External Force
of brand mentions in ChatGPT come from external sites, not your own.*
If others are not talking about you, ChatGPT isn't either.
Conversion Overdrive
higher conversion from AI search visitors**
Research shows ChatGPT users display buying intent around 23x stronger than traditional search users.
We develop the backlinks, mentions and content that influences ChatGPT.
Get found in ChatGPT today
Third party sources drive 85% of brand discovery in AI search
AirOps analysed more than 21,000 brand mentions across ChatGPT, Claude and Perplexity.
For commercial discovery queries, 85% of brand mentions came from third party domains. Brands were 6.5x more likely to be cited via external sources than from their own site.
That finding is uncomfortable for anyone who has spent a decade obsessing over their own blog and product pages. (We did it too.)
It also explains what we see every day.
AI systems validate brands by what the rest of the web says about you
Consistent mentions and links across trusted publishers tell LLMs you are credible
Brands that only invest in their own content are invisible in the conversations that matter
Digital PR is the activity that creates those third party proof points at scale. This is why we say:
That's the increase in AI traffic in the past year.
more likely for brands to be cited from external sources than their own site.
AI browsers like Comet are a preview of where this all goes next. Instead of going out to “search”, the answer layer is now baked directly into the browser, quietly rewriting pages, summarising docs and suggesting actions as you work.
That means LLMs are not just a place you’re occasionally “looked up” they’re the ambient layer sitting over everyday browsing. If your brand isn’t one of the trusted sources these models lean on, you don’t just miss out on search visibility, you disappear from the default experience entirely.
ChatGPT traffic is tiny in volume, huge in revenue
Ahrefs studied their own analytics and found that AI search visitors made up just 0.5% of traffic, yet drove 12.1% of all signups. That is a 23x higher conversion rate than organic search.
Other independent analyses show a similar pattern. ChatGPT and LLM referrals convert between 4.4x and 23x better than traditional search traffic. So even if AI traffic is a small slice of your current traffic, it is already one of the highest value channels on the internet.
Digital PR is how you claim that high intent slice.
@ 23X conversion rate of Search
Google Analytics analysis of ChatGPT (and other AI) pickup for a client that started digital PR.
Why no other activity drives ChatGPT pickup like Digital PR
Other tactics help, but they do not solve the 85% problem.
Content marketing alone improves what you say about yourself, not what the web says about you.
Technical SEO ensures you can be crawled, but it does not create reasons to talk about you.
Paid search and social can buy clicks, but they do not create citations inside AI answers.
It manufactures the third party proof that AI systems are biased toward.
It generates the backlinks and mentions that still matter in GEO.
It feeds you on-site activity we're going to build for you with fresh research and data
If 85% of AI brand mentions come from external sources, then the brands that win are the ones that treat those external sources as a first class channel.
That is what we do every day.
No other activity drives ChatGPT pickup like Digital PR. We operate in the 85%.
ChatGPT and LLMs are already influencing buying decisions, even when you never see a visit in Google Analytics. AI traffic is small in volume, but it converts like nothing else on your dashboard.
Right now, someone in your category is doing the work of becoming the brand that AI assistants trust. They are earning the citations that will quietly divert the next few years of high intent demand.
You can either:
Digital PR is the lever.
We will map your current AI footprint, identify where your competitors are being cited, and show you how our work can move you into the 85%.
Get found in ChatGPT today
Backlinks that Rock, Content that Rolls.
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Backlinks
The Daily Mail is one of the holy grails of Australian media: extraordinary reach and a powerful backlink. We helped our client model the new reality of more Australian 65+ retirees entering retirement without home ownership; the outcome is stark. The Daily Mail ran with this story exclusively with extensive social pickup.
Mentions across all media
We helped our client model escalating electricity prices in Queensland - hidden by state and federal rebates and the story went national.
Taking it Regional
We helped a travel client spread the word about the implications of cruise travel without travel insurance. 80+ backlinks starting with The Canberra Times, Newcastle Herald and Illawarra Mercury.