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Data Collected: Analyzed thousands of URLs cited by ChatGPT-4 and compared volatility patterns with Google AI platforms
Key Finding: ChatGPT maintains consistent high volatility (35-45%) while Google AI Overviews shows increasing instability (climbing from 15% to 40%+), revealing distinct platform testing patterns
ChatGPT Citation Concentration:
- Top 20% of domains capture 67% of all citations
- 34% of URLs experience >50% weekly citation changes
- Individual URL swings range from -60% to +400%
- Platform maintains steady volatility range despite extreme individual swings
Extreme Volatility Examples (100-400% swings):
- Major retailers: Macy’s (+150%), Apple (+200%), Rakuten (+400%)
- Educational platforms: Coursera (+200%), showing even trusted categories aren’t immune
- Specialty retail and niche tools showing highest volatility
- Week-over-week changes can quadruple citations or eliminate them entirely
Platform Comparison Patterns:
- Google AI: Progressive volatility increase suggests active algorithm evolution
- ChatGPT: Consistent high volatility indicates established testing framework
- Both platforms actively refining citation signals but through different approaches
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Published on August 14, 2025
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