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The Grow and Convert Marketing ShowWe share our thoughts and ideas on how to grow a business.. Author: Benji Hyam and Devesh Khanal
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Topic Based GEO: Why You Need to Measure AI Visibility with Topics Instead of Individual Prompts
Episode 48
Wednesday, 11 February, 2026
Did you know that when you ask ChatGPT for a product recommendation, ChatGPT can recommend 50+ different brands for the same prompt?In this episode, we break down Rand Fishkin's latest research on the extreme variance in AI search results across ChatGPT, Claude, and Google AI Overviews. His team gathered 600 volunteers, ran nearly 3,000 queries, and the findings are eye-opening. Here are some key insights:LLMs can share 50 different companies for each product related prompt. The chance of getting the exact same list of brands twice is less than 1%.The top 6 brands are mentioned over 80% of the time. So what does this mean for marketers trying to track their GEO (Generative Engine Optimization) performance? Most AI visibility tools give you a misleading snapshot — you ran one prompt, you showed up, and you think you're winning. But run it again and you might not show up at all.We walk through Rand's key charts and takeaways, explain why "rank" is meaningless in AI results (unlike SEO), and show how the top brands in any category still get mentioned consistently 70-90%+ of the time. Then we hop into Traqer.ai to show how our topic-based GEO approach — running multiple prompt variations per topic — gives you a far more accurate and responsible picture of your actual AI visibility.If you're doing GEO or reporting on AI visibility to leadership, this is a must-watch.📖 Rand Fishkin's full blog post: https://sparktoro.com/blog/new-research-ais-are-highly-inconsistent-when-recommending-brands-or-products-marketers-should-take-care-when-tracking-ai-visibility/🔗 Our blog post on Topic Based GEO: https://www.growandconvert.com/ai/topic-based-geo/🔗 Check out Traqer: https://www.traqer.ai/
