Generative AI is Causing SEO Turbulence: Here are 5 Type of Content Seatbelts You Need

As Google continues to deploy its AI-powered chat assistance, we all are worried that it may start directing less traffic to content pages that are designed to provide quick answers. With this inevitable change on the horizon, it becomes crucial to keep a close eye on the areas that will be impacted first.?

Another emerging trend that will have an indirect impact on search results is the increasing number of people turning to ChatGPT instead of relying solely on Google for quick answers.

This shift may indicate that more people are going to see the fastest responses without the need to navigate and select from search results. While this shift in search behavior might not have reached its peak just yet, it is still likely to have a significant effect on websites and businesses that rely heavily on search traffic sooner than we think.

Prepare by embracing the change

To stay ahead of these evolving trends and mitigate any negative impacts, it's crucial to adopt a fresh approach. Differentiating your content through focusing on quality is essential. We must abandon our old methods of content creation and distribution, recognizing that our previous assumptions and findings about how search algorithms operated or how audiences consume content may no longer hold true.

Remaining fixed in our assumptions or even findings on what worked for several years regarding content creation and consumption is a recipe for failure. The landscape is constantly changing, with social media platforms experimenting with content formats and audience delivery and Google pushing content creators to level up with quality and authenticity. It is clear that we must strive to be ahead of the curve, elevating our content quality instead of just focusing on creating quality material that meets mere minimum requirements.

Content pieces that only provide quick answers are likely to be overshadowed by Google's direct answer feature (BARD) or outperformed generative AI platforms where users can quickly get their answers and move on. So, it's more important than ever to focus on creating content that is deeply informative, expert-backed, provides unique perspectives, and is trustworthy.

“Diversify away from what is traditionally considered "SEO content"...and infuse your brand's POV in every piece of content” advises David Ly Khim, co-founder of Omniscient in one of his recent LinkedIn posts.

To put it into a few words, if you don’t want your content to be replaced by a robot don’t write like a robot.

This may sound like a straightforward concept, but how do we actually prepare for this change in practical terms? Here are five essential factors to keep in mind and incorporate into your preparation process.

1. Start with Expertise, Experience, Authoritativeness, and Trustworthiness

Let's take a moment to shift our focus away from solely appeasing Google's algorithm for higher rankings. Instead, let's delve into the essence of E-E-A-T: Expertise, Experience, Authoritativeness, and Trustworthiness, and how it fosters genuine human connections.

Sticking to this framework empowers you to create compelling content that not only is capable of satisfying a robot but also cultivates a profound bond with your audience. When your website can be relied upon and your content is crafted by a team of industry experts, your audience will be more inclined to engage and by ensuring your content is of high quality and presenting author bios that highlight their credentials and expertise, you increase the chances of your audience to make emotional connections with your brand.

As Jay Acunzo, the creator and host of Unthinkable Podcast, aptly puts it, "When we create content, what we're truly aiming for is to forge meaningful connections."

E-A-T is not merely a concept used for ranking purposes; it serves as a signal from one of the most intelligent companies about the human need for trustworthy information when conducting searches and acknowledge and respect this aspect in our content creation strategies.

2. More predictable SEO

Generative AI responses are poised to dominate the top of the funnel for most queries, leaving limited space for traditional content. As a result, it's crucial to consider strategic actions that shift focus from the top of the funnel to the mid-funnel, where generative responses are less likely to prevail. Query reporting, once a key metric, will become obsolete, and revenue generated from organic search should take precedence. Impressions and click-through rates will diminish in importance, while forecasting based on queries will become unreliable. Instead, I recommend adopting a calculation of the total addressable market (TAM) and estimating expected reach.

According to Eli Schwartz, the author of Product-Led SEO, content creation should increasingly rely on "People Also Ask" sections and the collection of related queries to generate ideas. With search becoming more personalized, significant changes are expected in the realms of links and SEO. The pursuit of domain authority and the chase for links from authoritative websites may no longer be necessary, as relevance and topical authority will gain prominence. Now is the opportune moment to pivot SEO strategies before generative AI is fully integrated, as it has the potential to impact Google's market share.

3. Shift to multimedia

With generative AI present in full force, long text content is going to work in the background attracting organic search queries and being an appendix to other content formats like videos, podcasts, and interactive content.?

Becoming proficient in these formats is no longer just a suggestion; it's imperative. Merely providing surface-level recommendations won't cut it anymore. It's time to fully master these formats and take action as soon as possible. In the competitive digital landscape, waiting until you or your team have mastered a skill is not an option.

Currently, content formats like podcasts and videos are impossible to generate solely through AI. While it is technically possible, the authenticity and human connection that come from sharing your experiences and expertise with a targeted audience cannot be replicated by artificial intelligence. These content formats may be more challenging to create, but they are incredibly accessible in today's marketing landscape. In fact, they have never been more accessible. As a result, prioritizing these formats and involving industry experts will be crucial for creating competitive and audience-centric content that meets expectations.

Text-based content can still play a role in your content strategy. It can be an option for those who prefer to dive deep into a topic or can serve as an additional resource attached to a conversation. For instance, if you are talking about “how to create content strategy” in a podcast episode, a text format like a downloadable template can be provided as a valuable resource for listeners to explore further. This type of content format helps people continue their exploration of a topic with practical tools and resources.

One of the significant advantages of video and podcast formats is the ability to involve industry experts. These formats allow you not only to share your own experiences and thoughts but also to provide actual value through the expertise and industry knowledge of these experts. They have a wealth of experience and insights that your audience is highly interested in, and they can deliver this valuable information for free through an accessible and user-friendly channel.

4. Client success stories

Case studies, or client success stories, are a powerful tool that helps potential clients overcome skepticism and brings valuable SEO benefits to your business.

But let's not just focus on the tactical advantages. There's a deeper human aspect to case studies. At their core, they showcase individuals who have achieved success through hard work, innovative thinking, and strategic planning. It's this human-to-human connection that adds authenticity and depth to the format.

While it is crucial to highlight that they utilized your service or tool, that is somewhat secondary in this context. Here, the focus is on the individuals who faced and overcame challenges similar to those your potential clients might be encountering. These are real people finding real solutions to their industry-specific difficulties.

The authenticity of these stories is what makes case studies so compelling. It's real. It's human. And no AI, regardless of its sophistication, can generate this type of content with the same depth. By presenting these client success stories, you're tapping into a type of authenticity that no other content format can match.

5. Focus on Content Quality

When it comes to creating content, it's essential to invest effort in producing purposeful material that aligns with the objectives of your page. High-quality content is well-organized, carefully edited, and thoughtfully curated to fulfill its intended purpose.?

For example, a well-structured, data driven and informative content piece, ike The Content Marketing Salary Report (Updated for 2023) that helps an entire industry make decisions on how much to pay employees.

Or a content piece that demonstrates unique perspective and expertise like How We Got Here: The Real Reason So Many Creators Worry about ChatGPT and Generative AI

To take your content to the next level, it should embody authenticity, precision, thoroughness, and effective communication. It should also align with expert consensus when applicable.?

It's important to note that expectations for content may vary depending on the type of information being shared. Scientific papers, for instance, have different expectations compared to a social media post about SEO trends. Still, all types of outstanding informational content share common attributes, such as accuracy, clear communication, and adherence to relevant standards within their respective fields.

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