SpyderBot Press

Tag: AI search visibility

  • Bunnings AI Visibility Report 2026: Strong GEO Dominance, But Competitors Are Winning Specific AI Search Prompts

    Bunnings AI Visibility Report 2026: Strong GEO Dominance, But Competitors Are Winning Specific AI Search Prompts

    AI search is changing how retail brands are discovered.

    For years, search visibility was mainly about whether a brand could rank on Google. Today, that question is no longer enough. Consumers increasingly ask ChatGPT, Gemini, Copilot and other AI systems for direct recommendations, product comparisons, local buying advice and project-specific shopping lists.

    That creates a new challenge for retailers: a brand can still be visible in traditional search, but lose influence when AI systems decide which competitors to mention first.

    A SpyderBot GEO report for Bunnings.com.au shows how this shift is already happening in the Australian home improvement market. Bunnings remains the strongest overall brand in the dataset, but competitors are winning visibility in specific high-intent prompt clusters.

    SpyderBot overview of Bunnings.com.au, including bot traffic and LLM referral signals.

    Data Source and Methodology

    This analysis is based on a SpyderBot GEO report for Bunnings.com.au, collected on June 8, 2026.

    The report analyzed 138 prompt queries across three major AI systems:

    • ChatGPT
    • Gemini
    • Copilot

    The audit tracked brand mentions, Share of Voice, visibility score, prompt coverage, platform-level visibility, sentiment, competitor gaps, ecommerce mentions and estimated LLM referrals.

    This matters because AI search is not only a traffic channel. It is also a brand interpretation layer. When an AI system recommends a retailer, it is not simply ranking a web page. It is summarizing which brand appears most relevant, trusted and useful for the user’s intent.

    Bunnings leads the measured AI search Share of Voice, but Amazon Australia remains a major visibility challenger.

    Executive Summary

    Bunnings is not struggling with AI visibility. Its challenge is more precise: maintaining leadership in high-intent categories where competitors are gaining ground.

    According to the SpyderBot report, Bunnings achieved:

    • 36.07% Share of Voice
    • 136 mentions out of 377 total competitor mentions
    • 87.4 visibility score
    • 382 total tracked mentions
    • 96 out of 100 industry rank score

    Amazon Australia followed with 27.85% Share of Voice and a 78.3 visibility score. IKEA Australia ranked third with 15.38% Share of Voice and a 63.6 visibility score. Mitre 10 and Reece trailed in overall visibility, but both remained important in specific prompt categories.

    From a SpyderBot perspective, this shows why GEO is no longer just about being mentioned. It is about being mentioned in the right context, for the right intent, before competitors shape the AI-generated answer.

    Bunnings Leads Overall AI Search Visibility

    Bunnings is the clear leader in the overall AI visibility dataset.

    The brand is strongly associated with Australian home improvement, DIY projects, tools, garden supplies, local store access and budget-friendly renovation materials. Across ChatGPT, Gemini and Copilot, Bunnings consistently appears as a high-authority retail option.

    The report shows that Bunnings leads across all three analyzed LLM platforms:

    • Gemini: 52 Bunnings mentions
    • ChatGPT: 43 Bunnings mentions
    • Copilot: 41 Bunnings mentions

    This cross-platform consistency is important. A brand that appears strongly across multiple AI systems is not only benefiting from one model’s behavior. It is building a broader generative search footprint.

    Bunnings maintains strong visibility across Copilot, ChatGPT and Gemini.

    Prompt Coverage Shows Where Bunnings Is Strongest

    Bunnings performs best in practical DIY and traditional home improvement prompts.

    For “Best DIY deck building materials and tools Australia,” Bunnings achieved 52.17% prompt coverage. Mitre 10 followed with 17.39%, while Amazon Australia reached 10.87%.

    For “Where to buy heavy-duty cordless power tool sets in Australia,” Bunnings achieved 50.00% coverage. Mitre 10 reached 20.00%, while Amazon Australia reached 18.67%.

    This confirms that AI systems strongly associate Bunnings with practical project execution. The brand is not only being mentioned as a retailer. It is being understood as a source for tools, materials and step-by-step project support.

    That is one of Bunnings’ strongest GEO advantages.

    Prompt coverage reveals where Bunnings leads and where competitors are gaining visibility.

    Competitors Are Winning Specific AI Search Prompts

    The risk is not that Bunnings is invisible. The risk is that competitors are becoming more visible in specific commercial categories.

