SEO Strategy for ChatGPT Era

SEO in the AI Era

In the old days, when you typed a query into Google, you were often met with an array of blog posts that answered your basic need-to-know questions. What's the capital of France? When was the Eiffel Tower built? The search engine optimisation (SEO) goal was to create informative content, the traffic made in response. Today, a recent study highlights that AI summaries have cut down clicks to websites by 58 percent. People have shifted away from basic information searches to queries like "24-hour plumber Hoboken" or "voice notes for dentists." They know what they want, but not the brand that provides it. No more. Today, Google now rewards pages that offer solutions over mere information.

A New SEO Landscape

The old method of answering questions with blogs simply isn't as effective. It’s a problem because people aren't necessarily looking for information anymore, but for solutions with brands they trust. They want to call a plumber, not learn about plumbing. They want to buy an outfit, not read about style. It’s a whole new leg of the marketing journey, but SEO optimisation for a new era. In this new normal, even AI chatbots are becoming another tool for SEO. Chatbots increase citations in AI searches and conversion rates. They can also provide information immediately, not passively rely on a blog that gets two reader visits a day.

Focusing on Conversion-Based SEO

People are looking for plumbers and outfits, not a list of plumbing techniques or runway fashion. If you want to make that sale, you'll need to focus on conversion-based SEO. “Conversion-based" SEO means pitching your brand to prospective customers. It serves as a medium between keywords.com and your clients. These pitches need to be immediate and location-specific. If someone types in a "24-hour plumber Hoboken," they don’t want to read about plumbing history. Instead, they want to call a local plumber for immediate service. For such searchers, SEO landing pages operate as the first point of contact. These pages are user-friendly, are cited heavily in AI searches, and provide a unique opportunity for your brand to connect directly with a potential client.

SEO Landing Pages

A landing page consists of a single, hyper-focused page relevant to the search term. When someone searches for a 24-hour plumber, a successful SEO landing page will have an immediate actionable task such as a call-to-action button for the customer to call a local plumber.

Not blogs, but conversion

This approach comes in handy when the reader isn’t looking for an answer but a service. For example, the user is not looking for an AI overview on plumbers but a “24-hour plumber in Hoboken.” SEO landing pages ensure the valuable content you create gets the visibility it needs. The best way of doing SEO in 2023 is putting up content where you make money. Blog posts that answer straightforward information search queries are not going to bring in revenue. Create content that provides a service or converts visitors into customers.

The Plumber SEO Case Study

There’s a clear strategy when it comes to applying conversion-based SEO. For example, typing “24-hour plumber Hoboken” into a search engine won’t give the user a plethora of blogs on plumbing history but a nearby plumber who's available to solve their problem. This means if you're a 24-hour plumber in Hoboken, you might lose out on potential clients who are looking for a plumber and get sent to your competitor because your old SEO was ineffective. No more.

Getting Started

The first step in converting SEO from what it used to be to what it is now is changing your approach to content. This transition will guide you toward a content strategy that converts clicks into revenue. Do you want to see how to do this? How to find these searches that people are making, how to make these SEO landing pages, and how to structure your site for these pages? You can. The entire process is available online.

Identify your search

Once you've identified your search, you'll need to go backwards. Determine the reason behind the searches: What are your potential customers searching for? If you're a plumber in Hoboken, you know potential customers are looking for a 24-hour plumber. Put yourself in their shoes, and rephrase the query with your brand. You won't have to get fancy with your keywords. The easy-to-remember phrases will do.

Create your content

This is often where bloggers stop. But not you. You’ll want to create content that will make it easier for the potential customer to navigate your website. Your SEO landing pages will be a page on your website that offers a unique service and a call-to-action. For instance, a site that offers information and a booking slot for “24-hour plumber services in Hoboken” will automatically convert clicks to revenue.

Tailor your approach

Each page must stand alone for good conversion-based SEO. This means that a customer who clicks on “24-hour plumber services in Hoboken” should be redirected to the page which has the details of the services and a schedule for booking. It doesn’t have to be over the top. It needs to be easy to find and more relevant to the original search.

Ready, Set, Go!

SEO may be in a stage of rapid evolution, but one thing remains clear. It’s no longer about answering questions. Now, SEO is about making money. To start, figure out what services people want and tailor the content on your website to the services they’re looking for.