Will Artificial Intelligence Revolutionize Search in 2023?

New Initiatives from Google and Microsoft Promise AI-Generated Content

Since 1955, when the term “artificial intelligence” (AI) was first coined, scientists have increasingly expanded the scope of “machine learning,” from the early days when computers could be used to solve mathematical problems or defeat humans at a game of chess to the celebrated victory of IBM’s Watson over two former Jeopardy champions. Over the last decade, much of the focus of AI has been on the creation of content—articles, blogs, and even books—that many say cannot be distinguished from human-generated content. There are also features that allow the content to mimic a certain style.

The power of AI is now being applied to online search. Both Google and Microsoft have AI tools they believe will revolutionize both how online content is generated and how people will find content when using a search engine.

What Is Artificial Intelligence?

AI employs computer-based technology in an attempt to replicate human intelligence or thought processes, from visual or auditory actions to basic decision-making. We see many of the developments of AI on a daily basis. It’s an essential component of:

• GPS, mapping, and navigation apps
• Alexa, Siri, and other digital assistants
• Facial recognition technology
• Chatbots
• Autocorrect tools and text editors

AI has also been integrated into online search—that’s how your smartphone or computer knows how to suggest content based on websites you’ve visited and topics you’ve searched in the past.

How Will AI Affect the Future of Search Engine Optimization?

Until recently, AI’s connection with search has been limited to managing or improving how search engines function. With the advent of Google’s Bard and Microsoft’s Bing, AI is expected to be used both to create online content and to help web users find the content they seek. Bard and Bing offer AI writing known as chatbots, which use the tools of artificial intelligence to determine the features of content that performs well with search engines and then generate new content based on that information. Google and Microsoft anticipate that the technology will be used to prepare webpages, blogs, social media posts, articles, and email marketing campaigns.

How Have Chatbots Performed Thus Far?

The performance of Bard and Bing have been spotty thus far. In fact, in a promotional video for Bard, the chatbot misstated a basic fact, causing Google’s stock to plummet nearly 10%. Microsoft experienced similar factual inaccuracies with its rollout of Bing. While the chatbots have shown great potential for locating, retrieving, and categorizing existing information, they have not demonstrated a consistent ability to synthesize information in a trustworthy way.

Should You Consider AI Writing to Boost Your Online Visibility?

Until chatbots better prove their ability to write accurate and engaging content, it would be premature to jump on the bandwagon. There are, however, some strategies you can employ to improve your online visibility in the age of AI:

• Target your content to your audience—Your content will be most effective if it addresses the interests, needs, and concerns of your audience. That means you have to be clear about who your audience is. The more you know about who you want to serve, the more effective your content can be.
• Think and write outside the box—Search engines still reward content that is unique. Though AI may be able to generate a number of permutations of content, it can’t ever replicate the unique workings of your mind. Trust your brain and your message.
• Let web visitors know you’re human—That’s what we all crave—human connection. Include pictures and videos on your website, so that potential patients see the real you.
• Keep your content fresh—Search engines still give significant weight to a dynamic presence. At least once a week, add a small piece of content or revise some existing content. The search engines will take notice.

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