Since the release of ChatGPT, there have been news reports almost every day about developments in the field of artificial intelligence. There is a lively debate about how best to use these AI tools and what impact they will have on our daily lives.
With Google integrating its own AI, Bard, and Microsoft integrating ChatGPT into their search engines, the battle to see who will lead the way has begun. Even though the technology is not yet fully developed, many are already asking the following questions:
- What exactly can you expect from a search engine with built-in artificial intelligence?
- And how can you implement forward-looking SEO strategies?
Developments in Artificial Intelligence and Search
Artificial intelligence has been a part of search engines for quite some time. AI and machine learning are already used to understand the core of a search—keywords or human language. This allows the search engine to recognize patterns or suggest corrections when you make a typo.
Artificial intelligence is already working behind the scenes here to:
- Understanding concepts.
- to complete incomplete search queries.
- to understand the meaning and intent of a search query.
The next step in the evolution of search was voice search and visual search. These also use artificial intelligence, and just like algorithm updates, they have had a major impact on search in recent years.
What's new about searching with ChatGPT?
Compared to other types of searches, the path to answers with ChatGPT might be more direct. Put simply, search engines currently scan the internet for relevant websites and present information in the form of a list of links.
A search engine integrated with ChatGPT could respond with text that immediately provides a solution to the search query. The AI Text Generator is also capable of handling more complex tasks. Since search queries can already be answered directly in the results, clicks on websites will decrease—just as they did with the introduction of featured snippets and the Knowledge Panel.
These features are evident, at least from initial glimpses of the prototypes from Google and Microsoft. However, Bard and Bing are still in the early stages of development. Bing is already working with the next, faster version of ChatGPT, GPT-4. Meanwhile, Google has integrated its in-house language model, LaMDA, into Bard.
Although the two search engine providers are competitors, they agree on one point. Both tools are currently in the initial testing phase. Many improvements still need to be made.
Tips for Future-Oriented SEO
Both new technologies and algorithm updates lead to changes in search results. If you adapt to these changes, you can continue to achieve good results in SEO.
Creating User-Friendly Content
Regardless of new developments in the field of artificial intelligence, you should always make sure to tailor your content to your customers. Answer their questions and help visitors to your website achieve their ultimate goal. By doing so, you’ll provide added value that leads to more clicks and better search rankings.
Artificial intelligence cannot yet replace this focus on a buyer persona. However, you can use AI for research in content marketing to produce text more quickly. Since ChatGPT is still in the testing phase and is usually overloaded, it’s more productive to use tools like Frase, Copy.ai, or Rytr. These tools have been using AI for quite some time and specialize specifically in assisting with content creation.
When it comes to writing for target audiences, artificial intelligence still has a lot to learn. Nevertheless, part of AI’s continued development in search will involve learning which content is most relevant to searchers. To stay ahead of the curve, it’s therefore also important to write user-friendly content for AI-powered search.
When it comes to keywords, the rule is: long-tail and specific
Not only artificial intelligence, but also machine learning and natural language processing—the technology behind search—have advanced significantly. Search engines are getting better and better at understanding the context and intent behind a search query. This means that the more specific you are when choosing your keywords, the better.
Use long-tail keywords. These are search terms—often questions—that consist of 3 to 5 words. They have a lower search volume but also face less competition. With these keywords, the searcher’s intent is much clearer. Therefore, a long-tail strategy can help you attract more relevant users to your website.
Social Media Search and Video
The search bar on social media platforms is increasingly being used as a search engine. Users spend a lot of time on social networks, and purchasing decisions are made there based on user reviews. This opens up new opportunities not only in social media marketing but also in the field of SEO.
To stay ahead of the curve, develop a new strategy. Identify topics your target audience wants to see on social media, along with the corresponding keywords and hashtags. Just as with search engines, you should always understand the searcher’s intent. Optimize your social media profile and use relevant keywords and hashtags in your posts.
Videos are also becoming more important for visual searches. This isn’t just because YouTube is the second-most-used search engine after Google. Short videos, like those we’re familiar with from TikTok or Instagram, now appear in search results. So be sure to use these channels as well to improve your ranking.
Keeping Track of the Right Metrics
Changes in search results will also affect the data you use to measure your success. This will require you to look at different metrics than before. While rankings will remain an indicator, other metrics—such as time on page or a page’s engagement rate—will become more important.
Find out how each individual page is performing by setting specific goals. These goals can be based more on the users and the actions they take. For example, signing up for a newsletter or filling out a contact form is a meaningful indicator of a page’s performance.
The key point remains: Create content that offers added value to your users
Bard and Bing are still in the early stages of testing, and it’s hard to say how quickly artificial intelligence will continue to develop. AI tools like ChatGPT should currently be used at most as a research aid.
The focus is still on the user. Search engine users expect high-quality results that will help them find answers to their questions as quickly as possible.
So be sure to provide content that answers your users’ questions and offers added value. With unique and relevant content, you’ll stay at the top of the rankings.
Do you have any questions about artificial intelligence and ChatGPT?
Talk to our experts on the Data Science Team.
