In today's fast-paced digital landscape, businesses are constantly grappling with the challenge of creating content that not only ranks on search engines like Google but also ensures they remain ahead of their competition. This is particularly crucial as search giants like Google continue to shape the content game. So, how does one navigate this intricate web?
It's a bitter pill to swallow, but to dominate in search, businesses must play by Google's rules. This means constantly updating and feeding them the data they require. However, the tides are shifting. The rapid rise of personal AI assistants is evident. Remember the early entrants like Neva? Though they might have faltered, today's AI assistants are more refined and are set to change the dynamics. Consider this: when you ask Alexa a question, it often cites Google as its source. But ideally, Amazon would want its own knowledge graph. If Alexa could directly pull data from NASA's knowledge graph, it would bypass Google entirely. This decentralization poses a threat to Google's monopoly.
The future seems to be steering towards a scenario where individual businesses will have endpoints that others can connect to, much like how Google accesses data now. In this model, businesses won't rely solely on Google. Instead, they'll empower AI to answer brand-specific objective questions. For instance, if a user queries about a specific brand or product, they should get direct answers without resorting to ads. But, with the vast expanse of content available, it's plausible that search engines might limit what they crawl, hence making the data provided to them even more crucial.
Queries can broadly be categorized into objective and subjective. While objective questions seek factual answers, subjective ones require opinions. This distinction is essential as it will define the battleground. For instance, if someone has a question about a product or service, they should get the most comprehensive answer combining various data sources without having to search multiple sites.
The marketing landscape is poised for a significant overhaul. With the increasing interconnectivity of knowledge graphs, businesses will likely form more data partnerships. Consider the case of Invisalign, a dental product. If a provider can access Invisalign's knowledge graph to furnish the latest information rather than relying on outdated content, it revolutionizes the user experience. This shift implies that websites might soon prioritize search and chat functionalities over traditional drop-down menus. After all, why navigate through multiple options when you can simply ask and receive an answer?
A common assumption is that users always start their search on a company's website. However, in industries like financial services, most conversions come directly from search engines. The strategy here is to ensure that your data reaches not just Google but also the myriad of AI bots powered by companies like OpenAI. As these bots gain personalities, it's crucial they have access to accurate data. The ultimate goal is to provide lean, relevant data everywhere, be it on your website or any other platform a potential customer might visit.
Certain industries, especially those dealing with sensitive information like finance and health, will always value human interaction. While AI can handle preliminary queries, there comes a point where human expertise is indispensable. Recognizing and effectively managing this handoff between AI and human intervention will be pivotal.
In conclusion, while the digital realm continues to evolve, the focus remains on providing accurate, relevant, and timely information to users. As a Chief Data Officer, my vision is to continually adapt, ensuring that we not only keep pace with these changes but also leverage them to offer unparalleled user experiences.
