GenAI is poised to transform the way we search. For example, look at Google’s Search Generative Experience, an AI-powered results page that features Large Language Model (LLM) content first, followed by sponsored posts, and then ranked pages ordered by keyword relevance.
So with new search pages like these, where does this come out? seo? According to Madhukar Kumar, CMO of data platform SingleStore, while SEO will not be irrelevant, organizations need to be aware of the changes and benefits that genAI brings to search engines. Many industry players, he says, anticipate that organizations will focus on creating high-quality content that appeals to both users and LLMs.
In the following conversation, Kumar discusses how genAI is transforming the way we search; strategies that organizations can use to create LLM-friendly content; insights into how genAI will continue to transform the marketing landscape; and how marketergenAI can be leveraged to improve content discovery.
How has the SEO landscape changed in the last five years? What drives these changes?
Madhukar Kumar, CMO of SingleStore: In the past five years, SEO has focused on improving the usability of websites and developing better and more reliable content through Google’s algorithm changes. In addition, video content has also become an important part of SEO for marketers. However, in the last couple of years alone, the biggest change has been generational AI.
The proliferation of AI tools has allowed AI-generated content to be created more frequently. This led to the most recent change in Google’s algorithm, one that prioritizes any AI-generated content. This will be more common in my opinion. As content creation becomes more commoditized with AI, there will be a higher SEO value for any content that is original and has a unique point of view.
How do you think genAI will affect the search experience? Will this lead to mostly negative or positive results for users?
MK: One of the main examples that comes to mind is that of Google Generative search experience. It is designed to display AI-generated content first and then include more organic and relevant content further down the results page. Users can enter a query into Google’s search engine and receive a summary answer from the AI-generated answer at the top of the page. If they want to find additional resources, they can scroll down the page and locate the information they need.
Second, and much more importantly, large language model (LLM) providers such as OpenAI or Perplexity have begun to crawl the web and create their own indexes of content that is being shown to users through conversations with chatbots . This means websites need to be more LLM friendly (not much guidance here yet) and secondly, the new SEO will also become a source of citations in chatbot conversations instead of just show up on the first page of Google search results.
How can genAI support the SEO strategy of marketers and content developers?
MK: As the SEO landscape is changing, marketers must adjust their strategies to ensure their content captures the attention of LLMs and search engines. Generative AI technology can help in this process by identifying which keywords are most relevant and developing strong content based on AI research.
More specifically, the backbone of any good marketing campaign is text content, whether it’s for a blog post or a case study. However, it takes time, resources and creativity to generate high-quality content. AI-based tools can help in this process by making the content creation process more efficient. Proactive and tech-savvy marketers can use generic AI technology to help drive content creation by:
Research: Gathering information on a particular topic can be time-intensive and challenging. Generative AI can reduce the time it takes to find reliable information by gathering data and insights through targeted and personalized prompts. It is always best to check the information that the AI collects to ensure that the information is accurate, relevant and timely.
Ideation: Developing new ideas is not always easy. Generative AI can boost the brainstorming process by bringing in innovative ideas and perspectives that weren’t considered before. Note that some of these AI-generated suggestions may not make sense, but it’s a good starting point.
Automation: One of the big leaps in genAI’s first year has been advances in automation. Marketers can now use AI-based automation not only to deliver content across multiple channels, but also leverage live analytics to gain better insights from engagement data and repeat their experiments in consequence
Will SEO become less important with the influx of genAI?
MK: No, SEO will continue to be very important for marketers to consider when writing content, but the form of SEO or how we define SEO will change dramatically. The new SEO optimization includes not only results on page 1 of Google, but also citations on LLM-based information synthesis such as Perplexity, OpenAI, etc. I think we’ll see some emerging guidance in this area on best practices for making content more readily available. for LLM ingestion. Specificity and high-quality content will be more important in this context.
Any other predictions about how SEO is about to change in the genAI era?
MK: I think we’ll continue to see Google become stricter in identifying and deprioritizing AI-generated content. Plus, we’ll look at some new standards and guidance on how to generate better content to become citation sources for LLMs. This would likely be about content specificity, introducing FAQ structures to content, and other best practices around originality and quality of content development.
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