Queensland independent agency BCM Group has launched Search Works, a data-driven brand visibility product built around an adaptive SEO and generative engine optimisation model, launching with new clients Youi Insurance and Inland Rail and seven new staff.
Search Works moves beyond SEO to manage visibility across AI-generated answers, zero-click search and conversational queries driven by AI large language models (LLM).
"Search is undergoing the biggest transformation since the launch of Google. As AI generated answers intertwine with traditional search results, there has been an inexorable rise in zero click and conversational search driven by LLMs," said BCM CEO Phil McDonald.
“Brand visibility has become a new metric for marketers, because if brands are not ranking, being cited and showing up, they can quickly become invisible at critical times.
"Given search and social are often the largest media investment that clients are making, for us the creation of Search Works was critical. LLM search could have simply become another investment burden, instead we're using it as the catalyst to redefine our partners' channel and content mix."
BCM managing director Lukas Temple will initially lead Search Works, which integrates across BCM's media, creative, PR and research operations.
New appointments include Alex Ainsworth as performance manager, Jesse Gramenz as digital services manager and Jai Nuth as performance specialist.
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