Ever since ChatGPT became famous in late 2022, senior living marketing agencies and the communities they serve have been asking how AI can improve their marketing efforts. Can I use AI to write my blog posts? Will people even search now that they can chat? What should I do to get ready? How do I show up in chat responses?
Now that Google and Bing have revealed their AI chat functionality this spring, let’s peer into the future and get more concrete answers to those questions.
Natural language processing (NLP) refers to the branch of computer science — specifically artificial intelligence — working to give computers the ability to understand text and spoken words in much the same way humans can.
Over the years, companies have been working to create more and more human-like responses with NLP, such as voice search (e.g., Alexa and Siri) in 2012 and the consistent tweaks to search engines to understand more than keywords, but the whole sentence or question we ask.
The new Google Search Experience (SGE) and Bing Chat are the next user experience (UX) evolution utilizing NLP and Artificial Intelligence (AI) to help people better find what they’re looking for.
Google’s new search experience uses AI to develop a custom response to your questions above the traditional list of links it provides. They are not getting rid of links and content but rather providing human-like responses from content Google has crawled and listing the most relevant pieces of content that it found and directing people there in the AI chat box. A new change Google is making is having AI move away from keyword ranking in location-based searches and instead offering results based on its own product, Google Business Profile listings.
The new Bing Chat provides a natural response with detailed answers and allows you to ask follow up questions and is separate from the search results page. If it seems familiar to the famous ChatGPT, it’s because Bing’s chat functionality is built by OpenAI, the same AI research and deployment company that created ChatGPT. Bing Chat has internet access, which gives it the ability to provide more up-to-date responses. The free version of ChatGPT is only trained on data up to the year 2021 and is not connected to the internet.
At the time of testing, the Attane SEO team has found that Bing’s Chat does not quite fully and completely answer many of the common searches prospective residents and decision makers ask and can provide irrelevant or inaccurate responses. We expect that this will improve over time, as OpenAI is Microsoft’s significant investment, and they continue to improve its abilities.
Bing chat is available through Microsoft Edge.
The future of how people will use search, and how many tweaks Google and Bing will make this year, is uncertain. We can’t predict with certainty what will happen, but we can make educated guesses based on the information and experimentation we have available.
Right now, we recommend senior living communities prioritize getting ready for the changes coming to Google. Why? Because when reviewing the data of all of our clients, we found that:
Remember, your profile listings aren’t a one-time optimization. Consistent managing and optimizing all areas, including posts, products, events, FAQ and other areas, monitoring search visibility, and review management are key to a listing that brings in traffic and calls and distinguishes you from your competitors.
At our senior living agency, we work holistically to have you show up in search results. This is why we bundle our comprehensive organic search program that includes SEO, Local Listings Management and UX with our Owned Social program. (Did you know? Bing uses Facebook reviews and engagement metrics to decide what senior living communities should show up on top in search!) Our teams work side by side to make sure your prospective residents and family decision-makers can find you at the right time and say yes to your community.
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