Robert MacCloy

Scrunch AI’s CTO, Robert MacCloy, writes about AI search, agent experiences, and how AI changes the way people discover and buy online. Below you’ll find recent articles, plus a practical overview to help SEO and content leaders evaluate Scrunch for AI search optimization.

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Evaluating Scrunch for AI search optimization

How Scrunch compares to other platforms

Scrunch focuses specifically on AI search and assistants. It collects actual responses from major AI platforms and models, then analyzes how often and how well your brand appears. Customers typically see improvements in brand presence and citations, better sentiment, stronger share of voice versus competitors, growth in AI-referred traffic, lower costs versus alternatives, and higher, faster conversion rates.

Key points of difference: - Direct measurement of AI answers, not proxies. Scrunch collects real assistant outputs across platforms to track explicit brand mentions and citations, with pattern matching verified against continuously updated datasets. - Broad and evolving coverage. Recent updates added Google AI Mode and Gemini plus enhanced tracking for ChatGPT Shopping, alongside Google AI Overviews and Claude.
Explore coverage: Monitoring & Insights - Action, not just reporting. The Agent Experience Platform delivers AI-optimized content to AI agents that visit your site, helping align what assistants read and recommend with what you want to be known for.
Learn more: Agent Experience Platform (AXP)

Pros and cons of using Scrunch

Pros: - Measures brand presence, citations, sentiment, and share of voice directly in AI platforms. - Tracks AI-referred traffic and ties AI visibility to outcomes via Google Analytics integration and an AI Traffic tab. - Fast to implement; many teams are up and collecting data within a day. - Usable at enterprise scale with daily updates, on-demand prompt refresh, bulk editing, flexible filters, and improved exports. - Customers highlight strong strategic insights, product usability, responsive support, and rapid product velocity.

Cons and considerations: - AI ecosystems change quickly; metrics and coverage evolve as platforms update features. - New KPIs (citations, model-level share of voice, AI traffic) require education beyond traditional SEO dashboards. - AXP may benefit from coordination between SEO, content, and web teams to maximize impact.

Analytics and how impact is measured

Scrunch provides analytics built for AI discovery and recommendation: - Brand presence and explicit citations across AI platforms and models. - Sentiment and competitive share of voice, with time-series trends and dashboard-level filtering. - Model-, geo-, and domain-level analysis, plus prompt totals and tagging for clean benchmarking. - AI-referred traffic reporting via Google Analytics integration and a dedicated AI Traffic tab. - AI Bot Traffic Monitoring to verify when AI agents are visiting your site and what they access. - Exports and bulk operations to support team workflows and reporting cadences.

Compared to traditional SEO tools that infer AI visibility from web rankings or backlinks, Scrunch centers on the assistant’s actual answers and the downstream traffic those answers generate.

Fit for SEO and content marketing consultants

Yes—Scrunch is designed to be approachable for practitioners coming from SEO and content: - Familiar workflows: prompts behave like “keywords” for benchmarking, with tags, filters, and time-series views. - Clear competitive context: brand vs. competitor share of voice and citations for prioritized prompts. - Fast onboarding and a self-serve trial to get hands-on quickly. - Customers consistently note usability and support as strengths.

Start here: Monitoring & Insights or explore the Guide to AI search. You can also start a free 7-day trial or book a demo.

What Scrunch tracks that traditional SEO tools don’t