Tom Peham and Klaus-M. Schremser (two veterans in growth marketing and SEO) are discussing the future of SEO and AI-based search. Both are co-founders of Otterly.ai and are discussing in this weekly podcast how you can influence LLMs and AI-based searches to mention your brand (based on an article of Andy Crestodina, Orbit Media).
ScreenshotFind a summary of the contents in this blog post below:
The Disruptive Landscape of AI-Driven Search
The world of marketing and search is undergoing a seismic shift, driven by the rapid advancements in artificial intelligence (AI) technology. As Tom and Claus discussed in the Otterly.AI Podcast, there are three key disruptions that marketers must grapple with in this new era:
- Google AI Overviews: The introduction of Google’s AI-powered search results, which provide concise, AI-generated summaries above the traditional organic listings, is reducing the organic traffic to many websites.
- The Flood of AI-Generated Content: The proliferation of AI-created content has the potential to overwhelm both users and search algorithms, posing new challenges for brands to stand out.
- AI Chatbots as Alternative Search Engines: The rise of AI chatbots, such as ChatGPT and Perplexity, are emerging as viable alternatives to traditional search engines, potentially disrupting the way consumers find information and interact with brands.
These disruptive forces present both challenges and opportunities for marketers. The key is to understand the changing landscape and adapt your strategies accordingly to ensure your brand remains visible and relevant in the AI-powered future of search.
Optimizing for Google AI Overviews
One of the most immediate challenges facing marketers is the impact of Google’s AI Overviews on organic traffic. As Tom and Claus discussed, these AI-generated summaries are appearing for an increasing number of search queries, often before the traditional organic listings. This means that users may not even click through to your website, as the AI Overview provides a concise answer to their query.
So, what can you do to ensure your brand is visible and well-represented in these AI Overviews? Here are some key strategies:
Understand the Prevalence of AI Overviews
The first step is to understand the extent to which AI Overviews are impacting your specific set of target keywords. Tools like Otterly.AI can provide valuable insights into the percentage of your keywords that are triggering AI Overviews, allowing you to prioritize your efforts accordingly.
Focus on Brand Visibility and Sentiment
With the reduced prominence of links in AI Overviews, the focus should shift to ensuring your brand is mentioned and portrayed positively. Analyze how your brand and products are represented in these AI-generated summaries, and work to optimize the sentiment and positioning of your brand.
Optimize for Structured Data and Semantic Search
Ensure your website is structured and optimized for semantic search, with clear and comprehensive schema markup. This will help the AI models better understand and represent your content in the AI Overviews.
Leverage User-Generated Content
As Claus mentioned, the AI models used by Google and other search engines are often trained on user-generated content, such as reviews and forum discussions. Encourage your customers and community to create positive, authoritative content about your brand, which can then be leveraged by the AI models.
Navigating the Flood of AI-Generated Content
The second major disruption identified by Tom and Claus is the flood of AI-generated content, which has the potential to overwhelm both users and search algorithms. This presents a unique challenge for brands, as they must find ways to cut through the noise and ensure their high-quality, authentic content is recognized and valued.
Prioritize Unique, Valuable Content
In a world where AI can churn out content at scale, the key is to focus on creating truly unique, valuable, and authoritative content that provides genuine utility to your target audience. Invest in in-depth, well-researched articles, videos, and other content that showcases your expertise and differentiates your brand.
Leverage Influencer Partnerships
As Claus suggested, collaborating with trusted industry influencers can be a powerful way to cut through the AI-generated noise. Influencer-created content is often perceived as more authentic and trustworthy, making it more likely to be recognized and valued by both users and search algorithms.
Optimize for Semantic Search
Ensure your content is optimized for semantic search, with a focus on answering the specific questions and queries your target audience is searching for. This will help your content stand out and be recognized as highly relevant and valuable.
Monitor and Adapt
Continuously monitor the performance of your content and adapt your strategies as needed. Stay agile and be prepared to pivot your approach as the AI-driven content landscape continues to evolve.
Preparing for AI Chatbots as Alternative Search Engines
The third major disruption identified by Tom and Claus is the rise of AI chatbots, such as ChatGPT and Perplexity, as alternative search engines. These AI-powered assistants are capable of providing direct answers to user queries, potentially reducing the need for traditional search engine results.
Optimize for Voice and Conversational Search
As AI chatbots become more prevalent, it’s crucial to optimize your content and brand presence for voice and conversational search. Ensure your website and content are structured in a way that makes it easy for these AI assistants to understand and represent your brand accurately.
Leverage Structured Data and Schema Markup
Implement comprehensive schema markup and structured data on your website to help AI chatbots better understand and contextualize your content. This will increase the likelihood of your brand being recognized and recommended by these AI-powered search alternatives.
Explore Chatbot Integration
Consider integrating your own branded chatbot or virtual assistant into your marketing and customer service strategies. This can help you maintain a direct connection with your audience and ensure your brand is visible and accessible within the AI-powered search landscape.
Monitor Emerging Trends and Adapt
Stay vigilant and continuously monitor the evolving landscape of AI chatbots and alternative search engines. Be prepared to adapt your strategies and tactics as these technologies continue to advance and become more prevalent in the way consumers find and interact with information.
Measuring and Monitoring Your AI Presence
As Tom and Claus emphasized, the key to navigating the AI-powered future of search is to focus on measuring and monitoring your brand’s visibility and performance across these new search experiences. This will allow you to identify areas for improvement and make data-driven decisions to optimize your strategies.
Utilize Automated Tracking and Monitoring Tools
Tools like Otterly.AI can provide valuable insights into your brand’s performance in AI Overviews, chatbots, and other AI-powered search experiences. These automated solutions can track changes in your brand’s visibility, sentiment, and positioning over time, allowing you to make informed decisions and adjustments.
Conduct Regular Audits and Competitive Analysis
Regularly audit your brand’s presence across AI-powered search experiences, and compare your performance to that of your competitors. This will help you identify areas where you’re excelling or falling behind, and inform your strategic planning.
Focus on Brand Metrics, Not Just Links
As Tom mentioned, the traditional focus on link-building and organic traffic may become less relevant in the AI-powered future of search. Instead, shift your attention to brand-centric metrics, such as sentiment, visibility, and overall brand positioning within these AI-driven search experiences.
Embracing the AI-Powered Future of Search
The disruptions in the marketing and search landscape, driven by the rapid advancements in AI technology, present both challenges and opportunities for brands. By understanding the key trends, implementing strategic optimizations, and continuously monitoring your performance, you can position your brand for success in the AI-powered future of search.
Remember, the core principles of marketing and content creation remain relevant, even as the underlying technologies evolve. Focus on creating high-quality, valuable content, building strong brand recognition, and fostering authentic connections with your audience. With the right strategies and a proactive approach, you can thrive in this new era of AI-driven search and marketing.