Waggle is Swarm Labs' discoverability service. It gets a business found and cited in search engines and in AI answer engines such as ChatGPT, Perplexity, Gemini, Copilot, Claude, Grok and Google's AI Overviews. Customers now ask an assistant who to trust, and every answer names someone: Waggle makes sure it names you, and keeps it that way as the data changes.
Waggle is a campaign that stays alive rather than a monthly SEO report. Optimisation, publishing and fixes go out every week, Waggle responds when the data moves, often the same day, and it chooses each next step from the evidence.
What is Waggle?
Search has split into blue links and AI answers, and every answer picks a winner. A monthly SEO report in a PDF cannot keep pace with either. Waggle works continuously across both surfaces: it tracks where you are found and cited, finds where a competitor is named instead of you, and does the work to change that.
Active, Reactive, Conditional
- Active: optimisation, publishing and fixes go out across the whole site every week, between reports rather than waiting for them
- Reactive: when a ranking slips, a question starts trending, an algorithm shifts or an engine stops citing you, Waggle responds, often the same day
- Conditional: the next move depends on the evidence. If a page is close, push it. If a query has no home, build one. If an engine cites a rival, close the gap
Five Streams, One Signal
Waggle uses AI to cross-reference sources that have always sat in separate silos, and joins them into one signal: search data, analytics from Scout, edge crawler logs, the answer engines themselves and the site's own server logs. It runs on Swarm Labs infrastructure, with an edge observatory and a private data store behind every decision.
What It Measures
- AI-answer share of voice: the engines are asked your customers' real questions, and who gets cited is recorded per engine and per query
- Edge crawler observatory: which pages ChatGPT, Perplexity and Gemini actually read, measured on your own servers rather than estimated
- Experiment ledger: every change is logged with its hypothesis and remeasured, so you see what it actually did
These instruments feed a monthly report that shows where you were found and cited, what changed, what each change did and what happens next. Every figure comes from your own data.
Getting Started
Waggle starts with a free live audit: on a call, your site is pulled up live to show where you are found and cited today across Google and the AI engines, and where a competitor is named instead. Book one at waggle.swarmlabs.io.
Frequently asked questions
What is Waggle?
Waggle is Swarm Labs' discoverability service. It gets your business found and cited in search engines and in AI answer engines such as ChatGPT, Perplexity, Gemini, Copilot and Google's AI Overviews, and keeps working between reports instead of summarising once a month.
How is Waggle different from a normal SEO agency?
The campaign works continuously instead of monthly, responds when the data moves, often the same day, and chooses each next step from the evidence. It also reads signals most agencies never see, such as crawler behaviour measured on your own servers and the answer engines themselves.
What is answer-engine optimisation (AEO)?
AEO means making your site the source an AI engine cites when it answers a customer's question. Waggle measures it directly by asking the engines the questions your customers ask and recording whether you are cited, then closes the gaps where a rival is the answer.
What happens in the free live audit?
Your site is pulled up live on a call to show where you are found and cited today across Google and the AI engines, and where a competitor is being named instead of you.
