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SEO is changing fast and we're looking
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at the dawn of a new era if you think
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that just writing great content and
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building the same old crappy backlinks
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is going to get you the results that it
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used to you're going to be in for a sad
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time over the next 12 months there are
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two big themes that you're going to have
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to build your SEO strategy around in the
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past SEO was Google people searched on
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Google and that was pretty much it so
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when you're building an SEO strategy all
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you had to think about was Google now
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though for the first time we're seeing
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real genuine search competition from
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tools like chat GPT and perplexity and
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that means your SEO strategy needs to
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adapt like we're going to explain in
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this video because you need your
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business products and services to be
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found wherever somebody is searching
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increasingly that's in AI tools
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including Google's own AI overviews so
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we're going to go through exactly how to
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do this in just a minute the second
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thing you need to plan for is that
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previously you just had one SEO strategy
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now increasingly for our clients we're
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actually kind of BU building two SEO
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strategies one for the top of funnel and
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one for their bottom of funnel traffic
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again we're going to break that down
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today if there's one SEO strategy that's
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going to dominate the next few years
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it's Geo or generative engine
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optimization this is the biggest shift
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in search I've seen since I ran my first
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Google ad campaign in about
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2006 generative engine optimization is a
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new term to describe the techniques
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required to get your business featured
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and and recommended by new generative AI
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tools like chat GPT and Google's AI
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overviews for example if I go on Google
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and search for generative engine
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optimization Services you can see we've
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got the regular web results here but all
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of these are pushed down by the AI
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overview and the techniques required to
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get featured here are subtly different
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to the techniques to getting featured
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here for example you can see exposion
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injures position three in the regular
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organic results whereas in the AI
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overviews we've got position S one and
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three oh yeah but Geo isn't just about
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Google's AI overviews it's also about
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tools like chat GPT for example what
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company can help me run con generative
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engines and you can see that chat GPT is
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happy to recommend specific agencies oh
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yeah with over a billion people using
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Google's AI overviews just by the end of
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2024 learning and implementing Geo now
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could get you a real first mover
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advantage against your competitors okay
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so how do you actually do geo well we
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have full videos breaking down exactly
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how but I can give you an overview
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basically most of these tools use some
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sort of background web search to compile
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their results so the first thing that
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you need to do is make sure that you're
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actually ranking in that web search this
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is obviously most important on Google's
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AI overviews because Google's AI
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overviews are using the regular search
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results and you need to be in those
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search results in order to get featured
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in the AI overview for example here's
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the website of one of the company that
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we own we've got it featured snippet at
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the top of Google and that visibility
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makes it eligible for the AI overviews
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now there's a side point here which is
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potentially a rabbit hole but Ai
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overviews and other generative searches
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really encourage the users to use much
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longer tail and more specific searches
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so if you're publishing more specific
