The rise of AI search

With the rise of AI platforms like ChatGPT, Gemini & Perplexity, and search engines introducing AI-generative features such as Google’s AI Overviews, AI has rapidly become an integral part of the digital search landscape. These advancements have changed how digital users search, and as a result we have seen a shift in content consumption preferences.

It is crucial for businesses to acknowledge and understand this evolution, adapting their digital marketing strategies to effectively engage with users in this AI-driven environment, and importantly, remain ahead of competitors.

Understanding the impact of AI on search engines

The integration of AI is reshaping traditional SEO practices. Anecdotal studies suggest that traffic from ChatGPT searches converts significantly better than Google organic traffic, with one source indicating a 6.8x higher conversion rate.

With AI-powered search features, users are increasingly less inclined to scroll and click for answers, making it crucial for brands to optimise content for prominent placement within AI-generated snippets. Users are also directly engaging with generative AI platforms for information, making it necessary for brands to understand how these engines source data and tailor their content accordingly.

Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) remains a pivotal metric for achieving this visibility, as AI systems heavily prioritise these attributes.

Our agency specialises in navigating businesses through this dynamic landscape, ensuring they effectively adapt and thrive in the era of AI-powered search.

The integration of AI is reshaping traditional SEO practices.

How AI search works and its implications for optimisation

Prompt-driven search

Unlike traditional keyword-based searches, AI chatbot queries are more "prompt-driven." This means users ask questions in natural language (e.g., "I’m looking for a reliable SEO agency in UK, can you provide me with some recommendations?") rather than short, precise keywords.

Inconsistent responses

The same prompt can yield different results when repeated, making individual keyword tracking infeasible.

Focus on prompt variations and topic monitoring

Instead of individual keywords, the strategy should involve creating a large number of prompt variations for a relatively small number of key topics (e.g., "SEO agency"). Performance monitoring will then involve bulk analysis of results and identifying trends rather than individual keyword performance.

Pre-trained knowledge (foundation model)

AI models possess static, pre-trained knowledge from vast datasets. This information doesn't update automatically until the AI model is refreshed.

Retrieval-Augmented Generation (RAG)

To provide up-to-date and relevant responses, AI search tools use RAG. This involves retrieving information from external sources (like search engines, databases, or internal indices) and combining it with the AI's pre-trained knowledge to generate a comprehensive answer.

Indexed websites and AI search integration

AI search engines maintain indices of trusted websites, similar to traditional search engines. However, they extract key facts and structured data from these sites to directly use in responses, meaning AI synthesizes information from your site into a natural-sounding response rather than just providing a link.

Leveraging AI for digital marketing success

AI offers a wealth of opportunities to enhance digital marketing efforts.

From using AI-driven tools for in-depth research and crafting compelling copy to optimising social media campaigns, SEO strategies, and paid media placements, the possibilities are endless. Effectively using prompts and selecting the right tools for specific campaign goals is crucial to maximising AI’s benefits. Brands should also leverage specialised platforms, such as developing custom GPTs for bespoke solutions, and implement AI automation to streamline internal processes.

Strategies for AI-optimised content

Creating effective content in the age of AI requires a strategic approach.

To appear in AI generated search engines results it is essential to implement specific optimisation techniques – but be mindful that it is crucial for content to remain capable of ranking organically too. Maintaining high standards of quality, accuracy, and thorough fact-checking of AI-generated material is vital.

All you need to know about AI in digital and search marketing

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