How AI Will Change Search Engine Marketing For You
How AI Will Change Search Engine Marketing For You
I was talking about Google’s Search Generative Experience some days ago, and I’ve also been looking at Bing’s AI search.
Sure, there’s panic about how AI is going to put a lot of answers right on the search engine’s homepage, and people won’t be going to websites as much as they used to. Can’t deny that, but what will be, will be.
The bigger question now is. How will we adjust to a world like that?
I’ve been thinking about this.
Your visitors will count
Let’s say you’re selling a product. Earlier you were expecting search to send you low-qualified visitors and then write your webpages in a way to further qualify them and have a very small percentage of them convert.
This will change. When Search Engines have the really good answers right up front, people who click on to your website will be the ones who are quite qualified. They know what they want and they have come to you to get it, in all likelihood.
That means your traffic is going to be more important, even if less. You will be focusing on giving every visitor the best information right there to convert them.
I expect the conversion rates to go up along with the expected fall in traffic.
Search Engines will become less important
If Search Engines are actually answer engines, the most targeted one wins. Right now Google’s job is to give you the websites that have the best answers. If the job changes to delivering the best answer right there, it has to come up with really good answers.
That’s not the job of a generalist.
I expect the emergence of many specialized search engines that give you really good answers on specific topics. Things like Programming, Geo-politics, Science, News.
They could all have their specific winners. One product may not be able to dominate so much.
Ad traffic will increase
With a fall in organic traffic, expect to see a bigger investment in ads. I am not sure yet how well Search Engines will integrate ads with the AI answers, but I am sure that’s a problem they are working on.
Expect to pay for ads.
On the flip side. Expect to be able to spend less on ads when it comes to Social media. Not because of any other reasons, but because regulations are making it harder for them to track people.
I don’t have all the answers and I certainly don’t know exactly how things are going to pan out but I will be watching the space and giving you any insights I find.
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Of Teknikforce
