEO/SEM industry in 2022. Trend for 2023

One of the key trends in the SEO industry was Google’s announcement of an update called HCU (Helpful Content Update), implemented in the last quarter of 2022. Along with the announcement of the upcoming Helpful Content Update, Google has also specified its scope. For website owners, and therefore for SEO specialists, this implied a detailed review of the site’s content for usability and consistency with user intent. Content created solely with search engine robots in mind, saturated with key phrases in an unnatural manner, runs the risk of diminishing the value of the entire website, and thus bringing down the website’s position in search results. In contrast, it can take up to several months to rebuild existing SEO results after the HCU. Forward-thinking SEO specialists began working on adapting content to the HCU guidelines as soon as Google announced the first details about it, while those who did not take the time to revise their content and make the necessary adjustments risked losing their previously achieved results.

Another trend that has become strongly visible in 2022 is the use of AI in content generation, which is now a matter of great controversy in the SEO / SEM industry. On the one hand, using machine-generated content can speed up certain activities and reduce their costs; on the other hand, this goes against Google’s search engine guidelines, where automatically generated content is considered to be non-compliant with Google’s rules. It is still unclear whether or to what extent Google is able to recognize content written using artificial intelligence. After all, it’s a battle of algorithm against algorithm, and given subsequent updates to the search engine in terms of content, it’s highly likely that Google’s ability to recognize auto-written content is only a matter of time.

3. Assessment of the impact of the war in Ukraine on the SEO/SEM industry in 2022.

The war in Ukraine had its impact on the SEO industry right from the first days of the conflict. Concerns about the escalation of the war to neighboring countries and the deteriorating economic situation at home prompted many of us to reconsider our priorities, redirecting our attention to keeping track of the geopolitical situation. For many e-commerce businesses, this has meant a loss of some revenue due to a decline in consumer interest in shopping or consumers making more prudent purchasing decisions (looking for promotions, buying only essential products). In order to respond to changes in user behavior online, it was necessary to remodel the product offering and revise the marketing message. From the SEO’s point of view, relying on historical data on trends or seasonality of key phrases has often proved to be an ill-advised strategy and required a much greater commitment to analyzing real-time data and making appropriate adjustments to the measures taken.

4. The biggest challenge for 2023.

By far the biggest challenge in the SEO industry in 2023 will be addressing the Google algorithm changes that have already been implemented and those that are scheduled for the near future. One example is the aforementioned HCU update, which requires regular analysis of search results in terms of user intent, or the implementation of “continuous scrolling” on desktop in SERPs, which will affect, among other things, display and CTR values for individual items. Estimating organic traffic in 2023 based on data available in GSC for 2022 and previous years will therefore have limited reliability.

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This is because not all strategies are created equal, and what works for one client may not necessarily work for another. SEO specialists have their own ways of delivering the best possible results for their clients and very often doing things differently doesn’t mean doing them in a worse or better way. It simply means differently. So what are the key areas identified by SEO specialists? We’ve asked specialists from the Insightland team, responsible for both technical optimization efforts and SEO content creation, to give us their answers.

First of all… 

SEO is a multifaceted concept that encompasses two areas – the on-site aspect and the off-site aspect. These may be understood or interpreted differently by professionals, depending on which elements are most important to them, given their competences and experience. On-site areas are those located directly on the website, related to the content or technical aspects, whereas off-site areas comprise all activities performed outside the parent website, but which have a significant impact on its positioning in search results.

SEO, as a whole, refers to activities aimed at increasing the positioning of a website, and thus increasing organic traffic it attracts. For this to happen, content should match user queries as closely as possible (on-site), and there should be good quality links leading to the website from other domains (off-site). This is because the links referring to a given website are an indication for search engines that this is the place where valuable content may be found. Valuable, in this context, means that a given website is recommended and shared by others.

on-site/ off site SEO

On-site activities are those that take place on our website. These include aspects such as optimizing the website and its technical parameters, as well as optimizing the content posted on the website. On-site activities include, for example, measures to increase the page load speed, but also work on the correct hierarchy of headings.

The off-site category, on the other hand, includes things done outside the website. The difficulty here is that we usually do not have complete control over them. Why? That’s because Google’s algorithm relies on a great number of factors when assigning values to websites and determining their position, such as links to the website. And while there was a time when quantity was the most important criterion, today Google’s algorithms focus on quality. The process of acquiring such quality links is called link building.

