SEO 2.0: The SEO strategy for Generative Search

SEO 2.0: The SEO strategy for Generative Search. SEO 2.0 is here, as a fast response to the new Search Engines powered by Generative AI.

SEO 2.0 is the rebel that finds new ways of getting conversion traffic and authoritativeness in a scenario where Google loses the ability to referee the game.

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SEO and Generative AI

Former Search Engine Optimization (SEO 1.0) has been a critical aspect of digital marketing for years, helping businesses increase their online visibility and attract more organic traffic to their websites, not without criticisms of Google search engines for how shady way they manage the positioning rankings.

With the rapid advancements in artificial intelligence (AI) technology and the evolution of the search engine paradigm, it has become increasingly important for businesses to adopt a dynamic and new SEO strategy (or SEO 2.0) that evolves with these changes.

AI-powered tools can help businesses analyze search engine data and optimize their websites more effectively. In contrast, the new paradigm of search engines has shifted towards prioritizing user intent and providing personalized results, with AI Chatbots like ChatGPT as middle-man.

AI-written content and AI-Image generators have only a few months in the online stage. They have caused a total disruption in every aspect of the SEO sphere, and the way we position websites in search engines, not only because of the new AI tools or the new search engines with chatbot capabilities, but because they have opened a new way to get traffic to websites.

New great quality images can be created quickly if the user inputs the correct prompt. New fast pivot strategies for business or powerful marketing ads for example, just by typing the perfect prompt.

In this context of the Generative AI, an SEO strategy that adapts quickly is essential for businesses looking to remain competitive and succeed in the digital landscape.

Why SEO 2.0

SEO should include conversion

Is not ethical to sell an SEO strategy that at least doesn’t include a kind of conversion.

We understand conversion not only as the selling of a product or service, but the brand recognition, and other subtle definition we can track in the analytics. The reason for this is that we are deeply convinced that a website of any kind must serve a purpose. In that sense, that goal defines the set of tactics to get the conversion. Those tactics can be SEO on-page, website performance with customer interaction, and SEM campaigns.

SEO 2.0 is a holistic strategy

SEO 2.0 is a strategy that involves the use of other means: online ads, social media, email lists, etc to attract traffic to the website, traffic that converts.

What about SEM (Search Engines Marketing)?: SEM is only related to the purchase of ads on top of the SERP (search engine results page).

Search Engines lost credibility

SEOs old school are naive to think a huge advertising company like Google will give the secrets to win the web race in the SERP, when Google itself sells those positions to the highest bidder.

SEOs 2.0 don’t trust in search engines, especially on Google, although they understand that complying with their guidelines (SEO On-Page) is important to position a website via SEM.

SEO 1.0 is Slow

Before, the only way to rank relatively fast and “cheap” is to bypass Google rules, using backlinks (Black SEO), with the high risk of being banned later. Personally, I can’t rely on a strategy that is out of my control like backlinks.

If for any market condition with little competition, a website manages to position itself using SEO 1.0, Google could return it to zero impressions with an update or with a manual intervention.

Today, social media, influencer marketing, email marketing, SEM, and everything in between, can work together to get the desired traffic. We have the power of ChatGPT to create content and SEO strategies.

The correct User Journey approach

SEO 2.0 specialists know the difference between the google user in the SERP and the user of the website we are working on. Those are two users with different paths and with different goals that sometimes look the same. There are more search engines, and more media to get conversion traffic for a website.

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What is the SEO 2.0 cost?

Any strategy whose goal is to attract potential customers to a website should cost at least the same amount that costs to advertise in the chosen medium to attract that target audience.

Please note that I said “potential customers” instead of users, because 2.0 approach the task with the conversion in mind.

SEO old school brings traffic to a website by temporarily tricking Google. In a field with millions of variables in play, I would say that is a matter of luck and of course a lot of time. SEO customer pays for traffic and that’s it. Nobody take accountability for the conversion.

The results are users, yes, but is traffic that may overload the website with low or zero conversion. In this case, the conversion really lies on the web performance and the copy, that is the reason why those websites look fake, they exploit any neural weakness of the visitor, which is terrible for the brand.

For an SEO 2.0 strategy, the budget for the campaigns in online ads and/or social media is provided by the SEO customer, and of course a cost per hour for the SEO 2.0 specialist who prepares and keeps the campaigns running. This is a more transparent way to treat a customer.

SEO On page must be done perfectly as search engines still use those settings to rank, organically or by using ads. In ai4k.eu we include the SEO on-page for that matter.

SEO 2.0 should be seen as an all-inclusive campaign with several tactics aimed to bring conversion traffic to a website.

SEO is not only content

Content creation on the website is a good way to attract traffic, but doing it in the right way.

Content that is not related to your product or service, and that is not associated with your keyword strategy, become very noise for organic positioning.

Yes, you can attract a lot of traffic with hot news, or very appealing content, but if it does not have an organic relationship with your goals, that traffic will not serve you, it will not convert, and the URLs will introduce noise in the relationship of the website with the search engines.

The content for an SEO 2.0 strategy must fit perfectly in the new SERP paradigm.

