AI Search is About to STEAL 40% of Your TRAFFIC

Last updated: Jun 21, 2023

The video discusses how AI search, specifically chatbots, is taking away organic traffic from websites and how marketers and website owners need to prepare and respond to this change.

The video discusses how AI search, specifically chatbots, is changing the way search engines like Google and Bing operate. These search engines are moving away from link-based search and keeping more searches within the search results page, which means less traffic for websites. The video argues that chatbots are the latest attempt by search engines to keep visitors away from websites and contain them within the search results page. The video suggests that marketers and website owners need to prepare and respond to this change in order to maintain their traffic and revenue.

  • AI search, specifically chatbots, is taking away organic traffic from websites.
  • Marketers and website owners need to prepare and respond to this change.
  • Google and other search engines have been moving away from link-based search.
  • Chatbots are stealing more and more of organic traffic.
  • Preparing and responding to this change is crucial for marketers and website owners.
  • Google has been trying to keep more and more searches in the search results without going to websites.
  • Bing and other chatbots are the latest attempts by search engines to keep visitors away from websites.
  • Opportunities can be found in the search results and being a recommended product.
  • Tips for website owners and marketers include optimizing content, building authority, and getting featured in chatbots.

AI Search is About to STEAL 40% of Your TRAFFIC - YouTube

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Introduction

  • AI search, specifically chatbots, is taking away organic traffic from websites.
  • Marketers and website owners need to prepare and respond to this change.
  • Google and other search engines have been moving away from link-based search.
  • Chatbots are stealing more and more of organic traffic.
  • Preparing and responding to this change is crucial for marketers and website owners.
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Google's Game Plan

  • Google has been trying to keep more and more searches in the search results without going to websites.
  • Featured snippets are snippets of texts taken from the website and presented in search results.
  • Rich results provide information without the need to visit a website.
  • Google doesn't even want to send branded traffic to websites.
  • Google ignores page titles and meta descriptions in favor of showing whatever it wants to pull from website content.
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The Trade-Off

  • Google and other search engines have never really wanted to send traffic searches to websites.
  • Google loses out when it sends a searcher to a website because it can't monetize that person anymore until they come back.
  • Google's game plan has wiped out or at least restricted a whole swathe of publishers who have come to rely on getting that organic traffic for their business.
  • Marketers were happy to make the trade-off because Google was sending a lot of traffic.
  • Marketers poured huge resources into producing good quality content and optimizing it for search.
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AI Search is About to STEAL 40% of Your TRAFFIC - YouTube

Chatbots

  • Bing and other chatbots are the latest attempts by search engines to keep visitors away from websites.
  • Chatbots are the latest innovation to keep visitors contained in the search results.
  • Bing chat allows you to customize your answer, ask follow-up questions, and get more detail without ever having to click on websites.
  • Commercial searches are the most valuable searches, and chatbots handle them in the same way as informational searches.
  • Chatbots are stealing more and more of organic traffic, and marketers need to prepare and respond to this change.
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Considerations for AI Search

  • Current method of searching is not broken enough yet to change habits.
  • Chatbot technology doesn't always work well, leading to bad experiences and a return to old habits.
  • Current chatbot technology is a crude first iteration that will improve over time.
  • Paradigm shifts bring both opportunities and joblessness and destruction.
  • Opportunities can be found in the search results and being a recommended product.
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Benefiting from AI Search

  • Bing chat and Googlebard reference websites, providing an opportunity for traffic.
  • Being a recommended product can lead to advanced technology selling your product on your behalf.
  • Companies have been cagey about the ranking factor used for reference websites and recommended products.
  • Bing seems to choose reference websites first and then pulls recommended products from them.
  • Getting your business featured in this space is currently a matter of experimentation and observation.
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Getting Traffic from AI Search

  • Getting traffic from Bing chat is possible, but the amount is currently unknown.
  • People who want more detail and want to visit the underlying website can provide traffic.
  • Companies have been cagey about the ranking factor used for reference websites and recommended products.
  • Current chatbot technology is a crude first iteration that will improve over time.
  • Getting your business featured in this space is currently a matter of experimentation and observation.
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Being a Recommended Product in AI Search

  • Being a recommended product can lead to advanced technology selling your product on your behalf.
  • Bing seems to choose reference websites first and then pulls recommended products from them.
  • Companies have been cagey about the ranking factor used for reference websites and recommended products.
  • Getting your business featured in this space is currently a matter of experimentation and observation.
  • Current chatbot technology is a crude first iteration that will improve over time.
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How AI search is taking away organic traffic

  • When making the same search repeatedly, the same handful of reference websites are shown, but the recommended products might change from time to time.
  • The key to getting your products recommended by chatbots is to get your products featured on the sorts of websites that are frequently being referenced by the chatbots.
  • None of the camera manufacturers' websites are used as references, only third-party review sites.
  • The formatting of the pages that are referenced tends to be very easy to understand, with an at-a-glance section at the top which summarizes the content on the page or lists of recommended products.
  • Bing chat seems to have a slight preference for US-based websites, although this is expected to become more localized as time goes on.
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What makes a referenced website and how to get your website referenced

  • The sites being referenced in the chat results are not necessarily the highest ranking sites on Bing for the same phrases.
  • The reference websites tend to rank on page one or page two of Bing, but there is a better correlation with a website ranking high on Google for the search and being featured in Bing chat's referenced websites.
  • All the sites being referenced in Bing chat have good authority scores, meaning they have lots of good quality links from high authority websites.
  • The formatting of the pages that are referenced tends to be very easy to understand, with an at-a-glance section at the top which summarizes the content on the page or lists of recommended products.
  • Bing chat seems to have a slight preference for US-based websites, although this is expected to become more localized as time goes on.
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Why some sites rank well on Bing but are never referenced in Bing chat

  • Some sites that consistently rank well on Bing are never referenced in Bing chat.
  • Some of these sites, like the Telegraph, use a paywall for some of their content, and Bing may not want the potential legal wrangling that might come from giving searchers some of the information that should be paywalled in its chat.
  • Bing may consider sending searches to a page that might be payable to be a bad experience.
  • Continuing to study this and look for correlations to figure out how to get sites added as references in Bing chat and other chatbots.
  • Continue to produce the best possible content and optimize it for the sort of phrases that people are searching for.
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Tips for website owners and marketers

  • Continue to produce the best possible content and optimize it for the sort of phrases that people are searching for.
  • Make sure that you are optimizing your content for the sort of phrases that people are searching for.
  • Continue building your site's authority from links.
  • Use at-a-glance sections at the top of your content to summarize a longer piece.
  • If you're selling a product, make sure that you're getting it featured in the sort of websites that are being consistently referenced by these chatbots.
  • Get your call to action featured in the chatbots.
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AI Search and Chatbots Taking Away Organic Traffic

  • AI search, specifically chatbots, is taking away organic traffic from websites.
  • Chatbots are able to recommend lead capture offers and pitch them to searchers.
  • Chatbots are able to amalgamate information from various sources and mention them in their conversations with searchers.
  • Marketers and website owners need to have a compelling call to action and feature it prominently on their website and other pieces of content.
  • Website owners need to prepare and respond to this change by optimizing their website for chatbots and AI search.
  • Marketers and website owners can get more advice on how to choose the perfect call to action by watching a video on the topic.

Watch the video on YouTube:
AI Search is About to STEAL 40% of Your TRAFFIC - YouTube

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