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Digital marketing is experiencing a shift right now because of Artificial Intelligence. There are two ways that AI is being used. The first is as a productivity tool, and there second is that it has actually presented marketing opportunities that make it part of the marketing funnel. It has become an offshoot of digital marketing.<\/p>\n
This means that AI, through AI (GEO) search, presents businesses with an opportunity to get leads through it. By being mentioned in AI search results, this could present you with opportunities. Here’s a look at how this is the case:<\/p>\n
Think about your own search behavior for a moment. It used to be that when we needed to find information, we’d perform a simple query in the search engines and be connected with websites that may (or may not) have the information that we need. Now, our behavior is different. We tend to perform specific queries, expecting that we will find the answers we need in the AI answers portion of the search engines. Or, many of us have abandoned search engines all together and go directly to the LLM platforms to find information.<\/p>\n
This has implications for our own digital marketing strategic efforts because it means we need to consider the changing nature of search behaviors, and then position ourselves in a way that will give us the competitive and strategic advantage. In other words, we need to learn how to get our business shown in AI (GEO) search results.<\/p>\n
It is worth learning how to get your business visible in AI engines sooner than later because we have found that leads that are originating from AI tend to be a lot warmer. It used to be that potential customers would make their first touchpoint with us on the website a lot earlier in the sales cycle. Now, by the time they visit our websites, they are a lot higher up in the sales cycle because they are gathering a lot of their information about us offsite using the AI engines or through other means.<\/p>\n
This has strategic implications because it means that we need to pay careful attention to our brand and how it’s perceived outside of our websites. This means making sure that our offsite listings are updated and that our branding is cohesive and has the same messaging across platforms. Visibility in the AI engines starts with strong branding.<\/p>\n
Another strategic adjustments that can be made is to prioritize content authority. If you are perceived as an expert in your field, your brand will have a much easier time navigating the strategic changes that AI is causing. Because AI engines pull information from all over the world This means that your authority needs to happen in other websites besides your own.<\/p>\n