ChatGPT’s Impact on Local Search Results and Marketing
With the rise of artificial intelligence (AI) in digital media, a key question numerous businesses have is how it will impact the future of marketing. As a digital marketing company, our clients often ask us how ChatGPT will affect the local search results for their businesses. We advise clients on this topic based on our knowledge of Google’s SEO preferences and how AI searches for and analyzes information.
Recently, we had a relevant experience with ChatGPT that gave our company even more insight into how AI platforms respond to user queries.
ChatGPT as a Search Engine
Recently, one of our dog training clients reached out to us, saying they had received a lead from ChatGPT.
They had a potential customer inform them that they had used ChatGPT’s search feature to look up “dog training near Hudson, OH”, as if it were Google. It provided four results, with Sit Means Sit Dog Training Cleveland & Akron (our client) as the top brand, prompting the lead to reach out to them, interested in their services.
Curious about how ChatGPT provides results for businesses, our client searched “Dog Trainer Hudson OH” on ChatGPT’s website. You can see the first part of the results below.
Initial Search Results
ChatGPT provided a quick summary of the four top-rated dog-training services in that area. The overview of our client’s company had three bullet-point sentences of information, centered around services relevant to the search. This information was followed by the sources from which ChatGPT pulled its information. These links included a combination of internal and external pages, meaning that a link to Sit Means Sit Cleveland & Akron’s homepage was included.
ChatGPT’s results even provided information on the number of reviews, overall rating, if the business was currently open, and links to directions, website pages, and contact information. This portion of the dog training findings strongly resembled a result page on Google, where a similar format and style are used to provide users with information on relevant companies.
AI-Generated Search Results
We then asked ChatGPT how it generated these results. That prompted the following response:
Explanation of Results
ChatGPT stated that it ran a live web search for the original prompt to garner the results. From that, it analyzed the top-ranking local businesses, prioritizing local relevance, quality & quantity of customer reviews, and services that were offered. It also said that it reviewed results from Google, Yelp, and local business directories, pulling details from the official websites or business listings of the top trainers that appeared in those search results.
This highlights the significance of having accurate and optimized information on your website. Since ChatGPT is utilizing search results in a similar way to what Google does on the web, it’s important for companies to still maintain knowledge of search engine optimization (SEO) and adhere to proper SEO practices.
How is ChatGPT Different than Google?
With our client’s example of searching “Dog Trainer Hudson OH” both Google Search and ChatGPT provided similar results, listing reputable dog training companies in the area along with brief descriptions of their services. This showcases how both systems, despite their differences, rely on their access to information to deliver relevant responses.
Google draws from a vast database of indexed web pages, presenting links and summaries based on SEO. Meanwhile, ChatGPT develops its response using pre-trained knowledge and real-time tools like web searches to generate concise, human-readable content. While ChatGPT’s natural language response feels more conversational and tailored, both approaches demonstrate the capability to collect and present useful information based on user queries and feedback.
Strategies for Adapting to AI Usage In SEO and Advertising
It’s important to note that the results ChatGPT provided included keywords we’ve implemented into our client’s website, including page headers and services that customers can sign up for. Having relevant keywords on websites is still essential, since ChatGPT runs similar searches to Google. So, to continue generating traffic to your website, with or without AI, staying up-to-date on SEO practices is key.
As AI continues to improve, adapting to new tools and evolving business practices is essential. Consider utilizing the following strategies to stay ahead of this fluctuating environment:
Embrace AI Tools
First, embrace AI as an ally. Although the rapidly changing world of AI can be intimidating, these tools are ultimately designed to aid human work and speed along processes like content optimization, keyword research, and analyzing competitors. By leveraging AI for analytical aspects of SEO, you’ll have more time to spend on your brand’s creative and strategic efforts.
Sharpen Your SEO Skills
After determining the best ways to utilize AI for your brand, sharpening your SEO skills is essential. When ensuring your website meets SEO standards, AI can handle technical audits and highlight improvement areas. Businesses should also develop data analysis skills by improving their ability to interpret data and draw insights. AI is an excellent tool for data analysis, while human knowledge is essential for data interpretation.
Use AI Tools to Your Advantage
In a digital world that is increasingly dominated by AI, creating a strong brand identity and staying ahead of the curve is more important than ever. Knowing how to utilize AI for SEO and advertisements effectively will set you apart from the competition. One of the best ways to adapt to this ever-changing landscape is experimentation. Businesses should test various SEO strategies, analyze the data, and adjust their approach based on these insights.
As AI continues to reshape how the world communicates and does business, staying informed and adaptable is essential. Our goal is to keep you ahead of the curve, ensuring your marketing strategies remain aligned with the latest AI innovations so your brand stays at the top of the search page.
Need help navigating AI and SEO? Reach out to our office today for a free consultation!