The introduction of ChatGPT and its expected integration into search engines like Bing and Google’s Bard has sparked conversations about the future of search. Marketers are wondering how this will affect search engine ranking and the traditional practice of SEO.
The Problem Statement
The search engine’s purpose is to provide the best answer to users’ queries. This problem statement originated from research scholars spending years in libraries looking for information relevant to their work. Google’s vision was to “organize the world’s information and make it universally accessible and useful,” while Yahoo aimed to “connect people to their passions, communities, and the world’s knowledge.”
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Technological Innovations
The evolution of technology has proven to gather popularity among users at the cost of cannibalizing conventional systems. Technological innovations such as ATMs, mobile phones, and taxi-hailing apps have solved various customer problems and thereby changed consumer habits. This has, in turn, transformed the way we live our lives.
The Changing Business Model
Traditional search engines have given their users the best answers by collecting information and presenting it on search result pages. But now, with the help of chatbots, you can get direct answers to your questions quickly as they are capable of compiling collective intelligence from multiple sources at once.The integration of chatbots into search engines would revolutionize the way people search online. It would combine a conversational element with the ability to aggregate results, providing a more personalized experience for users. It will be a total game-changer in terms of how people find answers on the web.
The Impact on Marketing
Reports have shown that Google search traffic tends to significantly drop after page 3 of the search results, meaning most web pages receive very few pageviews from Google. The data further suggests that more than 90% of web pages get almost no engagement from the search engine.Consumers nowadays are opting for fast, convenient solutions, leading to a decrease in website traffic for those located beyond page 1. To keep up with this trend and remain competitive in the market, marketers must change their strategies and adapt to this evolving business atmosphere. With the shift to more advanced search methods, companies are now presented with an opportunity that must be seized.
In conclusion, the integration of chatbots into search engines may change the approach, but the problem statement remains the same: providing the best answer to users’ queries. Marketers need to adapt to this change by understanding the new business model and finding innovative ways to rank on page 1.
