I am often asked how generative AI technologies such as ChatGPT, Gemini or SwissGPT influence Google search. More specifically, it discusses what companies need to do to not only be present in Google search, but also to be mentioned by relevant AI applications.
In my article on Large Language Model Optimization (LLMO), I show the first best practices on how companies can not only be displayed at the top of Google search results, but also generate website traffic via LLMs such as ChatGPT.
In this article, I would also like to provide recommendations on how, in addition to the new expertise of the LLMO, marketing should be rethought and redesigned in times of generative AI technologies.
My AI assistant has also created a podcast episode for the following article. If you prefer listening to reading, you can listen to the podcast via the following link (ATTENTION: Podcast is created exclusively by AI, no guarantee for accuracy).
Why does it make sense to rethink existing SEO measures?
Just one or two years ago, the majority of Internet users used Google search as a matter of course, regardless of the type of query. However, this behavior is increasingly changing as more and more users are using generative AI technologies such as ChatGPT instead. This leads to a decline in the use of Google search and thus to a reduced relevance of traditional SEO measures for companies.
How are companies displayed on ChatGPT?
Research and best practices around optimizations for LLMs (LLMO) are still very limited.
You can find an initial overview of the latest methods and recommendations for action with regard to LLMO in one of my last posts on Large Language Model Optimization (LLMO). In addition to the new methods around LLMO, I am of the opinion that we need to rethink our entire marketing activities. It is necessary to re-evaluate the importance of search engine optimization and to consider it in the context of other marketing measures.
How can companies react to the change in search behavior?
As users spend less time on Google and more time on applications such as ChatGPT or other apps, companies must also be present on these platforms and, above all, offer high-quality content.
These primarily include well-known social media such as Instagram, TikTok, LinkedIn, WhatsApp and Facebook, but emails and newsletters are also becoming more important again. For companies, this means that they should invest more resources in creating content for social media or newsletters instead of prioritizing SEO as a primary marketing activity.
It is important not simply to produce more content for the individual channels, but to create the right content for the right target groups to an appropriate extent so that the target groups can actually consume it. Personalized marketing and addressing individual target groups are becoming increasingly important. The more precisely the target groups are addressed, the higher the conversion rate.
New marketing concepts with generative AI
The marketers of tomorrow are required to create more and more individual content. Instead of optimizing the website exclusively for Google, all communication measures must be tailored in detail to different target groups.
Generative AI technologies, such as ChatGPT, SwissGPT or Gemini, offer enormous support here. Through requests such as “Create three different social media posts for our new product, taking into account the different platforms Instagram, TikTok and LinkedIn”, marketers receive a variety of individual and personalized content in a short time. This allows marketing managers to focus more on developing complex concepts and campaigns and outsource creative tasks such as text production, image design or video generation to AI. Nevertheless, it is essential that a marketing manager critically scrutinizes, reviews and adapts the results of the AI.
You can read a great example of how the marketing team and Generative AI work together in the article on LLM-supported campaigns.
What new skills do marketing employees need?
As is so often the case, generative AI is also changing the role of marketing specialists. Creative tasks are decreasing, while the development of innovative concepts is becoming increasingly important. Critical thinking, the courage to use new technologies and messages, and innovative ideas are becoming increasingly important. In my article “Using generative AI technologies mindfully and responsibly“, I give some initial tips on how employees can be introduced to the use of the new possibilities in a responsible manner.
Tips for tomorrow’s marketing employees
The skillful use of AI technologies such as ChatGPT is becoming increasingly important. This is also known as the art of prompting. I have created a list of selected prompts especially for marketing employees. And for those who prefer to “build” their own prompts, I have published instructions on how to create prompts.
What happens next?
Would you like to delve deeper into the topic of the change in marketing and LLMO and would you like to talk to me about it without obligation?
Then write me a message with your wishes and questions and we’ll arrange an appointment. Just send me a message via WhatsApp or email.
Or come directly to my WhatsApp group – where I regularly post use cases, news, best practices, events and much more about chatbots, ChatGPT and co.
This article is also available as a podcast episode
Attention! The podcast was created entirely by my AI-Assistant based on my contribution – no guarantee for incorrect content.
Further contributions
If you are interested in this topic, please also read my article on Large Language Model Optimization (LLMO) – How websites are found by LLMs. In this article, I show some initial best practices on the topic of Large Language Model Optimization (LLMO). have to consider these days. The article is also available as a podcast via my AI Assistant.
