New Study Reveals Top Content Types for AI Search Engines
Product Content Visible Across Queries
A recent study by XFunnel tracked 768,000 citations across AI search engines, including ChatGPT, Google’s AI Overviews, and Perplexity, and found that product-related content tops AI citations, making up 46% to 70% of all sources referenced. This finding offers guidance on how marketers should approach content creation amid the growth of AI search.
Citation Patterns Vary By Funnel Stage
The study revealed that AI platforms cite different content types depending on where customers are in their buying journey:
- Top of funnel (unbranded): Product content led at 56%, with news and research each at 13-15%. This challenges the idea that early-stage content should focus mainly on education rather than products.
- Middle of funnel (branded): Product citations dropped slightly to 46%. User reviews and affiliate content each rose to about 14%. This shows how AI engines include more outside opinions for comparison searches.
- Bottom of funnel: Product content peaked at over 70% of citations for decision-stage queries. All other content types fell below 10%.
B2B vs. B2C Citation Differences
The study found significant differences between business and consumer queries:
- For B2B queries, product pages (especially from company websites) made up nearly 56% of citations. Affiliate content (13%) and user reviews (11%) followed.
- For B2C queries, there was more variety. Product content dropped to about 35% of citations. Affiliate content (18%), user reviews (15%), and news (15%) all saw higher numbers.
What This Means For SEO
For SEO professionals and content creators, here’s what to take away from this study:
- Adding detailed product information improves citation chances even for awareness-stage content.
- Blogs, PR content, and educational materials are cited less often. You may need to change how you create these.
- Check your content mix to make sure you have enough product-focused material at all funnel stages.
- B2B marketers should prioritize solid product information on their own websites. B2C marketers need strategies that also encourage quality third-party reviews.
Conclusion
The study concludes: "These observations suggest that large language models prioritize trustworthy, in-depth pages, especially for technical or final-stage information… factually robust, authoritative content remains at the heart of AI-generated citations." As AI transforms online searches, marketers who understand citation patterns can gain a competitive edge in visibility.
Frequently Asked Questions
Q: What percentage of AI citations is product-related content?
A: Product-related content makes up 46% to 70% of all sources referenced.
Q: Which content types are less likely to be cited by AI search engines?
A: News and research articles, affiliate content, user reviews, blog content, and PR materials are less likely to be cited.
Q: Do citation patterns vary by funnel stage?
A: Yes, AI platforms cite different content types depending on where customers are in their buying journey. Product content is more prominent at the bottom of the funnel, while user reviews and affiliate content are more prominent in the middle of the funnel.
Q: Are there differences in citation patterns between B2B and B2C queries?
A: Yes, the study found significant differences between business and consumer queries. Product content is more prominent in B2B queries, while affiliate content is more prominent in B2C queries.
Q: What does this mean for SEO professionals and content creators?
A: This study suggests that marketers should prioritize creating detailed product information, especially for B2B queries, and consider changing their content creation strategies to focus on product-focused material at all funnel stages.
