GEO — это новая реальность? Как попасть в ответы нейросетей — Владимир Назаров

The Role of Neural Networks in Business Development

Introduction to Neural Networks

• Neural networks have become integral to modern life, with a unique Russian approach to their application.

• GELO is described as encompassing SEO, PR, content marketing, and reputation management, emphasizing the importance of how neural networks perceive brands.

Current Market Landscape

• There is minimal competition in the neural network space currently; however, there is no consensus among specialists on its potential.

• The podcast introduces Vladimir Nazarov discussing the necessity for businesses to adapt to neural networks rather than traditional internet marketing.

Understanding GEO and Its Implications

Defining GEO

• Many confuse GEO with geographic advertising; however, it pertains more to promotion within neural networks.

• The conversation highlights that people are engaging with neural networks for recommendations and information retrieval.

Influence on Brand Perception

• Brands can influence how neural networks respond by shaping the narrative around their products or services.

• The integration of neural networks into daily life has shifted consumer behavior towards seeking recommendations from these systems.

Search Engines and Their Adaptation

Search Engine Trends

• Search engines are adapting by incorporating their own versions of neural responses to retain user traffic against competitors like ChatGPT.

• A dashboard comparison between ChatGPT and Google illustrates the competitive landscape in AI-driven search technologies.

Unique Russian Context

• Russia's approach differs significantly from Western practices regarding promotion within neural networks versus traditional SEO methods.

Practical Applications of Neural Networks

Consumer Behavior Insights

• Consumers often seek assistance from neural networks for product recommendations without wanting extensive research themselves.

• Brands are now looking for ways to promote not just products but also the underlying solutions they provide (e.g., robot vacuums solving cleaning issues).

Case Studies in Promotion Strategies

• An example is given where a real estate company was promoted based on broader investment themes rather than direct property searches.

The Intersection of PR and Neural Networks

New Opportunities for PR Professionals

• PR professionals now have an opportunity to influence public perception through strategic engagement with neural network outputs.

• Despite interest from PR specialists, many still lack understanding or experience in leveraging these new tools effectively.

Key Metrics for Success in Neural Network Marketing

Monitoring Effectiveness

• Important metrics include brand visibility within neural responses, sentiment analysis (tonality), and overall website traffic derived from these interactions.

Traffic Sources

• Traffic can originate directly from neural responses or indirectly through published materials across various platforms.

Challenges Faced by Businesses

Limitations of Current Systems

• Not all businesses may benefit equally from investing in promotions via neural networks; immediate results may be necessary for some sectors.

• Tracking conversions specifically attributed to these channels remains challenging due to data sharing limitations by major search engines.

Cost Considerations for Engaging with Neural Networks

Budgeting Insights

• Initial testing costs start around 100,000 rubles ($1,300), allowing brands a chance to explore effectiveness before committing further resources.

• Results can be observed quickly—often within weeks—demonstrating responsiveness when working with competent service providers.

How to Effectively Promote Brands Using Neural Networks?

Understanding the Challenges in SEO and Neural Network Promotion

• The discussion begins with the pain points businesses face when their SEO budgets are tied up due to a backlog of tasks, leading to delays in development.

• A client shares their experience of seeking help from an agency for neural network promotion but ended up receiving standard SEO services instead.

• The speaker highlights that many SEO agencies have jumped on the neural network bandwagon without truly understanding it, creating confusion for businesses trying to differentiate between genuine expertise and marketing hype.

Key Insights on Brand Promotion Strategies

• Promoting a website through neural networks is often less effective than focusing on brand promotion; successful clients typically seek brand visibility rather than just website traffic.

• Important metrics for evaluating success should not solely focus on website visibility or traffic but rather on meaningful engagement and brand recognition.

• Traffic generated from neural networks may not be substantial enough to justify its use over traditional SEO methods, which can yield better results at lower costs.

Effective Steps for Businesses Entering Neural Network Marketing

• Businesses should prioritize content interaction as a primary strategy when promoting brands through neural networks, identifying key platforms where they can engage effectively.

