As Google, OpenAI, and other AI platforms reshape the future of search, marketers seem unsure whether to run, walk, crawl, or just watch it all happen right now. That’s according to findings from a new BrightEdge survey of 750 search, content, and digital marketers.
Why we care. SEO may be leading the AI search parade – but without support from content, PR, and leadership, it’s marching without a band. BrightEdge warns that without cross-functional backing, even the most skilled SEO teams risk turning experiments into dead ends as we transition to the era of generative engine optimization (GEO).
SEO leads the way. 68% of organizations are changing their search strategies right now in response to AI search, according to BrightEdge. And most organizations (54%) are relying on SEO/digital marketing teams to lead AI search initiatives. That’s more than all other departments combined:
However, BrightEdge warned that this “massive concentration of responsibility” leaves teams without the needed cross-functional support for a winning AI strategy.
AI Overviews. Google’s AI Overviews are creating subtle shifts rather than dramatic disruptions to most organizations, according to BrightEdge. Meanwhile, most marketers are optimistic, but also unsure about AI Overviews:
Multi-platform mindset. AI search doesn’t mean “Google only,” which is why 45% of those taking action are prioritizing strategies around AI Overviews and ChatGPT (27%) or adding tools like Claude and Perplexity (18%).
What they’re saying. BrightEdge advised tracking your brand presence (mentions/citations) across all the generative engines and urged collaboration across teams, before concluding its report with this advice:
The report. SEO Leads the Shift to GEO – Generative Engine Optimization
As Google, OpenAI, and other AI platforms reshape the future of search, marketers seem unsure whether to run, walk, crawl, or just watch it all happen right now. That’s according to findings from a new BrightEdge survey of 750 search, content, and digital marketers.
Why we care. SEO may be leading the AI search parade – but without support from content, PR, and leadership, it’s marching without a band. BrightEdge warns that without cross-functional backing, even the most skilled SEO teams risk turning experiments into dead ends as we transition to the era of generative engine optimization (GEO).
SEO leads the way. 68% of organizations are changing their search strategies right now in response to AI search, according to BrightEdge. And most organizations (54%) are relying on SEO/digital marketing teams to lead AI search initiatives. That’s more than all other departments combined:
However, BrightEdge warned that this “massive concentration of responsibility” leaves teams without the needed cross-functional support for a winning AI strategy.
AI Overviews. Google’s AI Overviews are creating subtle shifts rather than dramatic disruptions to most organizations, according to BrightEdge. Meanwhile, most marketers are optimistic, but also unsure about AI Overviews:
Multi-platform mindset. AI search doesn’t mean “Google only,” which is why 45% of those taking action are prioritizing strategies around AI Overviews and ChatGPT (27%) or adding tools like Claude and Perplexity (18%).
What they’re saying. BrightEdge advised tracking your brand presence (mentions/citations) across all the generative engines and urged collaboration across teams, before concluding its report with this advice:
The report. SEO Leads the Shift to GEO – Generative Engine Optimization
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It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.
The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making
The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution
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