Google is implementing AI chatbots in its search results, a move that could change how we search for information and potentially impact website traffic. In the past, search engines like Google and Microsoft have relied on sending branded traffic to websites. However, with the rise of chatbots, search engines are increasingly interested in keeping visitors within their search results rather than directing them to websites.

Chatbots provide answers and references without the need to visit websites, which could lead to a significant reduction in website traffic. Additionally, commercial searches may receive recommendations from a handful of big sites, potentially benefiting those sites at the expense of others. Despite this, it remains unclear whether this type of searching will become the norm, as people may not switch from their current search methods.

Marketers and website owners who have relied on producing high-quality content and optimizing it for search results to get traffic may need to adapt to this new reality. New tech adoption may face resistance due to habitual inertia and potential issues with functionality. Users may revert back to old habits if the new tech does not work well. However, the first versions of new tech may be crude and rushed to market, but continuous improvement is expected.

To benefit from chatbots like Bing Chat, marketers and website owners can focus on optimizing for high authority and using at-a-glance sections to summarize content for chatbots. Links in Bing Chat can bring traffic to websites while being a recommended product can lead to advanced technology selling products. Early observations suggest Bing chooses reference websites first for recommended products.

Getting products featured on third-party review sites can also lead to recommendations by chatbots. Recommended products may change over time, and referenced websites do not necessarily need to rank high on Bing but may rank high on Google.

High authority and easily understandable content are key factors for Bing Chat recommendations. Links from high-authority websites and user-friendly formatting are important for Bing Chat recommendations. Bing Chat seems to have a slight preference for US-based websites, but this may change over time. Some high authority websites, like the Telegraph, are not frequently referenced in Bing Chat, possibly due to paywalls or bad user experience. Producing high-quality and optimized content is still the best strategy for Bing Chat recommendations.

In conclusion, the rise of chatbots in search results is a significant development that marketers and website owners need to prepare for. While it remains to be seen whether chatbots will become the norm, optimizing for high authority and producing high-quality content are still important strategies for attracting visitors and recommendations. Additionally, getting products featured on third-party review sites and being a recommended product on Bing Chat can lead to increased traffic and sales.

You May Also Enjoy…

#272: Beginner’s Guide to AI Marketing

#269: The ONLY Digital Marketing Strategy You’ll Ever Need

#266: 5 Questions That’ll BLOW UP Your Marketing in 2023