{"id":58686,"date":"2024-04-24T05:57:24","date_gmt":"2024-04-24T05:57:24","guid":{"rendered":"https:\/\/gotechark.com\/?p=58686"},"modified":"2024-12-26T02:28:26","modified_gmt":"2024-12-26T07:28:26","slug":"what-marketing-managers-should-know-about-ai-search","status":"publish","type":"post","link":"https:\/\/gotechark.com\/blog\/what-marketing-managers-should-know-about-ai-search\/","title":{"rendered":"What Marketing Managers Should Know About AI Search"},"content":{"rendered":"<p><strong>Should you worry about AI search? It really depends on how you look at it.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">AI has been a part of Google Search for nearly its entire history. However, AI is about to take a big leap forward with Google\u2019s Search Generative Experience (SGE), which creates AI summaries above traditional search results.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google started testing SGE a year ago and recently entered a <\/span><a href=\"https:\/\/searchengineland.com\/google-starts-testing-ai-overviews-from-sge-in-main-google-search-interface-438680\"><span style=\"font-weight: 400;\">new phase of testing SGE beyond users<\/span><\/a><span style=\"font-weight: 400;\"> who opted into the Google Labs beta test.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you love better quality search and innovation, the future is about to be very exciting. But if you are a marketing manager <\/span><span style=\"font-weight: 400;\">concerned about search position for your organization<\/span><span style=\"font-weight: 400;\">, there are a few things you should know about the major changes coming to search.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"#\" data-href=\"https:\/\/gotechark.com\/blog\/what-marketing-managers-should-know-about-ai-search\/#SGE_Replaces_Rich_Results\" >SGE Replaces Rich Results<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"#\" data-href=\"https:\/\/gotechark.com\/blog\/what-marketing-managers-should-know-about-ai-search\/#Turning_Web_Searches_into_Conversations\" >Turning Web Searches into Conversations<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"#\" data-href=\"https:\/\/gotechark.com\/blog\/what-marketing-managers-should-know-about-ai-search\/#How_Will_this_Affect_Website_Traffic\" >How Will this Affect Website Traffic?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"#\" data-href=\"https:\/\/gotechark.com\/blog\/what-marketing-managers-should-know-about-ai-search\/#Should_I_Still_do_SEO_Even_with_AI_Search\" >Should I Still do SEO Even with AI Search?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"#\" data-href=\"https:\/\/gotechark.com\/blog\/what-marketing-managers-should-know-about-ai-search\/#What_Can_I_Do_to_Prepare_for_AI_Search\" >What Can I Do to Prepare for AI Search?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"#\" data-href=\"https:\/\/gotechark.com\/blog\/what-marketing-managers-should-know-about-ai-search\/#Learn_More_about_AI_Search\" >Learn More about AI Search<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"SGE_Replaces_Rich_Results\"><\/span><span style=\"font-weight: 400;\">SGE Replaces Rich Results<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Google\u2019s SGE is an AI-powered experience similar to ChatGPT where Google writes summaries to answer users\u2019 questions. Instead of showing traditional results or a \u201crich\u201d result like a map pack or a featured snippet, AI will write a summary on the topic.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-58703 size-large\" src=\"https:\/\/gotechark.com\/wp-content\/uploads\/2024\/04\/screenshot-www.google.com-2024.04.03-13_17_59-1024x489.png\" alt=\"A search result for &quot;who is the owner of techark&quot;. The top result reads, &quot;In 2012, CEO Pratik Kothari made his dream a reality and TechArk Solutions was formed. Since then, with a strong desire to consistently deliver to our clients, we have led with a strong culture built around our core values of Integrity, Innovation, and Quality.\" width=\"640\" height=\"306\" srcset=\"https:\/\/gotechark.com\/wp-content\/uploads\/2024\/04\/screenshot-www.google.com-2024.04.03-13_17_59-1024x489.png 1024w, https:\/\/gotechark.com\/wp-content\/uploads\/2024\/04\/screenshot-www.google.com-2024.04.03-13_17_59-300x143.png 300w, https:\/\/gotechark.com\/wp-content\/uploads\/2024\/04\/screenshot-www.google.com-2024.04.03-13_17_59-768x367.png 768w, https:\/\/gotechark.com\/wp-content\/uploads\/2024\/04\/screenshot-www.google.com-2024.04.03-13_17_59.png 1103w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Even if you don\u2019t know the terminology, you are familiar with Google\u2019s rich results. These are the parts of search pages that provide more in-depth information than traditional rankings.