Walker Sands Introduces AI Domain Impact Index for PR in an AI-Driven Era
Marketing agency Walker Sands has launched the AI Domain Impact Index, a new tool created to help B2B companies measure and boost the effectiveness of their PR efforts in an AI-focused environment. The Index offers a fresh way to assess media impact by combining qualitative and quantitative analysis with audience personas to fine-tune messaging strategies.
The service also features custom research and social media analysis, providing a comprehensive approach to understanding how earned media performs in today's shifting digital channels.
Changing Search Dynamics with Generative AI
Walker Sands highlights a notable shift: Google's dominance in search is decreasing as Generative AI platforms increasingly drive traffic. This change affects how B2B audiences are reached and how brands gain visibility.
The AI Domain Impact Index sheds light on how earned media influences GenAI search results, which in turn affects brand prioritization in AI-driven decision workflows. Each web domain receives a score from 0 to 100 based on five weighted factors:
- Organic search
- Inclusion
- On-page content
- Real-time retrieval
- Citation appearance
This approach connects PR outcomes directly to measurable visibility in AI search results, offering an ROI-focused perspective on the impact of PR strategies over time.
Adapting to Shifts in AI Search Algorithms
The Index is designed to evolve continuously by monitoring the changing methods GenAI models use to prioritize sources and media outlets. Annie Gudorf, EVP at Walker Sands, points out that “AI is changing how people find and engage with information, and marketers can’t rely on outdated ideas about which media platforms carry the most weight.”
She emphasizes that the Index helps brands stay visible and credible by identifying the most important digital domains in today’s fast-changing environment.
John Fairley, SVP of Marketing Operations and SEO, adds that domain rankings in GenAI responses have shifted noticeably in recent months. He notes that media outlets are actively optimizing their content to boost discoverability. The Index provides real-time insights into these trends, helping Walker Sands’ clients maximize their earned media potential.
About Walker Sands
Walker Sands operates from offices in Chicago, Seattle, and Boston. For more information, visit www.walkersands.com.
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