In this article, I’ll tell you how ChatGPT’s new search feature threatens online businesses that depend on SEO and Search ads. 📉
I’ll even give you 3 strategies you can adopt today before you end up like a CD player salesperson at a streaming convention.
But before diving in, we must understand ChatGPT Search and why OpenAI is determined to make me unemployed.
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A few weeks ago, ChatGPT rolled out its new search feature, giving Plus users access to real-time info straight from the web.
Plus users can tap into the latest news, sports updates, stock prices, and more without leaving the chat.
ChatGPT Search offers effortless creativity and efficiency
Imagine working on a project that requires you to be creative but also requires accurate research.
ChatGPT Search allows you to do both in one place.
This is a powerful feature for market research, competitive analysis, and trend spotting, helping you stay informed.
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ChatGPT Search can cut your time spent on essential tasks in half by streamlining your workflow, which lets you focus more on insights and strategy than on sifting through endless search results.
As a guy who spends lots of time searching the internet, this update is very cool. 😊
However, as a guy who makes a living from online marketing by utilizing Search ads and SEO,
This blows harder than a Kenny G concert. 😩
And here is why…
It drastically reduces brand visibility
Online businesses rely on helpful content to promote their product or service.
Think of content as a highway, and the product or service is the billboard on the highway.
In this scenario, search engines like Google and Bing are like GPS, directing users to their destination.
SEO and Search ads are how online businesses get their billboard noticed.
Now, think of ChatGPT as a teleportation device that eliminates the need to travel on said highway. 🚀
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Users never get to see the billboard or have a chance to discover a new product or service.
This is a fundamental change in user behavior, so it’s easy to see how this could be detrimental for small businesses who rely on SEO and Search ads to get noticed and make a living.
Is this the end for search engines?
It’s also easy to see how this is a major threat to search engines.
I imagine when the news dropped. Search engine execs collectively said a bad word at the same time 🤬.
I would tell you which one, but ZDNET’s Editor-in-Chief doesn’t like it when I cuss.
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Jokes aside, what was once a bulletproof business model could be on the verge of being obsolete.
If you own an online business and rely on SEO or search ads, you are probably thinking to yourself this sucks, but what do I do…
Don’t panic, I got you.
How to capitalize on the new landscape
Here are the three strategies to help you get ahead of the situation and build a sustainable business.
1. Own your audience
With so many applications competing for your customer’s attention, you need to make that connection yours and only yours.
Moving forward, no one should stand between you and those supporting your brand.
Having a direct connection with your audience won’t be optional; it’ll be a must, or reaching your audience will cost you big time.
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One of the best ways to establish this connection is through email.
Studies show that email marketing delivers an average ROI of $42 for every $1 spent, and businesses that invest in direct channels see up to 20% higher engagement than those relying only on ads.
The objective is to eliminate the middleman between you and your customers.
No one should have the power to disrupt your connection.
PRO TIP: When sending emails, remember it’s a real person on the other end.
They have good and bad days, just like you, so talk to them like a friend.
Whatever you do, skip the fancy words; that’s how young people know you’re old. 😉
2. Double down on content
Being content-first is necessary for businesses to stand a chance in the next 5 to 10 years.
My friend, the writing is on the wall. Acquisition costs are insane, technology keeps changing, and we’re in a full-blown attention economy where content is the currency.
Companies prioritizing content see 5x more engagement and 3x higher conversion rates than those relying solely on traditional advertising.
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Ideally, you should post on as many channels as possible, but for now, pick one and commit.
The idea is that you start with one channel and focus on building and refining your voice. Once your revenue grows, you can expand your team and tackle other channels.
PRO TIP: When creating content, be yourself. Build an authentic connection with your audience. Make it relatable; let the reader feel like you’re talking directly to them.
3. Leverage social media
This will sound crazy, but your social media page is now the top of your funnel, and I would argue that your social profile has replaced your website as the first touchpoint.
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With this in mind, you must put your best foot forward and leverage your social media pages.
75% of people use social media to research brands, and nearly 40% of Gen Z prefer discovering products on social media over traditional search engines.
So, curate your page with helpful content and set up your profile to include essentials like who you are, who you serve, and the correct contact info.
PRO TIP: Use platform-specific features like Instagram’s product tags and shopping options, and create call buttons directly on your profile to make it easy for customers to connect instantly. These options turn your social media into a one-stop shop, allowing followers to browse, learn, and even contact you directly.
When one door closes, another opens
In a lot of ways, this shift is a good thing.
I encourage you to keep an eye out for any advertising products OpenAI might introduce. You should be among the first to jump on it if they do.
You should be all over this opportunity like a finance bro at a Patagonia sale.
If you implement these strategies ASAP, they can change the game and put you ahead.
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Think of it as a proactive step to weather the storm ahead. Fast forward a few years, and this will be mandatory.
I’m not trying to be Chicken Little here and sensationalize what’s coming, but you should get ahead of this.
The world is changing, and we need to change with it.
😇 Hope this helps; I’m rooting for you.
P.S. 📩 Want more data-driven marketing insights? Sign up for my free newsletter, No Fluff Just Facts. I share what’s working in the world of digital marketing, the latest trends, and the occasional pep talk to keep you inspired. If this sounds like your jam and you wanna be besties forever, click here to sign up. It’s totally FREE!
