Chat Engine Optimization is SEO for advertisers — Nick Martin // Direqt

Nick Martin, Co-Founder of Direqt, delves into chat engine optimization and chatbot revenue. As consumers increasingly engage with content through conversational interfaces, the internet is evolving into a "chat-first" reality. For brands, seizing the potential of chatbots offers an opportunity to expand their audience and boost revenue through one-on-one conversations at scale. Today, Nick discusses chat engine optimization and its evolution in SEO.
About the speaker

Nick Martin

Direqt

- Direqt

Nick is Co-Founder of Direqt

Show Notes

  • 02:04
    Chatbots for audience and revenue growth
    Direqt is a chatbot publishing platform that helps publishers build, grow, and monetize chatbots. These chatbots help publishers increase engagement, time spent on their sites, their audience, and revenue by driving incremental advertising on-site and through the chatbot interface.
  • 03:26
    Conversational commerce and revenue generation through chatbots
    Chatbots use one-on-one conversations at scale to understand user intent, enabling personalized engagement and targeted advertising. Advertisers prefer chatbots in campaigns for improved ROAS and conversions, recognizing the efficacy of conversational commerce.
  • 07:06
    Chatbot technology and its impact on search engines
    As consumers increasingly leverage chatbots to find information, search engines will need to integrate generative AI and conversational experiences. Search engines will likely turn zero-click searches into two-way conversations to unlock more commercial opportunities.
  • 12:53
    Leveraging chatbots for SEO and content marketing insights
    Creating a custom chat experience allows for a better understanding of user behavior and best practices for chat. By experimenting with existing chatbots, SEOs learn how to create a compelling experience and position themselves for success as the chat ecosystem evolves.
  • 16:32
    The widespread appeal and scaling power of chatbots
    As consumers embrace chatbots due to their intuitive nature, chatbots might increasingly recommend other chatbots over traditional websites. Consequently, firsthand experience with chatbots will be crucial to prepare for the future.
  • 18:29
    Leveraging chatbots to future proof your marketing
    Distribute your chatbot across channels like social and SMS to boost engagement and understand consumer interaction preferences. Explore emerging platforms where power users engage with chatbots as their behavior signals potential mainstream trends.

Quotes

  • "20% of all advertisers now exclusively promote chatbots in their ad campaigns because they get a better ROAS as they can have one-on-one conversations with users at scale and deliver more relevant, personalized experiences." - Nick Martin

  • "As consumers increasingly turn to chatbots for information, search engines will be incentivized to turn the zero-click search experience into a two-way conversation to unlock more ad inventory." - Nick Martin

  • "Creating your own chat experience grants you access to insights on how to write and structure content that will resonate with the end user." - Nick Martin

  • "As consumers increasingly engage with chatbots because of the ease of use, there's a nonzero chance that the primary recommendations from bots will be other bots, not just the websites of years past." - Nick Martin

  • "Get your chatbot in front of an audience thats passionate about using conversational interfaces. That hardcore user is a good signal for what might become mainstream as things mature." - Nick Martin

About the speaker

Nick Martin

Direqt

- Direqt

Nick is Co-Founder of Direqt

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