ld Marketers Worry About the Impact of AI? //
It is not a dream that AI will have a positive impact on organic search. AI marketing has a much wider impact than just helping marketers to do research faster, create content quicker, segment their ads or write social media captions. It now affects organic search.
AI technology has the potential to provide more engaging, contextualized, and immersive search experiences. Google and Microsoft, with their Bard & ” The new Bing“, are both speeding this process up by investing in new chatbot powered search tools.
Microsoft has committed $10 billion in to OpenAI as part of their ongoing partnership. This includes the large language model (LLM), which is used by ChatGPT, and AI features on Bing. Google did not fall behind. They invested over $400 million into Anthropic, the ChatGPT competitor. According to news predictions, Google will invest around 300 billion dollars in AI by 2028 — including Bard.
Impact of AI-driven search on organic traffic
When Google Knowledge Graph was released in 2012, there were a lot of panic and uproar about how it would make it difficult for marketers to gain traffic through SEO. While Google’s Knowledge Graph (2016) and Alexa (2016) decreased clicks to websites: , roughly 25.6% desktop searches and 17% mobile searches received no clicks.
While this may sound alarming, there have been zero-click search engines for years and will continue to be.
Google is the market leader in search engines. As of August 2023 (OBERL) Google had 91.9% market share.
Bing, despite having a large share of the market in terms of search volume, is still trying to gain traction with its AI-based search. Microsoft says its goal is to increase traffic for publishers and help them to increase revenue.
In this new search world, we first want to send more traffic to the publishers. This is our top priority, and we will measure our success by the amount of traffic that we send from Bing/Edge.
We want to increase the revenue for publishers. This is done by increasing traffic through new features such as chat and answers, and also by pioneering the future advertising on these new media…
We want to do this collaboratively with the industry in order to maintain a healthy ecosystem.
Let’s be clear: organic search will not disappear, but current strategies for getting noticed in organic results are slowly going away. Unbranded search (optimizing keywords for generic terms), will be the hardest hit. Why would users want a page full of links when ChatGPT or Bing can answer their question?
What are marketers to do now that unbranded search has died? Below are some things you can to do stay relevant in the world AI organic search, and continue driving organic web traffic.
As expected, it all comes down to the content and storytelling.
Create good quality, engaging content
Create original and true-to-your brand content, that no one else can replicate. You’ll be able to easily rank at the top of search results.
Make sure that your content is researched, authoritative and engaging.
Cultivate your community to promote your brand
Connect with your audience, and create a community around your brand. This will help you build lasting relationships. Start with social media communities. Respond to questions, start conversations. Make your community a place where your audience feels comfortable.
How to optimize your content
Ensure your content is relevant (answering FAQs and pain-points) and well-organized, with clear headings.
You should also focus on entity-based SEO and find ways to naturally integrate it in your content.
What is an entity? Google defines a entity is “a thing that is singular, distinct, well-defined, and distinguishable.” This can include colors, dates, or ideas, not just physical objects. schema markups can be used to give search engines structured data about entity and to optimize entity-related metadata.
Be prepared for the impact of AI on organic searches
Marketers face a number of challenges as a result of the strong impact AI has on organic search. You need to find the right balance between AI and human storytelling to remain relevant in an age of AI-powered organic search.
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