LLMs - yet another challenge for digital marketers?

Google Search dominance

Who can not but envy Google's unflinching focus on their mission?

Google's mission is to organize the world's information and make it universally accessible and useful.

Over the years, Google has meant Search, and Search has become synonymous with Google. Their search algorithm is the bedrock of their ad revenue. Their revenue from search is staggering.

User behavior is, however, changing!

A year back, having multiple Google windows on our browser was the norm. Especially when researching a problem - either personal or professional.

We are still searching through Google. But we have choices!

Instead of just Google, I have Chat GPT, Perplexity, Gemini, Claude, Poe, and many other AI tools that are now helping run our lives.

We trust LLMs to provide information without following several websites, researching, and making notes.

Let's look at a few search trends in the past 24 months. The source is Google Trends.

Wikipedia

Stack Overflow Python

Stack overflow is a popular platform among software developers, and Python is the most popular language today.

These should not be surprising.

We would instead ask Chat GPT about New Zealand rather than read long, boring text from Wikipedia. If you disagree, ask an average middle or high school student.

We also know that software developer productivity has been through the roof since the arrival of LLMs. Co-pilot and Chat GPT are now developers' preferred destinations.

I have picked up just a few statistics to illustrate my point. Google search is an ocean, and digital marketers may cringe at my attempt at a superficial analysis.

Are traditional search and LLM on the same page?

I searched "What is the best tablet device in USA?"

Output from Gemini

The "best" tablet depends on your needs and budget. Here are a few top contenders in the USA:

• For most people:

• Apple iPad Air (with M2 chip): Offers a great balance of performance, features, and price.

• For budget-conscious users:

• Amazon Fire HD 10: Affordable with decent performance for basic tasks and entertainment.

• For Android enthusiasts:

• Samsung Galaxy Tab S9 FE: A good all-around Android tablet with a strong feature set.

• For premium users:

• Apple iPad Pro (with M4 chip): Top-of-the-line performance, stunning display, and pro-level features.

Ultimately, the best tablet for you will depend on your specific needs and preferences. Consider factors like screen size, performance, battery life, camera quality, and price when making your decision.

Google Organic Search Result

The #1 ranked organic search result for the same query was a page from a popular platform TechRadar.

Just look at the heading; a casual look at the search result would peg Tab S10 ahead of Apple iPad Air.

Two different results for a casual eye. However, we know these two algorithms are not the same. They are designed to be different.

What does the advent of LLM mean for consumers and companies?

For consumers

• Consumers will read less and rely on the LLMs to provide the answers.
• As a result, they will be seeing fewer ads. This means less distraction and higher productivity.
• We will write longer (a great lesson on changing behavior) and more detailed prompts due to LLM; consequently, search queries will become longer.
• Ads were a subsidy, and Google (and other search engines) were free. The pro version of many LLMs has subscription fees. We will be willing to pay for a service in the future.

For companies

• Natural attrition of users from traditional search to LLM-based products is inevitable. This may not happen immediately, but that trend will continue as LLMs become better and more widely adopted.
• Localized searches, however, are unlikely to be affected by LLMs for the time being. I will likely use Map apps on my phone to search for the best Cantonese vegetarian places in HK.
• LLMs are still learning and may not give the same results. Companies must develop strategies to ensure LLMs favorably report their products.

Companies have evolved their SEO strategy over the years. LLMs have thrown yet another challenge. It is unlikely that the fundamentals of website design will change.

What next for SEO?

I am not an SEO expert, but here are some of my takeaways as a keen digital student.

• As I understand, LLMs still rely on search engines to index and rank web pages. SEO factors like page speed, mobile-friendliness, and secure protocols (HTTPS) continue to be critical.
• Implementing structured data helps LLMs better understand the content on a page, improving the chances of a website being featured in their responses.
• While keywords will remain important, the focus shifts towards natural language and conversational queries. Note that users will use detailed prompts to get quality outcomes from LLMs. Anticipate the questions users might ask LLMs and optimize content accordingly.
• Provide in-depth, informative, and engaging content that comprehensively addresses user needs. Build trust and credibility with users and LLMs by demonstrating your expertise and authority in your field. Remember (E-A-T: Expertise, Authoritativeness, Trustworthiness).
• Continuously monitor how LLMs interact with the website and adjust SEO strategy based on their behavior. Do note that LLMs are also evolving.

And who said 2025 will be a dull year?

Image credit: Alina Grubnyak on Unsplash; Algo-r-(h)-i-(y)-thms, 2018. Installation view at ON AIR, Tomás Saraceno's solo exhibition at Palais de Tokyo, Paris, 2018.