Bing published a blog post about how clicks from AI Search are improving conversion rates, explaining that the entire research part of the consumer journey has moved into conversational AI search, which means that content must follow that shift in order to stay relevant.
AI Repurposes Your Content
They write:
“Instead of sending users through multiple clicks and sources, the system embeds high-quality content within answers, summaries, and citations, highlighting key details like energy efficiency, noise level, and smart home compatibility. This creates clarity faster and builds confidence earlier in the journey, leading to stronger engagement with less friction.”
Bing sent me advance notice about their blog post and I read it multiple times. I had a hard time getting past the part about AI Search taking over the research phase of the consumer journey because it seemingly leaves informational publishers with zero clicks. Then I realized that’s not necessarily how it has to happen, as is explained further on.
Here’s what they say:
“It’s not that people are no longer clicking. They’re just clicking at later stages in the journey, and with far stronger intent.”
Search used to be the gateway to the Internet. Today the internet (lowercase) is seemingly the gateway to AI conversations. Nevertheless, people enjoy reading content and learning, so it’s not that the audience is going away.
While AI can synthesize content, it cannot delight, engage, and surprise on the same level that a human can. This is our strength and it’s up to us to keep that in mind moving forward in what is becoming a less confusing future.
Create High-Quality Content
Bing’s blog post says that the priority is to create high-quality content:
“The priority now is to understand user actions and guide people toward high-value outcomes, whether that is a subscription, an inquiry, a demo request, a purchase, or other meaningful engagement.”
But what’s the point in creating high-quality content for consumers if Bing is no longer “sending users through multiple clicks and sources” because AI Search is embedding that high-quality content in their answers?
The answer is that Bing is still linking out to sources. This provides an opportunity for brands to identify those sources to verify if they’re in there and if they’re missing they now know to do something about it. Informational sites need to review those sources and identify why they’re not in there, something that’s discussed below.
Conversion Signals In AI Search
Earlier this year at the Google Search Central Live event in New York City, a member of the audience told the assembled Googlers that their client’s clicks were declining due to AI Overviews and asked them, “what am I supposed to tell my clients?” The audience member expressed the frustration that many ecommerce stores, publishers, and SEOs are feeling.
Bing’s latest blog post attempts to answer that question by…
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