AI has changed the search landscape

Large AI language models like ChatGPT have transformed how people search for information, providing direct responses as opposed to the collection of links from traditional search engines. This shift in user behaviour presents challenges and opens opportunities for content marketers and businesses that rely on SEO for online visibility.

While SEOers (SEO experts) are accustomed to making constant strategic fluctuations to respond to the ever-morphing algorithms of search engines, what happens when SEO becomes obsolete? Is it possible?

How does SEO work (and not work)?

Search engine optimization (SEO) creates online visibility for businesses, helping drive traffic, conversions, and revenue with strategic keywords, content, format, and links. 

One portion of SEO work involves researching and targeting keywords, phrases, and questions users search to fuel content strategies.

It’s meeting users where they are, with the words they use to answer their questions.

Yet, content and traditional search, let’s just say, haven’t been user-focused.

We’ve all been there: ask Google a straightforward question, sift through long-winded articles riddled with pop-up ads, paywalls, and calls to action. All that to find your question hasn’t been answered. Try to get through any online recipe without rolling your eyes. Praise the “Jump to Recipe” button. Praise “control/command F”.

The bottom line is, no one likes to be sold to; even smelling a sales pitch coming is a turn-off. Ads on streaming services, uninspired social media influencers, your buddy in a pyramid scheme — it’s overdone.

But marketers have to make content to stay relevant, searchable, authoritative, and heard. What better way to keep the content machine running than AI language models? 

AI-generated content can be helpful and effective. Yet, it perpetuates the issues of content marketing and organic search by promoting the creation and use of templated articles, keyword stuffing, circular logic, and unsupported claims. In other words, clickbait and junk. It’s an online Bladerunner cityscape out there. When everything’s an ad, nothing is.

Underneath it all, the main issue that plagues content is a lack of empathy for users and their intentions, and that's exactly the soulless creations we get with AI content.

Search shift: What AI offers over traditional search

That’s not to say that AI is evil, nor that all content marketing lacks empathy. AI language models are excellent tools for marketers and the average inquisitive Joe. (We love technological innovation.)

Unlike the traditional Google search, ChatGPT, Gemini, CoPilot, and Claude users get quick, direct, relevant, and conversational answers to their questions without irrelevant sponsored ads, misguided keyword results, and sales pitches behind every link. No more digging through links and sifting through pages of search results. Who wouldn’t want that?

Of course, AI programs like ChatGPT can’t do everything and have their own issues. Responses can be riddled with risqué results, from AI hallucinations to inaccurate information.

However, users can now simply answer their questions without tolerating an ulterior business motive. And, that, is user-focused and empathetic to users’ intentions.

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What this means for businesses

When it comes to the dystopian content marketing scenario described earlier, you have to laugh at the irony: the same programs many marketers use to generate content have replaced search engine queries (in certain ways, of course).

As a result of this content marketing shake-up, businesses can no longer rely on traditional search and SEO for visibility. And, who’s to say that’s a bad thing?

For one, the problems of self-serving content marketing tactics are solving themselves, as marketing professionals must now rethink their content strategies. Content has to return to being meaningful, empathetic, and helpful.

Yes, there’s a difference between good content and content that offers nothing of value.

Rethinking SEO strategies for generative platforms

Many aspects of SEO are still relevant and necessary to drive business growth. There are plenty of reasons to continue SEO efforts.

Despite the above ranting, searchers search and consumers consume. SEOers pay attention to user intent, whether informational, navigational, commercial, or transactional.

Second, AI and SEO are not mutually exclusive. While AI challenges traditional SEO approaches, it also creates new possibilities for businesses to stay competitive in the digital landscape. It comes down to something called GEO, or generative engine optimization.

And, no, we’re not talking about another neon, keyword-rich billboard.

Instead, adjust your content marketing strategy to adopt AI and still leverage SEO.

1. Use AI tools for keyword research, content creation, and data analysis to enhance SEO strategies and stay ahead of the competition.
2. As AI-driven searches become more conversational, targeting long-tail keywords that reflect natural language queries can capture a wider audience. This isn’t new to SEO professionals.
3. Google’s AI turns information into featured snippets, so optimizing content for these prominent positions can help maintain visibility.
4. Diversify marketing efforts across social media, email, and other channels to reach audiences.

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SEO & AI

AI continues to evolve, reshaping how users search for information and challenging traditional SEO approaches. Its impact on SEO will undoubtedly grow in the future of marketing. By embracing AI and integrating it into SEO efforts, businesses can continue to drive traffic, conversions, and revenue while staying relevant in the digital age.