Since the November 2022 launch of ChatGPT, digital marketing has transformed dramatically, primarily due to the rise of AI-generated content. While AI tools provide instant answers, marketers face overwhelming challenges regarding branded content, Generative Engine Optimisation (GEO), and maintaining visibility in AI search engines. Despite the increase in zero-click searches, Google remains dominant, receiving approximately 5 trillion queries annually. Traditional search is still pivotal for product discovery, making it essential for brands to adapt strategies.
Investing in quality content that showcases unique brand attributes and aligns with both AI and traditional search is vital. Marketers must move beyond conventional traffic metrics to monitor AI visibility effectively and build long-term brand presence. By focusing on creating meaningful differentiation and leveraging AI tools strategically, brands can thrive amid ongoing changes. Continuous adaptation and rigorous testing of SEO and GEO tactics are key to ensuring sustainable growth in this evolving landscape.
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