Local SEO in the Age of AI

by | Dec 15, 2023 | SEO Marketing

SEO Secrets for Google Bard & ChatGPT:
How to Rank High and Attract Web Traffic to your
Local Business on Generative Search Engines

In the era of Google’s traditional search result pages, a top-page ranking brought a decent chance of user clicks. Today, the rise of generative search engines like Google Bard and ChatGPT are creating a zero-sum, winner-take-all landscape. This drastic shift is driven by their ability to directly scrape content from websites and synthesize it into their own comprehensive, AI-generated answers. This leads to two key challenges for businesses:

  1. Reduced Visibility: A recent study by Similarweb found that in 2023, generative search engine results pages displayed the website name or logo only 54% of the time, compared to 92% on traditional SERPs. This lack of attribution translates to fewer clicks for individual websites, even those ranking high.
  2. Increased Concentration: According to a Nielsen report, users tend to focus their attention on the top answer provided by AI search engines, with click-through rates for subsequent results diminishing rapidly. This means that even securing the coveted top spot doesn’t guarantee significant traffic, further fueling the winner-take-all dynamic.

Consequently, the old SEO playbook of aiming for page-one visibility no longer suffices. Businesses need to switch gears, focusing on building unparalleled expertise, creating uniquely valuable content, and optimizing for the top position in generative search engine results. This may involve leveraging AI tools themselves to analyze user needs and craft highly relevant content, all while ensuring it maintains its distinctiveness to avoid being absorbed into the ever-hungry maw of the AI answer machines. In this new paradigm, only those who master the art of standing out in the crowd can hope to claim victory in the zero-sum game of generative search.

Is AI taking over SEO? How to rank high when robots rule search

  • AI Search on the Rise: According to a recent study by Juniper Research, the global market for AI-powered search engines is projected to reach $18.6 billion by 2027, growing at a staggering 42.2% CAGR. This means you’re not just competing with other local businesses anymore, you’re competing with sophisticated algorithms that understand user intent in nuanced ways.
  • Information Gain Score: Google’s “information gain score” patent introduces a novel ranking metric that prioritizes content based on its unique value and novelty. This poses potential challenges for “perfectly optimized” articles and AI-generated content, as their derivative nature may hinder their ranking trajectory. To combat this, we need to create genuinely valuable content informed by real-world data and insights.

Attract AI Traffic with E-E-A-T: Build Trust and Boost Rankings

  • Expertise: Don’t just say you’re the best, prove it. Leverage industry jargon and terminology accurately, provide in-depth explanations of complex topics using clear and concise language, and reference reputable sources like industry reports, academic studies, or expert opinions.
  • Experience: Let your track record speak for itself. Showcase impactful past project anecdotes. Subtly weave in the company’s years of experience into the narrative, mentioning milestones, customer success stories, or industry awards. Use historical data to illustrate tangible results. No heroics, just facts: your experience speaks volumes.
  • Authoritativeness: Cite recognized experts in the field, not just to bolster your claims, but to demonstrate a network of knowledge. Establish yourself as a thought leader by adding to the conversation with unique insights and perspectives. Link to relevant content authored by internal experts to showcase the depth and breadth of your collective expertise. Authoritativeness is a tapestry woven from evidence, experience, and intellectual leadership.
  • Trustworthiness: Showcase genuine customer testimonials and reviews, tackle concerns head-on, and speak plainly to everyone. Guarantees and security badges like SSL and VeriSign add a visible layer of trust, while endorsements from established names and industry accolades build invisible trust. Focus on authenticity, customer-centricity, and value.

Master the Art of Saying More with Less (and Impressing AI)

  • Know Your Audience: Before you start creating content, understand your target audience. Research their demographics, online behavior, pain points, and interests. Speak to them directly, avoiding jargon and adopting a tone that resonates with them.
  • All Killer, No Filler: Prioritize conciseness and clarity. Answer the specific questions you’ve identified from your audience research, using direct and effective language. Remember, you’re competing for attention, so make every word count.
  • Storytelling with a Purpose: Use real-world examples as case studies, not personal anecdotes. Showcase your expertise and problem-solving skills through data-driven results, not emotional storytelling. Don’t forget the power of visual content – incorporate relevant images, infographics, or even short videos to break up text and boost engagement by 88% (source: Wistia, 2023).

Future-Proof Local SEO Strategies that Thrive with Evolving AI Technology

  • Optimize your Google Business Profile: A well-researched, well-written GBP optimization is what links your website to Google Maps, and can increase local lead generation by 56% (source: BrightLocal, 2023). While this has long been a staple of good SEO, it is more important now, as our research indicates that Google Bard is leaning heavily on Google Maps to populate the generative search results for local businesses.
  • Local Search Insights: Leverage tools like Google Business Profile Insights, Google Search Console, and Semrush to understand local search trends, top keywords, and competitor analysis. This data goldmine can inform your content strategy and SEO efforts.
  • Unique Data Sources: Mine your own gold. Analyze customer feedback, usage statistics, and local trends to generate insights no one else can. You can become a data-driven powerhouse in your niche by looking for unmet needs or hidden interests within your local community and create content that addresses them.
  • Hidden Topic Relationships: Explore unexpected connections between your services and seemingly unrelated topics. This can unlock unique content opportunities, attract a wider audience, and even position you as a thought leader in your field.

While the zero-sum reality of generative search engines presents a stark challenge, it also offers an opportunity for reinvention. Businesses that adapt to prioritize unparalleled expertise, unique value propositions, and laser-focused optimization for the coveted top AI answer spot stand to thrive. By embracing data-driven insights, leveraging the power of AI responsibly, and crafting content that truly differentiates them, local businesses can secure their place in the AI search landscape and conquer the new frontier of information discovery.

Remember, in this game, it’s not about playing by the old rules – it’s about rewriting them entirely. The future of local SEO lies with those who dare to lead the way.

More Info: Check out SharpNet Solutions’ in-depth analysis of a recent study on optimizing for generative search engines. The study argues that by optimizing content clarity and comprehensiveness for generative search engines like Bard can increase website visibility, even for lower-ranked sites.

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