Although search engines like Google have relied on AI as a key component of organic search results for years, the recent advancements in large language models (LLMs) has an increasingly powerful impact on the way search results are delivered. Proactive marketers should recognize this trend and understand how to adapt their SEO practices to this new world of AI.

The truth is, as much as AI will shift the way information is retrieved and communicated, it still relies on humans and the companies they represent to provide the fuel, the creativity, and the inspiration behind the entire premise of SEO - answering people’s questions and solving their problems.

AI-Based Search Is Changing The Way We Source Information 

Through machine learning, AI-powered tools offer more natural and conversational information. AI search results facilitate access to accurate and pertinent information, avoiding excessive sponsored content, similar but not entirely relevant resources and the clutter often found on search engine result pages.

Large Language Models (LLM) optimize content creation by understanding user intent, aiding in personalized results, and tailoring responses to the majority of user preferences. AI contributes to generating featured snippets and rich answers, while their natural language processing capabilities assist in deciphering complex queries, especially in the realm of voice search. 

Related: The Ethical Implications of ChatGPT: Addressing Bias and Privacy Concerns

Additionally, AI has the potential to enhance SEO even when looking at paid vs organic search. Google relies on AI algorithms to ensure queries deliver what users are searching for. These formulas track consumer intent as well as behavior, compiling big data on search history, geographic location, navigation preferences, and more. Armed with this information about their target audience, marketers can personalize search results to closely match queries and target ever-specific customer segments.

What this means for marketers: AI-based search is reshaping the playing field by delivering smarter, more personalized, and user-centric ways of retrieving information.

Standing Out in the AI Crowd Takes Creativity

Incorporating branded solutions, awareness, and specialties into your content is one way to differentiate your company in AI search results. To boost brand awareness in a favorable AI fashion, marketers should focus on creating unique, engaging content while maintaining consistent branding across ALL platforms. Encourage social sharing throughout your network, collaborate with as many voices as you can, and optimize for local searches to ensure your content gains traction with AI-powered search engines, expanding your brand's visibility and reach.

Most importantly, make sure to marry AI-generated copy with human-generated copy that has the ability to deeply connect with other humans. This is where AI copy falls grievously short. It’s important to touch your audience and also differentiate your writing from that of a machine by integrating well-researched, highly relevant content that reflects your brand promise and not everyone else’s. And always follow the golden Google rule of user experience: Refresh and update regularly. 

Related: ChatGPT Knows Enough to Be Dangerous.

As you personalize your content for your particular audience, it’s critical to keep building a community that rallies around your brand. Use AI-generated insights to power your social media dialogues, so you’re delivering exactly what your potential customers want. LLM-generated content can be a great resource to find seed ideas, brainstorm topics, and modify content to fit new formats, but make sure to imbue it with your brand personality, and deliver real value to your online communities to continue to draw people there for information and inspiration.

Related: AI and the Print World.

Work with AI for Better Search Results

Bottom line? AI is not going anywhere, and one must adapt to stay ahead of the curve so your brand does not suffer the consequences. Human-led AI helps marketers effectively target prospects, create relevant content, build a customer community, automate work, and plan for the future. However, it is not a perfect science. When deploying it for organic search, it’s important to ensure all information generated by AI is checked for accuracy—and infused with humanity.  Stay tuned for our upcoming AI for Small Businesses webinar on February 27.

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Written by Don Clark

Don brings over 15 years of digital marketing strategy and website development experience to Ironmark. With his background as a journalist and business owner, Don loves the challenge of getting to know a client’s unique situation and engineering a plan for meaningful results.

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