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content you've got a really good chance
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of ranking for those searches and also
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informing the AI tools when they're
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doing their own sub searches about that
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topic of course now that's not to say
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that just because you're ranking well in
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regular search means that you're going
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to be ranking in generative engines
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that's not the case at all there are
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specific things that you need to do but
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in general if you're ranking well you've
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got a better chance of showing up in
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these AI results so how do you get
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ranking in regular search well you do
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SEO this is writing great content it's
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building links it's making your website
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super usable and it's being featured all
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over the Internet and by the way if you
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want one of our teams to show you
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exactly what you need to do to get
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ranking in regular SE search and AI
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overviews you can always request the
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free website and marketing review from
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exposure ninja just go to exposure
04:06 - 04:10
ninja.com review we'll record you a
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video showing you exactly how to do this
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and a whole bunch of other stuff
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specific to your website not everyone is
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eligible for this so you do need to
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apply but you can go to exposure
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ninja.com review to do that one of the
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main ways that you need to optimize for
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generative engines is to make sure that
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the content you're publishing matches
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the answer that these AI tools are
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providing so for example here we can see
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the structure of this answer is
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basically answering the question very
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simply and then mentioning some of the
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things that you need to consider in
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order to do this thing so if you're
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trying to rank in an AI overview for
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this type of search you basically want
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to mirror that you want to give a
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concise answer at the start of your
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content and then you want to go into a
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bit more detail about these topics so
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that when Google's looking for websites
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to corroborate the information in the AI
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overviews it goes oh yeah cool this
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exactly matches happy days now we're
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also seeing these AI tools give
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preference to websites that show
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experience so firsthand experience of
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the topics they're talking about we're
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going to come back to that a little bit
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later on now there's actually a second
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aspect to being recommended by these AI
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tools let's go and have a look at a
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search over on perplexity which is
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another AI Search tool and actually
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really powerful so I've just done a
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search here for what are the best
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affordable skincare Brands and we can
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see that perplexity has given me a bunch
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of answers I'm very happy to see
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exposure ninja client the ordinary is
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ranking number one now perplexity is
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actually kind of using a multi-step
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underlying search and then it's
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combining all the answers for different
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searches into one set of results if we
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click on these expandable accordion we
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can see the underlying searches that it
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has run we can also see the websites
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that it's visited in order to compile
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this answer and I think this for most
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brands will form the bulk of their
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ongoing SEO work over the coming years
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running searches and finding out which
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way websites are ranking for these types
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of searches and they're making sure that
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your brand products or services are
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being featured on those websites
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prominently and that the messages that
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content is communicating about your
06:11 - 06:17
brand is consistent and coherent and
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matches your positioning is going to be
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the game with generative AI if you can
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use this type of digital PR and content
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marketing to get your business featured
