Scott Johnson的动态

Exciting development for Frost Media Group: we’ve been seeing a surge in clients, all focused on AI optimization! About three weeks ago, a major piece of news dropped that validated an opportunity I’ve been eyeing for the past year and a half. When I first started experimenting with AI, I believed it could eventually replace Google Search — people would turn to AI to find what they’re looking for. Many dismissed this idea, insisting SEO would always be integral. But just two weeks ago, ChatGPT announced they’re launching their own search engine, no longer relying on others for data. This is a direct challenge to the traditional search market. Princeton research has provided insights on optimizing content for LLMs like ChatGPT. They identified seven key areas that can boost visibility in AI-generated search results. Focusing on just three of these areas can lead to a 40-50% increase in visibility, which is a substantial gain. These developments validate our shift at Frost Media Group. For the past six months, we’ve been pivoting away from traditional content creation, focusing instead on content that is designed for AI search. It’s paying off. Amazing stuff.

You never search beyond Google. But Perplexity AI makes it old-fashioned: Because everyone's tired of Googling. ? You spend 15 minutes going from website to website. ? You try summarizing it manually & get rid of ads. So Why Perplexity AI is (Way) Better than Google (so many of you have asked for this post) The short version is: "It’s all about speed & precision." The long version? 1. Specialized Search Experience: ? Delivers precise and relevant outcomes. ? Understands natural language queries. 2. Tailored Results: ? Intuitive for specialized topics. ? Handles complex questions for focused answers. 3. Deep Research Capabilities: ? Provides context-aware insights. ? Ideal for research-intensive tasks. 4. Advanced AI Technologies: ? Utilizes ChatGPT-4o and Claude 3.5. ? Offers comprehensive summaries & direct footnotes. 5. User Interaction and Feedback Loop: ? Continuously fine-tunes results. ? Learns from user preferences and behaviors. 6. Innovations in Data Privacy: ? Uses differential privacy and federated learning. ? Ensures minimal collection of sensitive data. 7. Ad-Free Experience: ? Cleaner and more focused search results. ? No clutter from ads. 8. Standardized Interface: ? Consistent and user-friendly. ? No annoying pop-ups or hard-to-read layouts. 9. High Accuracy: ? Answers complex questions accurately. ? Proven performance in extended trials. 10. Potential to Revolutionize Search: ? Unique approach powered by advanced AI. ? Could challenge Google's dominance. Perplexity AI is the future of search. Do you agree? ?? Repost this if you do. PS: I wrote this post entirely with my AI, EasyGen. If you want a quick video demo, send me a message. The proof is on my top comment.

I have now gone a full six months without using a search engine. My replacement is ChatGPT, Perplexity, and other AI tools. I'm getting 10x better answers in a fraction of the time. Three Observations: 1. Start using AI tools if you're not. Go be uncomfortable until you are comfortable. 2. If search engine ads are part of your ad spend, that will work for a little while yet. Eventually it's going to feel like the yellow pages. 3. AI still relies on crawling search engines behind the scenes (for now) so SEO still matters.

This isn't Quidditch, stop chasing shiny objects. If you don't even rank well in Google Search, ranking in Perplexity and ChatGPT should be the least of your concerns. I had a Redditor DM me last week "so how do you get people you work with to rank in AI Overviews?" 1. I don't. 2. It's a guessing game right now. Anyone claiming to have the "secret formula" for ranking in AI platforms is likely blowing smoke where it don't belong. Keep this in mind before you buy that course. 3. It's just another form of information retrieval, and they're likely following the basic principals of how Google ranks its results. It's why many of the top AI Overviews mimic the top organic search results. Michael King has a great post on this. 4. I have firsthand experiences seeing how little of the search market Perplexity and ChatGPT have. In an account with hundreds of thousands of searches per month, 0.02% came from Perplexity and 0.04% came from ChatGPT. Is the AI search market growing? Absolutely, but it's very small peanuts right now. If your boss is asking you "why aren't we showing up in AI search results?" answer with "why haven't we invested in SEO?"

Perplexity makes search a lot more comfortable. But it also makes us lazy. It is good for a quick research, but it greatest asset is also its greatest disadvantage: you only get and see one answer, whereas the reality quite certainly is much more complex. Plus, regarding political topics, the overton window gets defined by Perplexity and its programmers. It conveys by far not t h e truth, but rather biased information, possibly with an agenda.

