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“Just when you thought you knew how to do SEO, things have changed.”
How many times has that been true over the past 20 years?
Well, here we go again, because SEO marketing has undergone a significant transformation over the past year, largely due to the unexpected impact of AI. What once involved crafting high-quality content, optimizing it for search engines, and waiting for it to rank, has now become much more complex.
Sorry about that.
Because AI-powered tools like Google’s and Bing’s chatbots now delivering answers directly to users, traditional SEO strategies may not yield the same results. That’s why you might want to rethink your approach to search engine marketing (again).
Here are two fresh strategies that can help you stay ahead in this ever- evolving and sometimes infuriating landscape.
- Embrace Deep, Experience-Based Content
AI has made it easier than ever to generate simple answers to straightforward questions. This means that if your content only addresses basic queries, it’s likely to be overshadowed by AI-generated responses.
To stay relevant, you’ll want to focus on creating deep, experience-based content that AI can’t easily replicate.
Instead of targeting keywords that can be easily answered by a chatbot, shift your focus to topics that require real human insight, expertise, and personal experience.
For example, if you’re in the personal finance niche, don’t just create generic content like “5 Ways to Get Out of Debt.”
Instead, craft articles that delve into your own personal experiences, opinions, stories and hard-won knowledge. Discuss why you prefer the debt snowball method over the avalanche method and share stories of how you used it to overcome your own financial challenges.
By layering in your unique experiences and perspectives, you’ll create content that resonates more deeply with readers. This not only makes your content more valuable to your audience but also signals to search engines that your content offers something beyond what AI can generate.
Additional Tip: Use tools like ChatGPT to help with the initial draft, but make sure to infuse it with your voice, opinions, and experiences. This human touch is what will set your content apart in the AI-world.
- Leverage YouTube as a Search Engine
If you find it challenging to rank on traditional search engines, consider shifting your focus to YouTube, the world’s second-largest search engine.
While AI-generated content can easily dominate text-based searches, video content is a different ballgame. Viewers crave authenticity, personality, and human connection—qualities that AI struggles to deliver.
YouTube is an ideal platform to showcase your expertise in a way that feels personal and engaging. Rather than relying on AI-generated b-roll clips and robotic voiceovers, create videos that highlight your unique personality and experiences. For instance, if you’re in the fitness industry, create workout videos that not only demonstrate exercises but also share your personal fitness journey, tips, and struggles.
The beauty of YouTube is that it allows you to connect with your audience on a deeper level. People are more likely to trust and follow someone who shares their real-life experiences and insights rather than a faceless, AI-generated script.
Plus, videos are often more engaging and memorable than text, making it easier to build a loyal audience.
Additional Tip: Optimize your video content for YouTube’s search algorithm by using relevant keywords in your titles, descriptions, and tags.
Also, encourage viewers to engage with your content through likes, comments, and shares, as these actions signal to YouTube that your video is valuable and worth promoting.
The Importance of Authenticity in SEO
As AI continues to evolve at breakneck speed, it’s becoming increasingly clear that authenticity is key to standing out in search engine marketing.
Whether you’re creating written content or videos, the more you infuse your work with your unique voice, experiences, and opinions, the more likely you are to capture and retain your audience’s attention.
For example, if your business is in personal finance coaching, don’t shy away from sharing your personal stories of debt, struggle, and success. People are drawn to content that feels real and relatable, and by sharing your journey, you can build a stronger connection with your audience.
This, in turn, can lead to higher engagement, better rankings, and ultimately, more conversions.
Adapting to the Future of SEO
By focusing on deep, experience-based content and leveraging platforms like YouTube, you can navigate the challenges posed by AI and continue to grow your online presence.
Remember, the key to success in this new era of SEO is authenticity. Stay true to your voice, share your experiences, and create content that only you can deliver.
In doing so, you’ll not only survive but thrive in the evolving world of search engine marketing.