Wisdom comes from a mix of sources. Artificial Intelligence (AI) is everywhere and woven throughout the day in ways we don’t even realize. Before you’ve had a chance to think about what you want to do or learn next, AI has already inserted itself into the equation.
That includes searches — like on Google.
A few weeks ago, our digital detective at 5Points Creative, Grayson Odham, wrote an article about the AI Search Equity Gap and how Answer Engine Optimization (AEO) is changing the way people use the internet. If you missed the piece, read it here. The AI that has been on my mind lately is Acquired Intelligence. A machine learns through absorbing copious amounts of data, taking note of any patterns, and continuously refining its responses. If you pause in your hectic days, you’ll realize it’s similar to how we grow. People also learn by experiencing, adjusting, and refining to improve our work and life.
Sometimes I want to see what Siri, Claude, or Chat GPT has to say. Other times, I choose a different search platform such as Alexa or another resource. With multiple ways to search, I am very intentional about where I go depending on what I need.
For example, if I know the business name and want quick access to details, I’ll bypass traditional search and use Apple Maps. From there, I can click right to the phone number or website. It’s quick and matches my intent in that moment.
Information is everywhere, but we often still miss the obvious or choose to get what we want in alternate ways.
Companies have spent thousands, tens of thousands, and in many cases millions of dollars building their Search Engine Optimization (SEO), paid search, and the like. We help them do it. But as Grayson pointed out, upward of 60% of Google searches are now resulting in “zero-clicks”. Because Google’s own AI is answering the users’ questions right on the search page. Consequently, users are skipping the website clicks that everyone in business has been trying to master. That is the Search Equity Gap.
Use What You See4Your Company
Remember the saying, “There’s nothing new under the sun”? Well, we’ve crossed this bridge in decades past.
Back in the old days, businesses relied on directories like the phone book that was closed on a table or in a drawer 99.9% of the time. When the “yellow pages” went away, companies and organizations had to find new ways to stand out and get critical information to potential customers. The smart ones did because they evolved. And you can, too.
As I was thinking about what worked back in the ‘90s and around the turn of the century, I realized it was the same as what will help businesses today in these fast-moving times.
Stay on the AEO, SEO, and paid search “trains”. This is critical. But that is just the beginning. Focus your energy on building brand trust, generating greater awareness, and establishing top-of-mind awareness. Show up wherever and however people are looking and become the source of value, help, and content in your category or industry.
That’s a wise move, and it comes from Acquired Intelligence – the other AI.