The skyrocketing use of generative AI chatbots like ChatGPT and other AI chatbots clearly indicates that marketers are not far from witnessing a transformation in the way people use search engines.
Ideally, search engine algorithms rank websites based on various factors like the relevance of the keywords, the quality of links pointing to the pages, how long the web page has existed, and so many more that keep changing. Thereby, marketers optimise the brands’ websites at all levels to satisfy these factors so as to get better rankings.
With the infusion of AI tools, indeed, the way conventional SEO works will change.
Let us take Bing for the case.
If we type the search query into Bing, the AI chat response will include a citation of the links from which it gathered that information. People will be likely to click on those links to read in detail about their query.
So, in this case, marketers’ focus will be on getting recognized by the AI tool to get placed in the citation. However, marketers don’t know what all the factors are that these AI tools will consider to surface their websites in citation.
As generative AI tools are designed to imitate the way that the human brain works, they are likely to be more concerned with accuracy and relevancy. More importantly, it will require marketers to incorporate storytelling into their content to distinguish themselves from AI generated content and to look compelling for audiences.
On the other hand, generative AI incorporation can make the user search experience effective, easy, and more personalized as it can understand user preferences and interests. So, users may possibly prefer AI-infused search results going forward.
As a result, it puts marketers in a position where they have to re-evaluate their existing optimization strategies and figure out which one works for AI-infused search results. Additionally, marketers will need to come up with new metrics to analyse the effectiveness of their SEO efforts.
To sum up, the infusion of generative AI will gradually change the way traditional SEO works. Marketers must get prepared for AI advancements and have to come up with search engine optimization best practises that will work in the AI era of search.