    Amazon Australia Wins Smart Home and Fast Delivery Prompts

    For “Smart home security cameras and automated lighting setup Australia,” Amazon Australia achieved 40.00% coverage, while Bunnings reached 30.00%.

    That 10-point gap matters because smart home queries often carry purchase intent. Users asking about security cameras, smart locks, automated lighting and connected devices are usually comparing products, checking compatibility and preparing to buy.

    The report also shows a wider gap in fast-shipping intent. For “best smart home security system with fast shipping to Sydney,” Bunnings scored 41, while Amazon Australia scored 89.

    This suggests that AI systems are rewarding Amazon’s product schema depth, review density, delivery signals and compatibility data.

    Reece Wins Premium Bathroom and Plumbing Prompts

    Bunnings also faces a clear challenge in bathroom and plumbing queries.

    For “Modern bathroom renovators plumbing fittings and vanities Australia,” Reece led with 40.00% coverage, while Bunnings reached 29.17%.

    The gap becomes more serious in premium intent. For “best premium bathroom renovation fixtures and architectural tapware,” Bunnings scored 38, while Reece scored 83.

    This is not a general retail weakness. It is a specialist authority gap. AI systems appear to associate Reece more strongly with technical plumbing, architectural tapware, premium fixtures and specification-heavy renovation contexts.

    IKEA Australia Wins Design-Led and Small-Space Prompts

    IKEA Australia does not beat Bunnings in hardware or DIY authority, but it performs strongly in design-led prompts.

    For “affordable minimalist kitchen design with flat pack cabinets,” Bunnings scored 43, while IKEA Australia scored 87.

    This shows that AI systems do not only compare product availability. They compare brand associations. Bunnings is associated with practical home improvement. IKEA is associated with design, modularity, layout planning and small-space living.

    If a user prompt contains aesthetic intent, AI systems may choose IKEA even when Bunnings sells relevant products.

    Mitre 10 Remains Relevant in Local and Community Narratives

    Mitre 10 is smaller than Bunnings in overall visibility, but it remains relevant in regional, trade and community-based prompts.

    The report shows that Mitre 10 performs better in queries related to independent hardware stores, rural communities and local support narratives. This is a brand perception signal, not only an SEO signal.

    AI systems learn from repeated third-party narratives. If Mitre 10 is frequently framed as local, independent and community-driven, that context can appear in AI answers even when Bunnings has broader national scale.

    Competitor gap analysis shows where Bunnings loses high-intent AI visibility.

    Sentiment Is a Major Strength for Bunnings

    Visibility is only one part of AI search. Sentiment also matters because generative engines do not just mention brands. They summarize trust.

    The report shows that Bunnings has a strong sentiment profile:

    • 77% positive sentiment
    • 19% neutral sentiment
    • 4% negative sentiment
    • 87 overall sentiment score

    Bunnings outperformed Amazon Australia in sentiment, with Amazon recording 59% positive sentiment, 32% neutral sentiment and 9% negative sentiment in the same dataset.

    The strongest positive themes around Bunnings include:

    • Home improvement and DIY project advice
    • Gardening, plants and nursery supplies
    • Power tools and hardware brand availability
    • Price Beat Guarantee and value comparison
    • Click & Collect and online delivery options
    • Outdoor living and BBQ equipment
    • Community engagement and in-store customer experience

    This reinforces Bunnings’ core brand advantage: AI systems understand it as useful, accessible and highly relevant to practical Australian home improvement.

    Bunnings maintains a strong positive sentiment profile across AI-generated retail contexts

    Ranking Performance Confirms Category Leadership

    The ranking performance section shows that Bunnings holds a strong position in the broader Retail & Consumer Goods category.

    Bunnings ranked first with a 96 out of 100 industry score. Amazon Australia followed with 93. IKEA Australia, Mitre 10 and Reece remained important competitors, but Bunnings led the overall category.

    The report also shows Bunnings ranking strongly in practical and local-intent queries such as:

    • “how to build a timber deck step by step”
    • “where to buy power tools near me in Sydney”
    • “how to fix a leaking tap guide”
    • “where to buy garden soil and mulch in bulk Melbourne”

    This pattern is important because it proves Bunnings’ GEO strength is not abstract. It appears in the exact kinds of questions consumers ask AI systems before buying products or starting home improvement projects.

    Bunnings ranks first in the analyzed Retail & Consumer Goods category, with strong visibility in DIY and local-intent queries.