The bad results coming out of Google's AI overviews are just the beginning of a new paradigm. Currently LLMs have been trained mostly upon content that was created before this new era of AI content. Meaning that nobody was actively trying to mess with the training data. A lot of the garbage examples are coming from LLMs inability to understand sarcasm and a heavy emphasis on sources like Reddit, but AI generated content or purposely poisoned content. Now that Google is starting to include this content in search results, the next-gen adversarial SEO games can begin. As a simple example, I started keyword stuffing my website's footer with text about "roboblorpy" analytics, but only to AI bot user agents. As soon as I could get ChatGPT to re-read the content of my site it was perfectly willing to highlight this completely fictional specialization.

SEO is changing thanks to new era search tools like ChatGPT with Search and (of course) Google's AI Overviews. But with these tools now branching into multi-step reasoning (Google wants to 'do your Googling for you' and just serve you the best product/service recommendations), the disruption is just getting started. Does the advice to 'write for your target customer' still apply, if your content is reaching that customer via an LLM that 'translates' it, ready to package into its answer? Do we marketers optimise for the biases and preferences of these AI tools or the humans? Do we choose our target publications based on what the AI models 'read' or where our human customers 'read'? The answers to these questions were straightforward a year ago. If we're going into a world where AI's are our interface with businesses, products and services, we might find ourselves going in a different direction...

You can read Tobias Zwingmann 's astute assessment of ChatGPT's search capabilities, which I wholeheartedly agree with. I do have one point to add: In my opinion, ChatGPT search isn't primarily a solution for users—it's a solution for OpenAI. With more companies hiding their content from AI scrapers, web search becomes one of the few remaining paths to access current information. This gives OpenAI similar access to what competitors like Google, Meta, and Microsoft (Copilot) have. While I'm sure OpenAI has explored various approaches to maintain their internet pipeline, this seems to be following in their competitors' footsteps.

Google's latest AI competitor - Here's what you need to know: OpenAI, the company behind ChatGPT, has revealed a prototype for a search engine system called SearchGPT. The system is planned to be integrated within ChatGPT itself, so all your AI needs are under one roof. And we're sure you've already seen Google's AI assistant, Gemini, which already makes searching super easy by summarising the most relevant answers to your questions at the top of the Google page. If you’re thinking what we’re thinking, you’ll want to know if this is bad news for PPC and SEO… If the search engine is already sieving through pages of information and placing the key points in a neat little package at the top of the screen, then it most likely will save you from clicking on a tonne of websites. But obviously, this means that users are receiving information from a site, without actually ever visiting it, hence, reduced site traffic. The purpose of PPC and SEO may begin to be slightly less valuable as AI is increasingly doing all the work for us. However, an alternative view would be that this actually adds to the competition and means that having your page at the top of the list is more important than it ever has been; if users are spending less time searching for the right page and are increasingly relying on AI to do it for them, making it as easy as possible for someone to click on your page is a must. How do you see the future of PPC and SEO being affected by AI? We’d love to hear your thoughts in the comments. And while we actually wrote this post ourselves (sorry ChatGPT), we've also got some pointers for how to get the best out of AI with the do's and don'ts for writing prompts - Head to the article below. #AI #MarketingInsights #PPC #SEO

While trialling the new ChatGPT Search, it made me think: "Will this replace traditional search engines, and as a result, websites as a whole?" ?? It's a scary thought, but the reality is - probably not. For one, AI models learn from content created by people. The less people writing content, the less human content AI has to learn from. Without that input, AI will decide to learn from content it's written itself - more commonly known in the industry as 'content cannibalisation'. All of a sudden, your query of "How do I cook this beef wellington?" is answered with "You can't cook a person that existed in the 18th century". Cannibalisation indeed. However, SEO can no longer be the main focus. Like a tin of alphabet soup, we need to think about GEO, AIO, AEO and EIEIEO (OK not that last one, that's a nursery rhyme.) In all seriousness, AI search isn't something to be scared of but it's definitely something to be aware of. If you're not adapting your digimarketing plan with AI search in mind, you're very quickly going to be left behind. For those interested, I'd highly recommend following people like Mark Williams-Cook (I'd be lost without his SEO Round-Up), Marie Haynes and Jessica R.! ??* #Digital #Marketing #AI *This post wasn't made by AI