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  • Writer's pictureFidan Dargahli

The Dawn of Generative AI: A New Era for Search Marketing

The digital marketing landscape is in a constant state of evolution, with generative AI emerging as a game-changing force. This technology is revolutionizing the search engine results page (SERP), necessitating a paradigm shift in digital marketing strategies.

Generative AI, as seen in Bing’s ChatGPT and Google’s Search Generative Experience (SGE), is poised to redefine the nature of SERPs. Users are increasingly engaging with AI-generated content and chat threads, leading to a significant increase in time spent on SERPs. This shift in user behavior is expected to continue, with users likely to engage in entire conversations with AI-driven chats on SERPs in the future.

This change, however, has a flip side. As users spend more time researching via SGE, they may visit fewer websites for information they can acquire from AI-driven chat. This could lead to a decrease in website traffic for top-funnel queries related to research. While this might concern marketers who rely on website traffic to drive leads and conversions, it also presents an opportunity to adapt and embrace new strategies.

Incorporating AI-driven chat into marketing campaigns can provide personalized and immediate assistance to users, fostering trust and loyalty. Marketers can use data from these interactions to improve their content and better serve their audience’s needs. This shift in strategy can help build a more robust and engaging user experience.

Interestingly, this change in user behavior can also lead to higher quality traffic for action-based search queries. Users can gather more information and gain deeper insights when interacting with AI-driven chatbots or virtual assistants on the SERP. This enhanced consumer research process can advance users further in their purchase decision-making journey without navigating multiple websites and articles.

This streamlined experience can be advantageous for digital marketers. It enables us to deliver valuable and persuasive content directly within the search results, influencing users’ decisions and potentially increasing conversion rates. The prospect of declining website traffic might be daunting, but the silver lining is that when someone arrives at your website, they are likely informed and ready to engage.

However, it’s crucial to note that the impact of SGE will vary across verticals on SERPs. Companies like Google and Microsoft, providing AI-driven content, will ensure that their content adheres to strict editorial and regulatory guidelines. This is particularly important for sensitive verticals like healthcare, legal and financial services, news and journalism, education and academic research, and public safety and emergency services.

The influence of AI on search marketing is undeniable and will continue to shape the industry in significant ways. AI-generated search results can potentially revolutionize the SERPs and digital marketing strategies. As marketers, we must embrace these changes and discover new ways to connect with our target audiences and unlock growth for our businesses.

In conclusion, the impact of artificial intelligence on search marketing is profound and will continue to influence the industry in significant ways. As digital marketers, we must stay ahead of the curve and adapt our strategies to leverage the potential of generative AI. Remember, digital marketing is an ever-changing field, and those who adapt will thrive.

If you are interested in taking your business to the next level, schedule a free 30-min info session with us. By the end of this video call, you will have a clear understanding of the next steps you can take for your business to start generating consistent and reliable results online with Organic & Paid Advertising:

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