Summary (GPT-4 + LinkReader)
Future-proofing your digital assets: AI has revolutionized consumer-business interactions, transforming how customers engage with companies. As search engines evolve into answer engines, understanding customer needs, journeys, and expected search behaviors across all channels becomes crucial. While AI will change how we do things in the future, the human element is still needed for the final output and quality.
Use cases of AI in search marketing: These include content creation using generative AI, keyword research, vision/image search, building webpages, SEO redirects, structured data, conversational/voice search, local search, map search, immersive view, video search, and shopping graph and product search.
A roadmap to future-proofing your search visibility: A future-looking strategy involves understanding where large language models (LLMs) get their data and whether we can populate them where relevant. Brands need to start thinking about what users want to know about the business rather than providing information about themselves. Focus on fully optimizing your digital presence with images, reviews, products, schema, and Google Business Profile (GBP) categories.
7 tips to future-proof your digital presence: These include ensuring your content is created with an entity-first strategy in mind, making your content discoverable, saturating all Google properties, implementing mobile search best practices, optimizing for visual search, enhancing clickability, interaction and engagement, and leveraging customer data and analytics to personalize user experience.
AI won't take your job, but someone who uses AI will: Search marketers must harness skills to use AI effectively. Future-proofing your digital presence means enabling your team with the right tools and skills to create a strategic plan, incorporate AI, and understand the customer journey and the channels to leverage data to personalize the experience.
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