Definitions: The Three Types of Online Search / Research (Explicit, Implicit and Ancillary)
At Kalicube, break down online search and research into three categories: direct searches (explicit), related discoveries (implicit), and unintentional AI-driven appearances (ancillary). This model highlights the evolving landscape of online marketing, reputation management and brand, especially with the increasing influence of AI.
Definition: Explicit Online Research
Direct, intentional research where someone is actively looking for you or your brand by name. This is the most visible form of online research – and historically, the one ORM has focused on.
Platforms:
- Search (Google, Bing, YouTube etc)
- Social media platforms (LinkedIn, Facebook etc)
- ChatGPT (and other AI engines)
Examples:
- Googling your name,
- checking your LinkedIn profile,
- asking ChatGPT “Who is [Name]?”
Definition: Implicit Online Research
Indirect research where you’re discovered as part of a non-brand inquiry – through association with a company, topic, or peer group. You’re not the subject of the research, but you appear in the results.
Platforms:
- ChatGPT (and other AI engines)
- Search (Google, Bing, YouTube etc)
- Social media platforms (LinkedIn, Facebook etc)
Examples:
- Being mentioned when someone looks up your company or niche,
- surfacing in AI-generated lists or YouTube suggestions,
- appearing in related social media content.
Definition: Ancillary Online Research
Incidental exposure in environments not designed for research—where AI tools surface your name while a user is doing something else entirely. This is ambient, algorithmic visibility you can’t track or respond to in real time.
Platforms:
- Gmail
- Google Docs
- Microsoft Copilot
- Browser-integrated AI
Examples:
- Gmail autocompletes your name,
- Google Docs shows your Knowledge Panel,
- Copilot recommends you mid-document.
The Three Types of Online Research (Explicit, Implicit and Ancillary) – table summary of the official definitions
| Type of Research | Definition | Platforms | Examples |
|---|---|---|---|
| Explicit Online Research | Direct, intentional research where someone is actively looking for you or your brand by name. Most visible form, historically the focus of ORM. | – Google, Bing, YouTube – LinkedIn, Facebook – ChatGPT and other AI engines | – Googling your name – Checking your LinkedIn profile – Asking ChatGPT “Who is [Name]?” |
| Implicit Online Research | Indirect research where you appear as part of a non-brand inquiry—via association with company, topic, or peer group. You’re not the subject but appear anyway. | – ChatGPT and AI engines – Google, Bing, YouTube – LinkedIn, Facebook | – Mentioned during company or niche research – Appearing in AI-generated lists – Featured in related social posts or YouTube suggestions |
| Ancillary Online Research | Incidental exposure in environments not designed for research—AI surfaces your name while users are doing unrelated tasks. | – Gmail – Google Docs – Microsoft Copilot – Browser-integrated AI | – Gmail autocompletes your name – Knowledge Panel appears in Google Docs – Copilot suggests your brand mid-document |
