Searching for you
Search is no longer search. Now it is ‘generative search.’
It’s Google + AI + ML + you need to keep up
The world of search evolves rapidly. With the advent of generative AI, search has transformed how users find information online. To succeed in this new landscape, marketers must adapt their strategies to ensure their content stands out. Hone these essential tactics to optimize your content for generative search experiences.
But first, the boring part. If you already have a firm grasp of what generative search is, skip this section.
Generative search refers to a type of search technology that uses generative models, often based on artificial intelligence (AI) and machine learning (ML), to generate responses or results based on user queries. Unlike traditional search engines, which retrieve and rank existing web pages or documents, generative search systems create new content or synthesize information dynamically in response to user input. Formerly, this was known as SGE. Now, since May 14, 2024, Google considers these results to be “AI Overviews.”
This technology leverages advanced algorithms, such as those found in large language models like Generative Pre-trained Transformer (GPT), to understand and generate human-like text. Generative search can provide more personalized, context-aware, and comprehensive answers by generating new text rather than just retrieving it from a pre-existing database.
Four key characteristics of generative search
1. Dynamic content creation
The ability to generate new content based on the context and specifics of a query.
2. Personalization
Tailoring responses to the individual user’s needs and preferences.
3. Context awareness
Understanding and maintaining the context of a conversation or a series of queries to provide coherent and relevant responses.
4. Natural Language Processing
Using sophisticated NLP techniques to comprehend and respond to complex queries in a human-like manner.
Generative search is particularly useful in applications like customer support, virtual assistants, and interactive educational tools, where users seek specific, nuanced and contextually relevant information. Old-school Google search is about to become the flip phone of search technology. Except it will never be retro cool.
Keys to SEO success in the age of generative AI search
1. Diversify your content across channels
Generative AI search thrives on diverse, comprehensive content spread across multiple platforms. It’s no longer enough to focus solely on your website; you need a robust digital presence everywhere AI models might look for answers. Often those answers lie beyond your owned & branded web content.
2. Treat your reviews with the utmost of concern
Reviews are the strongest signal of trust. Until you prove otherwise, you are sketchy dude/gal on the internet. Reviews are your most direct way to the land of trust. As such, reviews are a significant trust signal for AI models. Proactively managing and responding to reviews can boost your visibility in search results, especially for specific queries like “best dermatologist for pre-cancerous moles.”
3. Don’t slack on your directory listings
Ensure your business profiles are fully detailed across all platforms (Google Business Profiles, Apple, Yelp, WebMD, NextDoor, Bing, etc.). For instance, if a potential customer searches for a doctor who “speaks Spanish,” having this information in your listings is crucial.
4. Get engaged
Did you know Google and other search engines index your social posts? Pay close attention to every social post and assure you are sending a useful message every time. You can use social posts to highlight offers, personnel, events, offers and other updates.
5. E-E-A-T healthy
In the generative AI era, content quality is paramount. Well, it always was, right? True. But do not overlook quality content in favor of other tactics. Google emphasizes experience, expertise, authoritativeness, and trustworthiness (EEAT). The search health of your content relies on these qualities. How does your content measure up when viewing it through these four lenses? Your content strategy should reflect these principles.
· Create in-depth content
Briefly, more high-quality words to grab equals higher authority. Detailed, well-researched content provides AI models with more data points, increasing the likelihood of your information being used in search results.
· Analyze competitors
Reviewing competitor content can reveal gaps in your strategy and help you improve. Steal from the greats. Laugh at the suckers.
· Formatting can be your super power
Ensure maximum readability by using short paragraphs, bullet points, and headers to enhance readability and structure.
· Keep it real
While AI tools can assist in content creation, human oversight is essential to maintain quality and avoid penalties from search engines.
· Optimize, optimize, optimize: On-page SEO best practices
Optimize URLs, headings, and loading speeds. Use long-tail keywords to capture specific, high-intent search queries.
6. You cannot be too fresh
Maintain up-to-date listings and web content. Keep it coming. Regular updates ensure your content remains current and reliable. Keeping your content fresh and relevant signals accuracy to search algorithms and AI models, making your information more trustworthy.
7. Recycling is important
Repurpose high-performing content: Keep a close eye on your best content. Adapt successful content into different formats like videos or infographics to reach broader audiences.
Your roadmap to SEO success with generative AI search
Brand visibility and value is still all about driving more traffic and engagement. Adapting to the generative AI search landscape involves presenting consistent, high-quality information across all platforms. Search engines and AI models prioritize trustworthy and authoritative content to provide users with accurate answers.
No one said it would be easy. But this is how you can keep up with generative search. The key to success in the generative search world is creating content that not only meets human user needs but exceeds the expectations of search algorithms and AI technologies. This will help you stay ahead of the curve and maintain a strong online presence.