    Trend Insights Show Why the Lead Still Needs Defending

    The trend data shows that Bunnings has strong GEO momentum, but not complete control.

    Across the analyzed trend period, Amazon Australia outperformed Bunnings in total historical mentions in several months. At the same time, Bunnings remained highly competitive in instructional and comparison prompts, especially around DIY, garden beds, price match policies and tool hiring.

    The report shows that How-to and Tutorial prompts represent the largest prompt type, accounting for 26.1% of analyzed prompt categories. This favors Bunnings because the brand performs well when users ask practical project-based questions.

    However, the visibility alerts show that Bunnings should not treat its lead as permanent. The report flags competitor displacement in power tools, a visibility drop linked to product availability and shipping data, and niche authority loss in bathroom renovation content.

    Trend insights show strong Bunnings visibility, but also reveal category-level pressure from competitors.

    Ecommerce Visibility Adds Another Layer

    The ecommerce section shows Bunnings leading ecommerce-related AI mentions with 53.71% Share of Voice and 3,255 mentions.

    The next competitors were:

    • Mitre 10: 15.30% Share of Voice
    • Amazon Australia: 13.32% Share of Voice
    • IKEA Australia: 8.33% Share of Voice
    • Reece: 5.68% Share of Voice

    Estimated LLM referrals were also distributed across major AI systems:

    • Gemini: 1,174 estimated referrals
    • ChatGPT: 1,071 estimated referrals
    • Copilot: 1,010 estimated referrals

    This suggests that AI search visibility is not only a brand awareness issue. It can also influence ecommerce discovery and high-intent referral behavior.

    What Bunnings Should Do Next

    Based on the SpyderBot report, Bunnings should prioritize five GEO actions.

    1. Strengthen Regional Stock and Delivery Signals

    Amazon is strongest where AI systems can detect fast shipping, review density and structured product data. Bunnings should make regional stock levels, pickup windows, delivery timeframes and next-day options easier for AI systems to retrieve.

    2. Build Smart Home Compatibility Content

    Smart home prompts require clear compatibility data. Bunnings should publish and structure content around Google Home, Apple HomeKit, Alexa, Matter, Wi-Fi and Zigbee compatibility.

    This would help close the smart home visibility gap against Amazon Australia.

    3. Create Premium Bathroom Specification Pages

    To compete with Reece, Bunnings needs deeper technical and design-oriented content for premium bathroom and plumbing queries.

    This should include WELS ratings, material specifications, finish comparisons, installation requirements, warranty details and curated bathroom design guides.

    4. Make Kaboodle and Flat-Pack Kitchen Content More AI-Readable

    IKEA wins design-led prompts because AI systems associate it with planning, layouts and modular design.

    Bunnings can improve this by making Kaboodle content easier to parse, with room dimensions, cabinet sizes, layout examples, pricing ranges and practical comparison guides.

    5. Strengthen Local Store Authority

    Bunnings has strong physical reach, but local GEO can be improved. Store pages should go beyond location and opening hours.

    Useful additions include local services, popular regional categories, community projects, trade support, workshops and local event information.

    Data Quality Note

    The report identifies some data consistency issues between platform-level mention totals and summed competitor-level mention totals.

    This does not remove the directional value of the findings, but the numbers should be validated before using them in executive reporting, investor materials or public benchmark claims.

    For content strategy, the most important takeaway remains clear: Bunnings leads overall, but competitors are winning specific AI search intents.

    Final Takeaway

    Bunnings is not losing AI search. It is leading it.

    But AI visibility is becoming more category-specific.

    Bunnings dominates broad DIY, garden, power tool and local home improvement prompts. Amazon Australia is stronger in smart home and fast-delivery prompts. Reece is stronger in premium bathroom and plumbing authority. IKEA Australia is stronger in design-led and small-space prompts. Mitre 10 still holds relevance in local and community-driven narratives.

    This is the core shift from SEO to GEO.

    In traditional SEO, brands compete for rankings.

    In generative engine optimization, brands compete for interpretation.

    The brands that win will be the ones that make their expertise, inventory, trust signals and product context easy for both people and AI systems to understand.

  • How to Get Mentioned in ChatGPT

    How to Get Mentioned in ChatGPT

    Many brands ask the same question: how to get mentioned in ChatGPT.

    The answer is simple. Your brand needs to be easy for AI systems to understand, retrieve, and trust.

    If ChatGPT is not mentioning your company, product, or website, the problem is usually not just SEO. The problem is often a lack of entity clarity, useful content, source trust, or prompt relevance.

