Businessesbrace for potential implications of OpenAI's fresh search engine debut
Noa Eshed, the head of the esteemed growth marketing agency Bold Digital Architects, which has earned multiple awards, and co-host of the popular podcast "Real Life Superpowers", has made headlines. OpenAI, the creators of ChatGPT, are planning to break into Google's domain by releasing a search engine. For years, Google has been the undisputed leader in the search industry, with any new competitor having the potential to disrupt it.
Currently, OpenAI's search engine is only accessible to paid users, but they aim to make it available to everyone in the future. This could potentially create waves large enough to unsettle Alphabet. Imagine a search experience free of ads, focusing solely on delivering pertinent information. Such a feature would likely appeal to users annoyed by ads, which sometimes negatively impact the search experience.
OpenAI's decision to launch an ad-free search engine could be its unique selling point. In a world where ads are rampant in digital experiences, a platter offering ad-free search results could be a breath of fresh air and an appealing option for users. Alphabet's business model heavily relies on ad revenue, with Google Search bringing in a staggering $49 billion in Q3 2024. A significant user base seeking fewer ads could have major repercussions.
What Companies Should Focus On
Brands and businesses need not rework their entire strategy due to this potential shift. Regardless of the search engine, the fundamentals of ranking and user engagement remain constant. Here's what companies can concentrate on to remain competitive:
1. Providing Value
Content should continue to offer value, addressing user needs and delivering clear advantages. The objective is to instruct, instruct or amuse in a meaningful way. Here's how:
Determine pain points. Generate content that tackles your audience's most pressing issues or hurdles. For instance, create tutorials, propose solutions to common problems, or simplify complex topics.
Leverage unique knowledge. Showcase unique insights or data your company has. This boosts authority, making your content stand out.
Create interactive and visual content. Consider using videos, infographics or interactive tools to make information more engaging and easily digestible for users.
2. Adopting a Conversational Approach
In this new era of search, companies should embrace conversational AI. Brands should communicate in a natural, personal and approachable manner. For example, use "we" and "you" to build familiarity. Dodge forced slang that seems inauthentic to your brand. Additional tips:
Empathize with your audience. Use language that shows you understand your audience's challenges and goals. Reflect this understanding in your tone.
Test different conversational styles. Experiment with diverse conversational tones on social media, newsletters, and advertisements to find out what resonates with your audience the most.
Avoid overly formal language. Eliminate jargon and complex idioms for straightforward, relatable communication. Overemphasizing technical terms or sounding robotic could turn away users. Tools such as the Flesch-Kincaid readability test can help.
3. Targeting Your Ideal Customer Profile (ICP)
Understanding and addressing your target audience guarantees efforts reach those most likely to engage and convert. Take these steps:
Carry out in-depth audience research. Utilize surveys, interviews, and data analysis to create comprehensive customer profiles.
Try behavioral segmentation. Classify your audience by behavior, such as those who have visited your pricing page versus those who have attended a webinar, and tailor your messaging accordingly.
Monitor social media conversations. Keep tabs on conversations on social platforms, join in where your ICP is engaging, and learn from them.
Avoid typical mistakes. Don't treat a broad audience as one size fits all or neglect to revisit your personas as markets evolve.
The Possibility of Sponsored Results and Analytics
Whether OpenAI introduces sponsored results is a question that looms. If they do, it could offer new revenue streams and a familiar structure for brands accustomed to optimizing for paid search.
Moreover, OpenAI might introduce its own analytics suite, offering brands insights into search traffic and user engagement. Such a tool could challenge Google Analytics, providing brands with a fresh perspective on user behavior and lessening their reliance on Google's data dominance.
For now, I advise companies to stick to their guns. Content that adds value, fosters engagement, and connects with audiences will always find a niche, regardless of the search engine users prefer. And as end users, this could be an exciting moment, watching how OpenAI shapes the search experience and discovering new possibilities.
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After making headlines with her contributions to Bold Digital Architects and the "Real Life Superpowers" podcast, Noa Eshed might share her insights on how companies can stay competitive in the face of OpenAI's ad-free search engine, which has the potential to disrupt Google's ad-reliant business model.
Regardless of which search engine becomes popular, companies should prioritize providing valuable content, adopting a conversational approach, and targeting their ideal customer profile to remain competitive. For instance, they can identify pain points, showcase unique knowledge, and use interactive visuals to engage their audience.
