The way we search for information on the Internet is facing a fundamental change. With the advent of AI chatbots like ChatGPT and AI-powered search engines like Bing, not only is our search behavior changing, but also the requirements for companies’ online presence. In this blog post, we explain what this means for your company and how we can help you prepare for these changes.
The changing search behavior of users
Search queries used to often consist of individual keywords or short phrases. Nowadays, users increasingly use complete sentences and ask questions in natural language. This is because they have learned that more detailed questions lead to more precise and relevant results.
Example: Instead of searching for “Italy vacation tips”, users now search for “Which are the most beautiful beaches in Italy for a family vacation?”
This shift towards conversational searches means that search engines no longer just list results, but provide concrete answers, often summarized from a variety of sources.
The role of AI in search
AI-based systems are able to understand semantic relationships and bundle information to give users direct answers. This means for companies:
- No more classic ranking battle: It’s no longer just about being number 1 in the search results.
- Correct data provision: It’s more important that the information on your website is structured and up-to-date so that AI systems can easily find and understand it.
The challenge for companies
1. Provide consistent and up-to-date information
AI systems access different sources. If a company presents different or outdated information in different places on the Internet, this can lead to misinterpretation.
Example: If your opening hours are different on Google than on your website, the AI does not know which one is correct and may give incorrect information to customers.
Our solution: We help you to manage your company information centrally and keep it consistent and up-to-date on all relevant platforms.
2. Optimize the website for AI
Many company websites are not designed to be effectively read and understood by AI systems.
Typical problems:
- Unstructured data: Information is not clearly labeled or is hidden in text deserts.
- Missing important information: Essential data such as product descriptions or contact information is missing or difficult to find.
Our solution: We analyze your website and adapt it to the requirements of the AI systems. This includes:
- Use structured data: By using Schema.org markups, we can explicitly mark information such as opening hours, location and products for search engines.
- Qualitative content: We create high-quality and relevant content that is understandable for both users and AI systems.
3. Promote dialogue with customers
Interactions with customers, such as ratings and reviews, are valuable content that AI systems can use to get a better picture of your company.
Example: A restaurant that actively responds to customer ratings and answers frequently asked questions provides the AI with valuable information about service quality and customer satisfaction.
Our solution: We support you in entering into dialogue with your customers and using these interactions sensibly for your online presence.
Technical aspects for the future of search
Switching to semantic data models
Instead of page-oriented content management systems, a shift towards semantically structured data models will be necessary, such as knowledge graphs. These make it possible to represent information as interconnected units (entities).
Real-time updating of information
Fast updates are crucial, especially for last-minute changes.
Example: If your store is closed tomorrow for inventory, this information should be immediately visible everywhere.
Our solution: By integrating APIs and automated update processes, we ensure that your data is updated in real time on all platforms.
Why act now?
The changes in search technology are no longer a thing of the future, they are happening now. Companies that adapt their online presence early on secure competitive advantages and remain visible and relevant to customers.
How we can support you
As an agency, we understand the challenges that this change brings with it. We offer you:
- Analysis of your current online presence
- Optimization of your website for AI systems
- Central management of your company information
- Strategies for customer engagement and content creation
- Technical implementation of semantic data models
Take the next step and prepare your company for the future of search. Contact us for a non-binding consultation!
Conclusion
The integration of AI into search is revolutionizing the way information is found and presented. Companies must act now to ensure they remain visible in this new landscape. With the right strategy and implementation, you can not only keep up, but also take advantage of this technology.
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