I started my digital marketing career as an SEO copywriter in the mid 2000s. Back then you could write ‘digital agency in Bangkok’ 100 times in a document and easily rank in first place on Google. Those were the good old days of SEO.

Since then, SEO (Search Engine Optimization) has become increasingly complex to the point where Google’s Helpful Content updates in 2023 and 2024 were designed to use AI to ensure that content is designed for humans, rather than robots.

At Lexicon we saw these as positive developments as our focus is on using brand storytelling to build long-term relationships between our clients and their clients.

However, in the fast-paced world of digital marketing, staying ahead of the curve is crucial. As the CEO of Lexicon, I’ve seen firsthand how quickly the landscape can shift. 

The latest development making waves is SearchGPT, a groundbreaking tool that promises to revolutionize how we access information. But with this revolution comes a looming question: Will SearchGPT spell the end of traditional SEO as we know it? 

In this article, I’ll explore this possibility and argue why brand building remains your most powerful strategy.

The Rise of SearchGPT

SearchGPT is not just another incremental improvement in search technology; it represents a paradigm shift. Unlike traditional search engines that index and rank pages based on complex algorithms, SearchGPT leverages real-time data retrieval to provide up-to-date and accurate information. This means users can get direct answers to their queries without sifting through pages of search results.

Imagine asking SearchGPT about the latest trends in digital marketing. Instead of directing you to various blogs and articles, it can pull the most current and relevant data from trusted sources, delivering concise and precise answers. This efficiency and accuracy are what make SearchGPT a game-changer.

The Impact on Google Search and SEO

For years, Google has dominated the search landscape, shaping how content is created and optimized. SEO along with Google ads represent major industries with dozens of digital marketing agencies in Bangkok offering nothing but Google services. 

But with SearchGPT’s ability to bypass traditional search results, the entire foundation of SEO is at risk. Along with the livelihoods of agencies focusing purely on Google services.

If users no longer need to rely on Google to find information, the value of ranking on the first page diminishes. The focus shifts from optimizing for search engines to creating content that genuinely addresses user needs. This shift could render many SEO practices obsolete, forcing marketers to rethink their strategies.

The Continued Relevance of Brand Building

While the potential decline of SEO may seem alarming, it underscores the enduring importance of brand building. At Lexicon, we’ve always championed the idea that strong brands are built on authenticity and trust. In a world where SearchGPT provides instant answers, brands that consistently deliver valuable, relevant content will stand out.

Brand building is not about gaming the system; it’s about creating a lasting impression. When you focus on being seen as an expert in your field, addressing important topics, and genuinely helping your audience, you build a brand that transcends technological changes. Social media content, thought leadership, and engaging storytelling become the pillars of your strategy.

Content that Solves Problems

At Lexicon, we’ve long advocated for content that solves problems. Whether it’s through blog posts, video production Bangkok, or social media updates, the goal is to provide value. This approach not only builds trust but also ensures your content remains relevant regardless of changes in search technology.

For instance, our recent blog on The Science of Storytelling: Psychological Insights into Why Stories Sell delves into how compelling narratives can captivate audiences and drive engagement. By focusing on timeless principles like storytelling, you create content that resonates deeply with your audience.

Leveraging Social Media for Relevance

Social media platforms are invaluable for maintaining relevance in the era of SearchGPT. They provide a direct channel to your audience, allowing you to share insights, updates, and thought leadership pieces. When you consistently address the pain points and interests of your audience, you foster a community around your brand.

Consider our approach at Lexicon: We use platforms like LinkedIn and my own personal brand to share our expertise on AI and marketing, brand storytelling, and the future of marketing. This strategy not only amplifies our reach but also positions us as a go-to resource for industry insights. If you’re looking for the support of a LinkedIn marketing agency, get in touch.

Adapting to Technological Changes

Technological advancements are inevitable, but the core principles of marketing remain unchanged. Whether it’s adapting to the rise of AI in marketing or navigating the shift brought about by SearchGPT, the key is to stay focused on your audience’s needs. By continuously providing value, you build a brand that withstands the test of time.

Earlier in the year, my colleague Justin and myself discussed The AI Revolution: What Marketing Will Look Like in 2024 and I still stand by the key points outlined there. There is no substitute for building a brand story and using your marketing channels to consistently act as a guide to solve your target audience’s problems. 

The Future of Marketing in a Post-SEO World

As we stand on the brink of a post-SEO world, the importance of brand building cannot be overstated. SearchGPT may change how we access information, but it cannot replace the human connection and trust that strong brands create. By focusing on authentic, valuable content, and leveraging social media to stay relevant, you can navigate this new landscape successfully.

At Lexicon, we’re excited about the possibilities that SearchGPT brings. It challenges us to innovate and refine our strategies continually. But one thing remains clear: The brands that thrive will be those that prioritize their audience, provide genuine value, and build lasting relationships. Embrace the change, focus on your brand, and you will win—no matter what technological shifts come your way.