One of the most rapid and potentially essential changes in search marketing is artificial intelligence (AI), specifically generative AI.
Generative AI is poised to change the nature of the search engine results page (SERP). Thus, digital marketing campaign management strategies must also evolve.
We’re seeing it now with the new Bing, powered by ChatGPT and Google’s Search Generative Experience (SGE).
Here are some potential changes that search marketers should prepare for.
Increased time spent on search results pages
Looking ahead, we can predict that users will feel more comfortable interacting with AI-generated content and chat threads.
In the future, users may spend more time in the SERP on Google or Bing, engaging in entire conversations with AI-powered chats.
SGE will revolutionize the way users navigate topics within the search engine and make the search experience more efficient.
Less website traffic for information queries
Over time, user behavior will evolve to spend more time researching using SGE. As a result, users may visit fewer websites for information that they can get from AI-based chat.
Marketers may find that website traffic drops for research-related upper-funnel inquiries.
This change in user behavior can affect marketers who rely on website traffic to generate leads and conversions. However, it also presents an opportunity to adapt and adopt new strategies.
By incorporating AI-powered chat into your campaigns, you can provide personalized and immediate support to users, building trust and loyalty.
In addition, you can use data from these interactions to improve your content and better meet the needs of your audience.
Get the daily search newsletter marketers trust.
Higher quality traffic for action-based search queries
The phenomenon of people staying in the SERP to conduct research can present opportunities for digital marketers.
Users can gather more information and gain deeper insights when they converse directly with AI-powered chatbots or virtual assistants on the search results page.
By asking clarifying questions and receiving relevant answers, users can become more informed about the products, services or topics they are researching.
This enhanced consumer research process can move users further along their purchase decision-making journey without having to navigate multiple websites and articles.
This simplified experience can be advantageous for digital marketers.
It allows us to deliver valuable and persuasive content directly to search results, influencing user decisions and potentially increasing conversion rates.
The prospect of declining website traffic is scary. However, the good thing is that when someone lands on your website, they are likely to be informed and ready to engage.
Variable impact across verticals in SERPs
It’s important to note that the impact of SGE will vary across verticals in the SERPs.
Companies like Google and Microsoft, which offer AI-powered content, will ensure that their content meets strict editorial and regulatory guidelines.
Specific verticals will be more responsive to AI-based content. Queries related to sensitive content will be scrutinized more and may not even appear in the SERPs.
Verticals that may have less SGE impact include:
Medical care and advice Legal and financial services News and journalism Education and academic research Public safety and emergency services
By implementing strict editorial guidelines, search engines must provide users with reliable and authoritative information generated by AI.
This involves algorithmic evaluation, content moderation, and partnerships with reputable sources to check and verify content that appears in search results.
These efforts are intended to minimize misinformation, spam, or low-quality content that could negatively impact user experiences.
Preparing for the impact of AI on digital marketing strategies
The impact of artificial intelligence on search marketing is undeniable and will continue to influence the industry in significant ways.
AI-generated search results can revolutionize SERPs and digital marketing strategies.
Let’s all keep in mind that digital marketing seems to change daily. But this has always been the case in this industry. Marketers who have been running campaigns for more than a few years know this.
The rapid changes in our industry can cause stress and anxiety. Tactics and strategies evolve.
However, we have many opportunities to discover new ways to connect with our target audiences and unlock the growth of our business.
Dig deeper: 3 key trends impacting search marketing today
The views expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
[ad_2]
Source link
