The concept of the dark SEO funnel is analogous to the well-known idea of dark social, where buyers share content in private channels that traditional tracking pixels cannot monitor. In the realm of SEO, dark funnel refers to the process by which AI tools like ChatGPT recommend brands to users, who then use Google to verify those recommendations.
This process involves several stages:
1. Ingestion: AI models consume and understand your content, recognizing your brand as a relevant entity.
2. Recommendation: Users ask problem-aware questions (e.g., “best tools for X”) and receive recommendations that include your brand.
3. Verification: Users then turn to Google to search for your brand name, validating the choice made by the AI tool.
The credit for these conversions often goes to “direct” or “branded search,” obscuring the true role of SEO and AI in driving the initial discovery. This invisibility is a significant challenge for marketers, as it makes it difficult to attribute the full value of their efforts.
The Role of Google in the Dark Funnel
The role of Google has fundamentally changed in this new era. As one surveyed CMO explained, “I use Google only if I have certainty about which specific software types or products I want.” This indicates a shift where AI tools are used for evaluating and narrowing down options, while Google is primarily used for verifying the choices made by AI.
This radical shift in user behavior highlights the need for a more comprehensive approach to SEO, one that extends beyond traditional metrics and considers the broader context of AI-driven discovery.
The Strategic Shift: Brand Mentions vs. LLM Citations
Winning in the dark funnel era requires a nuanced understanding of two distinct types of visibility: brand mentions and LLM citations.
Brand Mentions
Brand mentions occur when an AI tool explicitly names your company as a solution to a user’s query. For example, if a user asks, “Who are the top enterprise ABM platforms?” and the AI response includes “The top recommendations are 6sense, Demandbase, and [Your Brand],” this is a brand mention.
Achieving brand mentions is not solely about technical SEO; it’s driven by entity strength—the frequency with which your brand appears alongside relevant topics across the web. Factors such as PR, podcast appearances, customer reviews, and traditional SEO efforts all contribute to building entity strength.
LLM Citations
LLM citations, on the other hand, involve the AI tool referencing your content as part of its response without explicitly naming your brand. For instance, if a user asks, “What are the best tools for ABM?” and the AI response includes a summary of your features and benefits, this is an LLM citation.
Unlike brand mentions, LLM citations do not require your brand to be explicitly named. Instead, your content is integrated into the AI’s knowledge base, and the AI uses this information to provide comprehensive answers to user queries.
The Importance of LLM Citations
While brand mentions are valuable, LLM citations are equally important in the dark funnel era. They represent a more organic and integrated form of visibility, where your content is seamlessly woven into the AI’s responses. This type of visibility is particularly valuable for building trust and credibility, as users are more likely to engage with and verify brands that are cited in AI responses.
To maximize LLM citations, focus on creating high-quality, informative content that addresses the specific needs and pain points of your target audience. Ensure that your content is well-structured, easy to read, and optimized for search intent. Additionally, leverage PR and other marketing efforts to increase the visibility of your content and enhance its relevance in the eyes of AI models.
The Future of SEO in the Dark Funnel Era
As we navigate the dark funnel era, it’s clear that traditional SEO metrics are no longer sufficient for measuring success. Instead, we need to adopt a more holistic approach that considers the broader context of AI-driven discovery and verification.
This shift requires a reevaluation of our strategies, focusing on building entity strength, creating high-quality content, and leveraging PR and other marketing efforts to enhance our visibility in AI tools. By embracing this new paradigm, we can position our brands for success in the evolving landscape of search.
FAQ
Q: How can I measure the impact of dark funnel activities?
A: Measuring the impact of dark funnel activities can be challenging, but there are several strategies you can employ. First, focus on tracking brand mentions and LLM citations in AI responses. Tools like Google Alerts and brand monitoring platforms can help you monitor these mentions. Additionally, consider analyzing the traffic patterns of users who arrive at your site through AI recommendations. While this traffic may be attributed to direct or branded search, it is still a valuable indicator of the effectiveness of your dark funnel efforts.
Q: What role does technical SEO play in the dark funnel era?
A: Technical SEO remains a critical component of your overall strategy, even in the dark funnel era. While it may not directly impact brand mentions or LLM citations, technical SEO efforts can indirectly contribute to your visibility by ensuring that your content is easily accessible and well-indexed by search engines and AI models. Focus on optimizing your site’s structure, improving page load speeds, and ensuring mobile-friendliness to enhance your overall SEO performance.
Q: How can I leverage PR to enhance my visibility in AI tools?
A: PR efforts can significantly enhance your visibility in AI tools by increasing the frequency with which your brand appears alongside relevant topics. Focus on securing high-quality mentions in reputable publications, securing interviews on relevant podcasts, and engaging in thought leadership activities. Additionally, consider leveraging social media and other digital channels to amplify your PR efforts and increase your brand’s visibility.
Q: What are the key differences between brand mentions and LLM citations?
A: Brand mentions occur when an AI tool explicitly names your company as a solution to a user’s query. LLM citations, on the other hand, involve the AI tool referencing your content as part of its response without explicitly naming your brand. While both types of visibility are valuable, brand mentions are more direct and explicit, while LLM citations are more organic and integrated.
Q: How can I adapt my content strategy to the dark funnel era?
A: To adapt your content strategy to the dark funnel era, focus on creating high-quality, informative content that addresses the specific needs and pain points of your target audience. Ensure that your content is well-structured, easy to read, and optimized for search intent. Additionally, leverage PR and other marketing efforts to increase the visibility of your content and enhance its relevance in the eyes of AI models. By adopting a more holistic and integrated approach to content creation, you can enhance your visibility in AI tools and drive more traffic to your site.
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