Articles of Interest: GenAI’s Impact on Search Results
GenAI is rapidly changing the way marketers approach many elements of their job. Now it is impacting search. From Google’s AI search results to ChatGPT’s recent deployment of search, users are already interacting with search engines in new ways. As marketers it’s our job to understand what that means for our content, websites, and users’ expectations as AI search emerges and continues to evolve. There are a lot of people out there talking about AI, and you can’t read it all. So here are five pieces by leaders in the industry with valuable insights and actionable information for accounting marketers. Check out the articles below AND follow these thought leaders to continue to stay informed about this important topic.
- The New Era of SEO: User Intent and Long-Tail Keywords
Source: The SEO Marketing Dad
Nathaniel Miller, the self-proclaimed SEO Marketing Dad, discusses how AI-powered search algorithms are ushering in a new focus on user-centric SEO strategies. In other words, people are searching for answers to questions, not short keyword phrases. Today’s search engines are sophisticated and can handle these complex queries. That means accounting marketers should focus on crafting content that directly speaks to the specific needs of clients and prospects, establishing the firm as a trusted authority in specialized areas.
- SEO in the AI Era: 3 Ways to Adapt and Build Authority
Source: Andy Crestodina on LinkedIn
In this article, Andy Crestodina shares practical strategies for navigating AI-driven changes in search. He recommends producing high-quality, authoritative content and utilizing structured data. (I recently heard him say in a webinar that the internet is not waiting for another mediocre blog post). Additionally, he suggests that relationships with trusted thought leaders or actors in your industry are more important than ever. By fostering genuine relationships, firms can earn mentions and backlinks. As search engines increasingly prioritize authority, this strategy provides both the benefit of better search engine performance, and direct traffic.
- AI and SEO: What to Measure and How to Adapt
Source: Christopher Penn
In this video, Christopher Penn discusses how Google’s AI-driven summarization affects SEO. He emphasizes the importance of analyzing branded versus unbranded search traffic, as AI-generated summaries may diminish organic traffic from unbranded searches. He reiterates the importance of establishing a strong brand and creating, “content people want to share.” In other words, build a brand people want to seek out directly.
- The Sea of Sameness Problem in Content Marketing & SEO
Source: Seer Interactive
Let’s face it, there is a lot of generic content on the internet that has ranked well under traditional SEO models. Things are changing with AI search. In this article, Wil Reynolds the importance of creating distinctive, high-quality content that stands out and genuinely provides value. As marketers, that means we have to really think about our human audience and become a trusted resource for ideal clients.
- ChatGPT Just Introduced Search: A New Research Tool for Marketers
Source: Marketing AI Institute
This one is a bit of a “bonus” recommendation. With the rollout of search capabilities, ChatGPT emerges as a powerful tool for research. If you’re wondering how to get mentioned in ChatGPT search results, the real answer is that it is probably too early to say for sure. However, it’s a great tool for marketers to swiftly gather information on relevant tax laws, regulatory updates, or emerging industry trends—without the distractions of traditional search ads or clickbait articles without real substance. So, if you need help starting to write an article or client alert, check out ChatGPT (remember a human always has to vet anything that is shared with the public).
In Conclusion
As generative AI reshapes the search landscape, accounting marketers will be thinking about their online presence in new ways. By choosing a few experts to follow and remaining flexible as AI evolves, you can keep up with the technology and adjust your strategies accordingly. For now, SEO, brand authority, and client trust are becoming increasingly intertwined. How are you shifting your approach to thought leadership, showing up online and collaboration?
About Alison Simons
For seven great years, I was the head of marketing for a regional CPA firm where I would joke "if it's not a tax return or an audit, it crosses my desk." I was responsible for branding and online marketing, recruiting and firm culture, M&A vetting and communications, business development and proposals, and more. Even though I had a job, I was getting requests from firms to help with their marketing; which is, supposedly, how you know you're onto something good. In 2013 I became an entrepreneur. In order to serve more clients, I attracted a team of really amazing people who focus on specialty areas within marketing because (get ready for one of her catch phrases) "Marketing is one word that means a lot of things" and it's all too much for any one person to be good at. So, now I'm focused on working directly with clients on strategies to help them reach their goals while overseeing more of the activities. I've presented multiple times a the MassCPAs annual conference, and have been featured on the Marketing Mistakes (and how to avoid them), and Stop the Noise podcasts. I've also served as a judge for LMA.
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