Title: Equipping Marketers: 16 Crucial Steps to Prepare for Generative AI in Search
In the digital age, AI-driven tools are revolutionizing search results, content creation, and user behaviors, showing no signs of slowing down. This means marketing pros must adapt their strategies to stay competitive. Our esteemed panel of experts shares their top tips to prepare for the AI-driven future of search.
- Collaborate with Data Teams: Understand AI tools and leverage them for your content strategy. Create high-quality, informative content, enhancing visibility in AI-generated search results. Collaboration with data teams ensures your strategies are data-driven and adaptable to rapid changes. - Hossam Magdy Abdelrazik
- Test Various Tools: Explore and evaluate multiple AI tools to find the best fit for your needs. Some platforms offer superior accuracy in results. Jenny Best, JBNC Marketing, recommends testing several tools for generating ideas and concepts for campaigns.
- Optimize SEO for Generative AI: SEO will shift as more people search using AI tools like ChatGPT. You'll need to learn how to optimize content to show up in AI-generated responses and personalization, especially in e-commerce. - Nate Roy, Constructor
- Prioritize Human Creativity: Emphasize human creativity and talent instead of relying solely on AI for content. Focus on delivering authentic, valuable information. AI will reward depth, context, and relevance, not robotic keyword stuffing. Alex Goryachev
- Optimize for Conversational Searches: Align your content with how conversational queries are asked. This ensures impact in AI-generated responses. Begin by reviewing your existing SEO strategy for intent-focused content. - Janita Pannu, OPIIA Inc.
- Train Your Team On AI Basics: Offer your team formal training on the basics of using AI tools to foster collective intelligence. This boosts communication and collaboration, enabling your organization to excel in leveraging AI. Rob Robinson, HaystackID
- Align Content with Evolving Search Results: Develop authoritative, structured content to keep pace with AI-driven search results. Tools like Google's Search Generative Experience show AI-generated summaries with actionable insights and sources. - Toyna Chin, NOVOTECH
- Test AI on Your Internal Knowledge Portal: Interface with AI-powered search tools on your internal knowledge portal. Streamlining internal search and workflows prepares you for broader AI initiatives. - Rebecca Takada, Outfoxr
- Create a Content and Publishing Plan: Adjust your content and publishing plan to answer user queries, meeting their needs in "moments that matter." This strategy helps brands win in both traditional and AI search. - Dave Minifie, Terakeet
- Experiment with AI: Test and explore AI tools to push boundaries and improve performance. Ignoring AI isn't an option: Tom Wozniak, OPTIZMO Technologies, LLC
- Plan for a Deeper Web Strategy: Optimize existing web content, aiming for rich, authoritative topics. Prepare for AI's prevalence by designing a web strategy that goes deeper, not wider. - Evan Reiss, Foxit
- Help AI Cite Your Work: Optimize your content for clear, credible answers, ensuring AI tools cite your work. Increased visibility and authority can drive higher search engine rankings. - Prateek Panda, Tonic.ai
- Collaborate with AI Providers: Partner with AI providers to integrate your content into their models. Becoming part of their data sources enhances your brand's visibility. - Katie Jewett, UPRAISE Marketing + Public Relations
- Analyze AI Search Behavior: Optimize your content with user intent, language, and context in mind. This improves visibility, as AI-driven searches prioritize relevance and value. - Marie O'Riordan, The Vita Foundation
- Understand the Search Query Motivation: Move beyond keywords, delivering comprehensive answers directly in AI search results. Focus on both the search results and experience to enhance discovery and engagement. - Stephanie Johnson, BrandDNA Group
- Use Question-Based Keywords: Adjust your content to take advantage of AI search results, focusing on long-tail question-based keywords and unique insights. Structure your content for featured snippets and rank highly in AI search. - Clay Tuten, KeyMark Inc.
- Embracing AI in Leadership: As a marketing professional, adopt a leadership role in fostering a culture of AI literacy within your team. Explore how AI-tools can elevate your content strategy, driving increased competitiveness.
- Harnessing AI for Stronger Leadership: Leverage the insights gained from AI-driven search results to strengthen your leadership. Analyze patterns and trends to make informed decisions, ensuring your strategies align with rapidly evolving user behaviors.
