SEO in Transformation: How to optimize your business for new search technologies

SEO in Transformation. How to optimize your business for new search technologies

Lately, we hear more and more often that SEO (Search Engine Optimization) is losing its importance and that the way people search for information online is changing rapidly. What does this mean for your business and how can you prepare for the new trends?


The changing context of online search

With the introduction of technologies such as ChatGPT and BARD, the way we search for information online will change dramatically. Instead of being faced with an endless list of results and wasting time scrolling down the page looking for the answer we want, we are now offered a single, most relevant and concise solution that answers our question. This is to the advantage of users, who instantly get what they are looking for, but will be a disadvantage for online businesses and blogs. Basically it will be a significant disadvantage for everyone with websites.

Do you have one website or more? What do these changes mean for you? Will you have to give up content creation and blogging altogether? The short answer is “No.” However, it’s time to better understand how this new type of generative search works and adjust your SEO strategy accordingly.


Reversing the search process

To adapt to the new reality, it’s important to understand the generative search process and revisit the concept of “context”.

Let’s say we use the BARD (or BING) search engine to search for the best AI tools for data analysis in investment firms. BARD will provide us with a few options, and we can click on them to learn more. However, most users will first pay attention to the summary and only read if this tool fits their needs.

So how do we get users to click on your link? The secret is to create specific content that resonates with their needs and situation. For example, instead of just focusing on “the best AI tools for data analytics”, try targeting a specific audience, such as investment firms. That way, you’ll be able to provide more relevant and personalised information, which will increase the chances of users clicking on your link.


Staying relevant and winning in the new search landscape

Internet search won’t disappear completely, but the way people search for information online will change in a radical way. So li SEO will change in a radical way. To be successful in this new era, you need to adapt your strategies and be ready to change with the technology.

  • Unique and valuable content: Even as search changes, unique and valuable content will always remain essential. Create relevant and engaging content that answers users’ needs and questions. Be the expert in your field and provide quality information.

  • Customize for your target audience: Understand the needs of your target audience and customize your content accordingly. Address them directly and offer specific solutions to their problems. Engage them with concrete examples and relevant case studies.

  • Optimise for emerging technologies: Stay on top of new technologies and how they influence online search. Learn how to use emerging tools and platforms correctly to increase the visibility and accessibility of your content.

  • Collaborate with influencers and partners: An effective strategy is to collaborate with influencers or partners in your industry. They can help promote your content and increase visibility among their audiences.

  • Constantly track and adapt: Constantly monitor results and analyse data to understand how new changes are affecting your search strategy. Be open to adjustments and changes to constantly optimize your approach.



Traditional SEO as we know it is about to change. However, online search is not going away. Instead, we are facing a new paradigm where we need to adapt and understand our target audience better than ever before. Creating valuable and personalised content, optimising for new technologies and constantly monitoring results are key to success in this new digital age. So don’t give up on content creation and blog writing, but adapt and innovate in ways that help your business stand out in this new reality of online search.

If you want to learn more about how AI technology can influence your SEO strategy, you can contact me and I’ll help you with information and advice. Be prepared for the future and ensure your business remains competitive in this ever-evolving digital age.

Contact us and we’ll give you free information on what steps you should take for your website to stay SEO effective.


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