Like it or not, artificial intelligence is here to stay. Kymera recognizes the importance of working with artificial intelligence to create marketing assets and help target your ideal buyer. Previously, AI has been useful in marketing to help with customer interactions and has provided valuable tools for writing content & creating quick visual assets. Now, Google is taking Artificial Intelligence use one step further and allowing AI overviews in searches. What does this mean for your business’s page? Kymera has some insights.
What is Google’s Generative AI?
Google’s Generative AI overview is a tool that will provide a brief synopsis of longtail keywords at the top of every search result. Instead of automatically seeing a website at the top of search results, users will now see a synopsis of what they are looking for, without needing to visit a particular page.
How Will This Update Affect My Website Traffic?
This technology is still new, so you likely won’t see an immediate increase or decrease in traffic, but after a few months, Google’s Generative AI will begin to affect the way pages are ranking in search engine results. The best way to keep your website performing at the top is to introduce a comprehensive SEO strategy and working on your website multiple times a week.
Correct Information
Google’s tools crawl websites looking for information that is relevant to the person searching for it and easily reformatted. Instead of focusing on keywords, introducing longtail key phrases into your SEO strategy will make your page more visible in the results. For example, if you own a roofing company, instead of focusing on the keyword, “roof,” implement key phrase answers consumers will be looking for: “when should I replace my roof?” “What are signs of roof damage,” etc. This will make your website more crawlable in the eyes of Google, and will continue to give your page credibility.
Frequent Updates
The best-built websites will fall into near obscurity if they are not frequently updated. Consistently updating your website keeps it “fresh” in the eyes of a search engine, and also allows you to introduce new content into the results. Implementing a weekly blog, or consistently adding new service pages into your website will keep your website on the first page of Google, and will also introduce your content into the AI overviews.
Consistent Visitors
Both how frequently your website is updated and how often people visit your website contribute to your page’s authority score. The higher your authority score is, the more likely you are to appear at the top of search results for your keywords or relevant subjects. Increasing website traffic can happen in many different ways. Yes, an SEO strategy will help search engine users find your page and access it frequently, but there are several other digital strategies to ensure consumers are visiting your website often.
Integrating a social media strategy that links back to your website across multiple social media platforms is a great way to bring potential buyers from one platform to another. If you have a strong social media presence, be sure to link your website in your posts as well as in your main page. If buyers are interested in what you have to say or products you are offering, they are likely to leave the page they were on and head straight to your website.
An omnichannel approach will always bring potential buyers to your page. Using direct mail marketing that features a QR code that links directly to your website will increase your visitors, thus increasing your search engine visibility as well.
Should I Be Concerned About Google’s Generative AI Results?
If you have a well-built website with an SEO strategy in place, Google’s generative AI should not have a detrimental effect on your website’s rankings. As we’ve previously mentioned, Artificial Intelligence is a great tool, but nothing has been built yet that replaces real human expertise or interaction with experts.
If you’ve fallen behind on updating your website, it may be time for a website overhaul that will keep your page visible to all potential customers. Contact Kymera today, whether you need an SEO strategy, or any type of integrated marketing campaign to keep you at the top of consumers minds at all stages of their buying journey. Our strategic and comprehensive approach will keep your content fresh, your key phrases updated, and your brand visible across all platforms.
