Barry Reicherter highlights the profound impact AI tools like ChatGPT and Perplexity have on SEO, emphasizing their ability to provide direct answers rather than mere links. This shift means businesses not appearing in AI responses become invisible, risking exclusion from vendor considerations. A survey revealed a significant gap in confidence among companies regarding their visibility, with only 24% assured of their presence in search results. The article stresses the importance of structured, trustworthy information, as AI prioritizes well-organized content over accuracy, leading to potential misinformation gaining prominence.
AI tools like ChatGPT, Perplexity, and Copilot have fundamentally changed SEO by delivering direct answers rather than simply listing links, transforming business-to-business research.
A business that doesnât appear in AI-generated answers becomes invisible to potential customers, which ultimately leads to missed opportunities and lost deals.
Results from my survey show that 76.5% of customers use AI to find vendors, yet only 24% of companies feel confident about their online presence.
AI doesnât search in the traditional sense; it summarizes information based on structure and signals, which can lead to misleading content being favored in searches.
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