Otterly.AI Podcast - Episode #5 - How to analyze any website for GAIO (AI search)

How HubSpot Ranks in AI-Powered Search: Insights from Otterly.AI

In the rapidly evolving world of search, where AI-driven platforms like ChatGPT, Perplexity, and Google’s AI search are reshaping how brands are discovered, staying ahead requires more than just traditional SEO. It demands strategic insight into how brands like HubSpot position themselves in the era of conversational AI.

In Episode 5 of the Weekly Otterly.AI Podcast, Thomas Peham and Klaus-M. Schremser delved deep into HubSpot’s digital presence, exploring its performance in AI-driven search experiences using Otterly.AI—a game-changing tool designed to analyze and monitor brand rankings in AI-based searches. Here's what we uncovered.

From SEO Keywords to AI Prompts: A New Frontier for Search
Thomas Peham kicked off by addressing the elephant in the room: the way AI transforms traditional keyword optimization.

"In the past, we optimized for keywords like 'best CRM for small businesses' or 'marketing automation tools,' but AI searches don't work that way," he explained. "Instead, they respond to full, conversational prompts."

To analyze HubSpot's position, Thomas mapped traditional SEO keywords to conversational AI prompts, such as:
“What’s the best CRM for small businesses in 2024?”
“Top marketing automation tools for growing startups.”
“HubSpot vs Salesforce: Which is better for lead generation?”

These prompts were then fed into Otterly.AI, which generated comprehensive reports showing how often HubSpot appeared in AI-driven search results and how its competitors stacked up.

The Results: HubSpot's Performance in AI Search
Klaus shared the results with enthusiasm.

"HubSpot dominates in some key areas, especially around CRM and marketing automation, but it’s clear they’ve focused their efforts on human-friendly, prompt-ready content," Klaus noted.

Here’s what the analysis revealed:
1. High Visibility for Core Keywords
HubSpot performed exceptionally well for prompts involving CRM and marketing automation, suggesting their content is optimized for AI-driven natural language processing.

2. Competitor Gaps
HubSpot is winning in core verticals but has blind spots where competitors like Salesforce and Zoho are better represented—for instance, in highly technical prompts or niche industries.

3. Content Style Matters
AI searches prefer content that is conversational and direct. HubSpot’s content strategy—built around helpful, question-answering blog posts and guides—makes it naturally AI-friendly.

Why AI-Driven Search Changes the Game for Brands
As Klaus put it, “It’s not enough to rank in traditional search. If AI chatbots are recommending tools, products, or services, your brand needs to show up there—or risk being invisible to the next generation of buyers.”

Otterly.AI helps brands uncover these blind spots by identifying:
Prompts where they’re not mentioned
Opportunities to tailor content to AI-driven user queries
Competitor rankings in AI search

This kind of insight is invaluable for marketers who need to make strategic adjustments to remain competitive.

Actionable Takeaways for Your Brand
Thomas wrapped up the discussion with actionable tips for brands looking to thrive in AI search:

1. Rethink Your Keyword Strategy
Focus on conversational, question-based prompts that mimic how users interact with AI.

2. Leverage AI Monitoring Tools
Tools like Otterly.AI allow you to see exactly where your brand stands and where you need to improve.

3. Create Content That Speaks AI’s Language
Prioritize straightforward, question-answering content that aligns with AI’s natural language tendencies.

4. Track Competitor Activity
Analyze how competitors are ranking in AI search and identify gaps where you can outperform them.

What This Means for HubSpot—and You
HubSpot’s success in AI search isn’t just about strong SEO—it’s about adapting to the new rules of search. As AI continues to change the way users discover information, businesses must evolve their strategies. Whether you’re a SaaS giant like HubSpot or a startup finding your footing, understanding your AI search presence is non-negotiable.

With tools like Otterly.AI, brands can navigate this shift confidently, ensuring they stay relevant in the AI-first world.

Are you ready to discover how your brand ranks in AI-driven search? Start monitoring with Otterly.AI today.

This is your call to step into the future of search. Let AI insights guide your growth.