    This is where GEO becomes important.

    I. What Does It Mean to Get Mentioned in ChatGPT?

    Getting mentioned in ChatGPT starts with being understood, retrievable, and trusted.

    Getting mentioned in ChatGPT means your brand appears inside AI-generated answers when users ask questions related to your market, product, service, or competitors.

    II. Diagnosis

    If your brand is not showing up in ChatGPT, one or more of these problems is likely happening.

    1. Your brand is not clearly defined

    ChatGPT may see your brand name, but it may not clearly understand what your company does, who it serves, what category it belongs to, or how it differs from competitors.

    2. Your content is too promotional

    Many websites talk about features, but do not explain real problems, use cases, comparisons, or definitions. That makes the site harder to use in AI-generated answers.

    3. Your pages are weak for retrieval

    If pages are thin, repetitive, badly structured, or unclear, they are less likely to be surfaced as useful support in AI answers.

    4. Competitors have better source signals

    Your competitors may have better educational content, stronger brand associations, clearer category pages, more third-party mentions, and stronger comparison content.

    5. You are not tracking AI visibility

    Most teams track rankings and traffic. Very few track whether AI systems actually mention their brand. That creates a blind spot.

    III. Why It Happens (LLM Mechanism)

    LLMs choose brands through entity relationships, prompt context, retrieval, and usefulness.

    LLMs do not work like traditional search engines.

    They generate answers based on a mix of learned associations, entity relationships, prompt context, retrieved sources, and probability of useful completion.

    IV. How to Get Mentioned in ChatGPT

    1. Define your brand clearly

    Your website should make these answers obvious:

    • What is your company?
    • What does it do?
    • Who is it for?
    • What problem does it solve?

    2. Create pages that match AI questions

    If you want to show up in ChatGPT, publish pages that answer real user questions.

    3. Publish content that is easy to cite

    AI systems are more likely to use content that is factual, clear, specific, well-structured, and useful in answering a question.

    4. Improve entity consistency

    Your brand description should be consistent across your homepage, about page, product pages, author bios, social profiles, directory listings, and third-party mentions.

    5. Strengthen comparison visibility

    A large share of AI prompts are comparison prompts. If competitors are being mentioned and you are not, they may simply own more of this content layer.

    6. Make pages easier to parse

    To improve visibility in AI systems, pages should be well-structured, easy to scan, internally linked, focused on one main topic, and written with clear headings.

    7. Build authority around one topic cluster

    Do not publish random content. Build a tight cluster around GEO, LLM visibility, ChatGPT mentions, AI search analytics, and brand visibility in AI.

    8. Measure what AI actually says

    You need to track whether your brand is mentioned, which prompts include your brand, which competitors appear instead, what topics trigger mentions, and which pages influence AI visibility.

    V. What Helps a Brand Get Mentioned More Often?

    Brands are more likely to get mentioned in ChatGPT when they have clear positioning, useful informational content, strong entity consistency, comparison content, supporting authority signals, and pages that directly answer user questions.

    VI. Common Mistakes

    Here are common reasons brands stay invisible in ChatGPT:

    • unclear homepage messaging
    • too much marketing language
    • no comparison content
    • weak educational pages
    • poor topic clustering
    • inconsistent brand descriptions
    • no tracking of LLM visibility

    VII. Why GEO Matters

    A GEO Audit reveals which prompts exclude your brand and which competitors replace you.

    Traditional SEO helps users find your website in search engines.

    GEO helps your brand appear in AI-generated answers.

    VIII. CTA: Run GEO Audit

    If your brand is not appearing in ChatGPT, you need to know why.

    A GEO Audit helps you find:

    • which prompts exclude your brand
    • which competitors are being mentioned
    • what content gaps are holding you back
    • where your entity framing is weak
    • which pages can improve AI visibility

    Run GEO Audit

    IX. FAQ

    1. How do I get mentioned in ChatGPT?

    To get mentioned in ChatGPT, your brand needs clear positioning, useful topic-focused content, strong entity consistency, and better visibility across sources that AI systems can understand and use.

    2. Why is ChatGPT not mentioning my brand?

    ChatGPT may not mention your brand because your website lacks strong entity signals, useful informational pages, comparison content, or enough authority in the topic area.

    3. Can SEO help me appear in ChatGPT?

    Yes, but SEO alone is not enough. You also need GEO-focused content that helps AI systems understand when and why your brand should be included in answers.

