SEO is Declining. AO is the Answer.

SEO is Declining. AO is the Answer.

Are you adjusting your artificial intelligence algorithms? If not, you are behind.

Lately, in meetings with sports tourism clients, I’ve been speaking with them about the behemoth transformations coming to their organizations over the next few years. Consistently, these conversations focus on artificial intelligence, and I always strive to eliminate their angst; it is all in the preparation.

I have been researching Google and reading up on their artificial intelligence-focused search engine. While there are many kinks to work through, it is evident that their use of AI technology is the future, and every organization must plan accordingly.

If you have yet to spend time with it, the significant change revolves around how search engine results are presented. Rather than the usual listing of results toward the top, Google AI works to answer your inquiry, provide valued background, allow for additional queries, and deliver effective results created by AI’s analysis of what you are seeking.

Though the biggest takeaway is while links to websites are still listed, they are buried, thus resulting in no need to click on third-party links. Since the AI-generated responses are so helpful, there is no need to click on a website to seek the answer to your question.

You know, your website!

Based on the quality, search engine results generated by AI may turn the tide of future search traffic on your website. Therefore, meaning a decline in search traffic from Google due to users obtaining their answers from Google’s AI search engine rather than seeking a response from a website. So, this becomes a major issue for organizations in the tourism industry that depend on search traffic to make educated decisions. This is why SEO as a sole data strategy will decline.

Consequently, organizations must focus on taking the necessary steps to prepare enhancements on algorithm optimization (AO); otherwise, your effectiveness will diminish.

What Is AO?

To be clear, the days of building an SEO strategy have not gone by the wayside. However, an investment into sizable digital resources to optimize your website for increased search traffic is extinct. Moving forward, to drive more traffic to your website will require financing time and resources for optimizing across algorithms. This means you must build your website to be optimized for Google’s algorithm. To be more effective, you must optimize your creative, landing pages, calls to action, content, and more to algorithms like social media.

SEO was the “King of All Data” when determining methodology to drive significant website traffic. In the future, we must optimize our digital marketing efforts like social media, or expect your numbers to drop. As mentioned, Google search results will continue displaying websites directing individuals. However, now that, through AI, Google is directly providing answers to inquiries, they may not need to visit your website. Each organization’s traffic will ultimately decline, and a plan must be prepared to replace that traffic.

Introducing AO.

To continue traffic at your current levels will require optimization via algorithms. Your website team will be required to become experts in social media algorithms, like those on Instagram. Furthermore, be prepared and secure in trying out new content concepts. This will be a trial-and-error process before discovering the secret sauce for your organization’s website traffic levels.

Whether we enjoy how algorithms impact our lives, they are here to stay, and now their importance will take on a more significant role within our organizational decision-making.