How Jesse Cunningham Approaches AI Overviews and ChatGPT Visibility

0:00Most people are absolutely terrified of what AI is going to do to their business, to their websites, to their income, right? We're going to go over two articles here. This is a sponsored content off of Search Engine Land. So we have to take it with, you know, a little bit of grain of salt. But this one's very interesting. This is from Microsoft and they're going to tell us what they think you should be doing, what I should be doing to stay relevant despite having AI overviews, Google's AI overview, which is a big issue, right? It kind of ties into that. Now,

0:24Microsoft doesn't do Google's AI overviews, right? Two separate companies. But the idea is here, I'm going to translate to Google's AI overview so we can kind of understand both at once. So they talk about LLMs. They say, how does AI search surfaced brands? This one is important and they give us three things. Number one is baseline understanding, trained knowledge. Do you see this right here? Trained knowledge. So basically, if your website or your business or your brand existed, you know, a year ago, two years ago, depends upon the LLM, then it's trained. The thing has trained on it. It already knows about you potentially, right? Great. If not, how can you get

1:02in here? We'll talk about this. Number two is grounded refinement, which is retrieved web content. Now, what does that mean? Retrieved web content means that it goes out onto the SERPs, the search results, and tries to find you. And then it says, okay, this is a relevant website or brand or product for what you're looking for, because it ranks number one in Google or Bing or whatever. And this is where it gets interesting. We're going to dive into this today. Precision signals, structured first party data. Now, this is hyper important, so we're going to write it down. Structured first party data. According to Microsoft is number three, the precision signals

1:37on this stuff. I'm going to break it down into three aspects, structured first party and data. Starting with data, right? What type of data can you give the LLM so that you can rank on chat GPT, on perplexity, on AI overviews? It can be images, but it mostly is words, right? Because these LLMs and these search engines, they are just mathematical geniuses. They tie associations together through entities and they can crawl, scrape, and do all the things. But at the end of the day, it's just binary. It's just ones and zeros. So words are very powerful data. That's what we

2:10need, proper words. Now, first party, what does that mean? Well, that's you. You need to provide this stuff, right? No one else is going to provide it. You can kind of spoof, I guess you could say that in a way, but that's too technical for this video. First party data you provided on your website or other websites, such as Reddit. Now, structured is where it gets fun. What does structured mean? They say structured. It's a very specific term. This likely, and we'll dig a little deeper, has to do a schema. In the background of your website, you have invisible code to humans.

2:40That's actually visible to AI and to search engines. It's been proven that the structured data, the schema matters a lot. Now, let's go down the rabbit hole a little bit here. We're going to use three different tabs and I'm going to go over each one in turn. So best lawyers in Dallas, Texas, we can click here, zoom in best lawyers in Dallas, Texas. Who would type this in? Well, someone who's looking for a lawyer and guess what? Lawyers make a lot of money, so there's a lot of money behind this term. In other words, if you can rank here, you can make

3:08tons of money. Very cool. So my question to you is, how do you rank really high in Google? Well, that's SEO. What we're talking about in this video is AEO or AISEO, whatever you want to say. So who are the best lawyers in Dallas, Texas? We're going to ask chat GPT. And this is where it gets interesting because it's going to vary from, it's going to differ from this right here.

3:29And why does it differ from Google? Why does GPT give me different ones than Google, right? This is the conversions analyzer. You can get this yourself. It's a free tool, right? And you come over here and what it did, it basically took this conversation we have and it analyzes it. And it says, here's what chat GPT used for queries. It actually went out to Google or Bing and did best lawyers in Dallas, Texas, and then top attorneys in Dallas, Texas. And then it did top rated law firms, da, da, da. What it did is what is called a query fan out. It went out to these different

3:59search engines and it asked Google and Bing and all these things, different things. And then it just scrapes the data. So coming back to the idea that we were talking about initially is that Google, right, and Bing for that matter, use baseline understanding, which is train knowledge and then grounded refinement, retrieved web content. That right there, what we just described is retrieved web content. It goes out, it retrieves things online and it brings it back, gives recommendations. So the third one here, structured, is truly the missing piece. Now, what we're going to do is scroll down here. I just want to pick a random website. I don't

4:35know these websites. I don't know these people, so don't think I do. This one right here, okay, random one. This guy's ranking really well, by the way. So if we come back over to Google, he's ranking well, and we can assume he's ranking well elsewhere. I don't want to go too far down the rabbit hole in this video, but let's say he's doing good everywhere.

4:50My question has to do with schema, structured data. Let's come over to validate. This is where it gets fun, right? Let's type him in here. And what this will do is shows that invisible text in the background. So people, me and you go into a website, we see the words, the images of a website, but in the background, if you do a website correctly, you have structured data.

