AI is having a huge impact on Search Engine Marketing
For almost 20 years Google has created whole industries based on appearing on Google search results.
Today companies pay full service and specialized agencies to
๐ Create and manage paid ads on search engines like Google and Bing
๐ Optimize your website to appear in local results
๐ Optimized your content pages to appear in the coveted โpeople also askโ
๐ Create content and optimize your website for organic SEO
But when you search, you are not looking for companies who:
โ Paid to appear at the top of the page
โ Paid an agency to be optimized for local search
โ Paid an agency or content writer to create an article optimized for keyword searches in Google.
๐๐จ๐ฎ ๐๐ซ๐ ๐ฅ๐จ๐จ๐ค๐ข๐ง๐ ๐๐จ๐ซ ๐ญ๐ก๐ ๐๐ง๐ฌ๐ฐ๐๐ซ ๐ญ๐จ ๐ฒ๐จ๐ฎ๐ซ ๐ฉ๐ซ๐จ๐๐ฅ๐๐ฆ.
Are your buyers going to:
โRead through all of those websites listed on the Search Engine Results Page (SERP?
Or
โ๏ธ Switch to โAI Modeโ at the top of the screen and have Google do all of the research and give you a nice summarized result with its โAI Overviewโ answer?
By the way, you can also do similar research with tools like ChatGPT or Perplexity.
And that is the shift:
๐๐ฎ๐ฒ๐๐ซ๐ฌ ๐๐ซ๐ ๐๐ก๐จ๐จ๐ฌ๐ข๐ง๐ ๐ญ๐จ ๐ฌ๐ค๐ข๐ฉ ๐ญ๐ก๐ ๐๐จ๐จ๐ ๐ฅ๐/๐๐ข๐ง๐ ๐ฌ๐๐๐ซ๐๐ก ๐๐ฅ๐ฅ ๐ญ๐จ๐ ๐๐ญ๐ก๐๐ซ ๐๐ง๐ ๐ข๐ง๐ฌ๐ญ๐๐๐ ๐ฅ๐๐ญ ๐๐ ๐๐จ ๐ญ๐ก๐ ๐ซ๐๐ฌ๐๐๐ซ๐๐ก ๐ฐ๐จ๐ซ๐ค.
What this means for marketing:
The marketing tactics that were built by Google like:
โ Paid advertising
โ Local SEO
โ Natural SEO
Are not effective when human buyers donโt use search engines!
So how do you get your solutions in front of todayโs buyers?
And where should you allocate marketing funds?
๐๐ง๐ฏ๐๐ฌ๐ญ ๐ข๐ง ๐๐จ๐ง๐ญ๐๐ง๐ญ.
Specifically content that is
โ
Deep and demonstrates your expertise
โ
Sourced from your product development, sales and executive team
โ
Created to answer specific buyers questions
This is the type of content that AI bots are looking for to answer it's users sales questions.
This is how you will appear when it's users are looking for solutions.
AI is both destroying traditional marketing tactics to drive traffic to your site and creating a new marketing channel that emphasizes answering buyers questions.
How will you respond?