AI-powered Google search will TRANSFORM SEO 😮

A newsletter about AI and Marketing by Tom & Charlie

Welcome to AI Marketing School, where we’re helping marketers harness AI to its full potential.

AI Marketing School Newsletter #21

Google integrates AI into search, revolutionizing SEO

At its latest IO Conference, Google announced that it’ll be rolling out AI capabilities into its search platform. This will make the platform more interactive, making it easier to find specific answers to your queries.

And it’ll revolutionize SEO.

We’re going to be keeping a close eye over how this will transform the SEO game moving forward, so don’t worry—you’re in good hands! 

But how exactly will the new Google search experience work?

As renowned SEO consultant Brodie Clark explains, it will primarily affect queries categorized as NORA (No One Right Answer).

Imagine you’re going traveling with your family and want to work out whether to go to Bryce Canyon or Arches National Park.

Rather than splitting this up into multiple searches to piece the information together, or hoping someone’s created content addressing this specific query, you can just ask Google directly.

You can also select from a range of follow-up questions, like “How long to spend at Bryce Canyon with kids?”. You’ll then enter conversational mode where you can discuss the issue with Google’s AI chatbot bard, with the chatbot remembering the context from your previous queries.

What marketers need to do

• Map out your customers' search journeys from the initial search intent to their follow-up queries.

• Create articles for each follow-up.

• Brainstorm follow-up questions using Bard. Get the answers straight from the horse's mouth!

Microsoft: AI chatbot ads are coming… at some point

Last week, we pondered what the future of search advertising might look like in an AI chatbot-powered future.

And now, we’re one step closer to seeing AI chatbot ads in action. 

Microsoft Advertising has announced that it’ll be rolling out ads for chat API—both on chat platforms from Microsoft or other platforms.

However, the details are still slightly woolly.

What marketers need to know

• Marketers who build AI chatbots into their sites or apps can use the new API to serve relevant ads to their audience across a range of preferred ad formats.

• But this is still very much work in progress. Microsoft hasn’t shared any screenshots or concrete details of what this might look like. It’s basically a pre-announcement of something that will happen, in some form, at some moment in time.

• As Microsoft says, “We’re ready to engage to discuss chat experiences, whether they need both algorithmic organic results and ads monetisation or ads monetisation only… We’re listening to feedback from our partners as we continue to learn and evolve our offerings.”

Have a laugh

Marketoonist hits the nail on the head with this one.

Creative inspiration

Ruben Hassid created a brilliant AI-powered, Wes Anderson-inspired trailer for Lord of the Rings.

Coming to cinemas… from the quaintest corner of Middle Earth

Recommended tools and resources 🔧📚 🎥

1. My AskAI

Create your own ChatGPT-powered chatbot from your company’s content and internal knowledge base. “Save customers or employees from asking the same questions and drowning in documents, with faster, smarter answers.”

2. Breaking AI bias: Predictive analytics platform aims to eliminate racism in marketing

AI-powered platform X_Stereotype aims to eliminate stereotypes and bias in marketing by analyzing content from a diversity and inclusion perspective. This enables marketers to identify racial bias and risk factors present in content at the earliest stage of development.

3. Infographic: How generative AI is being used to change the world of marketing

87% of marketers are using generative AI for email marketing, 83% for lead scoring, 83% for customer service routing, 64% for fraud detection, 63% for cross-selling and upselling, and 47% for customer service chatbots.

Thanks so much for reading. With the abundance of content on the internet, your attention means a lot. If you have any suggestions or feedback on how we can improve the newsletter, please shoot us a reply. We'd love to hear from you!

Until next time. Happy marketing.

Tom and Charlie