The importance of authority & authenticity for AI-SERPs — Ahmad Abusamak // Bank of America

Ahmad Abusamak, SEO Manager at Bank of America, delves into local versus digital SEO strategies and the importance of AI SERP authority. With Google's incorporation of generative AI into search results, it's crucial to grasp the implications for websites and SEO practices. In this evolving landscape, the most effective path to success lies in establishing authority and authenticity within your niche or industry. Today, Ahmad discusses the importance of authority and authenticity for AI SERPs.
About the speaker

Ahmad Abusamak

Bank of America

 - Bank of America

Ahmad is SEO Manager at Bank of America

Show Notes

  • 02:16
    Google's use of AI generated content in search results
    Like rich and zero-click results, AI SERPs are another Google strategy to keep users on its platform. The challenge here is the absence of clear sources in Google's generative responses and the best bet is to be the answer that they use in hopes of getting traffic to your site.
  • 04:34
    The impact of authority and authenticity on ranking in AI SERPs
    Authority and authenticity are key to success in AI SERPs. Ensure your content has credible sources, that its structured in an easily digestible format, and create author bios with their full background to solidify your site as an authoritative source in your niche or industry.
  • 06:59
    Strategies for building authority and authenticity in 2023
    Generating authority and authenticity involves collaborating with established experts in your field to leverage their credibility. For individuals and smaller websites, emphasizing your past and current contributions to your field helps maintain your ranking position.
  • 10:04
    The impact of AI driven results on organic search rankings
    AI-driven results often prioritize paid ads and search features, making it more challenging to access organic search results. The prevalence of paid content and infinite scrolling can overshadow organic listings for users.
  • 11:27
    Changes in organic site traffic as a result of generative AI search
    For the financial sector, the dip in organic site traffic is more likely due to economic factors. While product-related pages should remain unaffected, the dip in traffic is more likely to be seen in answer-seeking pages as gen AI search delivers answers in the search results.
  • 13:12
    Leveraging author bios to drive authenticity and authority in AI search
    NerdWallet hyperlinks its author names to their bios showcasing the author's expertise, credentials, and past work. This approach to building authority and authenticity is essential for content-driven sites focused on customer interaction and engagement.
  • 15:54
    Google crawling websites less as a result of AI content
    Google's increased crawling costs due to AI content mean they'll crawl sites less frequently. To optimize your site's authority and authenticity, monitor log files to track the last crawl date and ensure your content is ready for a thorough crawl when Google does visit.

Quotes

  • "The bulleted format that Google likes to use now with the generative search is going to be something that they pull straight off your page." - Ahmad Abusamak

  • "With generative search, there are only a few ways to get ahead, and the best one is going to be authority and authenticity in a particular space." - Ahmad Abusamak

  • "For product-related pages, homepages, etc, I would doubt we would see a traffic decline. But learning pages, FAQs, etc, would largely see a dip in traffic since users are getting that straight from the search results." - Ahmad Abusamak

  • "Author bios linked to expertise, credentials, and past work are crucial for content-related sites, ensuring authenticity and authority in the AI-driven content era." - Ahmad Abusamak

  • "With the rise of AI content, Google's crawling costs have increased. They'll crawl your site less, so monitor log files to time their visits and ensure top-quality content." - Ahmad Abusamak

About the speaker

Ahmad Abusamak

Bank of America

 - Bank of America

Ahmad is SEO Manager at Bank of America

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