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Marketing professionals across multiple industries should take note of a major shift underway in how search engines operate. Search engines are evolving into answer engines.

Driven by Artificial Intelligence (AI) and natural language processing, traditional search engines are now able to understand queries more accurately. Instead of providing users with page after page of links — some valuable, many not — queries can now be answered in a concise, easy-to-understand format.

To mitigate the issue of AI-generated inaccuracies—known as ‘hallucinations’ — answer engines now include source links to support their responses. These links can also be used to acquire more information on a topic.

Here is what this big change means for marketers:
· In the past, for organizations to be found on the top pages of search engines, marketers had to use keywords and be highly competent in search engine optimization.
· With answer engines, keywords play a smaller role. Instead, AI algorithms look for relevant information that will deliver concise answers.

This has profound implications for organizations, especially businesses, because quality, credible content is now the most important way to be "found" when users are looking for information on a product, service, or topic.

“This turn of events may come as a surprise for many trade publications, public relations and communications professionals, as well as content creators who thought AI would soon replace them,” says Robert Kravitz with AlturaSolutions. “Instead, it has made their work and expertise even more valuable.”

However, Kravitz adds that to be found on answer engines, content creators must still follow some basic criteria, such as:
· Use headlines that capture the attention of AI algorithms.
· Use Q&A formats where possible.
· Make sure the information is well-written and structured.
· Bring in references from credible sources as well as quotes from recognized industry leaders.

“Most of all, make sure the content is written by a human,” adds Kravitz. “AI platforms can often detect machine-generated content, and may deprioritize it in favor of human-authored content.”