Artificial intelligence is rapidly changing the way we search for information—and the implications for senior living are profound. In our latest Sales and Marketing Roundtable, Zack Collevechio, Senior Data Scientist at WildFig and Pavone Group, explored how Google’s new AI Mode is shifting search from keyword-driven results to AI-generated answers. Through a live demo and expert insights, Zack showed how this technology is redefining visibility, discovery, and user behavior.
THE NEW FACE OF SEARCH
With AI Mode emerging, search engines are transforming into answers platforms, focusing on delivering direct responses rather than link-based results. This shift marks a new era for search engine optimization, honing in on content’s meaning over traditional keyword strategies.
CONVERSATION AS A KEY STRATEGY
Search engines are moving towards a more conversational interface, enabling dynamic interaction with users. AI retains context and supports follow-up questions, making it crucial for brands to adopt a more dialogue-driven approach.
EXPANDING BEYOND WEBSITES
As AI-driven platforms become predominant, owning visibility across diverse channels such as social media and online forums is vital. This multi-platform presence ensures messaging resonates with the AI, maintaining brand visibility against declining website traffic.
AI DRIVES USER JOURNEY EVOLUTION
AI’s role extends beyond information gathering to actively engaging in user tasks. Expect AI to start facilitating actions such as booking tours directly, highlighting a fundamental shift in user journey facilitation within industries like senior living.
PPC’S TRANSFORMATION UNDER AI
PPC is likely to evolve rather than disappear, shifting distribution of advertising budgets across multiple platforms. As user engagement spans across various digital spaces, a holistic strategy is emerging in response to AI’s growing influence on search behavior.
Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here.