Table of Contents
Introduction
How will generative AI search impact your website visibility, traffic, and revenue? Since ChatGPT was launched in late-November 2022, interest in AI-related tools has exploded — especially among marketers. The opportunities for marketing teams are immense and will result in significant industry changes, some of which have already occurred. For example, in recent years, marketers have needed to adjust to significant changes in tracking data to ensure greater privacy measures. AI-driven website traffic growth could be another curve ball for those heavily invested in search advertising. Spending on search advertising in the United States increased by nearly 8% in 2022, reaching $84.4 billion. Search remains the most invested-in digital ad format in the nation, representing a. However, as chatbots advance, they could disrupt this changing landscape. How will AI chatbots and large language models shake things up for search advertising, and how can you pivot? This guide dives deeper into the future of this relationship and explores how you can better prepare.
The Role of Search Engines
Google Search processes more than searches daily, showcasing the importance of search engines in everyday life. Traditional search results are created and adjusted based on the following:
- Search engine optimization (SEO) is the art and science of getting higher organic search results.
- Search engine advertising (SEA) creates and runs ads in search engines like Google or Bing.
When you develop a competitive search advertising strategy, you can effectively attract organic and paid traffic, boosting conversions, including leads, sales, and revenue.
The Rise of AI Chatbots
The concept of “chatbots” began in the earliest days of the internet, and while voice assistants like Siri have been around for years, the AI chatbots of 2023 are in another league. These chatbots, such as ChatGPT, are changing how companies approach all aspects of their businesses, including their marketing strategies. For example, text generation is catching the attention of millions worldwide. ChatGPT alone attracted in just a couple of months, setting a record for the fastest-growing consumer application in history. AI-driven website traffic growth is gaining industry-wide attention, but what about search advertising?
Impact on Traditional Advertising
There is no denying the advantages of modern large language models (LLMs) and AI bots. These software programs are highly efficient at accessing information online. However, they could pose a risk to the traditional online advertising industry, which relies on search advertising and clicks to drive revenue. For example, tools like Chat and Google Bard can easily access real-time data without the user needing to open a new tab or leave the chat interface, meaning the user will get answers from sites without having to visit them. If traffic isn’t pushed back to these sites, those who don’t adapt could see significant drops in revenue. So, the widespread implementation of AI-powered search engines could cause users to bypass the ads on search result pages and websites entirely, changing how people consume content online. While most reputable sites will likely live on, it’s easy to see how this could become a slippery slope.
These considerations are crucial in 2023 and beyond, as you’ll need to invest in the right AI-powered tools to adapt effectively. If you don’t, your competitors will, which could expose you to greater ongoing financial risks. While this is still a gray area, you need to consider the possibility of challenging your existing business model. It’s best to be prepared — understanding the potential impact of AI chatbots will help ensure related revenue isn’t lost.
Staying Ahead of the Game
AI-powered search engines are here to stay, so you’ll need to stay ahead of the game. How do you do that? Become educated about the future of advertising as it relates to AI chatbots, following the latest trends and news. Based on how technology is evolving in this space, AI-powered search engines could change websites sooner than anticipated. There are some clear signs already, like Microsoft’s announcement about “reinventing search with a new AI-powered Bing and Edge”. This new Bing experience is eye-opening, as it unifies the user experience — browsing, searching, and chatting are offered in one complete package. The concern is how this will affect the traditional search process and website traffic. If fewer people go to traditional search engines for the answers they seek, that could lead to less traffic and decreased revenue — not to mention surrounding privacy, transparency, and bias.
However, generative AI’s impact on search advertising is still early days. It’s too soon to know how AI search will alter websites, but that doesn’t mean you can’t plan. For example, prepare for changes that will impact your business the most. Clicks from informational queries could start to drop off. In comparison, commercial queries will likely see a combination of chat and classic search. The goal is to remain relevant in a potentially AI-driven search engine world, leveraging the advantages of AI-driven website traffic growth. What would that look like, and how would your company need to adjust concerning your search advertising and overall marketing strategy?
Strategies for Adapting
Understanding how AI chatbots could revolutionize the search landscape helps you plan for what may come next. Here are some strategies that could help your performance marketing team adapt.
1. Follow AI Technology Developments
As AI technology evolves, you’ll need to follow along and potentially pivot. Consider how AI and changes to the search advertising space will help you grow as new technology emerges. If and when AI chatbots transform search advertising, those who are prepared could begin to unlock their company’s true potential — especially if competitors are ill-prepared. And don’t hesitate to identify and follow some leading experts who may offer contrasting opinions. Take for instance the director of SEO at JBH, a digital PR and SEO agency, who isn’t so concerned about the impact of generative AI on search. Rather, he sees it as a sort of force multiplier that will help marketers accomplish more tasks and expand possibilities. In his view, search is such a behemoth for internet users that it is unlikely to disappear overnight. Nevertheless, it remains to be seen how disruptive AI will be in the future.
2. Invest in AI-Powered Tools
To effectively adapt to the changing landscape of AI-driven website traffic growth, it’s important to invest in the right AI-powered tools. These tools can help you optimize your search advertising strategy and ensure that you are reaching your target audience effectively. Look for tools that offer features such as AI-generated content, chatbot integration, and advanced analytics to stay ahead of the curve.
3. Focus on User Experience
As AI technology becomes more prevalent in search engines, user experience will become increasingly important. It’s crucial to prioritize user experience on your website and ensure that it is optimized for both traditional search and AI-driven search. This includes providing relevant and helpful content, easy navigation, and intuitive design. By focusing on user experience, you can attract and engage visitors, increasing your chances of conversions and revenue.
4. Embrace Conversational Marketing
With the rise of AI chatbots, conversational marketing is becoming more important than ever. By engaging with visitors through chatbots and other conversational tools, you can provide personalized experiences and build stronger connections with your audience. This can lead to increased engagement, higher conversion rates, and ultimately, greater revenue. Incorporate conversational marketing into your overall marketing strategy to stay relevant in the AI-driven search landscape.
5. Monitor and Analyze Data
Data is crucial in understanding the impact of AI chatbots on your website visibility, traffic, and revenue. It’s essential to regularly monitor and analyze data related to your search advertising efforts to identify trends and make informed decisions. Use analytics tools to track key metrics such as click-through rates, conversion rates, and revenue generated from search advertising. This data will provide valuable insights into the effectiveness of your strategies and help you optimize your approach.
Conclusion
In the era of AI-driven website traffic growth, adapting to the changing landscape of search advertising is crucial for success. By understanding the potential impact of AI chatbots and staying ahead of the game, you can position your company for growth and unlock its true potential. Invest in AI-powered tools, focus on user experience, embrace conversational marketing, and monitor and analyze data to optimize your search advertising strategy. By following these strategies, you can effectively navigate the future of AI-driven search and drive increased visibility, traffic, and revenue for your website.
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