Artificial Intelligence (AI) tools are transforming the landscape for search results, content creation, and user behaviour, leading to new opportunities and challenges for marketers. To stay competitive, marketers must adapt their content and SEO strategies to suit AI-powered searches. Forbes Communications Council members recommend several steps to prepare for the future of generative AI in search.
Firstly, marketers should understand AI tools and use them for content strategy, creating high-quality and informative content that goes beyond conventional SEO practices. Using structured data can boost visibility in AI-generated search results.
Secondly, marketers should trial various AI tools to find the ones that suit their needs best. As accuracy can vary, it is advisable to use multiple platforms when generating campaign ideas and concepts.
Thirdly, they need to consider how SEO will change with the rise of generative AI tools like ChatGPT and prepare their content accordingly.
Fourthly, marketers should prioritize human creativity and talent over AI and focus on delivering unique, valuable, and relevant content.
Fifthly, they should optimize content for conversational search and use structured data to improve visibility in AI-generated responses.
Lastly, it is crucial to train all team members in the basic use of GenAI tools to foster collective