How Are AI and Social Networks Changing SEO and Marketing? A Guide for Business Owners
AI is here, and it’s shaking things up. Change can be unsettling—people tend to resist it because it brings uncertainty. Yet when opportunities emerge, like the potential to earn or grow, that resistance quickly turns into enthusiasm.
Uncertainty isn’t a bad thing. It pushes us to grow. Just as smartphones didn’t replace traditional phone calls but enhanced communication, AI won’t end businesses; it will transform them. The key is for businesses to adapt to this new reality. The good news is that with AI, you will be able to do more with less, allowing you to experiment. And experimentation is incredibly important.
However, some things still apply. What stays the same is the importance of traffic and visibility - only the ways we achieve them are changing.
SEO remains one of the most affordable ways to achieve visibility and traffic, but it’s also evolving alongside AI. The question is, how can you adapt to stay ahead and be part of the (r)evolution?
Let's find out.
Important Trends You Need to Leverage
Here are some tips on remaining visible and relevant in this new landscape.
The Shift from Search to Answers
AI-driven search tools, like Google’s Gemini or Perplexity, provide direct answers instead of a list of clickable results. This means users often get what they need without visiting a website. While this is convenient for users, it challenges businesses to figure out how to get clicks when fewer people are going past the first SERP.
Instead of focusing solely on rankings, businesses should focus on appearing in AI-generated overviews. After all, the ultimate goal isn’t just to rank - it’s to attract and engage users with a click. This shift in focus means rethinking your content and optimization strategies to align with AI search behavior.
Most AI search engines use Bing as their source, so you should include this optimization in your strategy. There are some similarities and differences in optimizing for Google and Bing.
Similarities:
Both Google and Bing prioritize high-quality content, structured data, user-friendly websites, and strong backlinks. If you can't create a good backlink profile on your own, it is best to hire a reputable link building service. Local SEO is essential for both Google's use of Google Business Profile and Bing's reliance on Bing Places.
Differences
Google emphasizes semantic search and long-tail keywords, while Bing favors exact-match keywords and multimedia content like images and videos. Social media signals impact Bing rankings but not Google’s. Google is mobile-first, while Bing focuses on desktop users and is less strict about mobile optimization. Google prioritizes E-A-T, while Bing values domain age and multimedia integration.
Gen Z Shifts from Google to Social Media for Searches
"Googling" is gradually losing its dominance among younger generations. A significant portion of Gen Z now prefers platforms like TikTok and Instagram for online searches. According to data, nearly 40% of Gen Z users favor these social media platforms over traditional search engines when seeking information.
While this trend hasn't significantly impacted the B2B sector yet, it's essential to recognize that today's teens will become tomorrow's decision-makers. To maintain brand visibility with this emerging audience, diversifying your content strategy is crucial. Incorporate video platforms such as TikTok and YouTube into your marketing efforts, and make sure your multimedia content is optimized for AI summarization to meet the evolving preferences of the next generation.
Affordable Experimentation with AI Tools
AI tools are reshaping marketing by making experimentation more accessible and affordable. In a field like marketing, where actions can often be described as shooting in the dark, these tools provide clarity, efficiency, and actionable insights. You can use AI for:
Social Media Insights. Tools like Hootsuite Insights use AI to analyze audience behavior and suggest the best posting times.
Video Content. AI tools like Pictory or Lumen5 turn blog posts into videos, opening up new content channels.
Keyword Research. Platforms like Ahrefs and Semrush, thanks to added AI features, can identify high-performing keywords and trends, create content siloses - even write optimize and manage content.
Chatbots. AI chat tools like Botsify, Pandorabots, or Tidio improve customer engagement by delivering personalized, 24/7 support.
Automation. Use Zapier to automate repetitive tasks like lead tracking or email follow-ups, freeing up time for strategy.
Not the End. A New Chapter
AI isn’t ending SEO; it’s reshaping it. The fundamentals, like valuable content, user-focused strategies, and a strong online presence, still matter. The key difference now is the need to adapt to how users find and consume information.
Don’t chase every new trend or “hack.” Instead, focus on understanding your audience, solving their problems, and building trust. Businesses prioritizing relevance and context will thrive, even in an AI-driven world. Remember, AI can mimic people's behavior, but you can understand them.
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