With Generative AI (like ChatGPT), Agentive AI, and AI-powered search convergence, we are predicting a shift in search engine optimisation. ChatGPT Search’s integration with Microsoft Bing is a fundamental change in how users find and interact with content. It’s not just about keywords anymore – it’s about creating content that can talk to AI. I have written previously on how users will naturally adapt their natural language use of generative AI to searches by using Search Engines and website search functions. Now, it is more important than ever to prepare.
The New Search Paradigm: Beyond Keywords
Forget keyword-stuffed content. Users are now interacting with search engines using natural language thanks to ChatGPT Search. This conversational approach means we need to move beyond keyword optimisation and understand user intent.
Bing Optimisation Is No Longer Optional
For years, many businesses have focused their SEO efforts on Google. But with ChatGPT Search’s partnership with Microsoft Bing, there’s a reason to expand that approach. Here’s why:
- AI-Powered Discovery: ChatGPT Search pulls live results from Bing, so your content needs to be indexed there to be found through this growing platform.
- Better User Experience: The platform has a conversational interface where users can discuss results, ask for clarification, and view images. It is so well structured that comprehensive content is more important than ever.
- Commerce Integration: With shopping and travel queries coming soon, businesses that optimise for Bing will now be ahead of the game when they do. AI shopping functions like the one just announced by Perplexity, combined with Agentive AI are changing commerce. One-click checkout, visual search and AI-powered product recommendations are just the start. AI is no longer just finding content, it’s actively helping with purchase decisions, often bypassing search engines altogether.
What you need to do now
- Bing Audit: Use Bing Webmaster Tools to check your current indexing and visibility. Fix any issues and submit your site.
- Content Structure Optimisation: Implement schema markup, clear headings and structured data so your content is understandable by humans and AI.
- AI Content: Create conversational, natural language content that covers the full topic for both traditional search and AI-powered discovery.
- Implementing your own AI power natural language agents such as HyperAi
Generative AI in search isn’t just changing how we optimise for search engines – it’s changing what search is. Businesses that adapt to this new world will win.
The Future of Search: A Converged World
The future of content discovery for products and services is at the intersection of traditional search, generative AI and agentive AI. Content must serve human readers and AI agents. Websites need to support autonomous navigation and prioritise user intent over keyword optimisation. Cross-platform consistency is key.
A Summary to stay ahead of the game:
- Get structured data: AI needs to understand and use your content.
- Agent-driven content: Content that fulfils specific user tasks and provides actionable information.
- Optimise for both Google and Bing: Don’t neglect either search engine.
- Monitor AI agent behaviour: See how AI interacts with your content and adjust your strategy accordingly.
- Consider your own AI agents: Think about implementing your own AI-powered natural language agents, such as HyperAi, to enhance user experience.
These technologies are converging and changing digital discovery. It’s not just about SEO anymore, it’s about rethinking how we create and design digital experiences for humans and AI agents. Adapt and thrive or be lost in the AI flood of information. Get in touch to talk to us about how we can help you through this and future proof your digital strategy.
