Once Google releases its search generative experience, one thing is for certain: The types of content that encourages traffic to your website will change tremendously.
Straightforward, cut-and-dry topics like “How to create a social media strategy” might not drive as much traffic to your website anymore. Instead, users will find the answers to queries like that directly on Google through the generative AI snapshot.
Which is an alarming thought. If some of your content is made redundant by generative AI, what could happen to your traffic and leads in a post-SGE world?
Fortunately, HubSpot’s SEO team has taken some of the guesswrk out of it. Here, learn from HubSpot’s SEO experts on what types of content you’ll want to start leaning into in 2023 to continue directing traffic to your website — and what to avoid.
Which Types of Content to Lean into Ahead of Google’s SGE 1. Lean into personality-driven, thought-provoking content. AI has a lot going for it. But, due to the nature of it being a robot, it inherently lacks one thing: A perspective.
Which is why you’ll want to ensure you start leaning into personality-driven thought leadership content that offers personal lessons, examples, and novel concepts that drive conversations forward.
As Aja Frost, HubSpot’s Director of SEO Global Growth, puts it, “As a result of the AI evolution, there is an exponential increase in the amount of AI-written, low-value content. And, in response to that, Google is prioritizing first-person, credible, personality-driven content.”
This makes sense. Google needs its AI models to continue to improve based on new information on the web. And new information – including new perspectives and ideas — can only come from real people.
For instance, consider what happens when I ask ChatSpot, “How do I build emotional resilience as an entrepreneur?”
ChatSpot’s answer includes plenty of tangible steps towards building resilience. But it lacks the nuance and complexity of real life.
Which is why it’s more helpful for me to turn to this post: “Bounce Back: Five Founders on Building Emotional Resilience”.
In the post, one founder, Michael Plisco, says, “As founders, we often find ourselves so deeply attached to our business and its mission that it becomes difficult to distinguish ourselves from what we are building. In failure, you have to take a step back and realize that the failure of the business, regardless of the situation, does not equate to a failure of self.”
Plisco then recommends getting back in touch with the things that make you happy, from spending time with friends and family to activities you haven’t had the time for since launching your business.
Consider that advice compared to ChatSpot’s advice to “Embrace failure as an opportunity for growth and learning, reframing setbacks as stepping stones to success.”
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By: Caroline Forsey
Publication Date: 2023-09-05