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everywhere that's going to increase the
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chances that these AI tools are going to
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recommend your business even if they're
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not sourcing that recommendation from
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your website back over to Google now
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I've run a search for best business bank
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for mediumsized businesses and this is
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an incredibly profitable keyword to rank
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for but look at the websites that are
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being featured none of these are banking
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websites they are all third party sites
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so if I'm a bank I'm going out to each
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of these websites and making sure that
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it's my business that's being featured
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and when they feature us making sure
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they're talking about the things that we
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want them to talk about as a side note
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Google is really struggling to identify
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what's different about any of these
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Banks I mean look at this one the
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benefit of Metro is that there's no
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monthly fee if your balance stays above
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6,000 wow sign me up please come on we
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will start to see branding and
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positioning become more important in SEO
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because we need more cerent messages
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about the product and service and any
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competitive Mo then there's no monthly
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fee that's not good enough so any SEO
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strategy over the next 12 months that
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doesn't include generative engine
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optimization is a little bit deficient
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we've been talking about AI overviews
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for well over a year now and it's no
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longer the future of search this is the
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present of search now one of the side
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effects of all of this Innovation is
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that actually your organic traffic might
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drop even if you're doing a fantastic
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job of your SEO here's why previously
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when we were building an SEO strategy we
08:01 - 08:05
think about top of funnel middle of
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funnel and bottom of funnel and how we
08:05 - 08:09
could drive traffic at each of these
08:07 - 08:11
stages through to our website for
08:09 - 08:13
example top of funnel traffic would be
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people asking questions maybe they've
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got a problem they don't yet know that
08:16 - 08:20
your business your product or service is
08:18 - 08:22
the solution they might not even know
08:20 - 08:24
that a solution exists but they click on
08:22 - 08:26
a few websites they'd start learning
08:24 - 08:28
about the topic and gradually form a
08:26 - 08:30
picture of the range of solutions
08:28 - 08:31
eventually they get to the bottom of
08:30 - 08:33
funnel which is when they're ready to
08:31 - 08:35
make a purchase and that's when they
08:33 - 08:37
might start searching for a particular
08:35 - 08:40
product or brand but with AI overviews
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and with AI more generally that top of
08:40 - 08:45
funnel research phase can be done in the
08:42 - 08:47
AI itself let's go back to this business
08:45 - 08:49
banking example I don't need to visit
08:47 - 08:51
any other websites to get a general
08:49 - 08:53
overview of the features of these bank
08:51 - 08:55
accounts so whereas previously I may
08:53 - 08:57
have gone on the HSBC website to learn
08:55 - 08:59
about their account and then I might
08:57 - 09:01
have gone onto the metro bank and then
08:59 - 09:02
coop operative Bank to learn about these
09:01 - 09:05
things I may have gone onto a third
09:02 - 09:07
party site to learn about them now I can
09:05 - 09:10
do a bit more of this research directly
09:07 - 09:12
in the search results meaning the next
09:10 - 09:14
click that I make May well be to
09:12 - 09:16
purchase something and what this is
09:14 - 09:19
going to mean is that your SEO strategy
09:16 - 09:21
might split into two you might have the
09:19 - 09:23
top of funnel and middle of funnel
09:21 - 09:26
strategy which is all about getting your
09:23 - 09:28
brand or product recommended in the AI
09:26 - 09:30
answers and then you'll have a bottom of
09:28 - 09:32
funnel strategy which is all about
09:30 - 09:33
getting the people that are ready to buy
09:32 - 09:36
something through to your website to
09:33 - 09:37
make that purchase for example what's
09:36 - 09:40
the most indestructible solid state
09:37 - 09:42
drive well if I'm Samsung I'm pretty
09:40 - 09:44
happy with this result because that
09:42 - 09:47
topof funnel informational research
09:44 - 09:49
traffic is being directly recommended
09:47 - 09:51
this product because it's covered on
09:49 - 09:53
these websites so the next step is to
09:51 - 09:55
implement a bottom of funnel SEO
09:53 - 09:58
strategy to make sure that when somebody
09:55 - 10:00
searches for this product I've got a
09:58 - 10:02
good chance of picking up that traffic
10:00 - 10:03
this idea that your customers might
10:02 - 10:07
spend their research time talking to
10:03 - 10:09
chat gbt or Google AI overviews rather
10:07 - 10:12
than visiting your website is a more
10:09 - 10:14
profound shift that I don't think most
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marketers have fully appreciated and to
10:14 - 10:19
be honest we haven't really seen the
10:16 - 10:20
traffic patterns play out fully yet
10:19 - 10:23
it'll be really interesting to see how
10:20 - 10:24
this develops over the coming years now
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that's not to say that people won't
10:24 - 10:29
still value website content they
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absolutely will particularly if you can
10:29 - 10:34
structure your website content in a way
10:32 - 10:37
that makes it way more valuable than the
10:34 - 10:39
more generic AI answers funly enough
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Google has been teaching people how to
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do this for years through eat and now
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eat now eat stands for experience
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expertise authoritativeness and trust
