Start with questions, not metrics. Understand what customers actually ask.
Don’t run and start to monitor your brand. Instead, try to understand the best set of questions to monitor. The challenge for brands is to predict what users will be looking for. Companies should be tapping into customer support tickets, community forums, social media conversations, and user interviews. In other words, you need to get the questions right first. I’ve built data and monitoring tools for two decades, and I’ve seen brands obsessively measure mentions without asking the deeper question: what exactly should we measure? Understanding authentic customer language is the foundation.
— AI Is Changing The Rules Of Web Traffic — A GEO Playbook For Online Retailers · Forbes