For years, Google has been the undisputed king of internet searches. However, the arrival of tools like ChatGPT and other artificial intelligence systems has begun to change the landscape. Users no longer rely exclusively on Google to find information; instead, they can get direct and immediate answers through AI.
This shift is redefining how brands must approach their digital strategy. If your focus has so far been exclusively on SEO for Google, you could be missing opportunities to connect with an audience that searches for information in a different way.
How is user behavior changing?
In the past, when a user had a question, their first instinct was to open Google, type their query, and choose from the available links. Today, with the evolution of artificial intelligence, many people turn to ChatGPT or other AIs to get quick answers without the need to browse multiple websites.
This shift in behavior means that:
- Users look for more direct and concrete answers.
- The number of clicks on links is reduced, which can impact website traffic.
- Searches are more conversational and contextual, which changes how brands need to structure their content.
What does this change mean for brands?
- Fewer clicks, more direct answers: When a user consults an AI, they often get the information they need without clicking on a link. This can reduce traffic to websites, forcing brands to find new ways to capture attention and generate engagement.
- Content remains key, but it must adapt: Content strategies must consider not only optimization for Google, but also how information is structured so that AI can interpret and use it in its responses. To achieve this, it is essential to create well-structured content with clear and relevant information, using natural language aligned with the types of queries users are likely to make.
- SEO for AI: the new frontier: Just as traditional SEO optimizes content for search engines, it is now necessary to consider how AI systems process and present information. Authority, trustworthiness, and content structure will be key factors. Some strategies to consider include:
• Optimizing content for frequently asked questions.
• Using clear and direct language.
• Including structured data and semantic markup to improve how AI interprets content. - Channel diversification: Relying solely on Google may no longer be enough. Brands need to expand their presence across other platforms and formats, such as social media, forums, and virtual assistants. This involves:
- Investing in video content, infographics, and other visual formats.
- Being present in forums and communities where users look for answers.
- Creating conversational content that can be used by chatbots and voice assistants.
- The importance of brand authority: As AI systems select answers from multiple sources, the reliability of information becomes critical. Brands that position themselves as industry authorities will have a better chance of being cited in AI-generated responses. Some actions to strengthen authority include:
- Publishing proprietary studies and reports.
- Creating high-value content with verifiable data.
- Collaborating with industry experts to validate information.
Is your digital strategy ready?
The evolution of digital search requires constant adaptation of marketing strategies. At MarkLovers, we understand that digital visibility is changing, and we help you position your brand not only on Google, but also within the artificial intelligence ecosystem.
The future of digital marketing lies in the ability to adapt and in creating content that truly delivers value. Are you ready for this change?
Contact us today and discover how we can help you transform your business through B2B e-commerce.