And most important, do not lose the focus of being a provider of service X or seller of product Y, by becoming a free employee of a social network or a search engine, that is, a content creator without purpose.

ChatGPT and Midjourney

Everything is happening so fast. ChatGPT and Midjourney, just to mention my favorites AI tools, are helping everybody to be more productive. And they say some professions will be disrupted. For example, you can create more effective messages for your ads or content using ChatGPT, or amazing images for your website and ads using Midjourney.

Indeed the traditional way of internet search is being disrupted by the Generative AI, pushing the authoritativeness witness from Google to OpenAI due to the Custom GPTs.

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Generative Search?

The latest interview of Sam Altman in the Alex Friedman Podcast he says “the intersection between LLM and Search“

Sam Altman sees Google and traditional search engines like showing just lists of web links as somewhat limiting and “boring”. He is more excited about the potential for AI-powered systems like ChatGPT to provide more comprehensive information synthesis and directly answer queries, rather than just linking to websites.

Sam Altman is skeptical that simply building a “better Google” by improving web search ranking is that interesting or valuable. They see more promise in exploring entirely new paradigms for how AI can help people find, understand, and act on information.

He questions whether integrating a ChatGPT-like system into a traditional search engine interface would be awkward or ideal. They are intrigued by the potential of fusing large language models and search in novel ways that haven’t been cracked yet.

Sam dislikes online advertising aesthetically and philosophically. They appreciate OpenAI’s paid model where the answers aren’t influenced by advertisers. However, Sam acknowledges advertising could have a role with AI if implemented carefully.

Overall, the Open AI CEO seems to view Google and traditional search as outdated paradigms that will be transcended by advanced AI systems that can more directly understand and meet users’ information needs in powerful new ways. Sam is eager to explore these transformative AI capabilities.

Generative AI disrupts Internet Search?

Are we’re in the presence of a major disruption of the traditional Internet search paradigm?

Are we transitioning to a Generative Search?

What are the factors that play against the scenario where Generative AI disrupts the current internet search paradigm?

Several factors can act as hurdles in Generative AI completely disrupting the current internet search paradigm:

Accuracy and Trustworthiness

Generating factual information: While AI can learn patterns and synthesize information, ensuring real-world accuracy and avoiding factual errors remains a challenge. The absence of a direct link to verified sources can erode trust.

Bias and fairness: AI models can inherit and amplify biases present in their training data, leading to discriminatory or misleading outputs. Mitigating bias requires careful data selection and training techniques.

Lack of explainability: Understanding how AI arrives at answers is often opaque, making it difficult to assess the validity and reliability of its output. Openness and explainability are crucial for trust.

Information Quality and Depth

Generating novel content: While AI can create summaries or rephrase information, generating truly new knowledge or in-depth insights remains difficult. It may struggle to capture the nuances or complexities of real-world situations.

Limited context understanding: AI models often lack the ability to fully grasp the context and intent behind a query, potentially leading to irrelevant or misleading responses.

Lack of serendipity and exploration: Traditional search allows users to stumble upon unexpected discoveries and explore diverse perspectives. Generative AI might prioritize predefined answers, limiting exploration.

Ethical Concerns and User Control

Data privacy and security: Training and using AI models raises concerns about data collection, usage, and potential misuse of personal information. Transparency and user control over data are essential.

Misinformation and manipulation: Malicious actors could potentially use Generative AI to create and spread disinformation or manipulate public opinion. Robust safeguards and ethical guidelines are needed.

Loss of agency and critical thinking: Overreliance on AI-generated information could hinder users’ ability to critically evaluate information and form their own opinions. Fostering digital literacy and critical thinking skills remains crucial.

Technical Challenges and Limitations

Computational resources: Training and running large language models requires significant computational power, which can be expensive and limited.

Evolving information landscape: Keeping AI models up-to-date with constantly evolving information is a continuous challenge.

Integration with existing infrastructure: Seamlessly integrating Generative AI with existing search engines and information systems requires further development and collaboration.

User Acceptance and Adoption

Changing user behavior: Overcoming user inertia and encouraging them to adopt a new information access paradigm will require education and demonstration of value.

Digital literacy and accessibility: Not everyone has equal access to technology or the skills to effectively utilize Generative AI tools. Bridging the digital divide and promoting digital literacy is crucial.

Conclusion

While Generative AI has the potential to revolutionize information access, overcoming these significant hurdles will be critical before it truly disrupts the current internet search paradigm.

However, these challenges are being surpassed by the latest Generative AI improvements, like Custom GPTs. I truly believe that we are in the presence of a major disruption of the internet search.

It’s more likely that we’ll see a hybrid approach for a couple of years, where traditional search and AI-generated information coexist and complement each other.

I believe also that nobody will escape this AI renaissance, and the best we can do is to evolve, and adapt quickly to the changes. SEO 1.0 should have evolved with social networks, it has finally had to evolve, to give way to a more productive, transparent, holistic, and ethical Website positioning strategy, SEO 2.0.

By the way, if you are interested in learn more about SEO 2.0 you can enroll in our course SEO 2.0 Course, powered by AI chatbots.

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Last Updated Date
March 24, 2024

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