Future of Search in the age of Generative AI

The landscape of search has been experiencing tremors now for a long time. The arrival of large language models (LLMs) like ChatGPT has sent shockwaves through the industry, particularly in the direction of Google's seemingly unshakeable dominance. Whether Google, Perplexity, Bing or some other new entrant wins the Search Engine race, its a big challenge for Advertisers today. Even before LLMs, Google has been thinking of shutting down 3rd party cookies.

How and where will your consumer discover your brand and your products. The recent emergence and evolution of Search Generative Experience (SGE) has marketers scrambling to adjust. But fear not! While SGE might change how users find information, it also presents a treasure trove of opportunities for companies.

For decades, search engines like Google relied on complex algorithms to crawl and index websites. These algorithms ranked websites based on relevance to user queries, presenting users with a list of links. Marketers focused a lot on keyword stuffing that is optimized for Search algorithms. It is then up to the user to navigate these links and sift through information to find what they needed.

It's the new way to Search. It offers concise, informative answers directly on the search results page. Users get an answer, a point of view from the search engine instead of pointing them to a series of links for the user to select. A sneak peek into your blog post or a summarized answer to their complex B2B inquiry – that's the power of SGE. This AI-powered capability in search engines like Google, Bing and Perplexity analyzes user queries and delivers interactive experiences, potentially reducing the need to click through to individual websites.

Challenges with SGE today are plenty. To list some -

• Advertisers and Marketers have been viewing this as a threat as they organic or even paid search clicks will go drastically down. So how do we attribute and track leads as user behavior changes
• Training models with such vast data sources gets tricky. OpenAI partnered with Reddit, Google is using the entire internet data to build these contextual answers. As we saw in the post SGE announcement by Google, they were being criticized for the garbage of contextual responses by their Gemini powered Search

While some might see SGE as a threat to website traffic, savvy B2B companies can leverage it for significant gains. Here's how:

• Become a Featured Snippet Star: Featured snippets are those golden summaries that appear at the top of search results. By optimizing your content to answer common industry questions, you position yourself for prime real estate within the SGE itself. Think of it as a mini-advertisement directly on the search engine results page!? For example: If you're a B2B cybersecurity firm, target questions like "latest cybersecurity threats for manufacturers" and craft informative content that could be featured as a snippet.
• Target Qualified Leads: SGE is smarter than your average search engine. It understands the context behind user queries, allowing it to surface highly relevant B2B service offerings. This means the leads you generate will be more qualified, further down the buying funnel, and with a greater chance of converting.? Imagine: A potential customer searches for "how to improve B2B supply chain efficiency." If your company offers B2B supply chain management solutions, and your content addresses this challenge, SGE might present your company as a relevant solution.
• Thought Leadership Takeoff: If you're creating content that directly addresses the questions featured in SGEs, you're establishing yourself as a thought leader in your B2B niche. This builds trust and positions your company as the go-to solution for potential customers.? Take action: Research the types of questions being featured in SGEs relevant to your industry. Address these questions in blog posts, infographics, or even short videos. By becoming a go-to source for these answers, you'll build brand authority.
• Data-Driven Decisions: SGE analyzes user searches to understand intent better. This goldmine of data allows you to tailor your content strategy and messaging to resonate more effectively with your target audience. Imagine crafting content that perfectly aligns with the specific needs and challenges your ideal customers are facing!? Here's how: Utilize SEO tools to identify the questions and long-tail keywords users are searching for related to your B2B services. This data will inform your content creation process, ensuring you're providing the information your target audience craves.

To harness the power of SGE, consider these adjustments to your B2B content strategy:

• Content Revamp: Shift your focus to creating content that directly addresses the types of questions users are asking and that could potentially be featured in SGEs. This might involve shorter, punchier pieces that answer specific questions, or longer-form content broken down into digestible sections.
• Specificity is Key: Target long-tail keywords that demonstrate a deeper understanding of your audience's pain points. Don't just focus on broad terms like "B2B marketing" – delve deeper with terms like "how to improve B2B lead generation in the manufacturing industry."
• Embrace New Formats: Consider creating different content formats that cater to SGE's user experience. Short explainer videos, infographics that answer common questions, or interactive content can all be effective ways to grab attention within the SGE framework.