Staying ahead of the website development curve keeps us on our toes. The evolution of Artificial Intelligence requires even more vigilance. Here’s one example. Recently, Google applied for a patent to generate entire website pages with Artificial Intelligence. Instead of presenting a list of titles and descriptions for search results, Google Search would create its own page to answer the search query. The pages would be personalized based on the user’s behavior. These webpages might even have their own chatbots, Call to Action buttons, and customized content.
Shift in Search Engine Optimization (SEO)
What is the effect on websites? Basically, websites may eventually serve as raw material for AI search engines, rather than final destinations for users. Users wouldn’t click a link from a list, and they wouldn’t visit the organization’s website at all. This poses a problem for businesses and nonprofits who rely on their carefully crafted websites to tell their story, market their products and services, and convert visitors into clients.
While it’s important to understand this potential shift in Search Engine Optimization (SEO), let’s not panic. Google patents many technologies, and not every patent becomes a feature in Google searches. We don’t know if Google will roll out this AI feature soon, someday, or not at all. However, we definitely will keep an eye on it.
Focus on Factual Content for Humans and AI
In the meantime, our focus remains on providing the factual content that both humans and AI seek. We advise clients to create website content that is engaging, conversational, company-specific, and well-structured. Organizations need to set themselves apart from the competition as an expert authority in their industry. AI is more likely to cite direct quotes and proprietary data than generic content.
Rise of Generative Engine Optimization (GEO)
Onsite and off-site SEO remains critical to gain traction in a crowded digital marketplace. Generative Engine Optimization (GEO) is equally important. GEO optimizes digital content for AI tools that offer answers to search inquiries. We build websites that allow AI platforms like ChatGPT, Gemini, and Perplexity to crawl the website content. These AI tools supply answers to search inquiries, citing the website as the source.
Prioritizing Engagement & the User Experience
While SEO and GEO strategies are critical for ranking, so is user experience. When a website satisfies the user’s needs and provides real value, that’s when conversions happen. So, Packerland Websites optimizes pages for ranking and for engagement, also. We strategically think about the website’s ranking functionality and a brand’s narrative. Our websites are easily found in online searches. Plus, they answer the questions that users are asking.
Ask Us About Google Search Strategies
Have a question about AI website strategies or digital marketing? Contact our team for easy-to-understand information and advice.