The digital communications landscape is quickly changing with the rapid evolution of AI. With AI overviews appearing as the first results in many search engines, companies wonder how this will impact their PR and branding efforts. The good news is that original, well-researched, informative, and unique content is still key in generating top search results.
The Future of SEO
AI in search engines like Google creates a personalized search experience as it learns to comprehend the user’s goal when conducting a search and offers more relevant search results. This has progressed from basic keyword matching to interpreting an individual’s behavior when searching words or phrases. Great news – this means that authenticity and expertise are rewarded over just technical optimization.
The Importance of Human Oversight
AI relies on human-created content – it is only as good as the content being published and indexed by search engines. Its findings still need to be reviewed by personnel for accuracy and relevancy. Users are also starting to consult AI products as alternative search engines to find out more information on topics of interest.
In addition, most media and news outlets are now checking for AI and duplicative content before they publish thought leadership content and will not publish anything written by AI. We have found that they will reject content written by AI or that already appears in print, as this diminishes editorial standards.
The Promova Standard
Promova has a quality control/quality assurance process that scans for AI-generated and duplicative content to ensure high-quality standards are met for risk management, search engine rankings, and media standards. Our PR and content services focus on original writing, easy-to-understand content that shows how you solve problems and address opportunities, language that helps the user build trust and see the value in your services, and being the voice that shows up first in advance of competition.
Best Practices for Content Development
In a world where AI is deciding to pull your content into its answer for a user’s search question, the authority on search engine optimization (SEO) – Search Engine Land – encourages content that:
- Solves their problem: clearly explain how your company is addressing an issue, topic, or thought leadership item
- Provides original writing: AI rewards original content such as timely news hooks, research, and data. Focusing on these areas can help increase visibility.
- Makes it easy to read: structure the info with lists, bullet points, and section headers with shorter paragraphs and concise language
- Uses client language: mirror the same language as your clients and target audiences to show you understand them
- Showcases your credibility: convey your experience, expertise, authoritativeness, and trustworthiness (E-E-A-T)
How Leading Brands Are Outperforming
From Google’s core updates to other search engines optimizing with AI resources, the latest findings show that content that delivers informative and valuable experiences for users ranks higher. Those with user understanding that “anticipates and addresses their informational needs,” notes Search Engine Land, will rank higher than AI or duplicative content. “While AI can be useful for research and scaling content production, it cannot replace the need for original, authoritative, and well-researched content.”
Thought leadership drives exposure and results, whether from AI engines or traditional search strategies. Promova works closely with clients to determine what PR, branding, and content deliverables will help them provide value for new and current business development opportunities; this feeds SEO for our clients. For example, a mix of thought leadership pieces, press releases, media pitches, website content, design elements, and case studies will showcase your unique perspectives and highlight the authentic value that your company and your personnel offer. This helps you stand out from your competitors.
Driving Meaningful Results
SEO and Generative Engine Optimization (GEO), which focuses on content optimization for search engines driven by AI, will continue to be the two approaches for search optimization.
As technology evolves, refining strategies and strategically adapting to change is key along with prioritizing human oversight to maintain your brand’s reputation.
Whether you’re optimizing a campaign or refining your efforts in advance of the second half of the year, reach out to us for powerful results that make your brand indispensable!