The Rise of AI And How To Future-Proof Your SEO For It

The Rise of AI And How To Future-Proof Your SEO For It

The Rise of AI And How To Future-Proof Your SEO For It

Updated on: 17 August 2023

The Rise of AI And How To Future-Proof Your SEO For It

With the launch of Open AI’s ChatGPT, the next age of AI is finally here. That said, ChatGPT and its other AI competitors are still far from perfect. Many experts and SEO agencies in Indonesia recall that one incident when CNET published content made by AI with incorrect information in it. However, that PR disaster is more so the fault of CNET, as they neglected to do any fact-checking beforehand. In reality, the AI content they created and those from other organizations like Bankrate and creditcard.com perform similarly to content made by humans but with certain caveats.

For one, current AI is only suited for making dirty drafts and exploring new angles that can help with writer’s block and simple editing tasks like correcting grammar. We have yet to reach a point where AI content is good enough to be published cold. But seeing as it is only uphill from here regarding AI progression, the future is set to have AI in every application and software, which will undoubtedly change how we do marketing.

How future-proofing your SEO starts with understanding SGE

Following ChatGPT’s launch, Google introduced their Search Generative Experience (SGE), an AI-powered search. From those who got access to the beta, their first impression is that SGE is unlikely to drive the same amount of traffic to websites ranking for keywords compared to the standard version of search since it simply provides answers to queries right away. As such, it is more likely to lead to deeper conversations with Google’s AI, Bard, rather than encouraging users to visit websites.

One way of looking at SGE is like a supercharged Featured Snippets where there is little to no leeway for organic results, with the sole exception of the sites that manage to rank in the side carousel. There is a good chance users will still click on these websites despite already getting an answer to their query, as they may want a better answer, read human reviews, or simply see the bigger picture of their inquiries. Therefore, sites that get featured in the carousel are likely to see more traffic instead of sites focused on ranking their keywords.

Another important factor to consider is that people have built up habits and trust with certain sites over the years, so it remains to be seen if they will be satisfied with the answers SGE provides or if they will choose to dig deeper into websites for additional information. Overall, because SGE looks and works unlike the Google Search we use today, the data we work with in SEO may no longer be as useful.

How businesses can future-proof their SEO for success

Once SGE goes live to the public, we will have more time to dig into the final version, digest its impact on SEO, and come up with better solutions. Until then, we can only make assumptions on how to future-proof our current strategy.

1. Look for new ways to learn what your target audience

The inherent flaws of search volume mean it is both a blessing and a curse, and a better option would be to experiment with paid search to see how well certain keywords convert. And since it is still unclear if we will still get visibility metrics or demand metrics to understand what works in SEO and what users want, it is better to look for other ways to know what customers are searching for. One of the best ways to do this is by talking directly to your target audience and asking them about their search and user journeys. If that is not feasible, support call transcripts and query sales are the next best option.

2. Leverage direct traffic to build optionality

One of the strongest signs of popularity is direct traffic, which is also considered the best type of traffic for conversions as it provides optionality should organic traffic break away. You can build direct traffic in many ways, such as:

  • Content
  • Advertising
  • Strong messaging and positioning
  • Providing a wonderful experience with your products and services, customer support, high engagement, and quick onboarding

3. Make content that AI cannot replicate

Expertise and experience are two aspects AI can never replicate today, but the former may be more doable for machines in the far future. And even if they could replicate experiences at certain points, people will naturally gravitate towards learning about the experiences of other humans.

Thus, you can brainstorm which topics and keywords have high intent for experiences, such as travel guides or product reviews, and emphasize your experience. We all know who creates the content is already important today. Still, this distinction might become even more pivotal as some authors have such extensive familiarity and expertise in a topic or field that AI could never replace them.

4. Find the right angle

Topics can differ in many ways, from their angles, target audience, and differences between other similar topics. And because SGE focuses on specific angles about topics (the logic of which remains unknown and may become more sophisticated down the line), organizations must get better at either one of two things: learning what Google prefers for target keywords and adjusting content accordingly or covering every possible angle in their content. Also, keep in mind that angles and sub-topics are not the same. The former is more akin to an overarching view of the primary topic and its nested subtopics.

5. Streamline your workflow with AI

AI may change how search works, but it also improves our work. The biggest advantage it brings to digital marketing in Indonesia is, by and large, improved speed. For example, professionals working for companies that create content to drive organic traffic can make a first draft in just minutes, giving them more time to edit it by adding their expertise and personal touches. With a new wave of AI tools regularly being released, there is bound to be something that can help you accelerate some part of your own workflow.

Conclusion

The advent of AI began slowly, but it is now picking up pace. We are starting to better understand how AI tools impact digital marketing, how it shines and where it still needs work. As such, dipping your toes into this technology later rather than sooner is a grave mistake, and complete abstinence will only lead you to form opinions based on headline readings and hearsay. Ultimately, the best way to future-proof your business from AI is to engage with it, push its boundaries, and try out new developments.