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The main difference between SGE\u2019s AI summaries and these rich results is that the AI content is <\/span><i><span style=\"font-weight: 400;\">original writing<\/span><\/i><span style=\"font-weight: 400;\"> automatically generated by Google, whereas rich results are pulled directly from the traditional search results.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Unlike <\/span><a href=\"https:\/\/gotechark.com\/blog\/can-one-time-seo-get-me-a-featured-snippet-on-google\/\"><span style=\"font-weight: 400;\">the featured snippet<\/span><\/a><span style=\"font-weight: 400;\">, which pulls results from the top webpage, SGE is original to Google with links to sources from around the web directly embedded in the summary.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Turning_Web_Searches_into_Conversations\"><\/span><span style=\"font-weight: 400;\">Turning Web Searches into Conversations<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If SGE results seem like ChatGPT, it\u2019s because they are by design. SGE was a direct response to ChatGPT and its sister product from Microsoft, Copilot (originally called Bing chat).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Like ChatGPT, Copilot allows you to ask follow-up questions and get personalized responses from an AI.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-58699 size-large\" src=\"https:\/\/gotechark.com\/wp-content\/uploads\/2024\/04\/screenshot-nimbusweb.me-2024.03.20-16_02_54-1024x544.png\" alt=\"A user chats with Bing's Copilot AI, asking it 'who are the top web design companies in norfolk virginia' Copilot displays TechArk among its results and links to its pages.\" width=\"640\" height=\"340\" srcset=\"https:\/\/gotechark.com\/wp-content\/uploads\/2024\/04\/screenshot-nimbusweb.me-2024.03.20-16_02_54-1024x544.png 1024w, https:\/\/gotechark.com\/wp-content\/uploads\/2024\/04\/screenshot-nimbusweb.me-2024.03.20-16_02_54-300x159.png 300w, https:\/\/gotechark.com\/wp-content\/uploads\/2024\/04\/screenshot-nimbusweb.me-2024.03.20-16_02_54-768x408.png 768w, https:\/\/gotechark.com\/wp-content\/uploads\/2024\/04\/screenshot-nimbusweb.me-2024.03.20-16_02_54-1536x816.png 1536w, https:\/\/gotechark.com\/wp-content\/uploads\/2024\/04\/screenshot-nimbusweb.me-2024.03.20-16_02_54.png 1920w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">SGE likewise provides a small textbox below its AI-generated summary where you can ask a follow-up instead of returning to the main search bar.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_Will_this_Affect_Website_Traffic\"><\/span><span style=\"font-weight: 400;\">How Will this Affect Website Traffic?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">We have yet to see a definitive guide about the impact on web traffic. And that\u2019s because for Google, which <\/span><a href=\"https:\/\/fitsmallbusiness.com\/google-search-statistics\"><span style=\"font-weight: 400;\">owns more than 91% of all web search traffic<\/span><\/a><span style=\"font-weight: 400;\">, the AI search product is still undergoing testing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most scenarios are pointing to traffic declines, particularly for what Search Engine Journal calls \u201cshallow topics.\u201d SEJ conducted a study of the potential impact and <\/span><a href=\"https:\/\/searchengineland.com\/how-google-sge-will-impact-your-traffic-and-3-sge-recovery-case-studies-431430\"><span style=\"font-weight: 400;\">found a wide variance of potential decreases\u2014between 18 and 64%<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In other words, we expect decreases. We just don\u2019t know how much.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Should_I_Still_do_SEO_Even_with_AI_Search\"><\/span><span style=\"font-weight: 400;\">Should I Still do SEO Even with AI Search?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">As we tell many prospective clients,\u00a0<\/span><span style=\"font-weight: 400;\">SEO (and any organic digital marketing tactic) is a long-term strategy for long-term goals, even without AI. On average, it takes about several months of SEO work to see significant impact. The value of SEO in an AI search experience is <i>credibility<\/i>. Google has always prioritized putting the best content at the top of the search results. Now it is embedding the best sources in its own content.