We recently interviewed Wil Reynolds of seer interactive (check out the recording and transcript here) on our Small Business Matters podcast about the evolving nature of search engines, and, and how small businesses can leverage AI tools like ChatGPT and Bard to maintain effective internet search practices. Wil had some great examples and shed light on the changing dynamics of search engine optimization (SEO), and explored strategies for small businesses to effectively utilize AI technologies to connect with their customers.
The Shift in SEO and the Role of AI Tools
New AI tools like ChatGPT, Bard, the new Bing and many other up and coming search tools have transformed the traditional goal of attaining top search engine rankings. Small businesses must adapt to this shift and utilize these evolving technologies to continue to perform well in internet search. SEO is not dead, but has evolved to focus on the broader concept of search as the pursuit of answers and information, rather than just looking for a link. AI and natural language processing tools play a crucial role in enabling businesses to understand and cater to your customers’ needs, and allow you to do that better than you’ve been able to before.
Content Production and Personalization
Reynolds highlighted the importance of personalized content creation using AI tools. Rather than focusing solely on producing large quantities of content (because anyone can do that now), you should aim to provide unique insights and answers to your customers’ questions. Being able to do that means knowing how to look for what local customers in your area are searching for. One way to do that is by leveraging customer chat logs and feeding them into AI models. If you don’t have those, you can utilize the “people also asked” content for your area on a particular search. In this way, you can generate customized and valuable content that sets you apart from generic responses.
The Significance of Trust and Domain Age
Will also discussed the role of trust and domain age in SEO. While backlinks from .edu and .gov domains have historically been considered valuable indicators of trust, their significance has evolved over time. He said at this point, these types of domains are just a “proxy for trust,” because not just anyone can get them, but having links to your site from a .gov or .edu site is not as important as it once was. Your small business can gain a competitive edge by acquiring domains with an existing history of rankings and traffic within your niche. By starting with a trusted domain, you can expedite the process of building credibility with search engines and potential customers.
Understanding Customer Intent for Effective Internet Search
Reynolds emphasized the significance of understanding customer intent in content creation. Small businesses should focus on researching and analyzing the questions and queries customers have about your specific industry or niche. By studying search results, related searches, and user behavior in your region or target market, you can gain valuable insights into customer preferences and tailor their content accordingly. This approach helps businesses become the go-to source of information for customers in their area.
Wil had a great example of this in practice. He told the story of a client of his whose business builds decks. And as it turns out, decks are very different in specific ways in different parts of the country. In Philadelphia, where he’s located, people build decks on their roofs in the city, because they don’t have backyards. The Amish community is also a significant player in deck construction in that area, and are known for their quality work. So if you’re creating content (including visual content) for a deck company in Philadelphia, you’re going to talk about roofs and “quality like the Amish,” whereas you wouldn’t do that if you were advertising decks in, say, Dallas, TX. In Dallas you might have a large suburban backyard with a barbeque, lots of grass, a swingset, etc.
This demonstrates that if you don’t know what local customers, specifically, are searching for, you can’t create the best content for that market. Ads or blog content or videos featuring these different kinds of decks would not perform well if you swapped locations, because they wouldn’t be accurately reflecting what people are searching for in those different cities when it comes to decks.
Quality Over Quantity and Asking Better Questions
In the age of AI, small businesses have the opportunity to leverage AI tools like ChatGPT and Bard to enhance their internet search strategies. By adapting to evolving technologies and understanding customer intent, small businesses can create personalized and valuable content that sets them apart from the competition. Quality content, tailored to regional preferences and customer needs, becomes the key to success in the changing landscape of internet search. By embracing these strategies, small businesses can position themselves as trusted sources of information and effectively connect with their customers online.
The evolving landscape of SEO requires small businesses to adapt and embrace AI technologies to remain competitive. It’s an exciting time for small businesses to leverage AI tools and shape their online presence, connecting with customers in a more personalized and effective manner.
Read the transcript or watch the video of this interview for more specific examples and illustrations of these concepts from Wil Reynolds of seer interactive.
