With AI tools and chatbots like ChatGPT now becoming the go-to source for quick answers, the traditional SEO game is changing. People are increasingly getting their questions answered directly in the chat or through supplemental results on the search results page. This shift means potential customers have less incentive to click through to your website.
So, the million-dollar question is: How do you build and maintain brand awareness (let alone drive revenue) in this new landscape? It all starts with leveraging what humans still deliver better than AI: original ideas.
Originality is king
Before we get into any tactics, I cannot stress this enough: You need a strong foundation of original, high-quality, expertise-driven content.
Yes, ChatGPT is an amazing tool that is changing countless fields right now (especially marketing and sales), which is very exciting. But while you might think it’s about to give you the edge you need to get ahead, remember this: Everyone else is using it too, so you now need higher-quality content to stay competitive.
Dig deeper: Bard and ChatGPT will ultimately make the search experience better
You should aim to consistently demonstrate expertise in your industry (i.e. practice thought leadership), and be an early commentator on new developments. Writing the same stuff as everyone else is a great way to get lost in the noise.
And AI tools (ChatGPT included) simply won’t produce original content — at least not without a lot of human guidance and...
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