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HubSpot has introduced AI Search Grader, described as the first free tool designed to help brands understand their presence in large language models (LLM) and AI-driven search. This development comes in response to the increasing reliance on generative AI technologies, such as AI chatbots, which have seen a 37% rise in usage for answering questions compared to more traditional search engines, which have experienced an 11% decline.
Marketers have recognised the necessity to adapt their strategies for AI-centric searches but have often lacked comprehensive insights from manual testing. AI Search Grader aims to address this gap and assist brands in navigating the shifting landscape of search engine optimisation towards what HubSpot terms Language Model Optimisation (LMO).
Nicholas Holland, VP of Product and GM of Marketing Hub at HubSpot, commented on this shift: "What marketers have been doing for years to attract customers won’t be as effective in the future. People just aren’t using traditional search like they used to. As the tides are turning toward AI search, we want to help marketers stand out and get discovered in this new environment. That’s exactly what AI Search Grader will give marketers—a new, free way to connect with their customers in the AI era."
HubSpot’s new tool aims to simplify the process for marketers who currently engage in manual testing to see how their brands are represented in AI search results. This involves visiting various platforms, crafting specific prompts, aggregating responses, and synthesising the results, often to only gain a partial understanding. The AI Search Grader is designed to eliminate the need for specialised AI expertise and reduce the guesswork involved.
The tool includes four main components: overall grade, brand sentiment score, share of voice score, and personalised analysis. These features collectively provide marketers with a comprehensive view of their brand's performance in AI search environments, effectively taking them from traditional SEO practices to LMO. The AI Search Grader is free and accessible globally in English.
HubSpot has a history of providing marketing tools aimed at connecting businesses with their customers and facilitating growth. The AI Search Grader is a continuation of such efforts, following the company’s Website Grader, which assisted many marketers with optimisation for traditional search engines.
At the core of AI Search Grader is "prompt engineering" which automates the generation of questions designed to elicit relevant information about brand performance in AI searches. It then contextualises this performance, making it easier for marketers to understand and act upon.
This initiative from HubSpot highlights the growing importance of LMO as more customers and prospects shift towards using AI technologies for quick and personalised answers. Tools like ChatGPT are increasingly becoming the go-to resources for users, further emphasising the need for marketers to pivot their strategies to remain visible and effective in this evolving digital landscape.
