(Benvenuto Nell’era Di Ricerca AI)

Today’s topic… AI Search LLM

Is SearchGPT truly innovative, or just playing catch up to the likes of Perpexity AI. I won’t know for certain until I get access to the former (still on the waitlist 🤞🏻), however, what we do know is that how we find and optimize content is changing as a result of these AI powered platforms. 

AI search engines powered by large language models (LLMs) are transforming search by enabling more conversational, natural language queries and delivering more personalized results. Users can ask follow-up questions, building context with each interaction, much like a human conversation. This shift in user behaviour will compel marketers to rethink SEO strategies, focusing more on relevance and engagement.

First, What is the Impact on Search Behaviour?

→ More Conversational Queries
Natural language processing lets users ask more complex, conversational questions, like “What are the best running shoes for someone with flat feet?” instead of just “best running shoes.” This shift allows users to ask more natural, human-like queries rather than relying on simple keywords. Brands should focus on creating content that directly addresses user needs instead of just targeting top keywords.

→ Reduced Need for Multiple Searches
These platforms provide more comprehensive answers upfront, users will no longer need to browse multiple websites for answers. For example, a query about “how to refinance a mortgage” might result in a single answer covering the entire process, reducing the need for further searches. 

→ Dynamic Interactions

Platforms like Perplexity AI offer more interactive search experiences, allowing users to ask follow-up questions or refine their queries in real-time

How Might We Optimize for These New Search Engines?

While platforms like Perplexity AI and SearchGPT are still new, and some of what I’m sharing is speculative, optimizing for them will likely require focusing on user intent, content quality, and personalization over traditional keyword strategies. Additionally, sentiment and relevancy could play a role, where content that aligns with emotional tone and context is prioritized.

Marketers should work closely with their SEO and content teams to brainstorm, experiment, and test different content structures. Regularly monitor analytics and adapt based on algorithm updates to ensure your content remains relevant, engaging, and suited for conversational search experiences.

→ Focus on User Intent
Rather than matching keywords, develop content that anticipates and solves a user’s problem. For example, a financial site should create an FAQ that answers specific questions like “How can I save for retirement in my 30s?” instead of generic savings advice. Understanding the user’s intent will be key.

→ Ensure Omni-channel Presence
To maximize visibility, consider having consistent messaging across all platforms, reinforcing a unified brand identity. This is a fundamental principle for marketers, regardless of SearchGPT, Perplexity AI or the likes and therefore something you are all already doing. By maintaining this omni-channel consistency, brands not only enhance user experience but could also increase the chance of being recognized by the algorithms, reinforcing visibility across all touch-points.

→ Build Credibility and Trust
Test prioritizing content from credible, authoritative sources. For example, financial advice backed by data, expert insights, and citations will rank higher. Focus on producing well-researched, trustworthy content to establish themselves as reliable leaders. If you’re already creating thought leadership content or collaborating with influencers and industry experts, you’re on the right track—just ensure your content consistently remains authoritative and relevant to maintain credibility in this evolving AI-driven landscape.

→ Optimize for Voice Search
As searches become more conversational, optimizing for voice search is crucial. Brands should focus on answering spoken questions like “What’s the best coffee maker for a small kitchen?” to capture this growing user base. If you’re already optimizing for Siri, Alexa, or Google, you’re on the right track.

As AI search engines powered by LLMs reshape the digital landscape, brands will need to adapt. Try focusing on user intent, quality content, and omni-channel presence while experimenting. Collaborating with SEO teams to test and learn is key to staying ahead in this evolving environment. While the full impact is still unfolding, those who embrace this shift will thrive.