A market analysis by Gartner, Inc. predicts that by 2026 search engine volume will collapse by 25 percent due to AI chatbots and other virtual agents. More and more people are searching for content on ChatGPT and Co., which competes with Google and other search agents.
AI Chatbot vs. search engine
Many users turn directly to ChatGPT instead of Google or Bing when they’re looking for information or have a question. Therefore, the market research institute Gartner is convinced Sooner or later, search engine marketing will have to cede market share to AI chatbots. “This will force companies to rethink their marketing channel strategy as GenAI becomes more integrated into all aspects of the business,” said Alan Antin, Gartner Vice President Analyst. Therefore, an overall decline in search traffic is expected, he writes seo-suedwest.de.
Google Gemini vs. ChatGPT Plus vs. Microsoft Copilot
“Quality and authenticity will prevail”
As of today, it is still unclear whether virtual agents will replace traditional searches. In any case, GenAI creates content cost-effectively and will also rely on watermarking and other authentication measures in the future, which in turn affects activities such as keyword strategy and authority assessment of the domain of the websites. Search engine algorithms will likely tag this content accordingly and at the same time put even more emphasis on quality – simply to compensate for the large amount of AI-generated content that ends up on the web. Ultimately, both usefulness and quality of content are supposed to remain crucial to success in organic search results.
What this means for businesses in practice
“Companies need to focus on producing unique content that is useful to customers and prospects,” says Antin. According to Gartner, content should continue to have SEO-relevant criteria, such as human knowledge, experience, authority and trust.” The market researcher expects a lot from the labeling requirement for content created with AI support: in some countries, the corresponding rules are already being refined, he writes. 3 tn. of. When it comes to SEO, Google always emphasizes that content should be generated for the users and not for the search engines themselves.
Expert Insights: Marketing and Social Media Trends 2024
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