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AI is burying company web sites in search results, but Otterly.AI thinks it can help | TechCrunch

Dec 18, 2024 - techcrunch.com
In 2024, many websites experienced a decline in organic traffic due to the rise of AI-generated search results, which often lead to zero-click searches. This shift has prompted the development of generative engine optimization (GEO), also known as AI search visibility optimization, to help companies maintain their visibility in AI-driven search environments. Otterly.AI, an Austrian startup, has emerged from stealth mode to offer dashboards that assist businesses in optimizing their presence in AI search results. After a successful launch on Product Hunt, Otterly had to rebuild its product following Google's introduction of AI Overviews, which significantly impacted organic search traffic.

Otterly, co-founded by Thomas Peham, Josef Trauner, and Klaus M. Schremser, aims to provide tools similar to those of Semrush or Ahrefs but focused on AI search. The startup plans to introduce a recommendation engine and has shifted to weekly tracking to help marketing teams experiment and adapt their strategies. Despite the potential competition from established SEO companies, Otterly hopes to collaborate with them and is set to announce a partnership with Semrush. The company is not seeking external funding, preferring to grow alongside its customer base.

Key takeaways:

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  • Many websites experienced a decline in organic traffic in 2024 due to AI-generated search results, leading to fewer click-throughs and challenges in understanding search contexts within apps like ChatGPT.
  • Otterly.AI, an Austrian startup, offers dashboards to help companies optimize their presence in AI search results, and is exiting stealth mode after reaching 1,000 users.
  • Google's introduction of AI Overviews has led to zero-click searches, impacting companies reliant on organic search traffic, prompting Otterly to rebuild its product and focus on AI search visibility optimization.
  • Otterly plans to grow with its customer base and aims to become a leader in AI search optimization, similar to what Semrush or Ahrefs are for SEO, with a potential partnership with Semrush in the works.
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