With the rapid development of AI-driven search engines and Large Language Models (LLMs) such as ChatGPT or Bing’s AI integration, the SEO landscape is fundamentally changing. Instead of relying solely on keywords to rank in search results, companies need to design their websites in such a way that they are understood and properly displayed by AI algorithms. This shift presents both opportunities and challenges for marketers and SEO strategists.
AI instead of keywords: new requirements for SEO strategies
Traditional SEO methods were based on keyword and backlink optimization for a long time. But AI chatbots like ChatGPT and Bing are fundamentally changing search behavior. Today, users increasingly search in full sentences and expect more precise answers instead of having to click through a multitude of links. This development is forcing companies to move away from pure keyword optimization and towards semantic optimization.
As computer scientist Armin Doll explained at DMEXCO 2024, in the future, content must not only be based on keywords, but also structured to be understood and meaningfully processed by AI models. “It’s no longer about matching keywords with keywords, but about understanding semantics,” says Doll.
The importance of structured data storage
Structured data and semantically relevant content will be indispensable in the new world of SEO. To be displayed correctly in AI-supported search engines and chatbots, information must be available in a format that can be processed by these systems. Formats such as Schema.org play a crucial role here. This structured data helps search engines to better understand content and display it correctly.
A company that, for example, inconsistently states its opening hours runs the risk of an AI displaying the wrong information, which can lead to a poor user experience. It is therefore crucial that companies prepare their information in a clear, consistent and machine-readable way.
Search behavior and SEO: How LLMs are changing marketing
With the introduction of LLMs like GPT-4, search behavior has changed dramatically. Users now ask more complex questions and expect precise, conversational answers. According to the German Association for the Digital Economy, this development will continue to accelerate. Companies need to respond to this changing user behavior by designing their content to rank well in AI-powered search environments.
The future of search will be more conversational, meaning users will ask follow-up questions and engage in a conversation of sorts with the AI. This presents new opportunities for businesses to tailor their content to support this type of dialogue.
Challenges for advertisers: loss of search advertising?
Another important aspect of LLM integration into search is the potential reduction in the importance of classic search advertising. According to a survey by the German Association for the Digital Economy, the relevance of search advertising could decrease by almost a quarter in the coming years, while paid social measures will become more important. This means that companies should redistribute their budgets and focus more on alternative advertising formats such as retail media or video ads.
New advertising opportunities through AI
While traditional search advertising could lose some of its importance, the development of AI-powered search engines like SearchGPT also offers new opportunities. These systems could develop their own advertising formats that are specifically tailored to the AI-generated content. Companies that respond to this development early on could secure competitive advantages.
How companies can adapt their websites for the future of search
- Semantic optimization and structured data
Companies need to ensure that their content is structured in a way that AI models can understand it correctly. Tools like Schema.org are crucial to optimize content for machine readability. - Timeliness and consistency
Since AIs like ChatGPT access a wide range of sources, it is essential that companies keep their data up to date. Inconsistent information can lead to incorrect answers, which could affect users’ trust in the brand. - Multichannel strategies
It is no longer enough to be present only in the classic search engines. Companies must ensure that their information is also displayed correctly on platforms such as Reddit, TikTok or in AI chatbots.
Conclusion: The future of SEO in an AI-driven world
AI and LLMs will significantly change the future of SEO. Companies must adapt by semantically optimizing their content, using structured data, and being present on multiple platforms. Those who respond to these changes early can secure competitive advantages and remain successful in an increasingly AI-driven world.
Now is the ideal time to rethink your SEO strategy and prepare for the new requirements. Contact us at RevAdWise to optimize your digital marketing strategy for the future.