What is important when establishing and planning an SEO strategy is that on-site optimization requires technical expertise, sometimes programming expertise, and the ability to create content that is optimized for key phrases. Off-site, on the other hand, requires a strictly strategic approach, analysis of the site’s visibility in search results, analysis of competition and current trends or user needs. This does not mean that differently means worse.

Key aspects of SEO according to MARCIN GAWORSKI, an SEO expert

There are numerous ranking factors and elements that affect the positioning of a website. I usually recommend focusing first on those that will allow you to see the effects of your SEO efforts as quickly as possible.

So, we start by analyzing the website structure and keywords. The next step should be to create content for subpages with titles and descriptions that are attractive for both SEO and your visitors. At the same time, you should also work on improving the technical aspects of the website. In the process of technical optimization of the website, you should also take into account issues related to elimination of possible errors that may appear in the Google Search Console tool, analyzing the correct implementation of structural data, or – if there are none – drawing up guidelines for their implementation. It will also be important to analyze the so-called internal Page Rank in order to obtain the most beneficial “power” flow from an SEO point of view. It is only when the website is prepared in this way that we can – or rather should – start acquiring external links of the proper quality.

Key aspects of SEO according to Sylwia Dobrowolska, an SEO specialist

The most important thing for the whole process related to SEO activities is to understand the client’s business and develop a tailor-made strategy. Matching phrases to business objectives may involve focusing not necessarily on the phrases with the highest potential (number of searches per month), but on those that generate converting traffic. It is also essential to tailor texts, metadata, graphics and all activities on the website to the relevant target group.

SEO delivers the best results when it is a combination of on-site and off-site activities: technicalities, saturation of the website with relevant phrases, blogging and linkbuilding. The latter, when the website and its content are of poor quality, will not yield the expected results. Of course, this goes both ways – a good website without external links and referring domains has no chance of being ranked among the TOP searches. 

For me personally, it is vital to keep an eye on phrases and indicators in Google Analytics. Doing so allows us to quickly respond to changes, thus adapting to declines and directing efforts to minimize these negative effects as much as possible. I am an advocate of quick and agile changes in strategy when I see that the one I have chosen is not working as I intended. I am not waiting counting on it to “kick-start”. I also believe that good SEO means constant analysis of external activities and the condition of the website. It is also important to constantly monitor and analyze competitors who are performing better for particular phrases. The aim is, of course, to quickly draw conclusions and improve optimization through better phrase saturation, the use of better tailored texts and more external links from valuable domains.

Key Aspects of SEO according to Irena Zobniów, Co-Founder of Insightland

The first aspect is the technical optimization of the website, i.e. the elimination of errors that could make it difficult for search engine robots to “read” it. Neglecting this step can make it significantly harder to build visibility in organic results. Technical optimization should involve a number of aspects such as the proper website architecture and internal linking flow, correct H-header hierarchy, optimization of graphics (especially in the case of e-commerce websites), correct html code and ruling out any errors visible in the console. In addition, you need to look at URL indexing, page load speed or any issues with the mobile version. Technical optimization obviously goes far beyond the aspects listed above and should be determined individually for each website.

Another key aspect is the content on the website.  It is not only the content dedicated to the potential user, but also the main source of information for search engine robots. Its proper length, form, and keyword saturation is, in my opinion, a key element of any SEO strategy aimed at building visibility in search results.

In order for the content on the website to both meet the expectations of a potential user and enable search engine robots to classify the website to a given topic, it should be created based on matters of interest to a given target group, keywords with high search potential, both the popular ones and the so-called long tail phrases, keywords in the form of questions that will increase the chance of visibility in voice search results, as well as keywords and seasonal topics corresponding to current search trends in a given area. However, we must not forget the intended role of the content on the website. Its purpose is to provide the user with the information he or she is looking for, so the priority should be to create content that satisfies this hunger for knowledge and makes it unnecessary for the reader to leave the website and continue searching for information elsewhere.

The third area of SEO that complements the strategy of building visibility in search results is link building. The aim of link building is to acquire links directing to the website, thus making it possible to rank higher for important keywords and to gain traffic from other websites. A properly executed link building campaign is based on websites that are valuable from the point of view of search engine robots and an appropriate matching of topics, which will increase the credibility of the website to which the links lead in the eyes of search engines. The principle of “quality over quantity” is of great importance in this case, so it is worth meticulously preparing for a link building campaign in order to get the most benefit from it without any potential damage to the website.

