For the first time in over 25 years, Google faces a serious threat.
ChatGPT burst onto the scene, seemingly out of nowhere, and is redefining how people search for information online. Unlike traditional search engines, AI tools like ChatGPT, Perplexity, and Claude cut through the noise. Now equipped with web browsing capabilities, they deliver tailored answers quickly and skip distractions. That means no endless links, no annoying ads, and no reading about a recipe's origin story before finding out how many cups of sugar you need to bake a cake.
Google isn't standing still, though. In response, it's rolling out its own AI-powered updates, integrating conversational results directly into the search experience we're all familiar with. But will that be enough to hold onto its crown?
This powerful technology is exciting (if not a little scary). It offers businesses incredible opportunities to increase their online visibility by appearing in these tailored results, but it also exposes them to serious risks by amplifying negative content.
Generative AI uses algorithms to create content like text, images, or audio from existing data. Search engines have made the most of this opportunity, and they are now using data to improve how they work, giving more accurate results and improving the user experience.
You might have noticed that Google has started to look a little different. This is because Google is testing the use of generative AI on selected users, answering questions directly rather than just showing a list of links and delivering answers with more context created by generative AI to improve the speed and accuracy of results desired by the user.
There's no denying that generative AI opens up huge opportunities for businesses to boost their visibility. AI tools prioritize high-quality, relevant content, so if your services are solid, the good news is that you're already in a good position to reach your audience.
By crafting content that works with AI algorithms, you can improve your search visibility, spark more engagement, and attract customers. By securing featured spots in AI-generated summaries and responses, you are putting your business front and center for potential clients.
While generative AI can lift your brand's visibility, it's not going to automatically focus on the positive. AI amplifies content that's popular, relevant to trends, or that meets the users intent the best, so if your business has unfavorable content associated with it, AI will feature it prominently.
This can worsen reputational issues by pushing negative content to the forefront, subsequently increasing traffic and engagement to that page, which will only perpetuate negative content, likely making it feature more prominently both organically and via AI overviews and generative search.
Online reputation management (ORM) strategies often rely on creating plenty of positive content to bury the negative, but a strategy that focuses solely on this no longer works. AI search demands more, and ORM strategies need to adapt to succeed.
ORM programs have long focused on creating positive content to mask negative search results. However, in the world of AI-powered search, relevance and user engagement are the top priorities, making it impossible to bury the negative with positive posts.
Generative AI is a multi-source beast, so negative mentions can appear from a wide range of places.
To combat the effects of generative AI, businesses need to optimize their ORM approaches. This means creating content that's relevant and aligned with user intent. Generative Engine Optimization (GEO) is a powerful way to increase visibility in AI-powered search results. Businesses also need to monitor AI-generated content and address negative mentions promptly. Authentic communication and transparency are key to mitigating reputational risk.
Optimization is just the first step. Businesses should also actively address negative content and pursue content removal at the source. This might involve contacting website owners or using removal request tools like Google's content removal process.
ORM companies can also be a huge help. Specialized removal firms, like Igniyte, have the expertise and knowledge to effectively remove or suppress harmful content. By taking a proactive reputation management approach, in addition to removal efforts, businesses can restore a more positive online presence and bulletproof themselves for the ever-increasingly relevant world of GEO.
Generative AI is changing search, and while it presents both opportunities and challenges for online reputation management, ORM companies like Igniyte can help. Specialized ORM firms understand the new search landscape and can develop customized strategies to help businesses optimize content for AI-powered search and proactively manage their reputations. With their expertise, you can increase visibility, manage negative content, and build a strong, positive online presence.
By staying ahead of the curve, utilizing removal tools, and optimizing content for AI algorithms, you can turn the challenges of generative AI into opportunities to enhance and protect your reputation.