Search engines haven't changed much since Google first launched in 1998, but now we're witnessing a new era of AI-powered search. Google and Microsoft are making big changes to how search results are displayed.
Since the beginning of this year, we have witnessed a new round of fierce competition between Google and Microsoft in the generative AI market. Microsoft has launched a new version of the Bing engine that integrates ChatGPT. Show ads in bot replies.
On the other side; Google has launched the first beta version of its interactive chatbot Bard, which can respond to various requests and requests in dialogue. Google says that it will not be just a chatbot, but will integrate its capabilities into its search engine to provide synthetic answers to what the user is searching for, in addition to the usual traditional search results in its search engine.
To keep pace with these search engine shifts, digital marketers and businesses can take a number of steps to update their SEO strategies to stay ahead of the game, including:
1- Re-evaluation of keywords:
Search engines that use natural language processing algorithms and models are designed to understand queries in the same way that humans do. So marketers need to think about how real people might search for their products or services.
This means rethinking the keywords you target and focusing on longer keywords that are more conversational (ie buy in 2023?).
You can use tools like ChatGPT bots to understand how people formulate their search queries, which will help you create content results pages that are more likely to appear among the AI-generated responses that appear in search engines.
2- Organizing information clearly for AI algorithms:
AI search engines rely on algorithms to read and aggregate content from multiple sources. Therefore, it is important to ensure that the content you provide is well organized and easy to understand for the algorithms.
This means dividing the content into sections and subsections, using subheadings and periods to divide the text so that the algorithm can understand the structure of the content. Most blogs and business websites already do this, but the incorporation of new AI capabilities into search engines makes this a necessity rather than an option.
3- Ensure the accuracy of the content:
The accuracy of the content is highly valued by the AI-based search engine. The interactive chatbot built into the search engine supports a simple system that can pop up on any response provided by the bot with “like” or “don’t like” clicks.
Because search engine-integrated chatbots use a variety of sources to deliver the most relevant and accurate results, it is important to ensure that the content you provide is correct and up-to-date, and make sure you link to it so that it appears in response to these bots and avoid being disapproved. Since these bots are trained to learn from the mistakes you make, they will not react based on the content of your website next time.
This means that AI-powered search engines prioritize content from trusted sources, so it is important to ensure that the content you provide is reliable and accurate, which means providing citations and adding references.
4- Excellent content:
Well-designed marketing is essential to achieving excellence. So you have to make sure that your marketing message is clear, unique and relevant to your target audience, because old methods like using generic ads to reach as many people as possible are no longer effective.
Thanks to data and technology, companies can now send highly targeted messages to specific audiences. To get results from this information, the content must be interactive, engaging, and offer something of value to consumers.
Interactive content is also a great way to collect data about your audience, then this data can be used to create more personalized content, and to understand what types of content your audience prefers.