To conjure that list took three seconds. Doing it the old way, clicking all over the place and cobbling together my own list would take hours.
With Perplexity I have to visit ZERO websites to get what I need.
See the problem?
Sure, I'll still get people to my website when they
type "Jay Baer" into Google. Or even "Jay Baer keynote speaker".
But increasingly, meeting planners won't type "best
customer experience keynote speakers" into Google. They'll use something like Perplexity instead, because the distance between query and answer is much shorter.
This means that the number of "unbranded searches" (when someone types a question into Google that doesn't include your business name) will go down. And down. And down.
For me. And for you.
If you rely significantly on unbranded searches to fill the top of your customer acquisition funnel, this should scare the bejeesus out of you.
Because to show up in AI's comprehensive, tied-up-in-a-neat-little-bow answer requires you to Atomize Your Awareness.
You need to be in more places online.
You
need to be talked about in more places.
You need to stop focusing on your website as the stalk of your dandelion, and
focus more on the seeds, spreading your reputation as far as the winds can carry you.
Your website will still have a
role, but it will be as a confirmation engine, not the awareness engine.
The people who come to your website will largely
already know you, or at least know OF you.
Once AI tells them about you/your business, they will go to your website to
learn more, and to validate AI's opinion of you and your wares.
This changes the entire thesis of a website for many
companies, from a door opener, to a deal closer.
People think the big thing about AI is that it allows you to create more
content with less effort.
It's not.
The big thing about AI is that it fundamentally changes how we get questions answered. Google handles 8.5 BILLION queries per day. If a third of those get shifted to
an AI tool....
I am fundamentally re-thinking my entire approach to digital marketing as a result of this coming change in
behavior.
Would you like me to write or speak more about this?
I'd love your thoughts. And I do have a new presentation about this. Reach out to my agent, Michelle Joyce if you'd like to learn more.