In today’s fast-evolving digital world, the way people search for products and services is changing rapidly. Gone are the days when a quick Google search was the only route to discovering businesses online. Now, AI-powered platforms like ChatGPT are emerging as influential tools in the customer journey. That’s why understanding how to optimise for this new channel—while still maximising the power of SEO and PPC—is fast becoming a vital part of your marketing strategy.
Welcome to the new digital trinity: PPC, SEO & ChatGPT.
Understanding the Trend: How People Are Searching Now
The rise of conversational AI is changing how people access information. Instead of scrolling through a list of links, users now ask ChatGPT complex questions and expect concise, tailored answers. This shift means that search visibility is no longer just about keyword rankings; it’s about how your brand is interpreted and served up by AI engines.
Introducing ChatGPT Search: With millions of users globally, ChatGPT is fast becoming a go-to for recommendations, business advice, product comparisons and even local service suggestions. If your brand isn’t structured in a way that AI tools can read, understand, and recommend—it risks being invisible in this growing arena.
SEO: Structuring for Humans and Machines
Traditional SEO practices remain essential, but optimising for AI search adds a new layer:
Do:
- Use structured data (Schema Markup) to define your services, reviews, contact details, and location.
- Focus on clear, authoritative content that answers user intent—FAQs, how-tos, and service explainer pages.
- Add conversational content that mirrors how people ask questions (e.g. “What’s the best web design agency near me?”).
- Keep your content updated and consistent across platforms (website, Google My Business, directories).
Don’t:
- Keyword stuff—AI tools prefer natural, helpful language.
- Ignore technical SEO—site speed, mobile-friendliness and accessibility remain critical.
- Rely solely on old blog content—content relevance is key to AI-generated results.
PPC: Paid Search Still Has Power
While organic visibility is vital, PPC continues to drive qualified traffic—fast. Google and Microsoft Ads are now integrating more AI-based automation, with campaigns optimising in real-time based on user signals.
Do:
- Align PPC copy with website messaging and keywords.
- Use responsive search ads to test multiple headlines and descriptions.
- Link ad campaigns to relevant, optimised landing pages.
- Consider running brand campaigns to protect your name in competitive spaces.
Don’t:
- Over-rely on broad match without controls—ensure you’re filtering irrelevant clicks.
- Direct ads to outdated or generic pages.
- Ignore performance data—optimisation should be ongoing.
Adding Value to Your Website
If you want to be visible to AI tools and traditional search engines, your website must work harder than ever. Here’s what to add:
- Schema markup for services, FAQs, testimonials, and contact info.
- Conversational blog content that reflects real customer queries.
- Clear service pages with specific, benefit-led copy.
- GMB integration and embedded reviews/testimonials.
- Contact and location info in crawlable text, not just images.
How Datum Can Help
At Datum, we understand the power of connecting PPC, SEO, and now ChatGPT search optimisation into one seamless strategy. We help businesses:
- Revamp their website to be AI-friendly.
- Create structured content that answers real-world queries.
- Run high-performing PPC campaigns with tailored landing pages.
- Develop monthly retainers to ensure content, SEO, and ads evolve with your market.
Whether you’re a commercial business or an educational institution, our team crafts digital strategies that position your brand at the forefront of all search channels—traditional and AI-driven alike.
Ready to make your business discoverable through every modern channel? Contact Datum today at 01707 251222 or email [email protected] to find out how we can help you be found, wherever people are searching.
