Why Digital PR is the FUTURE of Search

AI search results will change the world of SEO, and marketers need to prepare by adopting new techniques and strategies. Digital PR will become more important than ever in this new AI-driven world.

Google recently announced its search generative experience (SGE), which provides AI-generated answers with three featured results at the top of search results. SGE will display different content for various types of searches, such as e-commerce product searches that pull in data from Google's products graph. While the global rollout date is unknown, US users can join a waitlist to access SGE. The prominent placement of these AI-generated answers may pose challenges for businesses aiming to rank high on Google but implementing digital PR strategies focused on original studies and statistics could help maintain visibility during this transition.

Infographics are an effective way to share new or existing information in a compelling manner. They can attract top-of-funnel traffic and increase brand visibility, as seen with the example of household quotes using an infographic about popular dog breeds. The creative angle of the infographic makes it highly shareable on social media, leading to potential word-of-mouth marketing and increased brand recognition.

News Stacking in Digital PR News stacking is a digital PR strategy where brands leverage trending topics to gain exposure and appear relevant. By providing expert opinions or creating dedicated content around the topic, businesses can attract attention, generate leads, and build brand visibility. This approach involves jumping on trending topics through memes, sharing insights about recent events, or offering expert opinions.

Preparing for AI-Generated Search Results Businesses can prepare for AI-generated search results by creating content that aligns with emerging search features such as Google Perspectives. For example, a salon could capitalize on a trending event like Taylor Swift's concert by promoting related services and styles through social media posts and blog articles. By anticipating future search trends driven by AI technology, businesses can develop marketing strategies to stay ahead of the curve.

Creating and using your own terms in the industry can give you a competitive edge in search. By coining unique terms, creating content around them, and getting them to enter the industry lexicon, you position yourself as the originator of those terms. This increases your chances of ranking higher on Google and gaining backlinks.

Digital PR Strategy: Link Insertion In the new AI world, getting your website linked from sites already ranking for relevant terms is crucial. This strategy, known as link insertion, involves targeting top 10 lists and other featured websites to get your business mentioned. By doing this, you reverse engineer the buyer journey and target searches just before a purchase.

Digital PR Strategy: Brand Blast Brand blast is a timed digital PR campaign that aims to generate coverage on one specific day. It requires pre-planning and coordination with publications or influencers to stick to an embargo. The goal is to create visibility for your brand or product across various channels simultaneously, leading to increased positive press and mentions which can impact Google's Knowledge Graph later on.

The new world of generative AI search is not something to be feared, but rather a great opportunity for trying new marketing strategies and investing time and energy into channels that enhance visibility. This approach helps in connecting with customers at various stages of the funnel, making digital PR an effective tool for this purpose.