Rampant speculation among marketers has fueled fears that AI-powered search engines will produce more answers than links, delivering less traffic to millions of websites. The concern, while likely overblown, is worth acknowledging.
On the one hand, businesses should not panic. Artificial intelligence will not destroy organic search traffic this year, this decade, or ever. But it’s hard to ignore to dramatic popularity of ChatGPT and the AI-driven arms race of leading search engines — Google, Bing, and Baidu.
Hence business leaders should plan for possible outcomes.
I’ll address four of those possibilities in this post:
- AI-driven search reduces links,
- A tactical shift in search engine optimization,
- Search results become better,
- The rise of new, specialized search engines.
AI Search Reduces Links
Bing’s ChatGPT, Google’s Bard, Baidu’s Wenxin Yiyan, and similar AI tools focus on natural language responses. A human asks a question, and AI attempts to answer with a paragraph, not a link.
This is arguably a desirable and logical path forward for search engines. Google already answers many queries via featured snippets at the top of search results.
For example, ask Google to “define artificial intelligence,” and the top result is a dictionary’s verbiage. Google answers the query directly rather than sending the searcher to the dictionary website.
In its Bard chat AI announcement, Google included a gif example that was essentially the same as the dictionary definition. The image...
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