When ChatGPT hit the scene in 2022 it represented a fundamental shift in the way we both gather and produce information. Generative AI experiences are cutting down the time and steps it takes to search for answers and information online. This shift presents several questions about the future of web search. How should organizations think about their presence on the web to reach their customers in the age of AI?
The goal of most AI tools is to improve productivity. This often looks like efficiently and conversationally providing information and analysis without always discussing sources. This straightforward output helps people quickly achieve their goal or answer their question. This output however often leaves little motivation or direction on how the user should proceed to learn more or understand how the AI tool came to that conclusion. The information gathering usually ends there.
The experience of 'searching and finding content' is continuing to evolve in the public domain, but there are a few strategies anyone with a website should keep in mind.
Understanding the Entire User Journey
For decades now the default of "Googling it" to find the answer to our questions has led to an entire industry dedicated to SEO and understanding user search intent. While understanding intent is still key, the user journey is changing. As discussed above AI chatbots are offering a more direct question and answer experience with varying degrees of citation. For the user, or searcher, this often looks like less web links displayed.
Google itself finally jumped on the AI train earlier this year with its AI Overviews, which uses AI to provide summaries and insights at the top of search results. In a recent interview with The Verge, Google CEO Sundar Pichai said he believes AI Overviews will not hamper click throughs. Yes, there are times all people want is a quick answer. He claims however that many users appreciate the birds eye view AI Overviews provide, and then proceed to explore further, or AI suggests a perspective or angle they had not considered so they keep exploring the web.
The takeaway for web teams here is to deeply understand your user journey and intent. To capture multiple steps in the user journey, businesses must understand their users' thought processes deeply. This means creating content that aligns with different stages of the journey and addresses various user needs, questions and intents.
Quality Time and Value, Over Quantity
Businesses should expect fewer page visits from search engines, meaning they must work harder to ensure that visitors who do arrive spend more time on their sites and are more likely to convert into customers or encourage repeat visits. Analyzing data to understand which pages users spend the most time on and which ones they enter the site through is crucial.
A great example is how The New York Times has shifted its strategy in the digital age. Instead of focusing solely on driving traffic, they emphasize creating in-depth, high-quality journalism that engages readers. By analyzing which stories and sections retain readers the longest, The New York Times has been able to increase subscriptions and build a loyal readership that values the depth and quality of their reporting
Track metrics like time on page and user engagement to continually refine content strategy, ensuring that visitors find valuable information that encourages them to stay longer and convert. This will help business leaders identify the key pages and steps that lead to conversions and focus on how to deliver value and achieve that 'aha moment' for your visitors.
Personalized Search Results & Ads
Due to the nature of generative AI and machine learning, results will vary by person. AI is also making the search results and ads we are served more personal. This is a case where using AI in your business can add to the personalized experience of the web.
Intellimize, which was recently acquired by one of our most recommended CMS tools Webflow, offers AI-driven optimization, A/B testing, and rules-based personalization all in one platform. This could look like customized home page headlines, dynamic pop-ups based on user intent, and other personalized marketing delivery that drives repeat web visits.
Optimize pages so the right searches reach the right users. This improvement in understanding user intent means that businesses can target their audience more accurately with tailored content and ads.
Use AI to Optimize for SEO
AI is a powerful tool for optimizing SEO, but it's essential to ensure that web content offers new information or a unique perspective. In the Verge interview with Google referenced above, they emphasized that they still value independent sources and authentic voices.
For example the leading tech blog, TechCrunch, uses AI-driven SEO tools to identify trending topics and optimize content for search engines. By leveraging AI, TechCrunch ensures that their articles are not only highly relevant but also maintain their authentic voice and provide new insights, keeping their audience engaged.
The challenge has always been to balance algorithm-pleasing content with quality content, and AI is likely a continuation of that trend as website owners figure out what content Google AI summaries prefer.
Build Your Community Beyond the Web
To adapt to the changing landscape, businesses need to build their community beyond their websites. Identify where your users like to spend their time and create value in those spaces. This could be through podcasts, social media, Slack groups, or events.
Patagonia excels in building a community beyond its website through social media activism and environmental campaigns. They engage their audience across multiple platforms, creating a loyal community that extends far beyond their e-commerce site.
Off-page SEO factors, such as backlinks and social signal metrics (e.g., how often content is shared on social media), may become more important. By engaging users across multiple platforms, you can create a more robust and loyal community.
What's Next
AI is transforming how users interact with the web. The good news is this likely offers an opportunity to add real value and go deeper with your audience.
In summary:
All trends point to the importance of continuing to reward originality, creativity, and individuality on the web and in digital experiences. Therefore, for businesses that prioritize these core values, the future of the web is far from an existential crisis.
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