Focus your AI search efforts where they matter
Why most businesses should start their AEO program with ChatGPT
In this article4 sections
The beauty of SEO is that we're data driven. How we use that data is a large part of what helps a good SEO win.
In Western markets, winning at search means being at the top of Google. We know where the opportunity is, and we focus our effort accordingly.
You need to apply the same judgement to AI platforms.
Search rewards focus
AI visibility tools are selling tracking across an expanding list of platforms. ChatGPT, Gemini, Claude, Perplexity, Copilot, Grok. Pick a logo and somebody has built a dashboard for it.
Profound's homepage includes Grok in a rotating list of platforms where marketers can “win”. Broad coverage is a product feature. It doesn't mean every platform deserves an equal share of your time.
SEO teams don't split their budgets evenly between every search engine. They focus on Google because that's where the opportunity is. Apply the same judgement to AI platforms.
The referral data points to ChatGPT
AI referral traffic isn't evenly spread across platforms.
Across the Australian market data I've seen, ChatGPT is consistently the main source of identified AI referral traffic, and it leads by a wide margin.
Ahrefs' much larger study, covering 74,752 websites, points in the same direction. It reports approximately 2.7 million ChatGPT visitors out of 3.5 million visitors from AI platforms overall. That works out to 77.1%.
ChatGPT is the clear leader in both. The order behind it changes, and some platforms barely register in the Australian data.
Your industry and audience may produce a different mix. That's exactly why the decision should start with your data.
Build the program around the leader
For most businesses, I'd establish an AEO/GEO program with a focus on ChatGPT. Track the wider referral picture, then expand your effort when another source becomes material.
A small dashboard is enough. Show referral sessions by AI source and how their share changes over time. The purpose is to decide where to act, not to create another reporting ritual.
- Measure
Group AI referral sessions by source.
- Compare
Track share and direction over time.
- Focus
Put effort into the platform that matters now.
- Expand
Add platforms when their traffic becomes material.
Track the wider market. Focus the work.
There are more complicated ways to measure AI activity, including server and CDN data. Add that detail when it answers a question you actually have.
More tracking can create more noise
My frustration with AI visibility tools is the amount of data they throw at you. Every additional platform brings more prompts, scores and charts to interpret.
Trying to please everybody is how you end up with a frankenproduct. A camel is a horse designed by committee.
A tool's feature list shouldn't become your to-do list. Focus on the levers that matter. Don't create more noise for yourself.
About the Author
Sam Penny
