Revamping SEO Strategies in the Age of AI Search
Search engine optimization (SEO) has been a critical focus for brands over the last decade, aiming to enhance their visibility on search results pages. However, the landscape of search is evolving. As consumers increasingly rely on AI chatbots like ChatGPT and Claude for information, it’s essential for brands to adapt their strategies.
To address these changes, Profound has emerged as a solution for brands to optimize their presence in AI-driven searches. By tracking common queries, the platform provides insights into how brands are perceived in AI searches. For instance, an automotive brand can easily access data on queries like, “What is the best SUV?” Users can also conduct more granular searches to understand variations in results based on demographic information, or delve into how AI systems evaluate the credibility of websites discussing specific products.
Founded earlier this year in New York by James Cadwallader and Dylan Babbs, who met at the startup incubator South Park Commons, Profound reflects their passion for how AI is transforming online search. Cadwallader’s background in running a data-focused influencer marketing agency for Fortune 500 brands was pivotal in developing the concept behind Profound.
“In this AI-driven landscape, how does a brand like Nike manage its online visibility?” Cadwallader explained. “If consumers ask ChatGPT for recommendations on running sneakers, they receive several options. Nike invests $4 billion annually in marketing, yet countless users now depend on AI for product research. It’s crucial that we adapt to this shift.”
Unlike static analytics tools, Profound provides real-time insights, allowing brands to monitor AI search evolution and adjust strategies accordingly, a necessary approach given the fluid nature of SEO rankings.
Though Profound is still in its early stages, it has already partnered with a major branding agency and is pursuing additional contracts. Recently emerging from stealth mode, the startup has secured $3.5 million in seed funding from investors including Keith Rabois through Khosla Ventures, as well as Saga and South Park Commons.
Ben Braverman, co-founder and managing partner at Saga, noted his initial encounter with Cadwallader during a talk at South Park Commons. “The moment we started discussing his work, his enthusiasm was infectious,” Braverman remarked. “My conversations with him about the future of AI were enlightening and prompted me to get more involved.”
Braverman observed that potential clients quickly grasp the significance of the technology during discussions. He emphasized that Profound is crafting a competitive edge, ensuring clients are less inclined to develop similar technologies in-house.
However, the verdict is still out on Profound’s position in the market. While the startup is poised to address emerging challenges, it is likely that more companies, including established SEO firms and new startups, will soon enter the arena as AI search continues to gain traction.
Cadwallader concluded, “In this evolving landscape, every business will need to understand their visibility in AI-generated responses. Profound aims to be the go-to solution for companies seeking insights into how AI systems are representing them.”
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