EGC President Nicole Penn published an article offering guidance to digital marketers on how to adapt to changes that accompany AI-powered search.
The practice of conducting an online search is changing rapidly and dramatically. The focus of the AI algorithm, which Nicole refers to as “the new gatekeeper,” is to personalize individual searches like never before.
In the past, a term that was typed in the search field resulted in a long list of random results. Now, there are fewer results that are much more direct and in line with the user’s intent. Marketers must therefore step up their game by providing high-value content that their target audiences will find when conducting a search.