Publishers and content creators are becoming more concerned about their future following the previews last week of Google Bard and Microsoft’s Bing AI with ChatGPT.
A search results page with long, detailed, and incredibly smart answers to your queries versus a search results page with short descriptions and links to longer answers are two very different search result pages. The former will likely drive fewer clicks from search to your content than the latter, resulting in less traffic, fewer impressions, and less ROI on your content.
In short, publishers and content creators are worried. And if publishers are worried, Google and Bing should probably also be concerned.
The concerns. Several articles, blog posts and videos have been created over the past few days about this concern.
For example, WIRED wrote, “web users spend more time with bots and less time clicking links, publishers could be cut off from sales of subscriptions, ads, and referrals.”
The Verge wrote, “But if I ask the new Bing what the 10 best gaming TVs are, and it just makes me a list, why should I, the user, then click on the link to The Verge, which has another list of the 10 best gaming TVs?”
Famed YouTuber, Marques Brownlee, on his podcast spoke about the concern around less clicks and explored what would happen if publishers lose their incentive to publish content – how will that hurt the AI inputs that are being used to answer the questions in search? One of the hosts called this a “recursive...
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