新湖畔网 （随信APP) | 搜索引擎优化正在向“无处不在”的搜索优化转变

图片由Growtika在Unsplash上提供

数字期刊的撰稿人表达了自己的观点。

几十年来，像谷歌这样的平台一直是搜索引擎优化（SEO）的焦点。企业长期以来一直依赖SEO工具，使他们的产品和服务易于被客户找到并使用；然而，随着技术的不断发展，SEO也在不断演变。由人工智能驱动的搜索引擎已经改变了用户在线搜索的方式。

为了保持可见性，企业现在必须采取一种全渠道的方法，以满足多个平台上不同用户行为的需求。仅仅专注于谷歌已经不再足够。为了制定全面的优化策略，他们必须适应新兴人工智能世界的各个方面，从对话式AI到视觉和语音搜索。

搜索引擎优化涉及到当用户搜索关键字或短语时改进网站或网页的排名。这可以是一个让企业与客户联系的重要过程。传统上，这些排名的优化围绕着像谷歌或必应这样的主要搜索引擎展开，但是AI驱动的搜索引擎的兴起正在改变这个过程。

新平台正在利用大型语言模型（LLMs）重塑搜索，提供更个性化、对话式的搜索结果。根据SEO.co的首席执行官Nate Nead的说法，这些搜索工具正在改变我们发现商业内容的方式。AI驱动的搜索提供了除传统搜索引擎所能提供之外更具上下文和动态性的结果。

像Search.co这样的AI驱动搜索的使用正在增加。根据Statista的一项关于AI搜索引擎使用的调查显示，25%的受访者使用过AI搜索，并认为结果更符合他们的查询需求。现在用户的搜索习惯在各种平台上瓦解，企业必须改变他们的SEO策略。

正如Nate Nead所指出的，“我们必须考虑用户搜索习惯的双分支和全渠道性质。”

消费者现在不再通过一个搜索引擎寻找所有信息，而是使用像ChatGPT这样的AI工具获取信息，使用像Instagram和TikTok这样的社交平台获取生活方式内容，以及使用像亚马逊这样的电商平台进行购物。这种多样化意味着企业不能再只专注于优化谷歌。

Nead强调说，“你必须考虑和优化消费者现在搜索的多样化领域。”

随着企业从传统的SEO策略过渡，他们必须考虑一种新的SEO方法：无处不在的搜索优化。这意味着在多个平台上优化内容，无论是在AI驱动引擎、社交媒体还是语音助手上。

企业应该针对新消费习惯所创造的多样化领域进行优化。视觉和语音搜索技术已经变得主导，主要通过像YouTube、Instagram和智能语音助手这样的平台。

美国人在多个设备上使用语音助手。这种转变要求企业重新思考其SEO方法，通过融入视觉元素和对话式语调来满足非键盘输入的查询。

随着AI在在线搜索中扮演着越来越重要的角色，对于企业来说，更加先进的优化策略将至关重要，以确保他们对客户保持可见。AI的快速发展，以及朝向非键盘搜索的新趋势，已经改变了客户发现并使用所需产品的方式。

Nead强调，企业应该准备迎接这种新趋势，不要仅仅专注于谷歌，而是扩大他们的努力到每个消费者搜索的平台。

随着在线搜索环境变得更加分散，那些成功适应这种新范式的人可以在竞争中保持领先。

Photo courtesy of Growtika on Unsplash

Opinions expressed by Digital Journal contributors are their own.

For decades, platforms like Google have been the centers of focus for Search Engine Optimization (SEO). Businesses have long relied on SEO tools to make their products and services easy to find and available to customers; however, as technology continues to evolve, so does SEO. AI-driven search engines have transformed how users search online.

To stay visible, businesses must now take an omnichannel approach that caters to diverse user behaviors across multiple platforms. It’s no longer enough to focus solely on Google. For a comprehensive optimization strategy, they must adapt to various facets of an emerging AI world, from conversational AI to visual and voice search.

Search engine optimization involves improving the ranking of a website or webpage when a user searches for a keyword or phrase. This can be an essential process that allows businesses to connect with customers. Traditionally, optimization for these rankings revolves around significant search engines, such as Google or Bing, but the rise of AI-powered search engines is changing this process.

New platforms are reshaping search using Large Language Models (LLMs) to provide more personalized, conversational search results. According to Nate Nead, CEO of SEO.co, these search tools are changing the way we find commercial content. AI-driven searches provide more contextual and dynamic results beyond what traditional search engines offer.

The use of AI-powered searches like Search.co is on the rise. According to Statista, a survey on AI search engine use revealed that 25% of respondents had used AI searches and believed the results were more specific to their queries. Now that users’ search habits are fragmenting across various platforms, businesses must change their SEO strategies.

As Nate Nead notes, “We have to consider the bifurcated and omnichannel nature of users’ search habits.”

Rather than seeking all information through one search engine, consumers now use AI tools like ChatGPT for information, social platforms like Instagram and TikTok for lifestyle content, and e-commerce platforms like Amazon for shopping. This diversification means that businesses can no longer afford to focus solely on optimizing for Google.

“You have to consider and optimize for the diverse landscape of where consumers are now searching,” Nead emphasizes.

As businesses transition away from conventional SEO strategies, they must consider a new approach to SEO: Search Everywhere Optimization. This translates to optimizing content across multiple platforms, whether on AI-powered engines, social media, or voice assistants.

Businesses should optimize for the diverse landscape created by new consumer habits. Visual and voice search technologies have become dominant, mainly through platforms like YouTube, Instagram, and smart voice assistants.

Americans use voice assistants across multiple devices. This shift requires businesses to rethink their SEO approach by incorporating visual elements and conversational tones that cater to non-typed queries.

With AI playing an increasingly significant role in online searches, more advanced optimization strategies will be vital for businesses to stay visible to customers. Rapid developments in AI, as well as emerging trends towards non-typed searches, have changed the way that customers find and engage with the products they need.

Nead highlights that businesses should prepare for this new movement by not solely focusing on Google but expanding their efforts to every platform where consumers are searching.

As the environment for online searches grows more fragmented, those who successfully adapt to the new paradigm can stay ahead of the competition.