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MarTech » Marketing artificial intelligence (AI) » How to stay visible as AI transforms SEO
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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.
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 input.
Now that you understand why you can’t just outsource your brain to AI, let’s dive into the specific approaches you can take to stay visible and authoritative as AI continues to redefine SEO.
Despite AI advancements, search engines like Google will continue to be important. Especially because people will want to make sure they’re getting correct information, which will often require clicking a link to verify that you trust its source (whether that’s scrolling down the SERP, or following a link cited in an AI-generated response).
With all this in mind, you might not feel the rush to start implementing a thought leadership strategy right away, but starting now will put you in a much better position than your competitors in these next few years.
To keep tabs on the future of search, try using tools like these. Their features today can help give you an indication of what AI search might become:
Pay attention to patterns here: How do these platforms decide what content is authoritative? As you create your own expert content, these are the types of citations you’ll be looking to win a share of. Thankfully, a lot of the best long-term strategies for SEO will help with AI too, so you might already have a head start. If not though, consider how you can better leverage your industry expertise to stand out.
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