Large language models(LLM's) like ChatGPT, Perplexity, Copilot, and Claude are slowly but surely changing the way we search online. Businesses that adapt to these changes are the ones that will stay relevant and ahead of the competition. Understanding the changes these LLM's will have, can help you put measures in place now to ensure you will not find your business on the back foot playing catch up.
n the back foot, playing catch up.
Personalised search results with Large Language Models
Currently when a customer types a query into a search engine like Google, the results they see are determined by complex algorithms that consider factors such as relevance, usability of webpages, keywords, expertise of sources, SEO (Search Engine Optimisation) and other factors. These have been the key to enhancing online visibility and driving sales. But with the advent of AI tools, this landscape is changing.
Previously, if you typed “the best holistic health care clinic near me” into a search engine, the results would be based on the factors similiar to the ones listed above. However, AI tools like Copilot or Perplexity could use a different approach. They may consider user reviews, services offered, the expertise of the practitioners, and even the tone of the content on the clinic’s website.
Or, someone looking for “the best Italian restaurant in town” could receive recommendations based on factors like recent customer reviews, menu options, price range, and even the ambiance of the restaurant to provide a more personalised recommendation.
Product Searches could also be affected because a customers LLM or 'agent' will 'know them' and give more specific, tailored results to their query, based on their personal likes and dislikes. If a customer searches for “the best mystery novels”, AI could analyse book reviews, plot summaries, and reader ratings to recommend books that they might enjoy. They might even consider past reading history if available to recommend a product that is suited to the customers personal preferences.
So, as you can see, everything will become much more personalised. The AI tool will be taking note of your customers behavior and tailoring search results to give them exactly what it 'thinks' or 'knows' they want.
For your business, this shift will mean a rethinking of your online strategy. Traditional SEO may need to be supplemented with strategies that ensure your services or products are accurately represented to these AI models.
Strategies for Businesses to Optimise SEO in an LLM-Powered Search Environment:
Creating AI-Friendly and SEO-Friendly Content for Large Language Models
Going forward, it is advisable to ensure your content is not just SEO-friendly, but also AI-friendly. This means creating content that is clear, concise, and directly answers the questions users might ask. LLM's are designed to understand natural language, so content that closely aligns with how people speak and ask questions, could be more likely to be picked up by these models.
Automating SEO Tasks and Improving Content Quality with Language Model Learning Systems
Language Model Learning (LLM) systems can automate important SEO tasks like finding the right keywords, creating content, and checking SEO health. Additionally, LLMs and AI marketing tools can help improve content, add more details to it, and keep it updated. This helps businesses create top-notch content that matches what users are looking for and follows the E-A-T guidelines.
Leveraging AI Tools and Expertise for Effective Business Operations and Marketing Strategies
You could consider partnering with AI companies or hiring AI experts to leverage these technologies effectively. Alternatively, AI experts being in short supply, you could encourage your employees to start working and become familiar with the AI tools relevant to their particular fields. Image generation tools for graphic designers, AI SEO tools or AI copywriting tools and prompting techniques for marketers.
Optimising Strategies with A/B Testing for Effective Use of Large Language Models
Test and Iterate your strategies and make necessary adjustments based on the results. This could involve A/B testing different types of content to see what works best with LLM's.
Utilising YouTube for Business Growth in the Age of Large Language Models
YouTube, as the world’s second-largest search engine after Google, offers significant opportunities for businesses. With the evolution of Local Listing Management Systems (LLMS), the SEO landscape is changing, making YouTube an even more attractive platform. Businesses can leverage YouTube videos to improve their visibility on Google, as these videos often appear in search results. This increased visibility can lead to higher traffic, enhanced customer engagement, and ultimately, improved business performance.
The pace at which things are changing with AI can be quite daunting and It can be difficult to know where to start. Right now, it's a pretty even playing field, no one is really ahead of the game, it can be reassuring to know that everyone is in the same boat together.
Businesses that invest time understanding how LLM's work and selecting the specific AI tools that can benefit their business will benefit from the opportunities AI offers. This includes staying up to date with AI Tools and the latest research and developments in the field.
I have done a deep dive into the expected changes with people using LLM's to search, and will be providing some practical measures you can take now, to keep you up to speed. If you would like this information please sign up and I'll get it to you asap.
In the meantime you may want to have a look at some handy AI tools on GIMMIE AI, about 99.9% of the tools are completely free to try.
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