We query AI assistants about real buying questions every day. Everything here comes out of those runs, our own bills or our own mistakes - not from someone else's report.
The conversation I have had a dozen times this year always runs the same way. An agency gets an enquiry: "we want to be visible in ChatGPT, what does that cost". The answer is that it starts with an audit, and the audit runs into the thousands.
A customer asks ChatGPT for a supplier in your category. They get three names with reasons attached. You are not among them.
Conversations about AI visibility usually end at your own website: what to fix, what to add, how to structure the headings. That is reasonable, and it skips the fact everything else rests on. A model's answer is usually a compilation of other people's pages, not yours.
After years of working on organic visibility, one thing keeps proving itself: the most expensive problems are the ones nobody checks, because they look too basic to be worth checking.
In more than a decade of building organic visibility, I've learned one thing: the criteria we use to choose sites for mentions are never set in stone. They shift along with the algorithms.
For years, SEO came down to one question: where do you rank on Google? Today that question is losing its meaning.
AI search is being adopted faster than the internet or the smartphone were in their day - but the growth is wildly uneven. Which country and which AI engine your brand is visible in is becoming a strategic dimension of its own.
For two decades, SEO rested on one simple assumption: rank high in Google and the user will click through to your site. That assumption just stopped holding.
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