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Learn from this Real-World Example of Artificial Intelligence Marketing
The longer data is tracked, the more our industry is learning about how AI impacts digital marketing. Sprocket is seeing similar outcomes within our own client base.
For months, we’ve been writing about the changes in Search Engine Optimization due to increasing influence by Artificial Intelligence. We eagerly follow marketing news to get expert reviews and opinions so that we can bring the latest and greatest strategies to our own clients.
Just last week, one client emailed to let us know that our approach to SEO is working. Kelila Heller of Assisted Living Connections wrote:
We just got our first call from someone who found us on ChatGPT!
She is looking for a community for both of her parents and ChatGPT suggested she call us!
Assisted Living Connections helps people find and sort through senior housing options. There are other businesses that offer similar services, some with a nationwide reach, so it’s a challenge to stand out from the competition online. Sprocket’s digital marketing specialist has been working closely with the website administrator to fortify assistedlivingconnections.com’s SEO and increase its visibility. To be referred by ChatGPT is a terrific confirmation of their efforts!
As more people use ChatGPT and Google’s AI Overview to answer their queries, traffic to individual websites is dropping fast. Check your own Analytics for verification. Today’s search optimization instead focuses on how to get your organization to show up in ChatGPT and AI Overview. Experts recommend certain steps to improve your chances:
Build and Maintain a Strong Brand Presence
As always, people buy from companies they know, like, and trust. That means working hard to make your brand familiar and build a great reputation, particularly online. Reviews, news articles, testimonials, and other supports that link to your website provide search engine algorithms with reference material that they can call on when answering a search query.
Know and Write for Search Intent
If the goal is to be the appropriate answer to a prospective customer’s query, you need to know what they are looking for and how they are asking for it. Then you can provide the kind of content on your website, in your social media, and with your advertising that lets AI know you answer that query perfectly.
Optimize Content with Well-Chosen Keywords
Writing for search intent requires research to find the most useful terms and phrases. Popular words are not always the best choice because of stiff competition with players who might have deeper advertising pockets, but certain long-tail terms could pay off handsomely. Put effort into finding the best mix of search terms and then using them to optimize all of your digital content.
Utilize all the Schema Tools and Techniques
If you want to show up in Google AI Overview and ChatGPT, it’s important to speak directly to the algorithms in their language. Schema markup, the structured data of your website, is the best way to communicate with search engines so they can index your pages correctly and serve them up appropriately in search queries.
The drop in click-throughs to websites is not the only trend experts are seeing. While Google’s AI Overview and ChatGPT are getting more action from search users, it’s become apparent that their primary sources differ. For instance, while both AI Overview and ChatGPT use Reddit as a source, ChatGPT uses several websites as frequent references that AI Overview rarely uses.
What does that mean for the average small- to mid-sized business? The indication is that ChatGPT is actively experimenting with where to get information and that it uses a somewhat different selection process. Different SEO strategies may be needed to be successful on both ChatGPT and AI Overview.
Digital marketing today is complicated, but your organization can be competitive, as Assisted Living Connections will tell you. Many businesses are hesitating, so jumping in now could be to your advantage. Call today to learn more about how we can partner for your success.
Photo by Pavel Danilyuk
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Kate Gingold
I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.
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I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.
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