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these are the things that Google wants
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you to demonstrate on your website in
10:55 - 10:58
order for it to rank and it just so
10:56 - 11:01
happens that these are the things a lot
10:58 - 11:03
of AIS want to show in their results as
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well so what does this really mean well
11:03 - 11:07
what this means is if I'm searching for
11:05 - 11:10
something like what are electrolytes and
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do I need to drink them do I want an
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answer that's being produced by some
11:12 - 11:16
generic person who's got absolutely no
11:14 - 11:18
expertise at all do I want someone
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that's got absolutely no experience of
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this topic at all and do I want somebody
11:20 - 11:25
totally untrustworthy talking about this
11:23 - 11:27
topic obviously not so the next question
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is well how do we demonstrate these
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things on our website well most
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prominently ranking Health websites have
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been doing this for years now for
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example you tend to see this type of
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thing at the top here where we've got
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the writer of the article with a link
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through to their bio where we can learn
11:40 - 11:45
more about them and their history and
11:42 - 11:47
their expertise but we can also see how
11:45 - 11:49
old the article is and when it's next
11:47 - 11:51
due to be reviewed all of this helps to
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build trust with the user and it's
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exactly the sort of stuff that Google
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likes to see as well and Google has been
11:55 - 11:59
particularly strict with sites in your
11:57 - 12:01
money or your life so anything related
11:59 - 12:03
to health and finance here's a finance
12:01 - 12:04
site you need a budget and you can see
12:03 - 12:07
it's being written by Rachel Wong if we
12:04 - 12:09
click on her bio we get some information
12:07 - 12:11
about Rachel and we can see that she's
12:09 - 12:12
an accredited financial counselor that
12:11 - 12:14
gives us and Google a bit more
12:12 - 12:16
reassurance that she's an authority on
12:14 - 12:18
this topic but what if you're in a space
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where accrediations and certifications
12:18 - 12:22
don't mean anything well you can
12:20 - 12:24
demonstrate your experience in different
12:22 - 12:25
ways for example this search best funger
12:24 - 12:27
sides for lawns which you may have seen
12:25 - 12:29
us dissect before our client Ron from
12:27 - 12:31
Golf Course lawn is ranking at the top
12:29 - 12:34
of Google and we see what we've done
12:31 - 12:36
here is we've packed this blog post with
12:34 - 12:39
videos from Ron he's incredibly
12:36 - 12:40
passionate about this topic he's a real
12:39 - 12:42
expert and these videos show that he's
12:40 - 12:44
got firsthand experience of everything
12:42 - 12:46
he's talking about and that makes these
12:44 - 12:48
product recommendations so much more
12:46 - 12:51
valuable than if this was some generic
12:48 - 12:53
affiliate blog churned out by AI which
12:51 - 12:56
had no experience of this topic
12:53 - 12:58
whatsoever this concept of experience
12:56 - 12:59
expertise authoritativeness and trust is
12:58 - 13:01
actually something that you can apply
12:59 - 13:03
across your website it doesn't just have
13:01 - 13:06
to sit in your blog or your content
13:03 - 13:08
Pages for example freesell we can see
13:06 - 13:11
here uses loads of this stuff on their
13:08 - 13:13
homepage even as seen in here clinically
13:11 - 13:15
studied we've got the reviews and the
13:13 - 13:17
ratings we've got that the products were
13:15 - 13:20
formulated by Dr conliff we've got
13:17 - 13:22
leading nutritionists in the UK both
13:20 - 13:26
regular search engines and generative
13:22 - 13:28
engines want to show highly reputable
13:26 - 13:30
good quality websites with experience of
13:28 - 13:32
thep topics they're talking about and by
13:30 - 13:35
packing your site full of these types of
13:32 - 13:37
signals you can go a long way to giving
13:35 - 13:38
them the content that they really want
13:37 - 13:40
to serve their users one of the reasons
13:38 - 13:43
we just beat out some of the world's
13:40 - 13:46
largest agencies to win a global search
13:43 - 13:48
award for the best us SEO campaign with
13:46 - 13:51
Ron cheers Ron because of the
13:48 - 13:53
competition to get into AI search
13:51 - 13:56
results often these AI search results
13:53 - 13:58
only include a few links we're going to
13:56 - 14:00
see businesses having to work harder to
13:58 - 14:02
get a attention for themselves we'll
14:00 - 14:05
sometimes run uov studies with our
14:02 - 14:07
clients to go and poll the public on
14:05 - 14:09
topic and then look inside the data
14:07 - 14:10
that's collected to find newsworthy
14:09 - 14:12
angles which we can go to the Press with
14:10 - 14:14
one of our clients installs bathrooms
14:12 - 14:17
for the elderly and we actually started
14:14 - 14:19
a petition to the UK government to
14:17 - 14:21
increase Provisions for elderly and
14:19 - 14:22
disabled people now it's a cause that we
14:21 - 14:25
and the client really believe in but
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it's also amazing for visibility and
14:25 - 14:29
Authority so over the next 12 months I
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challenge you to think outside the box
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what else could you do to get your brand
14:31 - 14:35
visibility in areas that your
14:33 - 14:38
competitors just aren't the more that
14:35 - 14:40
Google and AI search engines can see
14:38 - 14:42
your brand across the internet the more
14:40 - 14:44
likely they are to recommend you to
14:42 - 14:45
their users it wouldn't be an SEO
14:44 - 14:47
strategy video without talking about
14:45 - 14:49
voice search now for the last eight
14:47 - 14:52
years I've been asked every year at the
14:49 - 14:56
same time is next year the Year of voice
14:52 - 14:57
search well yes and no yes in that the
14:56 - 14:59
voice assistance we're getting on our
14:57 - 15:01
phones and how way better better and
14:59 - 15:04
actually capable of answering questions
15:01 - 15:06
that we have but no in that the majority
15:04 - 15:08
of these questions are still entirely
15:06 - 15:11
informational basic queries about the
15:08 - 15:13
weather definitions or the price of
15:11 - 15:15
Bitcoin visual search results are still
15:13 - 15:17
by far the quickest way to collect
15:15 - 15:19
information and that's why I think over
15:17 - 15:20
the next 12 months that voice search
15:19 - 15:23
traffic is still going to be a
15:20 - 15:25
relatively low value component of all
15:23 - 15:27
search traffic I really hope someone
15:25 - 15:29
proves me wrong I think the next year is
15:27 - 15:31
going to see some of the biggest shift
15:29 - 15:33
in search behavior that we've seen since
15:31 - 15:34
the dawn of internet search by the way
15:33 - 15:36
if you're a local business you're going
15:34 - 15:39
to need to follow some very specific
15:36 - 15:41
local SEO strategies check out this
15:39 - 15:43
video which shows you exactly how to do
15:41 - 15:47
that stay informed subscribe to the
15:43 - 15:47
channel and see you next time
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