Chat engine optimization is becoming the new SEO for advertising
- Part 1High costs associated with building chatbots
- Part 2 Chat engine optimization is becoming the new SEO for advertising
Show Notes
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02:48Transitioning to a chat driven webDireqt anticipates a future where the internet is chat-first where a conversational interface is the primary way users discover, engage, and consume content and information. In response, brands must ensure that theyre showing up in places where users want to have conversations.
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04:28The future of search and chatbotsSearch results will transition from presenting links to providing direct answers. As delivering a good search experience becomes more commoditized, search experiences will become more fragmented, with chatbots increasingly recommending further conversations with additional bots.
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06:20Chatbots and search engine gatekeepersThe power dynamics in search are shifting, and those who own end-user attention at scale are well positioned. While interfaces like Siri will play a significant role in the future, search being distributed will benefit a diverse range of businesses, publishers, and creators.
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08:01Optimizing chatbot performance in search resultsBusinesses should establish their own chat experiences to understand user engagement factors. Search engines will likely prioritize brands that incentivize the user to continue having a conversation and those whose content is optimized for chatbot understanding.
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13:12AI first strategies for businessesWhile good structured data and customer experience remain crucial, businesses are also looking to AI to meet evolving consumer needs. Despite the potential for fewer winners in the industry, many brands are figuring out an AI-first strategy for their business.
Quotes
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"A good conversation starter might become important because that's what gets people to have longer conversations, which opens up more advertising inventory for the search engine." - Nick Martin
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"Whether it's six months or two years, it is likely that as somebody gets an answer from SGE, the businesses that get recommended are going to be the ones that incentivize the user to continue having a conversation." - Nick Martin
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"The first result in SGE is only the same as the first result in traditional search 12% of the time. The engines run differently, they're looking for different things, and the consequences there are going to be significant." - Nick Martin
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"If you put the consumer first, have good structured data, and learn how to deliver a great chat experience to your readers today, you'll always be in an okay position." - Nick Martin
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"Most people leading big brands today are intently paying attention and trying to figure out the right way to get started with an AI-first strategy for their business, whatever that might be." - Nick Martin
- Part 1High costs associated with building chatbots
- Part 2 Chat engine optimization is becoming the new SEO for advertising
Up Next:
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Part 1High costs associated with building chatbots
Nick Martin, Co-Founder of Direqt, delves into the future of marketing and chatbots. Chatbots are becoming increasingly popular, but deciding whether to build one for your business can be tricky. Ultimately, chatbot development and deployment shouldn’t be pursued solely on the merit of being an early adopter. Instead, chatbot development should help the business expand its customer base, increase engagement, and sell more products. Today, Nick discusses the benefits and drawbacks associated with building chatbots.
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Part 2Chat engine optimization is becoming the new SEO for advertising
Nick Martin, Co-Founder of Direqt, explores into the future of marketing and chatbots. The future of online discoverability lies in conversational AI. With Google’s SGE already providing answers within search results, and the number of organic links shrinking, brands and publishers will need to prepare themselves for a chat-first future on the open web. Today, Nick discusses chat engine optimization as the new SEO for advertising.
