Has AI killed SEO?

There are two primary reasons people utilise search engines like Google and Bing: either to answer a question (Education) or to make a purchase (Purchase) and the majority of searches are informational (Education) queries.

With the introduction of ChatGPT, the first reason has been significantly impacted. Users no longer need to rely on Google to find answers to their questions when they can simply ask ChatGPT and receive an immediate response, instead of sifting through a list of potentially relevant websites. Furthermore, users can engage in a more in-depth conversation with ChatGPT to gain a deeper understanding of a topic, often more quickly and efficiently than through multiple Google searches.

How does this shift affect SEO?

If your prospective clients no longer turn to Google for answers, the reason for creating content that answers their questions diminishes. Consequently, top-of-funnel content, such as 'How to' blogs, 'What is' articles, or 'The Ultimate Guide' pieces, might lose their significance since AI has already provided those answers in a quicker, more user friendly way.

This therefore makes informational keywords less valuable. Despite their high monthly search volumes, these numbers will decrease as AI continues to evolve and improve. This poses a huge challenge for Google and marketers alike. Even if Google adopts a chat-like interface similar to ChatGPT, we will still struggle to maintain relevance and visibility because our content will disappear as AI-generated answers will dominate the results.

Does this mean SEO is dead?

Not exactly. Remember, the second reason people use Google is for purchases. This means our SEO focus should shift towards commercial keywords, which usually involve shorter content like product page copy and bottom-of-funnel (BOFU) material that are product and service heavy.

SEO will no longer centre on educating audiences with lengthy blog posts, but instead on optimising product pages for online purchases that will still start with Google. According to a study by Google and Forrester Research, approximately 74% of purchase decisions begin with a Google search, so SEO is still very important but the landscape has changed.?

Even those without an online store can benefit from targeting purchase keywords. For example, when searching for blinds, users won't ask AI for a specific brand recommendation. Instead, they'll turn to Google for queries like "blinds for sale near me" or "best blinds supplier in London." as the results that Google provides for these terms are much better than what AI can currently offer.

Why wont AI just take over the purchasing content as well?

Firstly, users can't ask AI for a specific brand recommendation, as it usually offers a vague response to avoid potential bias and legal issues. It wouldn't be ethical for public AI to favour one brand over another, as this could lead to unfair competition and raise doubts about the AI's honesty and impartiality.

Additionally, giving preference to certain brands might breach laws and regulations regarding fair competition and consumer protection. Endorsing one brand over another without a solid, unbiased reason could be seen as manipulative or misleading, potentially harming consumer trust in the AI system. This could also spark legal battles between companies, arguing that the AI system is unfairly impacting their business by favouring rivals.

Companies like OpenAI likely want to steer clear of such situations, and AI should, in my view, remain neutral. Ideally, AI should provide objective information, enabling users to make well-informed decisions based on their preferences and requirements.

In a nutshell, it's simply not worth the hassle to venture down this path right now

So, what's the strategy?

It's clear that the world is changing, and search engines may soon transition from being educational resources to primarily serving as "purchase" search engines. We've already experienced a growing demand for commercial keywords in our SEO work for clients, even before ChatGPT emerged, which makes it even more relevant now considering how AI has shaken things up.

As a result, it's essential to reevaluate your content strategy. Rather than producing lengthy educational blogs, concentrate on optimising product/service pages and developing supplementary content that targets commercial keywords. By doing so, you'll be better prepared to adapt to the shifting landscape of SEO and maintain a robust online presence.