Early into the widespread availability of generative A.I. chatbots, many people were already pointing out how this technology will integrate with search engines.
It may be hard to imagine, let alone predict, exactly how search will alter our online search experiences, but it does seem inevitable that change is coming.
This blog will take a close look at how some of the largest tech companies’ generative A.I.
The Five Most Key Takeaways from This Blog
- Generative A.I., which creates content on demand from prompts, will integrate with search engines in the future.
- What this means is that using a search engine will feel like having a conversation with a know-it-all chatbot doubling as a virtual librarian.
- Not only will these chatbot-ified search engines quickly retrieve information for you, but they will even summarize information.
- The SEO impact of this is that users will likely spend less time browsing through web sites for information, and instead just accept the search engine’s summary.
- If you need a real-life example of this, just take a look at Google’s recent test run of A.I. Overviews on its search engine, which was quickly shut down after offering troubling answers.
A Changing Landscape for Search Engines
Search engine optimization has plenty of challenges. There is always a brand-spanking-new strategy that is said to alter your chances of ranking high.
Some of these are mere fads, while some are here to stay. Of the latter, there is one area of the booming A.I. field that businesses creating SEO strategies simply cannot ignore: generative A.I.’s impact on search.
Generative A.I., which includes chatbots, is a subfield of artificial intelligence platform that was traditionally used in the context of customer service and Jeopardy games. However, tools like Gemini and ChatGPT have shown just how wide the range can be.
From pounding out term papers for procrastinators to producing stanzas of wooden-sounding poetry, generative A.I. is becoming more impressive by the day.
But it is the integration of gen A.I. in search that may cause the biggest change for business owners.
Gen A.I. Search Engines Are the Future
The concept may have you scratching your head. But just imagine a chatbot that converses with a user searching for businesses. The chatbot asks additional questions to figure out what the user is looking for.
The user having to sift through the links will become less common, as chatbots will more readily offer pretty much immediately just what people are looking for.
Expect ever-competitive SEO standards. Businesses will need to find out what the search-chatbots do when figuring out what content deserves serving to users.
Plus, search engines will have a bigger focus on evaluating sources. A business’s website will need a strong reputation for high-quality (=accurate, trustworthy) content.
And levels of engagement with your content will be ever relevant.
High achievement in these areas is going to become ever more essential as time goes on.
Blogs Aren’t Enough: Create Short Videos
So, okay, you get it: search as we know it is going to change. But how can you manage to stay relevant on a web-o-sphere where it is getting increasingly difficult to grab attention.
Our recommendation is that blogs should be just one part of your creative strategy.
On LinkedIn, social media (like Instagram’s Reels), and YouTube, short videos are rising in popularity. Users are continually looking for info that is delivered clearly and efficiently through the mediums of audio and video, which allows for passive consumption of information.
Google, Microsoft, IBM, et al, will likely successfully implement next-level computer vision and Natural Language Processing platforms into their search in the coming future.
What that could entail is that the sounds, such as your words, in a video will be competing with the words in a blog. Those words could be transcribed in the chatbot’s summary of info, with the video showing up in the citations.
And, given that people tend to prefer watching videos to reading, anyone who corners the short video market will be in the running to win the Attention Olympics in SEO.
The Final Key Takeaway: Diversify Your Content Output Without Sacrificing Quality
Content is competitive, as you already know, but it is only going to get more competitive.
Short videos appeal to internet users because they offer easy consumption of infotainment. However, the format alone does not guarantee engagement—you still need to be instantly interesting to people, whether it is on LinkedIn, Instagram, or YouTube.
Though most people may prefer videos, this does not mean that you should be slacking on written content, whether it is blogs or social media.
Specializing in just one area, like blogs or short videos, will put you behind your competitors who cover all the bases.
Keywords and key phrases are still going to be massively important to ranking on search engines. For this reason, writing blogs that go on your website will never go out of style for staying on the top of searches.
In short, don’t put all of your content eggs in one basket, and make sure that your content is high-quality.
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