The Practical Guide to LLM Marketing - tracking performance

We’ve reached the final article of our 3-part LLM marketing series. So far, we have talked about the impact of AI on search behaviour and GEO strategies. And now, we are going to outline the best practice for applying these strategies.

How should you to go about applying GEO strategies?

First things first, you must track your AI visibility baseline. We recommend focusing your tracking efforts on ChatGPT as it accounts for roughly 77% of monthly LLM users, and what applies to ChatGPT will most likely apply to other LLM providers (incl. AIOs).

UK LLM Market Share

Source: Similarweb

At Coppett Hill, we do this using our proprietary in-house tool. However, there are a variety of popular tools (e.g. SEMrush, Profound, Peec AI) that you can use. Just beware of the “real” prompt databases. These are still in early stages of development and likely do not include many prompts relevant to your business.

For our clients using our proprietary in-house tool, we input hundreds of prompts, curated from real, impression-driving keywords, into ChatGPT. This gives us responses that we can analyse for the brands mentioned and the website sources cited. Benchmarking against competitors is very important as it allows you to know whether your level of visibility is your doing or just a general market trend.

The number one thing to check for is whether the sources used to generate responses are aggregators (review sites, user-generated content, comparative listicles, etc.) or direct provider websites. Here is the mix across two of our clients:

Source Mix (Client 1 vs Client 2)

The predominant source type used helps to guide the strategies that you should implement. For example, client 1 should focus their efforts on off-page optimisation, whereas client 2 should focus on improving their website content.

You should then test these strategies and track your visibility frequently to measure for any impact!

As LLM models are continuously evolving with each new release, there is a high level of uncertainty surrounding GEO strategies and their robustness. It is best to start with an approach that doesn’t place too much strain on your marketing team or budget and will benefit both Search Engine presence and AI visibility equally.

What questions should I ask my team about our approach to GEO?

It is very important to ensure your approach is constantly improving. Here are the five key questions to ask:

1.     How are we measuring LLM visibility and what is it today?

2.     Have we relied on synthetic prompts or used real prospect behaviour?

3.     Are we triangulating this by asking customers directly?

4.     Which are the most commonly cited sources in our market?

5.     What are we trialling to grow visibility and what is working so far?

Conclusion

AI is no longer a future consideration for marketeers; it is already reshaping online research and decision-making. As a result, your marketing strategies must adapt now. But the good news is that LLM marketing does not require abandoning everything you already know.

It’s essential to remain aware of the constantly evolving AI landscape. Much of what applies today will look very different in just a few years, or even months.

Agentic shopping experiences and paid advertising formats are beginning to be tested within LLMs, signalling a new shift. As these capabilities mature, the mechanics of visibility will continue to change, making adaptability crucial for long-term success in this new marketing field.

If you would like to see how your business benchmarks with our AI trackers or discuss your company’s approach to AI disruption in search marketing, please contact us.