Get Ready For Generative AI Search and SEO

Generative AI chatbots like OpenAI's ChatGPT and Google's Bard are separate from traditional search engines. However, the worlds of chatbots and search engines are rapidly melding together.

Bing's incorporation of ChatGPT is a sign of this trend. I wanted to get it correct so I asked an expert.  

Me to Bing: how is Chatgpt integrated with Bing 

Bing Chat:  

Received message. Microsoft has integrated OpenAI's ChatGPT into its Bing search engine using a proprietary technology called the Prometheus Model. The integration allows Bing to leverage ChatGPT's language generation capabilities to provide more accurate and relevant search results to users. Bing search results feed fresh information to Prometheus to help it answer recent questions and reduce inaccuracies. The integration also provides new opportunities for marketers to optimize their websites for Bing. Users can access Bing's chat AI powered by ChatGPT by clicking on Chat on the Bing homepage or using voice search on the Bing mobile app or Edge mobile app . I hope that helps!

Learn more:

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Me to Bard:  How is Google integrating generative AI into search compared to Bing’s ChatGPT integration: 

Bard Chat: 

Google is integrating generative AI into search by developing a new feature called Search Generative Experience, or SGE. SGE is an experimental version of Search that generates answers to your questions directly on the search results page. This is in contrast to traditional search, which simply provides a list of links.

SGE uses a large language model to generate answers to your questions. The language model is trained on a massive dataset of text and code, which allows it to generate accurate and informative answers to a wide range of questions. SGE answers are presented in a new format that makes them easy to read and understand. The answers are also linked to the sources that were used to generate them, which allows you to learn more about the topic.

SGE is still under development, but it has the potential to revolutionize the way we search for information. It can help us to find information more quickly and easily, and it can also help us to understand information better. If you are interested in trying SGE, you can sign up for the waitlist on the Google Search Labs website. Search Labs is currently available only to a limited number of people in the US and in English only.

Here are some of the benefits of SGE, compared to Bing with ChatGPT:

  • More informative search results: SGE can provide more information about a query than Bing with ChatGPT. This is because SGE can generate text, images, and videos that are relevant to the query. Bing with ChatGPT can only generate text, and it is not as comprehensive as SGE.
  • More interactive search results: SGE can make search results more interactive. This is because SGE can generate responses that allow users to ask follow-up questions and get more information. Bing with ChatGPT does not have this capability.
  • Better understanding of information: SGE can help users to understand information better. This is because SGE can generate responses that are written in a clear and concise way. Bing with ChatGPT can be difficult to understand, especially for complex topics.

Overall, SGE is a more powerful and versatile technology than Bing with ChatGPT. It is still under development, but it has the potential to revolutionize the way we search for information.

Here is a table that compares the two technologies in more detail:


As chatbots become more integrated with search engines, it will be important for SEOs to adapt to this new landscape. Here are a few things to keep in mind:

Content quality: The most important aspect of content structure is that it meets the user's exact search intent. This can be achieved by creating clear, hierarchical, and interlinked web pages that align with different target audiences and their expected searches. Chatbots will be able to access and process information from a variety of sources, including websites, social media, and even user-generated content. 

Personalization: Chatbots will be able to personalize their responses to individual users. Understanding your target audiences, the different types of searches each audience group conducts, and organizing your content on your website and social media will your data to be used to create personalized experiences.

Use natural language: Chatbots are able to understand natural language, so you should use this to your advantage when writing your content. To ensure that your content is easy for chatbots to understand develop a keyword cluster for each webpage and write in a  conversational style.


This means that each page on your website should be optimized for a specific keyword or keyword cluster. If you try to optimize a single page for multiple keyword clusters, it will be difficult for Google to understand what the page is about. This will make it less likely that the page will rank high in search results.

For example, let's say you have a business that sells shoes. You could create a page on your website that is optimized for the category of "running shoes." This page would contain content that is relevant to the keyword "running shoes,"  and relevant to the potential buyer, such as reviews of different running shoes, the technical aspects of the different models,  tips on how to choose the right running shoes, and price-to-performance comparisons.  

However, if you try to optimize the same page for the product categories of "sneakers" as well, it will be difficult for a search engine to understand what the page is focused on.  Search engines do not want to send users to pages that are uncertain to meet the user's search intent.  The risk of this happening for a page covering “running shoes” and “sneakers” is quite high if you think from the perspective of the buyer and the types of searches they would conduct.   


Target Audience: Running shoes are typically purchased by people who exercise or need high support for health-related issues. Sneakers, on the other hand, are purchased by nearly everyone, from children to seniors, from people who want comfortable shoes to lounge around with friends, to wear to a club or 5-star restaurant, to people who want stylish shoes to wear with their outfits, to collectors and traders.

Design: Running shoes are a technical product designed for the specific needs of runners. They have features such as cushioning, support, and flexibility that help to protect runners' feet and prevent injuries. Running shoes are typically made with breathable materials, such as mesh and synthetics, to help keep runners' feet cool and dry. People buy running shoes because they need technical features and performance.

Price Range: Running shoes typically range in price from $80 to $200, depending on the brand and model. Sneakers can range in price from $20 to thousands of dollars, or even more, depending on the brand and model. Air Jordan's collectibles routinely sell for nearly $2,000.

Having separate pages for each type of shoe will make it easier for Google to determine which pages of your website are relevant to a user's search query.  Google does not want users to have to leave a page because they see the wrong information.  

By having separate pages for each type of shoe, you can make it easier for Google to determine which pages are relevant to a user's search query and to rank those pages higher in search results with confidence they will meet the user's needs and search intent.  


The advent if Generative AI (ChatGPT or Google Bard), if you have not been keeping up, is allowing consumers and search engines to understand web pages and other content from a conversational perspective.   Search engines already utilize machine learning and AI to understand the meaning of webpage.  To better communicate with these advanced search engines Keyword Clusters and longtail keyword phrases are used in content.


Conducting a website structure analysis along with a keyword analysis for each targeted page and search intent is the foundation of a websites semantic core.  A systematic approach ensures you avoid the top five website structure mistakes.


In the future, as search engines incorporate generative AI and provide direct answers (similar to the knowledge graph today, position 0) but may incorporate a reference link or citation, having separate pages for each type of shoe will make it easier for Google to determine which pages of your website are relevant to a user's search query and to provide a direct answer with a reference link or citation to your website. This will help to improve your website's visibility and generate more traffic.


Generative AI: Generative AI is a type of artificial intelligence that can create new content, such as text, images, and videos. This means that in the future, search engines will be able to generate their own answers to user's search queries, rather than simply providing links to websites.

Direct answers: Direct answers are answers that are provided directly by the search engine, without the need to click on a link. This means that users will be able to get the information they need without having to leave the search engine. This is done today with Google’s Knowledge Graph and Bing’s Answers.  

Reference links or citations: In some cases, the search engine may provide a reference link or citation to the website where the information was found. This will help users to verify the information and to learn more about the topic.


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Preston Derrick