How SEO Agencies Are Adapting to a World Without Traditional Search

AI chatbots might replace the search experience SEO agencies were designed to hack. Now comes the future-proofing

Mark your calendar for Mediaweek, October 29-30 in New York City. We’ll unpack the biggest shifts shaping the future of media—from tv to retail media to tech—and how marketers can prep to stay ahead. Register with early-bird rates before sale ends!

The way we get information on the internet is poised to transform from a mostly search-based user experience to a conversational, or chatbot-based one, powered by engines like Google’s Bard and Microsoft Bing’s partnership with OpenAI.

Caught up in this dynamic are SEO agencies, who have carved out a niche helping brands get discovered in this current search paradigm.

In response, several SEO agencies are adapting their tactics to prepare for this new user experience, including conducting analyses on how to make it into a chatbot’s answers, retooling websites such that they will be maximally likely to be surfaced by chatbots, and experimenting with long-tail keywords.

“You can start to reverse engineer what sources they’re pulling from and what would make it likely to pull from a certain source in the future,” said David Shapiro, svp of earned media at NP Digital.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in