Key aspects of SEO according to Olga Karolewicz, Content Marketing Manager 

The basic element is to cooperate closely in the selection of phrases.Developing and implementing an effective content-based SEO strategy always involves planning good cooperation in the area of content+SEO. The SEO specialist searches for keywords, verifies their potentials and then recommends the best ones. The content specialist, on the other hand, must ensure that the phrases received fit well with the strategy of the website, are interesting for the user and encourage further exploration of the site.

In SEO efforts, it’s important to keep track of and review the content activity on the site. When it comes to SEO results, we always need to consider a longer time frame if we want to get measurable results. However, the content specialist should keep an eye on what has been implemented on the website and consult any uncertainties with the SEO specialist, who – with the help of tools – has a deeper insight into what is currently happening on the website in terms of traffic.

It would seem that since we have to wait for a long time to see the results of SEO activities, we are unable to introduce changes and improvements immediately, on an ad hoc basis. I certainly do not share this approach. I believe that as long as we have the most up-to-date data, we can successfully implement small changes to the strategy planned in advance in order to obtain optimal results as soon as possible.

Conclusion

When a team of specialists works on a proposal of SEO activities for a given brand or client, the chance for their optimal selection increases significantly. Different approaches stemming from competence and experience turn out to be a very effective way of building an SEO strategy that meets both the client’s needs and market expectations, as well as the requirements of the constantly changing reality.

There can be many paths to success in SEO, and it is important to choose the one that is the shortest and yet produces the best results. A different perspective on a single problem by several members of the team responsible for different aspects of SEO activities is always an advantage for the client and ensures maximum elimination of risk as early as at the planning stage.

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What is Google My Business?

Google My Business is a tool for businesses and organizations that enables to manage online visibility in Google Search and Maps. For your customers, it can be a source of the most up-to-date information about your business. It also lets them review your products or services that may additionally increase the attractiveness of the business. For your company, it is a possibility to tell your story, engage and attract new clients. Additionally, it gives better results if you optimize it taking into account your SEO keywords.

Important note

To create an account, your store has to have an offline location. Businesses that operate exclusively online cannot create GMB accounts.

What Information to Add in Google My Business?

As your GMB account is at the same time a signpost and business card of your company, it has to include relevant and updated information. Some of the basic elements you can add to include:

• Business name 
• Business Categories
• Service Area Details 
• Operating Hours
• Phone Number
• Website Link
• Logo and Images
• Business Address
• Posts with Offers and Updates

Which Features of Google My Business are Now Removed or Delayed?

All changes in Google My Business are reviewed by Google’s team which is currently limited as they prioritize critical health-related businesses. That’s why, due to the pandemic, Google restricted the ability to add and edit some of the GMB elements. 

Companies not related to health sector can expect a delay in accepting changes such as business information (special hours, temporary closures, business descriptions), new listings, claims etc. What’s more, Google temporarily will not be publishing any new reviews, reviews’ replies or Q&As. 

Remember to use “special hours” mark if your business has changed working hours during this period. If your company is shut down for more than two weeks you can select “temporarily closed”.

How to Make Google My Business Rank Higher?

Google My Business may be a great addition to an SEO strategy. Improving the account increases the possibility that your business will appear in Local Pack – a section of free Google’s search result responding to users’ queries or in Google Maps. There are some key steps to make it possible, such as:

• Verifying your business, 
• Picking the most relevant categories to your business,
• Filling out the profile completely, 
• Posting accurate and up to date information, 
• Asking for reviews, manage and respond to them (temporarily you cannot add or respond to reviews),
• Writing and updating posts on GMB.

Additionally, you can optimize a GMB account for keyword phrases that refer to your offering and are relevant to your clients.

Google My Business as an Online support

Now, you know what Google My Business is, what kind of information you can add, even during the restriction period, and what are the basic SEO steps to make it rank higher. 

Remember to carefully think through what to post on your account so it can be easily found by users and catch their attention. And of course, keep in mind that optimization is a key to make it succeed. If you have questions about GMB optimization, feel free to contact us.

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Trends Now 

When it comes to online search trends, the most popular phrases in March are those related to the transition of winter into spring. This is most significant for the e-commerce industry, especially in the clothing and footwear category which cannot complain about the lack of customers and sales this month. What stands out especially when it comes to seasonal trends in March is certainly the International Women’s Day which every year enjoys great popularity, and this trend is effectively used by stores offering products that are perfect for a gift on this occasion, as well as the catering & hospitality industry which encourages people to choose their services on the occasion of this special day.

