How is Generative AI Shaking Up the Marketing World?

Just when you thought you had search engines figured out, Google has thrown a new wrench into the SEO game with answer engines.  Tools like Google’s Search Generative Experience and others use generative AI to respond to users’ queries – and their efficacy will only get stronger. Here are some key approaches to staying competitive in this changing environment:

• Target conversational and long-tail keywords. AI models are more effective at handling natural, conversational queries than traditional search engines. Integrating long-tail keywords and conversational phrases that mirror how people ask questions allows content to align with the context that AI prioritizes. Become rigorous in your semantic keyword analysis so that you can enable content to capture nuanced user intent effectively, and make it more relevant for AI-driven results.
• Optimize for AI overviews. Generative AI frequently provides summary responses in the form of paragraphs, lists, and tables that show up at the top of the search engine results page. Study these formats to adapt your content structure accordingly, ensuring that core insights and responses appear early on landing pages and are well-organized.
• Don’t sacrifice your content quality. AI and search engines alike prioritize high-quality, relevant content. Focus on in-depth, accurate, and authoritative information that fully addresses user queries. This involves creating clear and concise introductory sections, using straightforward language, and including multimedia like videos and infographics to boost engagement. Content should also be updated regularly to signal relevance to AI algorithms, as they tend to favor fresh, timely information​
• Stay agile with content formats. Generative AI is responsive to diverse content formats, so now is the time to experiment with different types of content—such as interactive infographics, step-by-step guides, or video explainers. Since AI continuously evolves, keeping an agile approach to content type and structure can help maintain a competitive edge​

Seasoned digital marketers will note that many of the strategies that can position their brands more effectively within AI-generated answers mimic effective SEO strategies. If you’ve been generating high-quality, multimedia content within a clean, well-tagged infrastructure, you are well on your way to seeing success with answer engines. If your brand is eager to refresh your SEO approach in such a way that it can keep up with AI advancements, partner with ASTRALCOM. We bring decades of SEO expertise to help our clients navigate the ever-changing requirements of online visibility.