AI has rapidly changed how we search for and find information and content. It is likely to have broken your firm's marketing efficiency. Here's why and what to do next.
We are having to try different things too. We are holding more networking events, attending more networking events and trying to get as many speaking slots as possible In-person or via webinars or podcasts.
Heather I couldn't stop thinking of the tired old maxim, 'if you want to catch fish, go where the fish are.' It seems to me that more and more, google search ain't where the fish are anymore. You have a community here on Substack. Haven't checked your footprint but there's LinkedIn, X, Threads, Facebook, Reddit, and probably many others that could be relevant. Plus there's good old direct outreach via phone, email, networking events and (horror) personalised letters (the ones with stamps). It seems like you're doing everything right to generate inbound via websites, but AI has created so much cruft it's hard to cut through.
Oh my goodness I was just talking about this with someone today. Even big websites like Ahrefs have suffered a significant decrease in traffic. Generative Engine Optimisation(GEO) is what I've seen people using to replace SEO. They optimize content for AI chatbots instead of traditional search engines like Google, because these AI chatbots often cite sources. It's an interesting area to explore.
An excellent article, that is well written, honest and analytical. Good luck on your strategic plans
We are having to try different things too. We are holding more networking events, attending more networking events and trying to get as many speaking slots as possible In-person or via webinars or podcasts.
We are mixing things up.
Heather I couldn't stop thinking of the tired old maxim, 'if you want to catch fish, go where the fish are.' It seems to me that more and more, google search ain't where the fish are anymore. You have a community here on Substack. Haven't checked your footprint but there's LinkedIn, X, Threads, Facebook, Reddit, and probably many others that could be relevant. Plus there's good old direct outreach via phone, email, networking events and (horror) personalised letters (the ones with stamps). It seems like you're doing everything right to generate inbound via websites, but AI has created so much cruft it's hard to cut through.
Oh my goodness I was just talking about this with someone today. Even big websites like Ahrefs have suffered a significant decrease in traffic. Generative Engine Optimisation(GEO) is what I've seen people using to replace SEO. They optimize content for AI chatbots instead of traditional search engines like Google, because these AI chatbots often cite sources. It's an interesting area to explore.
Thanks for writing this, Heather, very informative yet scary for a coach trying to scale himself. :)
Hi Ken. I think it’s about being forearmed. We will now put some paid media in our mix.