Navigating the Business Impact of AI-Driven Search

It’s no secret that artificial intelligence (AI) has been around for a while, with machine learning and neural networks propelling innovation for many years. However, recent advancements in large language models (LLMs) have enabled significant improvements in Generative AI that are continuing to change the way we do business – from democratizing data to significantly altering the digital consumer journey.  

Google’s Search Generative Experience (SGE) is one way in which AI is changing the way information is presented to consumers online, creating a new status quo that business leaders around the world must understand and adapt to in order to maintain a competitive edge.

Let’s explore the business impact of SGE, specifically on brand visibility throughout the digital consumer journey. Understanding this will enable business leaders to effectively adopt strategies for long-term growth in the age of AI-powered search.

AI-Powered Search: Challenges and Opportunities  

Before we dive into the business impact of SGE, let’s take a look at why this is a significant evolution. Previously, when a consumer would search for something, say a product or service, they would uncover a list of results that they would then have to sift through to find information that would help them make a decision. SGE, on the other hand, synthesizes data from multiple sources into a single, comprehensive overview, offering users quick and concise answers without needing to click through several links.

While SGE certainly enhances user convenience, businesses now need to figure out how to navigate a new discovery process. Reduced organic traffic, for example, means that brands are seeing fewer clicks through to websites because users are getting direct answers in search. This impacts both brand visibility and website traffic, while leading to higher cost-per-click (CPC) rates and lower visibility of ads in search results.

Larger brands with extensive digital footprints are naturally set up to excel in AI-driven search, meaning that smaller businesses must adapt sooner and faster. At the same time, many smaller and mid-size organizations might not have the staff and budget to test a wide range of forward-looking digital strategies, so clear goals and a sharp focus are necessary in order to make budgets go as far as possible.

While it will take some getting used to, AI-powered search presents an exciting opportunity to renew your focus on how your brand shows up online by prioritizing high quality content and listening to consumer feedback.

Digital Strategies to Consider for your SGE Era  

For those who want to quickly take action, prioritizing visibility and enhancing your brand reputation must be the focus. It will help you not just survive, but thrive in this new era of digital discovery. Here are four focus areas that will help boost your search visibility while proactively enhancing your reputation.

1. Optimize Your Google Business Profile (GBP) and Website
   For location-based businesses, a fully optimized Google Business Profile (GBP) plays a significant role in local search, as Google will give a higher rank to profiles that are complete, accurate and regularly updated by the business.

   Unsure of what should go into your GBP? Start with a detailed description of your business, highlighting your product and service offerings, including up to date contact information and operating hours. Add high-quality photos and videos that show potential customers what their experience will be like, as many consumers today are strapped for time and need to make a quick decision.

   However, spending time on GBP does not mean that you should de-prioritize your company website – you should continue to evolve and optimize it as well. Ensure that your website is mobile friendly and secure, and conduct regular site audits. This will help you identify performance issues and improve site architecture for better crawlability by search engine bots.

2. Leverage Customer Reviews
   Customer reviews – and your responses to them – also play an important role in AI-driven search. If you do not have a proactive review management program, now is the time to start one. Ask all of your customers for reviews – most customers who  are happy with their experience will not share their feedback unless prompted.

   All reviews that you get will be valuable to your business and your online presence. Positive reviews can be leveraged in marketing materials and will be an asset to your Google Business Profile, while negative reviews offer an opportunity to get closer to your customers by understanding how you can meet their needs through targeted improvements.

   Constructive feedback is also a great way to demonstrate how your team handles a challenging situation, which can ultimately lead to customer satisfaction. I truly believe that giving customers an opportunity to talk to you, and to each other, makes any business better. It not only enables growth, but fosters repeat business due to transparency and trust.

3. Enhance Content Quality
   When optimizing for AI-driven search, you should also take some time to audit the content your team is putting out into the marketplace. High-quality, trustworthy content will be best suited to search results that are delivering consumers answers to their questions before links to read.

   A good rule of thumb is to shift focus from heavily promotional content to educational pieces that address consumer queries and needs. This approach will not only aid in your organic search ranking, but also position your brand – and its leaders – as an industry expert.

   It goes without saying that your website content should align to your brand’s social media presence, and both should have a similar look and feel to your Google Business Profile pages. My message to fellow c-suite leaders: empower your marketing and creative teams to make the right strategic decisions so they can manage all content streams at scale.

4. Implement a Strong Social Media Strategy
   Social media also plays a critical role in any brand’s online presence. Linking your social media accounts to your Google Business profile will certainly help with visibility, but a solid organic social strategy – and regular engagement – is what truly sets apart the best from the rest. It’s no secret that every consumer has instant access to it in the palm of their hand, allowing them to say, share and engage instantly.

   Implementing and managing a social media strategy can be challenging, so my advice to leaders would be to make sure that you hire the right people. Social media has been around for decades, but some businesses make “running social media” a task for an intern or less experienced employee. While many junior employees are highly talented contributors, there should also be some sort of involvement from a more experienced leader. Additionally, your social media team should be equipped with the right tools and technology to efficiently execute on their strategy.

Turning New Challenges Into Continued Growth 

Navigating changes brought on by AI-driven search engines will require a proactive approach. Those that prioritize reputation management while adapting their digital strategies to an AI-led world will ultimately turn potential new challenges into sustained, long-term growth.

For those looking to gain a competitive advantage, now is the time to take a fresh look at your digital strategies and online reputation. Use this as an opportunity to bridge the gap between brand promise and what customers – and the AI-powered search results – say about you.

Written by Joe Burton.
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