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The GenAI Marketing Disruption & How GooeyAI Can Help
GenAI changes how every brand & website gets found. Here's how the tech giants will respond + how our tools can help the rest of us.
LLMs such as GPT4-Turbo and PALM2 are amazing, somewhat terrifying and absolutely disruptive. They have hacked human language and can write optimized content about anything.
Hence, what’s a poor search engine like Google or Bing (which power the real-time results of Google.com, Bard and ChatGPT) to do when presented the task of showing (or creating an answer from) the most relevant, up-to-date webpages when asked a question?
As bot-optimized content spreads across more of the web (see jasper.ai), the engines will rely less and less on the content of a page - the words, images and videos - because that content can be fairly easily created and optimized by bots. Hence, they will rely more and more on the SOCIAL SIGNALs of the page and its website domain. Was it from a credible site e.g. the New York Times? How many other high-authority sites link to this site? How is the site reviewed on Google Maps? How do users behave on the site and its page? Do they engage deeply and spend significant time there? Are there 1000s or millions of other pages discussing this site (and hence influencing the LLM training data itself)?
Hence, great content for a page or site is now table-stakes - a required but not sufficient condition for Google, ChatGPT, Bard, etc to consider and link back to your site. Once you create that incredible, relevant content (and your competitors likely already have), the real work begins, moving the SOCIAL SIGNALs.
- 1.Real-Life Reviews e.g. Google Maps. Real reviews from real individuals (usually created by people at a particular place on their phones - not on desktops) are a difficult-to-fake signal of true value, especially for web searches that are tied to geographical places. Google, Meta and Bing will increasingly lean into these signals as content is increasingly gamed by bots.
- 2.Time on site aka engagement. Have you noticed that every food recipe site has turned into an infinite scrolling timesuck to list 3 ingredients? Wonder why? Google is measuring the time between when you (and millions of others) click on a link and later tap ‘Back’ to the search results. If that time is short, Google infers that the link it offered up was NOT that useful and hence, lowers the page’s rank in the future. If Back was rarely clicked or the timespan is long - e.g. you spent 5 minutes scrolling through those beautifully lit videos on how to mix flour, butter and sugar - Google infers that the link satisfied your query and effectively ups the page’s rank. (I’d venture that if a ChatGPT or Bard question employed a real-time web search and the user seemed to like or dislike the answer (as evidenced by their subsequent chat messages), that signal will inform the page’s future rank against that query as well. But more on this in a future post).
- 3.Virality via Social links - similarly if millions of people are posting links on social media back to your site e.g. sharing Pinterest board links, it signals to the engines that your site is making something worth sharing and hence valuable.
- 4.Press links aka high-authority backlinks - if lots of high-quality news sites are discussing your brand or product and are linking back to your site, Google notices. PR and Press are hard work but by extension, they are hard to fake with bots.
If you want your store’s rank in Google Maps AND Google Search to increase, your customers must give you positive reviews on Google. If you have physical locations, ideally those reviews are given on their phone and when they are present at your business. Hence, you have to increase their motivation to positively review you and reduce the friction of doing so. Scanning QR codes have become the most common way to induce this action and we’ve discovered that if you make those QR codes beautiful and interesting, scan rates increase. As of November 2023, art-based QR Codes represent a truly novel new form of aesthetics - the sort of thing that humans really couldn’t easily make - and hence, we’ve discovered there’s a curiosity among observers to determine if they scan. Furthermore, beautiful QR Codes enable user appreciation of the QR code itself which increases motivation to scan it. We’ve built the best QR maker in existence right now - one that leans towards scan reliability while blending the QR Code seamlessly with gorgeous AI generated visuals. We’ve got tons of examples and premium analytics available too.
Sample AI QR Code created for Heineken Vietnam
AI QR Code User Experience
Getting users to stick around is hard but in our work with other clients, we’ve discovered a few insights.
- 1.Bots are a thing.
Character.AI has the highest engagement of any app on the AppStore. OpenAI just launched GPTs as a competitive response. We've built Gooey.AI Copilot - the most advanced bot maker on earth that works across every major LLM (and speech recognition engine) and connects to Insta, Facebook, Slack or your own site. We also offer our services to select clients to build best-in-industry bots like Farmer.CHAT which was demoed at the UN General Assembly in April 2023.
- 2.AI Content that Engages
If people really are into a concept, they competitively want to prove their level of in-group knowledge. The old InStyle magazine quiz format is still fun & engaging and if you do well, it’s the type of achievement you want to share with your friends (see point below). We’ve found that AI-generated quizzes - when combined with real-time content and appropriate safety features - significantly drive time on site.
AI-generated quizzes on Fandom.com
How do you convince most of your users to post a link back to your site? If you can achieve this, you increase organic word-of-mouth marketing while also, signalling to the search that you’ve built something people value. But how? We believe the answer lies in creating personalized artifacts people want to share with their friends. examples include:
- 1.People Also Ask content - For every question someone asks Google, you’ll notice about halfway down the page, there’s a “People Also Ask” widget. This gives us an insight into the zeitgeist of every query on the Internet. And this zeitgeist of related queries often changes with the news, the latest movies, etc. We’ve found that having your page answer these “People Also Ask” questions can dramatically improve Google Search rankings, with large-scale (1000+ page) experiments revealing 7% increases in sessions and 2% increases in page views. With our tool, you can enter any search query and we’ll discover the most common People Also Ask questions and craft an answer (using an editable LLM prompt augmented with web-search) for each one. Just copy these questions and answers onto your page to improve your rankings.
AI-generated ‘People also ask” content
- 2.Create your page based on the current top-ranking pages for any query. This tool takes a query you’d like to rank, searches the internet for the pages that already rank well for it, analyses their content, folds in your brand and desired keywords and then creates an optimized page for you. We know this is just an arms race but as we said, it’s table stakes these days.
We’ve all heard the stories about how biased the LLMs are. Their biases aren’t just about demographics either. They are biased on everything, with subtle opinions about brands and concepts that are going to start to influence virtually every document and digital artefact human beings make as the LLMs get integrated into Microsoft Office, Gmail, iMessage and all collaboration tools. Hence, we’ve built a simple set of tools that let you quickly determine how your brand or company is thought of by the popular LLMs including OpenAI GPT4 vs ChatGPT, Google’s PaLM2 and Meta’s LLaMA2.
The Gooey.AI Orchestration Platform - watch the explainer video on https://gooey.ai
In conclusion, we hope you find these insights and tools useful and we'd love to hear from you.
Last modified 13d ago