72.5% of ChatGPT Answers Fail to Mention Top Google Results

Discoverable, a UK-based company that helps businesses track their visibility in AI-generated responses, has released findings from a new study that highlights a significant gap between a business's ranking on Google and its mention in popular AI chatbots. The study, which tested 1,000 buying questions across 25 commercial categories, found that in 72.5% of eligible ChatGPT answers, the business at the top of Google's search results went unnamed.

The research, conducted by Discoverable, involved collecting 17,537 completed answers from six AI services, ChatGPT, Microsoft Copilot, Gemini, Perplexity, Google AI Mode, and Google AI Overviews, alongside 3,000 captures of Google results for the same questions. The study focused on the UK market, with all requests specifying Great Britain.

Jon David, Media Relations at Discoverable, explained, "Getting to number one on Google takes work, but a business owner might reasonably assume that means they're easy to find. Our study shows that someone asking the same question in ChatGPT might not even get a mention of the business at the top of Google's search results."

The study's findings were consistent across all six AI services, with the business at Google's first organic position going unnamed in 66.2% of scored comparisons. For example, in the category of "cheap coffee for a moka pot," Google's first-ranked supplier was not mentioned in any of the 17 available AI answers.

David continued, "The pattern we observed suggests that businesses need to be more proactive in ensuring their visibility in both traditional search engines and AI chatbots. This is crucial for maintaining their market presence and ensuring they are accessible to potential customers across different platforms."

The research did not measure lost sales or judge which business deserved a recommendation. Instead, it focused on the gap between a business's ranking on Google and its mention in AI-generated responses. Discoverable's study highlights the importance of businesses not only optimizing their online presence for search engines but also ensuring their information is relevant and accessible in AI-driven conversations.

The full study and supporting evidence are available for review without registration. Discoverable's findings underscore the evolving landscape of digital marketing and the need for businesses to adapt to new technologies to remain competitive.