The New Rules of SEO: How AI Is Flipping the Script on Digital Marketing

Just when you thought you had search engine optimization all figured out, artificial intelligence enters stage left and tears up the playbook. Google's rollout of AI-generated search summaries is ushering in a new era some are calling GEO - generative engine optimization. And it's forcing marketers to rethink old tactics and adapt fast to a rapidly changing search landscape.

The Good, the Bad and the Glue-on-Pizza Ugly

The search giant says its custom AI model "can take the legwork out of searching" by providing tidy summaries atop results pages, with drop-down source links. But as we've seen, AI doesn't always get it right, recommending combos like Italian spices and gasoline for pasta or touting health perks of running with scissors. Yikes.

"You can see this disconnect between human expectations and what AI can actually do," says Adam Smartschan, chief strategy officer at B2B agency Altitude Marketing. "Is it going to occasionally tell you to put glue on pizza or eat rocks? The answer is yes. It doesn't know any better."

So what's a marketer to do? For starters, forget chasing algorithms or gaming the system with questionable SEO "hacks." It's all about proving you're a credible, authoritative source worthy of inclusion in those coveted AI summaries.

5 Tips to Optimize for the AI Era

1. Write clear, direct content that answers the questions your headline promises. Meandering fluff won't cut it.
2. Back up points with reputable sources and hard data to show your info is legit.
3. Make it stupidly simple for Google to find and feature your content.
4. Go niche with topics the AI overlords can't easily digest and synopsize themselves.
5. Above all, create original, valuable content that provides a fresh take. Rehashing old ideas is a one-way ticket to irrelevance.

"Everything has to be unique, original and add value," says Bret Bonnet, president of distributor Quality Logo Products. "So many people write their content by looking for themes and popular search terms and then structuring their content around that. That's no longer going to fly."

The Kids Are Alright (With Ignoring Google)

As if the AI shake-up wasn't enough, there are signs Google's iron grip on search may be loosening, especially among Gen Z. A recent SOCi survey found Instagram and TikTok outranked Google as the most popular search tools for 18- to 24-year-olds.

Short-form video is becoming the go-to for quick how-tos and product recos. Having a strong presence on the platforms where your audience hangs out is key. "We've definitely noticed a shift in user behavior, especially among younger demographics," says Ally Delgado, CEO of Merchology.

Silver Lining for Promo

For veteran distributors like Bonnet who cut their teeth on search marketing, the waning power of paid ads and data targeting is actually good news. It heralds a return to OG brand-building tactics like, you guessed it, promotional products.

"I think it's great news for the promo industry," Bonnet says, "because it means a return to traditional branding and offline advertising."

The Takeaway

Like it or not, AI is here and it's flipping the script on digital marketing as we know it. But by adapting your approach, diversifying channels, and doubling down on creating truly valuable content, you can still get found and build your brand in this brave new bot-driven world. Game on.

Original source: The Advertising Specialty Institute

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