How does it impact brand visibility?
For years, Google has been the undisputed king of internet searches. However, the arrival of tools like ChatGPT and other artificial intelligences has begun to change the landscape. Now, users no longer rely exclusively on Google to find information; instead, they can get direct and immediate answers through AI.
This change is redefining how brands should approach their digital strategy. If until now your focus has been exclusively on SEO for Google, you might 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 in their query, and choose from the available links. Today, with the evolution of artificial intelligence, many people turn to ChatGPT or other AIs for quick answers without the need to browse through different websites.
This change in behavior means that:
- Users are looking for more direct and concrete answers.
- The number of clicks on links is reduced, which can affect web traffic.
- Searches are more conversational and contextual, changing the way brands need to structure their content.
What does this change mean for brands?
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Fewer clicks, more direct answers
When a user consults an AI, they often get the information without having to click on a link. This can reduce traffic to websites, forcing brands to find new ways to capture attention and generate engagement.
Content is still key, but it must adapt
Content strategies must consider not only optimization for Google but also how to structure information so that AI can interpret and use it in its responses. To achieve this, it’s essential to create well-structured content with clear and relevant information, using natural language and adapted to the queries users might make.
SEO for AI: the new frontier
Just as traditional SEO optimizes content for search engines, it’s now necessary to consider how AI processes and presents information. Authority, reliability, and content structure will be key factors. Some strategies to consider include:
- Optimize content for frequently asked questions.
- Use clear and direct language.
- Include structured data and semantic markup to improve AI’s interpretation of content.
Channel diversification
Relying only on Google may no longer be enough. Brands must expand their presence on other platforms and formats, such as social media, forums, and virtual assistants. This involves:
- Investing in video content, infographics, and other visual formats.
- Having a presence in forums and communities where users search for answers.
- Creating conversational content that can be used by chatbots and voice assistants.
The importance of brand authority
As AIs select answers from various sources, the reliability of information becomes crucial. Brands that position themselves as leaders in their industry 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 searches requires a 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 in the artificial intelligence ecosystem.
The future of digital marketing lies in the ability to adapt and create content that truly adds value. Are you ready for this change?
