Artificial Intelligence (AI) is poised to revolutionize the way people seek and discover information online. This imminent change compels small to mid-sized brands to reassess not only their presence but also the teams and budgets responsible for the task. Traditionally, a paid search was a performance activity centred on keywords, page optimization, and rankings. However, AI-powered search tools like ChatGPT and Google AI Overviews have altered this approach. As people resort to conversational queries instead of keywords in search engines, the distinction between search as a performance function and an awareness channel is becoming increasingly blurred.
Performance and brand worlds are beginning to intersect, necessitating a more data-driven approach to meeting overall business goals. To comply with AI algorithms, brands are focusing on aspects like blogs, brand content, and landing pages, in addition to their external brand narrative. The information picked up in a chatbot result could be derived from a press mention or an affiliate article.
For instance, Taskrabbit has observed that press releases and content quoting executives have significantly contributed to brand discovery. The online marketplace brand is optimizing its announcements by ensuring the content directly responds to queries people may pose to AI chatbots. It is also adding more detailed information to its existing content for better