The way we search for information online is changing, thanks to generative AI-powered search engines like Google’s Search Generative Experience (SGE) and Bing’s use of OpenAI’s GPT model. Instead of just showing a list of website links, these search engines now let users talk directly to chatbots for quick and precise answers.

For those who create content and chat with others online, they now have to update how they do Search Engine Optimization (SEO). Before, the aim was to get your website on Google’s first page. Now, it is more about making sure your content gives the best answers to what users are asking.

But does this mean traditional SEO is dead? Not quite. The basics of SEO—like having good content, making sure people can find it and getting them to engage with it—are still important. Even with AI-powered search, quality content and user engagement are key to ranking well.

Generative AI tools, such as ChatGPT, have made it easier to create content, but they also come with challenges. There is a risk of more low-quality or inaccurate content flooding the internet. However, experienced communicators who can create content that shows expertise, authority and trust will still stand out.

For PR folks, it is now about getting good websites to link to your stuff so more people can see it in AI-powered searches. This means making friends with trustworthy sites and asking them to share your content.

In the end, while generative AI is changing how we search for information online, the fundamentals of good content and SEO remain the same. It is really important to accept these changes and figure out new ways to keep up in the online world.