The human perception
Our research discovered that branded net mentions are literally as much as thrice extra influential than conventional backlinks in relation to driving LLM citations. If you wish to exist within the AI shortlist, your model status issues greater than your technical hyperlink profile.
Take a current mission for a worldwide B2B SaaS supplier. They had been dominant in conventional SERPs however invisible in ChatGPT’s suggestions. By pivoting their technique towards digital PR and high-authority model mentions, somewhat than simply chasing area ranking, we noticed their SoLLM enhance by 45% in six months. This led to a direct uplift in high-intent demo requests that conventional search engine marketing instruments couldn’t clarify.
The Third Eye – transferring past guide monitoring
Monitoring web site well being is a necessity, however for complicated B2B websites with 1000’s of pages, it’s a time-sink for specialists who needs to be pondering, not checking. Conventional SEOcan be nice in telling you what modified, not why it issues.
We constructed an automatic alert system nicknamed The Third Eye.
The workflow: It tracks consumer sitemaps each hour, checking for web page additions or deletions.
The AI twist: When it spots a change, it passes the brand new content material to Gemini, which summarises precisely what has been up to date or misplaced and identifies potential search engine marketing dangers.
The true-world influence: For one main retail consumer, this proactive monitoring helped scale back reliance on paid media. The system caught a technical error that had worn out a high-converting class web page. As a result of we caught it throughout the hour, we saved them misplaced income that might have in any other case been spent on emergency PPC to plug the hole.
Predictive search engine marketing: discovering fan-out queries
The most important flaw in conventional search engine marketing is that key phrase information is nearly at all times lagging. By the point a device like Ahrefs reveals you search quantity, your rivals are already there.
We’ve pivoted to Predictive search engine marketing. By scraping neighborhood discussions on platforms like Reddit and synthesising the textual content through LLMs, we establish person ache factors earlier than they turn out to be trending key phrases.
The ‘fan-out technique: Conventional search engine marketing appears on the head time period whereas Predictive SEO appears on the fan-out – the precise, nuanced questions that AI Overviews love to tug from.
For a consumer within the renewable vitality sector, we observed a spike in Reddit threads discussing the precise failure charges of a brand new sort of photo voltaic inverter which coincidentally had zero search quantity in conventional search engine marketing instruments. We created an expert-led information addressing these particular technical considerations. Inside weeks, our consumer was the first supply for the AI Overview on that matter. We didn’t await the information; we anticipated the necessity.
Re-engineering the company mannequin
You possibly can’t run a contemporary search technique with an outdated workforce construction. In 2025, we turned 100% employee-owned and restructured our workflows to be AI-first. This wasn’t a cost-cutting train; it was an evolution.
We discovered that our search engine marketing specialists had been spending roughly 40% of their month on guide information cleansing, reporting, and primary audit duties. By constructing customized GPT-based instruments to deal with the grunt work, we flipped the script.
The Shift: Our workforce now spends 90% of their time on technique and innovation.
The guru benefit: We created an inside Natural Guru GPT. This isn’t a public bot; it’s a closed system skilled on Hallam’s proprietary methodologies, previous profitable award entries, and inside SOPs. It means a junior advisor can entry the collective mind of our senior administrators immediately, guaranteeing our shoppers get a constant, high-level of experience no matter who’s within the room.
Case Examine: Cabin Grasp
An instance of the place our work has seen enormous success is with consumer Cabin Master. They confronted the traditional problem of methods to keep dominance in a extremely aggressive market the place buyer analysis is more and more taking place inside AI interfaces.
Through the use of our LLM-driven topical mapping course of, we moved past simply focusing on phrases equivalent to ‘backyard rooms’. We used AI to analyse 1000’s of buyer questions and sentiment patterns to establish the precise way of life and technical considerations that had been fanning out from the core matter.
We constructed a content material ecosystem that wasn’t simply search engine marketing pleasant, however LLM-authoritative. In consequence, Cabin Grasp didn’t simply see an increase in conventional site visitors; they turned a major quotation for AI Overviews. This strategic shift helped drive a 295% enhance in natural occasions over a interval the place conventional search quantity for his or her sector was fluctuating. It proved that once you cease chasing key phrases and begin constructing authority, you shield your self in opposition to algorithm updates.
Construct for the popular reply
The aim of search has modified. It’s not nearly being discovered on Google; it’s about being the most popular reply for the LLMs of the longer term.
Share of LLM isn’t only a metric; it’s a philosophy. It requires a transfer away from self-importance content material and in the direction of authority content material.
Whether or not we’re reverse-engineering AI Overviews for shoppers or mining Reddit for future trends, the precept stays the identical: use the machines to do the heavy lifting, so the people can do the heavy pondering. The companies that thrive in 2026 gained’t be those with probably the most bots – they’ll be those who know methods to direct them.
Obtain our full whitepaper Share of Search vs. Share of LLM: The brand new measure of authority for B2B manufacturers here.
Equally, contact us to seek out out how one can enhance your LLM visibility.
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