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The rise of AI search is set to revolutionise the world of SEO.
As a marketer, it’s essential you understand the implications of this shift — and get prepared.
While AI-generated search might seem like a big challenge, there are strategies and marketing channels that can help your brand maintain visibility and adapt to this new search landscape, with one of the strongest strategies being digital PR.
Google’s Search Generative Experience (SGE)
Google recently introduced its Search Generative Experience (SGE), where users get AI-generated responses at the top of their search results instead of the classic featured snippets or blue links.
These responses are supported by three websites on the right-hand side of the page, which are intended to corroborate the AI answer, but the answer may have yet to take information from any of those sites.
For shopping-related searches, product recommendations from the shopping graph are also included.
While the full rollout of SGE is yet to be determined, users in the USA can sign up for the waitlist to try it out.
Digital PR as a Key Strategy
Although reaching the top of Google’s search results may become more challenging with AI search results, it’s not impossible.
We see digital PR as one of the best channels for maintaining brand visibility and boosting SEO in this evolving landscape.
By leveraging digital PR techniques, you can position your brand to thrive amidst the changes brought by AI search results, inside and outside search engines.
Publishing Original Studies or Stats
Creating and publishing original studies or stats related to your industry is a great way to build a PR strategy.
You can even use existing customer data, meaning you won’t need to spend time and money finding new data. Great studies tend to be linked by prominent publications and can potentially be featured in Google’s AI-generated responses.
Newsjacking
Newsjacking involves capitalising on trending topics to increase brand visibility and engagement.
By connecting current events to your brand, sharing expert opinions, or leveraging memes, you can align your brand with ongoing news stories. Just make sure you don’t do anything distasteful.
Coining a Term
Introducing new industry terms or innovative techniques can establish your brand as a thought leader.
By developing content centred around these terms and reaching out to publications that cater to your target audience, you can establish your business as an innovator who isn’t afraid to start something new.
As your coined term gains popularity, it is likely to be associated with your brand, enhancing your chances of appearing in AI-generated search results.
Link Insertion and Product Guides
Identify websites that frequently appear in search results for products similar to yours. Explore opportunities to be featured in existing or new product guides on these websites.
Getting mentioned and positively reviewed by reputable sources increases the likelihood of Google’s AI favourably selecting your product for its AI-generated search responses.
Brand Blasts
Plan a brand blast, more commonly known as a simultaneous launch, to create a buzz around your brand or new product.
Coordinate with publishers to release related content on the same day, capturing the attention of your target audience across multiple platforms. They’ll hear about your brand and the launch everywhere your target customers go.
While brand blasts may not directly impact Google’s AI search results, they can generate awareness and positive press, contributing to future AI-generated responses.
What’s Next?
AI search results are reshaping the SEO landscape, emphasising the need for marketers to adapt their strategies.
Digital PR will be a powerful tool for maintaining brand visibility and driving SEO success in an AI-driven world.
By leveraging techniques such as publishing original studies, creating engaging infographics, newsjacking, coining terms, utilising link insertion and planning brand blasts, you can stay ahead of the curve and thrive in this evolving search ecosystem.
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