SEO is changing. Here’s what you need to know.
There’s been a lot of talk over the past nearly two years about using AI at the chamber for greater efficiency. In fact, many chamber pros have adopted AI tools to reduce the time they spend on projects, freeing up their schedule to do other things they can’t automate.
While AI is changing the way we work, it’s also changing the way we search–or at least it will. The following article details the ways search is changing due to AI and how you might alter your content to continue to place well in search listings.
I want you to grab a cup of coffee before you read this next line because it’s tricky (like the Terminator). Ready?
Even if you’re using AI to create content, do not assume AI has been optimized to create content that performs well in search. Instead, make that part of your prompt and direct it that you want it to use SEO best practices–or better yet, upload a few bullet points pulled from this article.
This is also something you’re going to want to share with your members and the business community.
Search engine optimization may not be your top priority at your chamber but you can be sure your members want to rank highly. If you come out as an AI early adopter and expert, you can provide a lot of value to your members, help them navigate the necessary adjustments, and assist them with best practices in using these powerful tools.
Here’s how search is changing and how businesses can prepare:
Changes in Search Behavior
With AI-powered search engines, users are shifting from keyword-based queries (like Delaware Chamber) to more conversational and natural language searches. People are now able to ask complex questions and receive direct answers (like how can the Houston Chamber help my business), rather than having to sift through multiple web pages.
Impact on Search Results
AI is enabling search engines to provide more relevant, personalized, and diverse results. Instead of a list of links, users are increasingly getting AI-generated summaries or direct answers to their queries. That means as a search user, I rarely move past the summary provided since it contains the information I need. (You may have even noticed Facebook using similar technology to summarize comments on popular posts. Now a viewer understands the gist of comments without having to read through them.)
While questions/answer tools like Perplexity AI seem to jive with Google’s top search results, a search on Perplexity weeds out all the sponsored hits that would normally result and targets articles, citing sources. This shift is leading to:
- Decreased click-through rates on organic search results
- Reduced website traffic from search engines
- Increased ranking volatility
Challenges for Businesses
The rise of AI in search presents several challenges for businesses:
- Decreased organic traffic: Some websites have seen organic traffic drops of 18-64% after the launch of Google’s AI Overviews. After all, if you’re searching for an answer and the summary/overview provides it, you don’t need to go to the website itself to view it.
- Reduced content indexing: Google may index less content due to infrastructure challenges and the proliferation of AI-generated content.
- Diminished impact of traditional SEO: As AI provides direct answers, the effectiveness of traditional SEO tactics may decrease.
How Businesses Can Prepare
Okay, so search is changing, but what can a chamber (or a business do)? How do you improve your rank in a world where people are searching for questions and not keywords? You adapt, of course.
To adapt to these changes, the chamber (and businesses) should:
- Focus on high-quality, original content: Create content based on genuine expertise and experience that AI cannot replicate. This does not mean you shouldn’t use AI. You will simply supplement it in much the same way you might supplement a healthy diet with additional vitamins and minerals. Work with AI to generate content as an outline or a base and then add quotes from members, local stats, business info from your area, etc.
- Optimize for entity-based search: Shift from keyword-focused to entity-aware (more specific) content, ensuring relevant entities are properly identified and categorized.
- This means using Contextual Relevance. Focus on the overall topic and related concepts rather than specific keyword density. Think of your content as a mind map where you start with a single word or phrase. Then brainstorm other words and concepts that go along with it. For instance, if your phrase is Smithfield Chamber, you might also think of Smithfield businesses, Smithfield grants, Smithfield workforce development, etc. When you create content on your site, you’ll want to include these concepts because it indicates to search and AI that you know what you’re talking about. You are an expert in the field and of surrounding knowledge and the article is not just a one-off content share about the chamber that you might find on a random site. You are building legitimacy when you create a robust collection of content around business. (If you’ve been involved in marketing for a while you may remember paid content farm sites. They had no relevance to your industry but had a high ranking and you would pay to be listed. Those days are long gone. Now search engines expect a breadth of knowledge on your subject to be seen as an expert.)
- Semantic Relationships: Consider how different entities within your content relate to each other. You know the old phrase “they go together like peas and carrots” or my personal preference, “peanut butter and chocolate”? That’s what’s behind creating semantic relationships. Think about what pairs with your main kind of content and create that too.
- User Intent: Align content with the broader informational needs of users, not just keyword matches. What else do people interested in business need to know about the chamber, your services, the community, etc? You are likely already doing this in your content because the chamber is a resource and problem solver.
- Enhance E-A-T signals: Emphasize expertise, authoritativeness, and trustworthiness in your content to stand out from AI-generated information. Again, you needn’t shy away from AI-generated content, you just want to personalize it to your area and show your expertise. Use quotes, opinions, and references to others in the area. Think of AI-generated content as the base of your secret sauce and then doctor it up with your own chamber spices to make it your secret recipe of awesome.
- Diversify traffic sources: Reduce your reliance on organic search by exploring other channels like social media, email marketing, and paid advertising. Yes, paid advertising is becoming necessary. The free lunch is over. The good news is that you can do it for a few dollars using good targeted reach on social media.
- Leverage AI tools: Use AI to enhance content creation and optimization processes, but avoid over-reliance on AI-generated content. Create outlines, define arguments (from a debate perspective), and use them to jumpstart your creativity. But don’t use AI to write an article about the status of workforce development in your area, and expect the project to be finished the moment you hit the generate button. You need to be the editor with AI.
- Focus on user intent: Create content that addresses specific user needs and provides value beyond what AI can offer. This is why so many search experts will suggest creating a Frequently Asked Questions page. FAQs, and other similar pages, hit on what people want to know. Many chambers also publish timely community information like When is Trick or Treating or Where’s the Best Spot to Watch Fireworks in Our Town. This type of specific information can bolster search results.
- Optimize for voice and conversational search: Adapt content to match natural language queries and featured snippet formats. How are people asking about the chamber and its offerings? Probably not searching for “chamber near me” as often as they might “business help” or “how do I get more customers.” Create content around trying to solve a problem or what may cause someone to look for the solutions you offer, not just your chamber’s name.
- Invest in technical SEO: Ensure your website is fast, mobile-friendly, and adheres to best practices for crawlability and indexability. SEMRUSH offers a free website grader to see where you stand but you could also check with a member who specializes in search.
Times are a changin’ and search will too. We will continue to monitor the effect of AI on all aspects of marketing and ranking for chambers. As they say in the news business, this is a “developing story.”
