If you’ve been on social media in the last few days, you’re probably already aware of the news about Artificial Intelligence (AI) tools that are moving the market and that involve a duel between two market giants:
On the one hand, Microsoft will invest heavily in ChatGPT technology , an AI chatbot developed by OpenAI, which will be added to Bing’s search service.
On the other hand, Google got ahead of the game by announcing Bard ,
An intelligent chatbot that should integrate with Google Search in the near future.
Users, SEO professionals and brands are caught in the middle of this dispute. Everyone is aware of the consequences that this change can have on their daily lives, on Content Marketing strategies and on their business.
Next, we’ll discuss what the implementation of AI in search engines can mean for the future of SEO and how brands and professionals can prepare for it.
ChatGPT emerged in late 2022 as an Afghanistan Email List AI language model trained by OpenAI . The tool can be used in conversational applications, virtual assistant systems, and many other applications where human interaction with text is important.
Intelligent chatbots are nothing new. However, ChatGPT has caught the attention of the entire Internet for its ability to generate coherent texts and answer questions on a wide variety of topics, all in a natural way.
And of course, the news has caught the attention of tech giants.
Recently, Microsoft announced a $10 billion investment to integrate the model into its search engine, Bing.
And if ChatGPT has already shaken up the market, the turbo version of Bing could mean an even bigger revolution in the way we find information online. The technology that incorporates the engine is even more powerful than GPT-3.5, the current model of ChatGPT. This is because it will have a more updated and evolved version of the AI, GPT-4.
Google joins the battle
Google does not want to be left behind. The company has been on alert since last year, as the launch of ChatGPT could pose a threat to its leadership in the online search market.
A few days before Microsoft’s official announcement about the future of Bing, Google announced Bard . It is a chatbot similar to OpenAI’s, but with LaMDA technology, from Google itself.
The company hasn’t given many details about Bard’s features and power. However, they intend to make access to it available to the public in the coming weeks. What we do know is that it invested $300 million in the artificial intelligence company Anthropic, founded by former OpenAI researchers.
The duel is set to be an exciting one, given the history of rivalry between the two companies and the importance that the incorporation of an intelligent chatbot can have for search engines as we know them today.
The future of search engines
All of this news is not just affecting Microsoft and Google investors. Moving forward with the efficient incorporation of AI into search engines means the next great revolution for the Internet .
The way we deal with online searches today may change completely. Search results will be shorter, simpler and more objective. The experience will be more humanized, as it will be based on natural language. In addition, we will be more agile in finding concrete answers.
Rather than providing a quick and accurate response, this type of smart tool can be associated with different activities in our daily lives, whether for our personal life or for activities related to our work routine.
It will be possible to summarize articles, change the tone of voice of texts, build lists, write pieces of code… The possibilities are literally endless.
However, it’s not all roses. In addition to ChatGPT, Bing does not always get the right answer . It is possible to see that the tool deviates from the proposed topic and, many times, even brings false information about a certain topic or news.
Another controversial issue is related to the copyright of the content that serves as the source for the AI engine. This is because chatbots like ChatGPT use already existing content as a basis for creating their responses. However, it seems impossible to detect plagiarism or be sure of the source of the information used.
Apparently, the technology still has a long way to go.
If there is technology capable of creating content and bringing (almost) satisfactory answers, what about the future of SEO and brands that want to attract clicks on the first page of search engines?
Below I bring you some tips and possible trends that you should consider in this context if you want to be one step ahead of the changes.
1. Offers what AI cannot offer
AI is good at delivering what it can find on the Internet. That’s why focusing on more humanized content can be a good way out if you want to stand out and attract more visitors.
To do this, it can be interesting to explore individual experiences, bring new perspectives to a given topic, and focus on exclusive content. Offer what the public can’t find anywhere else .
Focus more and more on quality
We never tire of repeating it: quality is a fundamental part of a good SEO strategy. Chatbots based on natural language imitate human language very well, but, at least so far, they are not good at it.
Have you ever had the experience of doing a Google search and coming across dozens of articles that say the same thing, but with different words? Well, creating quality content will set you apart from the competition and possibly AI.
Therefore, invest in creating quality content, written based on research, by experienced professionals, who master specific SEO and conversion topics and techniques.
3. Produce niche content
A trend that is booming in Content Marketing and that can be a good strategy in this context is the production of niche content , aimed at specific audiences and sectors.
For example, instead of simply writing about “X benefits of Y for the market,” write more specifically about “X benefits of Y for market Z,” and so on.
Being more specific can help you not only target the right audience, but also stand out from smart chatbots, which tend to be more generalist.
Last but not least, test!
We still don’t know all the implications AI will bring to SEO. Will Google lose its leadership in the search engine market? Will there be new SEO rules for optimizing websites? How will links be displayed in the SERP?
We still don’t have the answers to these and other questions. However, having strategic thinking and understanding the market are differentiators that will continue to be valid regardless of what the future holds . Therefore, follow the changes, understand the possibilities and put into practice what you think can bring good results.
The Internet has undergone several transformations and incorporated new technologies over the years. Even in the case of a change that promises to revolutionize the market, there will always be ways to take advantage of the new developments.
Take advantage of AI to optimize your strategy and processes, but don’t give up on the differentials that only human intelligence can offer. After all, why would a user click on your site to consume AI-created content if search engines will already deliver it at the top of the results?