5:07And that's what this is. So the person here, Ryan L. Thompson, here's all of his stuff. Same as this guy. This is actually pretty darn good schema. If you ask me, I can tell right off the bat, same as this guy, same as this one, same as this person. So same as schema is a specific thing. Image schema knows about, this is a good one. This is a good one. I've done a lot of schema, and I can tell this is a very good one. So what this is, what I'm describing here is structured first party data. This is schema. Now schema is not the only type of structured data. You can

5:36have bullet points in your copy, and that's considered structured, but oftentimes structured and schema are synonymous, and this is how you do it. Now at the Rank Expand Academy, this is my private community. You have access to a lot of schema stuff, a lot of things that will help you rank in AEO and SEO. That's what it's all about here. But check this out. I'll just pause here.

5:55Here's a prompt you can use with GBT that will help you with all this stuff. You are a technical advisor specializing in structured data implementation. This, that, and this right here is the basis to one of our tools that helps you build out structured data. You can pause the screen if you need it. Now before we jump over here, I want to show you this last little bit they had. So SEO versus GEO. What actually is new and what isn't? So GEO, AISEO, AEO, it's all the same, right? I don't know who is going to agree upon which one. Tell me in the comments, which one

6:26is it? GEO, AEO, I have no idea. But it says many are wondering whether or not GEO and SEO are the same thing, right? Traditional SEO remains essential to be invisible in AI search, da da da, this, that, and another. Here's my take, right? In the beginning when everyone was talking about AEO, I was frustrated because guess what? SEO does a lot of the things for the heavy width and of AEO or AISEO, right? And that still remains to be the same. It's still the same thing largely, but some things have definitely changed. Now at the end of this video, I will give you my

6:56complete take on GEO and what you have to do, but check this out. This is very interesting. So this is from Athena, private company that is writing on search engine land, which is a paid post, right? This is sponsored, I'm pretty sure. So you have to take it with a grain of salt. But come over here. This chart is cool. We're going to talk about it, right? It says the AI overviews impact across six different industries. We have automotive, financial services, healthcare to the left, retail technology, right? I'll teach you, I'll show you how to read this chart quickly. It says

7:24they track the AI overview frequency, the content themes in the CPC, click-through rate performance across desktop and mobile. Basically, any percentage is where the AI overview is going to be. So in automotive, we have comparison. It's there 30% of the time. That's how we read this. So SEOs, we all fear the AI overview because it means people that use Google no longer have to click through to the website, right? Tell me in the comments how you feel about that. Do you think there will be a time where we have no longer, you know, we don't have any websites anymore? Crazy.

7:56It could happen. It could happen. And that's where we're moving towards. It is wild time. So let's come to financial services because there's a lot of money here. I'm in this niche. I like it. Comparison, it's there 24% of the time. AI overview, frequently asked questions, 54%. Do you know how many people used to make so much money with having just answering queries on their website? Like people built their whole, I know people who are making millions of dollars a year with websites in financial services that had their whole website destroyed after the HCU and especially now into AI overview. And this is why, because the frequently asked questions, 54% of the

8:35time are taken care of by AI overview. How to, news, the problem solving stuff seems to be, check this out, seems to be, you know, a nice safety zone for Google that is. Here's the problem, right? You have to take a step back. So if problem solving is very hard for Google's traditional search engine to do, well, what do we have that can do it? We have chat GBT. So people use both now, right? We use Google for certain things, GBT for others, right? Problem solving is not where I go to Google. I mean, do you use Google for problem solving? Usually not. You go to

9:07GBT. Now check this out. I'm going to put it to the test. So I asked chat GBT, what are the most common frequently asked questions for raw 401ks, which is a financial term. And I came over to Google and I typed in, what is a raw 401k? Boom. AI overview right there. This is what we're talking about, right? This takes clicks away from websites, therefore it takes money away from publishers.

9:26Big problem. So we have to understand, coming back here, where we can actually make money and where we can't. The problem is it's compressing. Everything is compressing down more and more as GBT takes clicks away from websites as Google does as well. So what can we do? And here's my, my take. You have at least what I'm doing. I have two options, two options. Number one is local SEO, local businesses, still very easy to rank, very easy to use AI. This is largely not an issue.

9:56Number two is e-commerce, right? E-commerce, same thing. It's in Google's ecosystem. Google loves e-com. It has strictly purchase intent on an e-commerce store. Now I told you at the end of the video, I would tell you my thoughts on GEO and what actually matters. And my experience is this. And this is in the Rank Expand Academy. We teach you how to do this. I do think structured data is super strong. I do think schema is super strong. I think right now with chat GPT, especially, it's very easy to game the system to rank high in chat GPT. It really is. It's not that difficult.

10:28You can leverage other websites than your own. You can leverage your website. You can leverage structured data. So is there things that we're doing differently? Yes. It feels like SEO of like the olden days. It's, it's, it's easier. I think the big problem in my opinion is Google. It's Google AI overviews taking away clicks. But anyways, if you want to join a community of people who are making money online with technical things, come join us. Like even if you're a newbie, we can, we can help you. So you start here, pass $2,000 gear up. The whole point here is, come over here. The whole point here is to help you make money wherever you are on your make money

11:01online journey, right? How we make money typically is with websites, SEO, AI, we have AI tools. But anyways, thanks for watching this video and I'll check you on the next one.