96 SIGMA

11/03/2026

Stop treating AI and as competitors. They are a reinforcement loop.

1. AI for Mindshare: Get your brand mentioned in LLMs (ChatGPT, Perplexity, Claude) to land in the "Initial Consideration Set."
2. Google Ads for Capture: Ensure that when users go to Google to "verify" the AI's recommendation, you own the top 3 spots.

​The Bottom Line:

Pulling Google Ads' budget to fund AI-only visibility is like running a TV ad but locking your storefront doors. Buyers will hear about you on the "cool new tech," but they’ll buy from the competitor who stayed visible on the search results page.

​Don’t optimize for bots. Optimize for the human who uses bots to find what they eventually buy on Google.

Visit: 96sigma.com for more.

08/02/2026

02/02/2026

The Stats You Can't Ignore:

​The 94% Rule: 94% of all search traffic stays on the first page. If you’re on Page 2, you are fighting for less than 6% of the remaining audience.

​The Top 3 Advantage: The first three organic results capture over 50% of all clicks. Visibility directly correlates with authority.

​The "Zero-Click" Reality: With Google’s new AI Overviews, clients want answers fast. If your firm isn't optimized for these features, you're invisible.