Enterprise SEO Meets Its LLM Problem. Capper Has A Framework. It Was Inevitable.
Tom Capper of STAT is teaching enterprise SEO professionals how to measure visibility in AI Overviews, AI Mode, and LLM tools like ChatGPT, Claude, and Gemini. The webinar addresses a real shift. AI Overviews now appear atop a growing share of search queries, and a meaningful portion of audiences now ask AI tools directly instead of scrolling through search results.
The mental model here is channel fragmentation, which is a concept anyone who passed Marketing 101 should already grasp. The mechanism is answer displacement. When an AI summary appears at the top of a results page, the user may never click through to your site at all. This teaches you that rankings and clicks now capture only a fraction of how people discover and evaluate brands. You are measuring a shrinking slice of a growing pie.
Tom Capper of STAT is delivering the methodology through a Search Engine Journal webinar. Loren Baker, founder of SEJ, is the背景 figure behind the publication hosting the event.
- Open ChatGPT, Claude, or Gemini and ask each one a question a potential customer might type about your business or topic. Record whether your brand or site appears in the response. This is your crude LLM visibility baseline.
- Open Google and search the same query. Note whether an AI Overview appears at the top and whether your brand is cited within it. You have now measured two AI surfaces.
- Repeat this process for five to ten core queries and track results in a simple spreadsheet. You have just built a basic version of what enterprise SEO tools measure at scale. Capper would use STAT. You will use a spreadsheet. The principle is the same.