Precis’ Post

AI is changing how we search, and by 2028, it could slash organic traffic by 50% or more 🤖 Tools like OpenAI’s SearchGPT, Google Gemini, Perplexity AI, Anthropic’s Claude, Meta’s LLaMA 3, xAI’s Grok-2 and Bing Copilot are reshaping the search landscape. The question is: how will your brand stay visible? At Precis, we’re ahead of the curve 🚀 Our new Answer Engine Optimisation (AEO) service is here to help brands thrive in AI-powered search results. This is where decisions are being made, don’t get left behind. #SEO #AI #AnswerEngineOptimisation

OpenAI's SearchGPT is poised to redefine how we interact with search engines. By blending AI with traditional search, it promises a more intuitive and informative user experience. This shift has profound implications for SEO professionals. As search evolves, so must our strategies. Keyword optimization, content creation, and technical SEO will undoubtedly take on new dimensions. It's an exciting time for innovation, but also one that demands adaptability. How do you see SearchGPT impacting the SEO landscape? #SearchGPT #AI #SEO #digitalmarketing #searchengine #futureofsearch 

The organic search community keeps talking about what to call themselves/the role of SEO due to AI. Why not consider something that embodies what it's all about? Search Optimization. Can it be as simple as that? Optimizing for visibility in search, regardless of platform or technology. Why is there a need to define the role specific to something that is going to be a moving target and includes more than traditional search "engines?"

Lots of SEOs are giving tips on how to use prompts to optimize your marketing efforts. We actually do things at scale. Find me another SEO firm spending $800+ a day on API calls to OpenAI. It doesn't exist. Book time with me to discuss how you can leverage AI to improve your SEO. BrentsCalendar.com is my open calendar. Chat soon!

Check out the latest article from Volt about the future of SEO in an AI world. Carnegie's Katherine McGowan is quoted throughout the article; "McGowan said leveraging expertise with faculty and subject-matter authorities to produce quality content that AI bots can cite and link will be crucial for colleges to maintain their website visitors and clickthrough rates in the future. She believes university sites with high-quality content will be the ultimate winners in the race to answer engine optimization, or AEO." #hemktg #emchat #highered #SEO #AEO #GEO #higheredmarketing #ai https://lnkd.in/d7KJYGVX

Really good write-up of where the Search and SEO world might be headed. When I see "Start a post, try writing with AI" as the prompt to type out this post it reminds me that all these changes will happen quick and be integrated faster than us marketers would like. I preach about it all the time: marketing strategies have to be built in ways that help a business grow without reliance on SEO results. Nothing is guaranteed with search and "we've always done it this way" tactics are just going to keep falling flatter and flatter.

When we first launched LongShot AI during fall 2021 - we wanted to solve the problem of long AI content being extremely incoherent, unreliable! We knew that #GenerativeAI was arriving in all its glory to transform the content world. And we keep evolving the product to become best in class for long AI content. But people most interested to pay to "solve" long form content were SEO experts. With this hugely overlapping set - we organically stumbled upon #SEO. We tried a variety of *traditional* SEO - both as a feature within LongShot and as our own GTM strategy. Only to learn that it's ALL of this simultaneously: ➖ The most important #GTM strategy ➖ But also the GTM strategy which won't work anymore ➖ Dying anytime soon ➖ But also dead since 20 years ➖ Keyword competition is what one should be most focussed on, but also backlinking, did we mention technical SEO & proper H tags are actually the most important! We're not SEO experts and we independently (re)learned it from a lens of an outsider. Only to realize that ➖ SEO changes constantly ➖ Nobody really knows what to optimize because search engines like #Google won't tell you ➖ At the end of the day - first principles intuitions count the most; which are: produce content on what you know about & users care about, cover all aspects, be accurate/unique, cite properly! 80% of the SEO juice will follow just from this!

Change is the only constant when it comes to SEO.

In my opinion, Google released AI Overviews because of the level of mediocrity in the search results. SEO content is heavily commoditized and it’s a race to the bottom. Nowadays people find keywords, look them up in the search results, then they re-create basically the same exact article & attempt to rank it. I too have fell victim to this approach in the past — and honestly, it’s because it works. Why it works? Because of content freshness. In many cases Google will always prefer to show a new result that meets its ranking preferences, but is more up to date than older articles. But what beats this? A unique content angle. If you meet the requirements that Google is looking for to rank, plus your article has a fresh angle, there would honestly be no reason to pull it into an ai answer *i think* 🤔 Content creation of today is lazy, everyone does the same thing, and it almost feels like Google is just trying to filter the bullshit out for users. Now more than ever when we create content and analyze the SERP, we really have to think about our creative content angle and how we want to stand out.

What happens to SEO in a world of AI? Regina and I have been talking about it nonstop at Poetica Marketing, and here’s what we think is going to happen: 1. The SERP is going to change—forever. We’re already seeing SERPs with the AI overview, the featured snippet, the People Also Ask, etc. … And all of this before getting to actual websites. Expect websites to get pushed further and further down the page. 2. Ranking content is going to continue the age-old trend toward deeper, richer, more helpful content. AI is still citing its sources, and those sources are still the “best” results for the search phrase. Expect companies that are serious about SEO to double down on creating rich, in-depth content in part to rank for the AI overview—just as they’ve competed for the featured snippet. 3. There will be a renewed focus on advertising. Advertising is still the best strategy for appearing high on the page, and companies will continue to “cut the line” in order to appear first. Bottom line: SEO has always evolved with the latest technologies, and companies have to work harder than ever to continue generating organic traffic. What do you think? #SEO #artificialintelligence #search