As the digital landscape continues to evolve, search engine optimization (SEO) is also undergoing significant changes. The recent announcement that Microsoft is exploring the integration of ChatGPT into its search engine, Bing, marked a major milestone in the ongoing evolution of SEO. And now we're seeing Microsoft-Bing-ChatGPT it in action.
However, like any form of evolution, the changes in SEO are happening gradually rather than all at once. Marketers should expect to see a number of shifts this year as they work to take advantage of the growing interest in how people search for information.
The Growing Fragmentation of Search
One trend that has emerged in recent years is the fragmentation of search as users turn to different portals to conduct their searches. For instance, many people now begin their product searches on Amazon, giving the ecommerce giant a consistent audience for its search function and opening up opportunities to refine the customer experience. Retailers such as Walmart and Kroger are now looking to replicate Amazon's success.
As a result of these changes, search is becoming a more multimedia-rich experience, moving away from the traditional links to website pages. Visual search, for example, is becoming increasingly popular as users take photos or screenshots on their smartphones and use tools like Google Lens or Bing Images to find related text and video.
All of these shifts mean that marketers will need to adapt to the evolving landscape of SEO...
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