Let’s check Seasonal Trends in Numbers:

Spring clothes  (search volume: 18 100)

Spring shoes  (search volume: 22 200)

Spring dresses (search volume: 110 000)

Spring jackets (search volume: 49 500)

International Women’s Day (search volume:49 500)

What Are the Upcoming Trends? Spring 2020 Seasonality Trends

In many regions of the world, where the change of seasons brings notable changes in the weather, which is accompanied by the awakening of nature, people shake off winter lethargy and begin to plan their first garden chores. Among the upcoming online trends, it is impossible to overlook one of the two largest holidays of the year – Easter which this year falls on April 12. 

The leading phrases are those related to recipes and decorations. This is why cooking websites, blogs, guides, DIY, as well as online stores offering Easter decorations will experience increased interest.

Garden ideas (search volume: 33 100)

Garden plants (search volume: 33 100)

Growing vegetables (search volume: 3 600)

Easter (search volume: 2 200 000)

Easter recipes (search volume: 74 000)

Easter baskets (search volume: 301 000)

Easter decoration (search volume: 110 000)

What Are the Pro Tips for the Spring Season 2020?

1. The e-commerce industry has to be well prepared for the increased interest in products related to the change of the season. We recommend that you carefully look at the optimization of the content of individual product categories and supplement the content with phrases related to spring e.g. “spring shoes”, “spring dresses” etc.
2. The changing of the season is the perfect time to use the blog as a source of building organic traffic. We encourage you to create guide books that relate to current fashion trends. Blog articles should include “question keywords” such as, “What’s in fashion spring 2020?”, “How to design a garden?” etc.
3. If you run an e-commerce website, make sure you have proper internal linking between spring categories. It is worth using modules such as “You may also be interested in […]”, from where we can derive links to similar categories or categories. Articles on your blog are also a great source of links, so don’t forget to add relevant links to the categories to which their content refers.
4. Have you heard of Google’s announcement regarding Mobile-First Indexing? That is a big thing. So if your website is not adapted to mobile, take care of its mobile version in the nearest future. For example, make sure that the content is displayed the same on both desktop and mobile versions. 
5. Track current changes in Google’s algorithm and work on ongoing adaptation of your website to the guidelines.

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The plan has been announced 4 years ago but now has become a reality. Till September 2020, all websites worldwide will be switched from desktop-first indexing to mobile-first indexing! This means that Google will index your site based on its mobile version – it will use mobile content to position it in Google Search. Although we should bear in mind the fact that today already 70% of websites run on mobile-first indexing, it is huge news for business and SEO industry.

What does “Mobile-First Indexing” Mean for Companies?

The way we prepare websites – also from the technical point of view – will have a big impact on if and how people will see it on Google Search. It applies both to already existing websites and those that will be created. This also means additional work for SEO specialists. 

Among others, they will have to make sure that the content is displayed the same on both desktop and mobile versions of the website and that metadata and structured data is the same. Responsiveness of new websites will be a priority here. 

As mentioned, at the moment Mobile-First Indexing is above 70% so, theoretically, the news is not that revolutionary for the industry. SEO specialists and developers should have prepared every website for mobile. Nevertheless, it is important because so far mobile optimization was not a “must-have” everywhere. Now it is.

Marcin Gaworski, SEO Expert at Insightland

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New Google Local SERP in Europe

Google introduced SERP (Search Engine Results Pages) branded directory buttons for Local Businesses that appear above Google maps where results are displayed. It’s already available in many European countries.

How does it look in search results? 

Below you can see an example from Search Engine Land of the alternate sources that respond to the same user’s query. The change consists of Google introducing more visible directories showing branded links connected with the specific search.

How are the brands selected to appear in directories?

It’s assumed that the brands displayed are selected by an algorithm. In the example shown by Search Engine Land, local searches such as “Dentist, London” show a carousel of various alternative businesses. It is certain that branded directories are not part of the paid Google search results. 

Google gives here the opportunity to be more visible to businesses that are not gaining outstanding traffic from its search engine. To make further assumption, we have to wait until the functionality is available throughout the whole of Europe.

– Marcin Gaworski, SEO Expert Insightland

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