Product pages used to compete for attention in search results. Today, they’re battling for space inside chatbots and AI assistants like ChatGPT, Gemini, or Claude. Ask, “What’s the best jacket for hiking?” and you get a quick, conversational answer that sometimes includes a specific brand.
You might wonder why some product pages get chosen while others get overlooked, or what criteria an AI uses to recommend one over another.
The shift from search to AI and why it matters
You’ve probably spent years polishing title tags, crafting meta descriptions, and stacking up backlinks. Those tactics still matter, but AI search runs on different rules. Large language models (LLMs) pull in content from all over and weigh it their own way.
- AI assistants look for reliable, up-to-date info, not just keywords.
- Clear brand signals and detailed product specs earn extra credit.
- Mentions and reviews on other sites boost your authority.
All that effort won’t pay off if you don’t know how your brand shows up in AI-driven answers.
Visibility: the new metric that matters
Visibility isn’t just about ranking on Google anymore. It’s about how often and how accurately your brand pops up in AI-driven experiences. For example, if ChatGPT recommends your competitor’s sunscreen for “best beach day sunscreen,” you won’t see it unless you’re tracking those results.
Ask yourself three questions:
- Are your products named in AI queries?
- Does the AI describe your brand correctly?
- Are your competitors getting all the mentions?
Most brands fly blind here. Platforms like Murmur help you monitor your presence across different LLMs, not just your Google rank.
What makes some product pages shine in AI search
Certain pages stand out in conversational AI. They usually share these traits:
- Rich, structured information: Detailed specs, usage tips, and clear value propositions get picked up more often.
- Consistent brand signals: A unified message across the web lets AI “connect the dots.”
- External validation: Third-party reviews and high-authority mentions build trust with both Google and AI.
- Fresh content: Both google and LLMs train on recent data. If your info’s outdated, you’ll slip off the map.
Even a perfectly optimized description might not surface if no one else is talking about it or the AI misses your unique angle.
How ecommerce teams can boost AI visibility today
You don’t need a total overhaul to get better AI traction. Start by keeping things consistent. Make sure your titles, descriptions and specs align across your site, retailer partners, review platforms, and social listings. Go beyond the basics by informing, not just selling.
That means adding:
- unique FAQs
- usage scenarios
- in-depth details
This helps AIs understand what makes your product special.
Next, focus on third-party buzz. Encourage reviews, features, and discussions outside your own channels. Stay on top of things by updating regularly.
Refresh your listings and fix any mention errors as soon as they pop up. Think of LLMs as ongoing conversations, not just another SEO checkbox. Watch how AI “sees” you and tweak your messaging to stay relevant.
Avoid common missteps
Even smart brands make mistakes when AI SEO first enters the picture. Some common traps include relying solely on old-school SEO and ignoring AI channels, letting product info drift out of sync across platforms, and assuming that size alone guarantees AI recommendations. Another big one is skipping competitor monitoring in chat-based search.
Why tracking beats blind optimization
Optimizing your pages without visibility tracking is guesswork.
With data, you learn:
- Exactly what LLMs say (and don’t say) about your brand.
- How AI recommendations shift after a campaign or site update.
- Which competitors are gaining ground in AI answers (and why).
You’ll ditch the mystery and frustration of “AI SEO” and get a front-row seat to how digital assistants shape your brand story. Track, adapt, and influence your presence in these conversational engines.
See how AI really sees your brand
Recommendation engines aren’t magic, they’re data. Enter your brand into Murmur, and you’ll get insights on your standing, your competitors and the steps you need to take. No complex setup or jargon, just clear visibility so you can stop guessing and start competing.
Want to know how your product pages perform in AI-driven searches? Try the ChatGPT Scorecard for quick, accurate insights that’ll give you an edge.