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Waggle

Waggle is the discoverability product in the Swarm Labs family, “Waggle gets you found”. It watches where a business shows up across Google and the AI assistants people increasingly ask instead (ChatGPT, Perplexity, Gemini, Copilot and others), records every visit those systems make to a site, and turns the gaps into a plan of concrete actions, each one measured before and after.
Waggle 1

Overview

Search is splitting in two: the classic blue links, and AI answers that name only a handful of winners. Waggle is Swarm Labs’ answer: a search visibility service that treats being found as an always-on campaign rather than a monthly report. Swarm Labs built the application; Spotlight’s brief was the editorial violet identity that launches it, and the infrastructure its monitoring runs on.

Client Intro

Waggle is the discoverability product in the Swarm Labs family, “Waggle gets you found”. It watches where a business shows up across Google and the AI assistants people increasingly ask instead (ChatGPT, Perplexity, Gemini, Copilot and others), records every visit those systems make to a site, and turns the gaps into a plan of concrete actions, each one measured before and after.

Challenges

A service like Waggle needed two things you can’t buy off the shelf: data nobody else collects, and a brand for a category most clients haven’t met yet:

  • Search has split: alongside the blue links, AI answers now pick a winner for every question, and if it isn’t you, it’s a competitor.
  • Everyone flies blind on AI visitors: when AI systems read a website, ordinary analytics tools never see it, so businesses have no idea whether they’re being read at all.
  • The monthly PDF can’t keep up: visibility now moves daily, so reporting on it monthly means acting a month late.
  • A new category needs a confident face: the identity had to feel editorial and assured, recognisably part of the Swarm Labs family but unmistakably its own.
Animated preview of the waggle.swarmlabs.io hero: Google, ChatGPT, Perplexity, Copilot and Claude wired into one Waggle signal node, with a cited tick

Solution

Spotlight designed the identity and put Waggle’s monitoring on infrastructure we already run for our hosting clients:

  • An editorial violet identity: dominant violet and amber on warm near-black paper, with bold headlines and a single italic emphasis word, a signature that carries from the homepage into every report.
  • A watchtower at the front door: Waggle sits in front of the website itself, so it sees every visit from Google’s crawlers and the AI assistants, the traffic ordinary analytics never records, without slowing real visitors at all.
  • Your own data, properly kept: everything Waggle records belongs to the client, held securely and tidied on a sensible schedule, never pooled or resold.
  • One picture, not five dashboards: Waggle combines what it sees at the front door with search data and analytics into a single view of how findable a business really is.
  • Closing the loop: every improvement is logged with a starting measurement, a prediction and a follow-up date, and search engines are notified the moment something changes.
Animated diagram of how Waggle watches at a site's front door: every visit from AI assistants and search crawlers is spotted and recorded while real visitors pass straight through, building first-party data that stays private to the client.

Results

Waggle’s monitoring now runs in front of around 24 live sites on Spotlight’s hosting, recording every visit from search crawlers and AI assistants: first-hand data no third-party tool can see. Visibility work that used to arrive as a monthly PDF is now an always-on campaign with its own evidence trail, tracking where each business is mentioned across ChatGPT, Perplexity, Gemini, Copilot, Google AI Overviews and Claude, and measuring what each change actually did. Every figure comes from the client’s own data, nothing invented. The violet identity gives that rigour a confident, editorial face at waggle.swarmlabs.io.

Support

Spotlight runs the infrastructure beneath Waggle, alongside the Managed Website Hosting fleet it watches, with ongoing support keeping the two evolving together. Design and infrastructure by Spotlight Studios; application by Swarm Labs.