AI is reshaping the ways that people obtain information online.
Zero-click searches, in which users don’t click through to websites, are increasing. This is part of a deliberate strategy by Google and has included the introduction of AI overviews (the AI-generated blurbs that appear above search results to provide instant answers to users’ questions).
Where we already achieve strong Google rankings for clients, their businesses or specific content assets are often mentioned (sometimes with links) in AI overviews. However, this doesn’t encourage click-throughs if users already have what they want from the overviews.
In terms of where users search, Google is estimated to have lost between 1 and 6% of its market share to chatbots like ChatGPT over the past year. As of yet, the dominance of Google hasn’t been strongly eroded.
How AI is impacting SEO and other digital marketing channels
The value of ranking well with purely informational content on Google is decreasing.
Transactional content, which focuses on the core services and products offered by businesses, has been much less affected by AI and is still important for SEO purposes. (Google doesn’t serve up AI overviews for searches that are for specific business services or products).
Google Local results are an increasingly important quality signal for users looking for business services.
Pay-per-click marketing is more important than ever as the role of SEO in securing organic traffic lessens.
Also, social media marketing doesn’t face the same potentially negative impact as SEO marketing. For many businesses, this is cementing its importance.
Does AI spell the end for traditional content marketing?
There’s still uncertainty about AI and the future of search. What’s not uncertain is that the move towards transacting online is continuing unabated. For almost all businesses, it’s essential to reach and interact with customers online – and strong-performing content will remain an important element of success.
However, for many businesses, we are recommending a stronger emphasis on certain types of content.
For example, case studies or in-depth, authoritative content on industry topics support the conversion process. So too do rich, properly fleshed-out service and product pages.
Content of general interest remains of value for social media marketing, for PR purposes and to support other marketing media such as newsletters. For purely SEO purposes, it now requires a more selective approach.
Adapting marketing approaches
At Gnu World, we’re continuing to evaluate strategies on a client-by-client basis. This involves continuing with established approaches where they still deliver growth in qualified traffic and leads, and re-allocating resources where needed to future-proof campaigns.
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