• The speaker lists five main neural networks commonly used for promotions: Yandex Alice, Deepsic, Google AI with G, ChatGPT, and Perplexity.

• After determining target platforms, businesses must analyze existing content related to their prompts and assess competitor presence across various media outlets.

Content Creation and Platform Strategy

• It's crucial to create relevant content tailored to specific platforms while considering current search engine rankings; high-ranking sites are more likely to appear in neural network responses.

• Content must align with platform requirements—entertaining for social media or technical for business-oriented sites—to ensure effective audience engagement.

Collaboration with Clients and Managing Expectations

• While it's beneficial to involve clients in content approval processes, this can slow down project timelines significantly due to multiple layers of review (PR teams, legal checks).

• The importance of UGC (User Generated Content): brands need flexibility regarding how their products are discussed online since anyone can contribute opinions that influence public perception.

Addressing Misconceptions About Neural Network Marketing

• There is widespread misunderstanding among marketers about the nature of neural network marketing compared to traditional SEO practices; education is needed within the industry.

• Common myths include equating GO (neural network optimization) directly with traditional SEO strategies without recognizing distinct goals and methodologies involved.

This structured approach provides clarity on how businesses can navigate the complexities of promoting brands using modern technologies like neural networks while addressing common pitfalls.

Discussion on Market Development and Community Building

Understanding the Current State of the Industry

• The lack of a unified understanding among specialists in the market presents an opportunity to share insights and perspectives. This is not merely a volunteer effort but serves marketing purposes as well.

• The speaker emphasizes that their visibility and brand recognition are enhanced through these discussions, which also provide leverage to influence the market dynamics.

Emergence of Professional Communities

• There is a growing community around the topic, with at least two significant groups forming, indicating a shift from isolated enthusiasts to organized professionals interested in neural network applications.

• Plans for upcoming activities such as conferences and awards aim to strengthen this community further, fostering collaboration and shared learning experiences.

Trust in Neural Networks

• High conversion rates from leads generated by neural networks are attributed to strong trust levels; users often view AI as more reliable than human recommendations. This trust stems from personal interactions with AI systems like ChatGPT.

• Users tend to confide personal information to AI, treating it almost like a close friend, which enhances the credibility of its recommendations when suggesting services or products.

The Future of Autonomous Commerce

Predictions for Market Growth

• The speaker anticipates significant growth in the market over the next few years, potentially transforming towards autonomous commerce where AI will handle purchasing decisions on behalf of consumers. They believe this trend is inevitable but uncertain regarding its timeline.

• Companies like Yandex are already taking steps toward this future by promoting voice-assisted purchases, indicating that consumer acceptance is being cultivated through innovative marketing strategies.

Current Market Positioning

• Despite high interest and some success stories, the overall volume of transactions remains low compared to established markets like SEO; however, there is clear potential for exponential growth as more clients engage with these technologies successfully.

• Clients who try out new services related to neural networks tend to remain engaged due to visible results and business effects they experience during initial trials. This suggests that there’s no bubble but rather sustainable interest in these solutions.

Challenges and Opportunities Ahead

Need for Case Studies

• A lack of case studies hinders broader adoption; potential clients often seek evidence before committing resources into new technologies or methodologies related to neural networks or AI-driven marketing strategies.

• Establishing a rating system based on client feedback can motivate agencies to document their successes transparently while providing prospective clients with valuable insights into expected outcomes from various approaches within this field.

Building Knowledge Resources

• Creating a library of case studies could help demystify processes for potential clients by showcasing real-world results achieved through different strategies involving neural networks or AI tools—this would enhance confidence among hesitant stakeholders looking at these innovations for their businesses.

Final Thoughts on SEO vs GO Strategies

Evaluating Modern Marketing Approaches

• The discussion touches upon whether traditional SEO should be prioritized over newer methods (GO), highlighting skepticism about certain tactics aimed at manipulating language models without genuine user engagement.