Mike Korenugin
Director of Product · SE Ranking
Webinar & Conference Session
Key takeaways
- 4:12Google still owns 93% of organic traffic but AI search is already at 10% of all search queries, making it a significant channel worth optimizing for.
- 5:17YouTube is the most cited website by ChatGPT, Perplexity, and Google AI Overviews, along with Reddit and other user-generated content platforms, requiring brands to expand beyond traditional SEO.
- 8:27AI Mode cares about individual page-level backlinks and content freshness, while ChatGPT focuses more on overall domain authority and is sensitive to technical factors like website speed.
- 13:36Content length is a much bigger ranking factor for AI Mode than ChatGPT, with both platforms favoring topical depth and coverage of all subtopics within single articles.
- 14:38AI Mode exhibits high volatility with only 15% domain consistency across US-level queries, dropping to 44% volatility when location keywords are included, emphasizing the need for localized PR efforts.
In Mike Korenugin's words
“SEO is dead. Yeah, that's probably SEO is dead. But obviously it's not the case because all of us are still here, right?”
What Drives Visibility in LLM-Powered Search | SE Ranking’s 1M-Query Study (BrightonSEO US 2025)3:08
“The internet right now is experiencing fragmentation in search like never before. This new wave of personalization and change is obviously powered by AI and AI agents.”
What Drives Visibility in LLM-Powered Search | SE Ranking’s 1M-Query Study (BrightonSEO US 2025)5:17
“To succeed with that, you want to make sure that your SEO, brand, and social teams work together. They need a shared set of KPIs that they work on together.”
“AI is not a threat for us, it's an opportunity. Survival is not the goal, selling shoes is.”