This article was originally published in our exclusive Sly Fox email newsletter.
If you’ve signed up for Google Search Labs, you have likely seen AI-generated results via Google Search Experience (GSE). This AI-powered search tool provides surface-level summaries at the top of search results.
Last week, Google introduced two major updates to the GSE platform: Circle to Search and AI-powered multisearch experience. We’ll give you the low-down on these two features.
- Circle to Search: You can select images, text, or videos in whatever way comes naturally to you — like circling — and find the info you need right where you are.
- Multisearch: By simply pointing your camera and asking a question, you get help from AI in Google Search results.
Google believes that GSE will revolutionize how people engage with information. Digital marketing experts agree.
In a new article, Forbes anticipates that GSE will change digital marketing, increasing the competition for organic search results. The article notes that, with GSE, it will be more difficult for marketers to produce more relevant, engaging, and hyper-targeted content.
“Content creators,” the article says, “should start thinking about optimizing pieces for AI algorithms and delivering non-generic, difficult-to-duplicate information.”
Moreover, marketing experts from Insight Partners expect a zero-click world to emerge, predicting GCE will cause website traffic to drop 15-25%.
In particular, we anticipate a sharp drop in website traffic in these industries: healthcare, e-commerce, and insurance. That’s because, according to new data, truncated AI-generated answers are most frequently shown in these industries.
HubSpot’s State of Marketing Report 2024 expands on this topic. Hubspot’s report says, “With generative AI-powered search platforms, content that can be easily produced can be readily served in a chat box. If an AI can write it, an AI can serve it to users instead of a link.”
So… what should marketers do about it?
In our opinion, it will be more important than ever to create content tailored to your audience’s specific pain points. To start, consider these questions:
- What situations might your audience encounter?
- What first-hand experience can you offer that your audience might relate to?
- What unique knowledge do you possess that can address your audience’s needs?
- What information does your audience not know they need?
For more information on how to nail your marketing message—and discover your ideal client profile’s pain points—check out our recent blog.
Then, write a case study.
A surefire way to attract your ideal client, case studies paint a vivid picture by demonstrating how you’ve solved the problem for other clients. But here’s the really good news: writing a case study doesn’t have to be complex.
Psst: want to sign up for Google Labs and try out SGE? Click here.