    4. What type of content helps most?

    Comparison pages, explainers, glossary pages, methodology pages, use case pages, and FAQ pages usually help more than purely promotional landing pages.

    5. What is a GEO Audit?

    A GEO Audit analyzes how AI systems mention your brand, which competitors appear more often, what pages influence visibility, and what content gaps reduce your chances of showing up in answers.

  • Ranking vs Mention Visibility

    Ranking vs Mention Visibility

    The shift from position to presence in the age of AI

    I. For years, visibility had a single meaning

    If you asked any marketer:

    “What determines visibility online?”

    The answer was simple:

    Ranking

    Higher ranking meant:

    • More traffic
    • More clicks
    • More growth

    II. That definition is now outdated

    With the rise of AI systems like:

    • ChatGPT
    • Gemini
    • Claude

    Visibility no longer depends on where you rank.

    It depends on something else:

    Whether you are mentioned

    III. The new reality

    In AI-generated answers:

    • There is no list of results
    • There is no position #5
    • There is no page two

    There is only:

    What the AI includes

    IV. What is ranking?

    Ranking is:

    The position of a webpage in search engine results.

    It is:

    • Explicit
    • Measurable
    • Competitive

    Ranking determines:

    • Click-through rate
    • Traffic
    • Visibility in search

    V. What is mention visibility?

    Mention visibility is:

    The presence and positioning of a brand inside AI-generated answers.

    It is:

    • Implicit
    • Contextual
    • Narrative-driven

    Mention visibility determines:

    • Whether you are considered
    • How you are perceived
    • Whether users choose you

    VI. The core difference

    Ranking = where you appear
    Mention visibility = whether you appear

    VII. Ranking vs Mention Visibility (Side-by-side)

    DimensionRankingMention Visibility
    SystemSearch enginesAI systems
    OutputList of linksGenerated answers
    Visibility modelPosition-basedInclusion-based
    MetricRank positionMentions & presence
    User behaviorClickTrust
    CompetitionPage rankingNarrative inclusion

    VIII. Ranking is visible. Mention visibility is hidden.

    In SEO, you can see:

    • Your ranking position
    • Your traffic
    • Your performance

    In AI:

    • You don’t see why you are missing
    • You don’t see how you are evaluated
    • You only see the final answer

    IX. The three layers of mention visibility

    Mention visibility is not binary.

    It has depth:

    1. Inclusion

    Are you mentioned at all?

    If not:

    You have zero visibility

    2. Prominence

    Where do you appear?

    • First recommendation
    • Secondary option
    • Minor mention

    3. Positioning

    How are you described?

    • Leader
    • Alternative
    • Niche

    X. Why ranking is no longer enough

    You can:

    • Rank #1 on Google
    • Own your keywords
    • Drive traffic

    And still:

    Not be mentioned in AI answers

    This creates:

    The AI visibility gap

    XI. The shift from clicks to decisions

    Ranking optimizes for:

    Clicks

    Mention visibility optimizes for:

    Decisions

    Because:

    • Users trust AI answers
    • Decisions happen inside responses

    XII. The shift from pages to entities

    Ranking is based on:

    Pages

    Mention visibility is based on:

    Entities

    AI systems evaluate:

    • What your brand is
    • What it represents
    • How it connects to other entities

    XIII. The shift from traffic to influence

    Ranking brings:

    • Visitors

    Mention visibility brings:

    • Influence

    Because:

    • You shape the answer
    • You shape perception

    XIV. The emergence of AI visibility

    We define:

    AI visibility = measurable mention visibility across AI systems

    It includes:

    • Frequency of mentions
    • Position in answers
    • Narrative framing

    XV. Why this matters for companies

    If you optimize only for ranking:

    • You get traffic
    • But miss AI-driven users

    If you optimize for mention visibility:

    • You influence decisions
    • You control perception
    • You compete inside AI

    XVI. What companies need to do now

    1. Keep tracking rankings

    SEO still matters.

    2. Start tracking mention visibility

    • Are you mentioned in ChatGPT?
    • Are competitors dominating?

    3. Optimize for inclusion

    • Improve entity clarity
    • Strengthen contextual signals
    • Structure content for AI

    XVII. The future of visibility

    We are moving from:

    Ranking-based visibility

    To:

    Mention-based visibility

    XVIII. Final insight

    Ranking tells you:

    Where you stand

    Mention visibility determines:

    Whether you are even in the game

    The new equation

    Visibility = Inclusion + Prominence + Positioning