<\/span><\/p>\n<p><b>Read more: <\/b><a href=\"https:\/\/gotechark.com\/blog\/seo-services-from-techark-get-web-traffic-that-increases-your-revenue\/\"><span style=\"font-weight: 400;\">SEO: Get Web Traffic to Increase Your Revenue<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">What will the reward be? What Search Engine Journal calls <\/span><a href=\"https:\/\/www.searchenginejournal.com\/ai-search-qualified-clicks\/498695\/\"><span style=\"font-weight: 400;\">\u201cqualified clicks.\u201d<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">While overall site traffic may decrease with SGE, the traffic that your site receives may be of higher quality. Users will be more interested and more likely to take an action valuable to your business on your website. Google is essentially weeding out less qualified traffic through its AI summaries.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cAI search is different,\u201d writes Roger Montti. \u201cBut <\/span><i><span style=\"font-weight: 400;\">different is not the same thing as worse.<\/span><\/i><span style=\"font-weight: 400;\">\u201d<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_Can_I_Do_to_Prepare_for_AI_Search\"><\/span><span style=\"font-weight: 400;\">What Can I Do to Prepare for AI Search?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Since last year, Google has made five major core updates to its algorithm, all of which are aimed at devaluing spammy content. Now, more than ever, your website will have to provide value to the user in order to rank.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some tips we\u2019d recommend to stay ahead of SGE:<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Get rid of \u201ccontent bloat\u201d <\/b><span style=\"font-weight: 400;\">\u2013 When we build websites, one of the first things we do is identify which content to keep, and which to get rid of. You can do this even without rebuilding your site. <\/span><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The best tool to do this is your Google Analytics account. By taking inventory of the pageviews, you can see which content is the least valuable and redirect it.<\/span><\/span><\/li>\n<li aria-level=\"1\"><b>Ensure your site is fast <\/b><span style=\"font-weight: 400;\">\u2013 Mobile site speed is crucial to rank, and a poor on-page experience will prevent you from getting in AI summaries. Get an audit of your site\u2019s technical issues and work with an agency who <\/span><a href=\"https:\/\/gotechark.com\/wordpress-websites\/fix-my-wordpress-website\/\"><span style=\"font-weight: 400;\">can fix your WordPress website.<\/span><\/a><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Start writing for other sites <\/b><span style=\"font-weight: 400;\">\u2013 If you have connections in your community, start writing content about your field of expertise and ensure you get a mention of your brand with a link back to your site. <\/span><span style=\"font-weight: 400;\">At TechArk, we write for a variety of styles and outlets to generate these backlinks, which act as citations that validate your website\u2019s authority.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Find a niche and stick to it <\/b><span style=\"font-weight: 400;\">\u2013 To capture more traffic, the best avenue for writing blogs is picking a primary topic and writing high-quality content about that topic. These blogs and articles are what Google will begin to cite in its AI summaries.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Learn_More_about_AI_Search\"><\/span><span style=\"font-weight: 400;\">Learn More about AI Search<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><a href=\"https:\/\/gotechark.com\/contact\/\"><span style=\"font-weight: 400;\">Schedule a consultation with our experts today<\/span><\/a><span style=\"font-weight: 400;\"> to learn more about how SEO can keep your business ahead in the world of AI search experiences.<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Should you worry about AI search? It really depends on how you look at it. AI has been a part&#8230;<\/p>\n","protected":false},"author":26,"featured_media":58694,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[113],"tags":[194],"class_list":["post-58686","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-transformation","tag-ai-search"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Marketing Managers Should know About AI Search | TechArk<\/title>\n<meta name=\"description\" content=\"Get ready for a new era in search with Google&#039;s Search Generative Experience (SGE)! 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