The integration of Generative AI into Google’s search results has introduced a new dynamic in digital marketing and public relations strategy. This remarkable change is reshaping how products and services gain visibility online. It represents massive opportunities for those moving quickly – but also some difficulties for brands who relied solely on conventional organic rankings.
Below we will share what has changed and a number of ways in which companies can respond to seize on the initiative immediately.
The big change:
With Generative AI, Google now features dynamic, AI-generated content which it derives from aggregating recent news article results, including “Top 10” lists. This is pushing traditional organic search results lower on the page. This shift offers a unique opportunity for brands to increase their online presence by adapting their PR strategies accordingly.
How To Respond (If you want to target Generative Results!):
- Get access to a number of news websites (This Access Pass is the quickest, most affordable option)
- Produce at least 15 insightful news articles ranking the service or product options fairly and objectively, including your own.
- Go beyond this if you wish by ALSO working with top media brands – or use this premium publication for more authority.
Note that the above three steps are within the context of ready and tested options our clients use, but that this can also work in a number of other ways, for example you can use the biggest guest posting list in the world and reach out to hundreds – even thousands of sites, to amplify the results if you are in a competitive market. You can also work with other agencies with great editorial contacts to make it happen.
In the example of the feature image above this article, the search term “Best Camera Phone” historically favored established review sites in organic search rankings. Now, however, retailers who ensure their products are listed in “Top 10 Best” articles across a wide range of sites are seeing a new pathway to visibility through Generative AI results. The strategic advantage lies in mass producing comparative content that highlights the strengths and weaknesses of their products relative to competitors.
This might seem counterintuitive to some—why would a brand want to create content that also promotes their competitors? The reason is twofold: firstly, such content aligns with the format preferred by Generative AI, increasing the chances of ranking in these new and prominent search results. Secondly, this approach allows brands to appear in searches for competitor brand names, capturing the attention of consumers who are in the final stages of the decision-making process.
CAUTION: Fake News Manipulation Will NOT Work
Using silly approaches that badmouths the competition, not pointing out any of their strong points at all, and only the USP’s of your own brand – it will likely not work, unless it is true and executed at an even more massive scale and many impartial news sites seem to agree with your assertions.
Optimize for Multiple Benefits
Keep in mind that this method may render benefits for 1 year or 10 years – we do not really know because of how fast the web evolves. This is why the multi-prong effect of this tactic should at least deliver other benefits:
a) Appeal to generative AI results;
b) Create link equity for organic SEO results;
c) Create an increase in referral traffic from site that mention both your brand and your competitors.
d) An overall increase in ORM results (online reputation management)
The Speed Of Response Matters – Act Before Others Do
The implication is clear: to succeed in this new search landscape, brands must be willing to adapt quickly and embrace the production of comparative content that provides clear, objective information on their products in relation to the competition. By doing so, brands can leverage Generative AI to gain a competitive edge, ensuring they remain visible in an ever-evolving digital marketplace.
In essence, the rise of Generative AI in search results doesn’t spell the end for PR strategies aimed at organic search dominance. Instead, it necessitates a shift in approach—one that embraces the changes and uses them to the brand’s advantage. Those who adapt swiftly and smartly to this new reality can capture valuable real estate in Google’s AI-augmented search environment, turning potential challenges into lucrative opportunities.