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Generative AI has seen a major rise in usage in almost all types of occupations, but maybe none more than in the digital marketing industry. With the introduction of generative AI search engines like Microsoft’s Bing combined with ChatGPT and Google’s Search Generative Experience (SGE), there will be even more changes to a constantly evolving field.

Understanding Generative AI

Generative AI search engines differ from traditional search engines by synthesizing information from multiple authoritative sources to provide users with answers. This shift reduces the need for users to click through to multiple links to find information. Businesses that have relied heavily on traditional SEO tactics to boost their rankings on search engine results pages (SERPs) may find these strategies less effective over time.

Importance Of Backlinks

Backlinks have seen a rise in importance in the shifted digital marketing field. A website’s domain authority is influenced by several factors, but backlinks are toward the top of that list, especially when they come from reliable sources. Using high-quality backlinks shows credibility to AI-driven search engines, resulting in priority over websites that do not use backlinks or use lower-quality backlinks.

This means that instead of optimizing for just keywords, marketers now need to give more attention to backlinks from high quality websites. A website will have a much better chance of ranking high in search engines if their hyperlinks are highly trustworthy.

Content Distribution

Content is extremely important for websites and needs to be used in a variety of platforms to maximize impressions. With the integration of AI into search engines, the importance of earned media coverage from reputable sources is massive. Content that is distributed through social media is more likely to gain traction due to AI search systems.

Brands should start focusing on a strong content distribution strategy while also trying to gain earned media coverage. As AI continues to prioritize trusted sources, having content featured by well-regarded publications becomes more valuable, to the point where it may surpass the importance of traditional SEO tactics.

Fact-Checking And Credibility

It is extremely important to be accurate and credible. In order to be seen as reliable sources themselves, brands need to produce fact-checked content. Generative AI search engines are designed to identify and prioritize content that maintains high standards of integrity. Brands that focus on accuracy and reliability will be favored, while those that publish misleading or poorly substantiated content risk losing credibility and visibility.

To maintain a positive reputation and achieve sustained visibility in AI-driven search environments, brands should prioritize transparency and factual accuracy in all content. This will not only appeal to AI systems but also build trust with audiences, fostering long-term engagement and loyalty.

Learn More About Changes To Generative AI By Working With Digital Marketing Professionals

While SEO will remain relevant, the rise of generative AI search engines signifies a major shift in digital marketing strategies. Marketers must adapt by reallocating resources from traditional SEO to public relations and media engagement efforts that build authority and trust. By focusing on high-quality backlinks, earned media, and credible content, brands can effectively navigate this new landscape, ensuring their message reaches the right audience in an AI-driven world. To learn more about changes to generative AI in digital marketing and how this impacts your business, partner with BluShark Digital.