One of the most rapidly evolving aspects of search marketing is the rise of artificial intelligence (AI), particularly generative AI. This shift has the potential to significantly impact the search engine results page (SERP) and requires a new approach to digital marketing campaigns.
Both Bing, powered by ChatGPT, and Google’s Search Generative Experience (SGE) are examples of how generative AI is already changing the search landscape. As a result, search marketers need to be prepared for the following potential changes:
Increased time spent on search results pages
In the future, users will likely become more comfortable engaging with AI-generated content and chat threads. This means they may spend more time on the SERP having conversations with AI-driven chats within Google or Bing. SGE will revolutionize how users navigate topics within the search engine, making the search experience more efficient.
Less website traffic from informational queries
As users become more accustomed to researching through AI-driven chat in the search results, they may visit fewer websites for information. This shift in user behavior could result in decreased website traffic for top-funnel research queries. However, it also presents an opportunity for marketers to adapt by incorporating AI-driven chat into their campaigns. By providing personalized assistance and using data from these interactions, marketers can build trust and loyalty with users.
Higher quality traffic for action-based search queries
Although declining website traffic may be a concern, one positive aspect is that when users do arrive at your website, they are likely well-informed and ready to engage. The phenomenon of users staying on the SERP to conduct research allows them to gather more information and gain deeper insights through conversations with AI-driven chatbots or virtual assistants. This streamlined experience can be advantageous for digital marketers, as it enables them to deliver valuable content directly within the search results, potentially increasing conversion rates.
Varying impact across verticals on SERPs
It’s important to note that the impact of SGE will vary across different verticals on SERPs. Industries such as healthcare, law, finance, news, education, and public safety may experience less impact from AI-driven content. Companies like Google and Microsoft ensure that their AI-generated content adheres to strict editorial and regulatory guidelines to deliver trustworthy and authoritative information.
Preparing for the impact of AI on digital marketing strategies is crucial. While it may cause some stress and anxiety, it also presents an opportunity for marketers to discover new ways to connect with their target audiences and drive business growth.
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