The robots are coming! Actually, they've been here for a while, we're just hearing about it more in the news with the increasing popularity of tools like ChatGPT. As a title company owner, you may be wondering whether search engine optimization (SEO) is still relevant in today's digital landscape. After all, with the rise of chatbots and other artificial intelligence (AI) tools, is SEO still important?
Don't get me wrong, I love AI and tools like ChatGPT. They make tasks like writing thank you letters and getting quick answers to questions pretty easy and efficient.
The truth is that SEO and Google Search is still a critical component of any successful digital marketing strategy, especially for businesses like title companies. Here are a few reasons why:
SEO helps new clients find you and your content online, ChatGPT does not
Even with the increasing use of chatbots and other AI tools, search engines like Google are still the primary way that people find information about businesses online. And if your title company isn't ranking high in search results, you're missing out on potential business from real estate agents that don’t know you.
By optimizing your website for relevant keywords and creating high-quality content that's optimized for search engines, you can improve your chances of clients finding you in search results. This, in turn, can drive more clients to your website and generate more closings for your title business.
If you ask ChatGPT “who is the best title company in my city”, or ‘tell me a few title companies in <city name>” it will tell you that it does not provide subjective answers like that or that it does not provide those types of lists. Rather, it will tell you to look at other places on the web (Like Google). Interesting.
Because of this, Search Engines are likely to remain as the go-to destination for customers looking for businesses and related industry information.
SEO helps you stay competitive
In the title industry, competition is fierce. There are likely many other title companies in your area that are vying for the same business. By investing in SEO, you can improve your online visibility and stay competitive in the digital marketplace.
ChatGPT vs Search Engines – Which is Better?
It’s important to keep in mind that ChatGPT and Search Engines are different tools used for different purposes. Chatbots and other AI tools can be helpful for answering basic questions and providing quick text-based information, but it doesn’t always factor in the full context. Because of this, AI can't replace the value of high-quality, relevant, localized content in specific industries like title insurance.
ChatGPT and other AI tools can be a great starting point, but companies still need a search engine optimization and content strategy, including the right inputs, in order to get the desired results. As they say, if you put garbage in, you can expect garbage out. That’s why it’s important to understand all of the components of a successful search engine optimization and digital marketing strategy. It will be exciting to see how Google and search engines evolve as ChatGPT grows in popularity and how the two can complement each other for the benefit of the end user.
As far as how they relate to your business, we know that title insurance is a relationship-based industry and prospective clients still want to learn more about your company before they even ‘raise their hand’ to do business with you.
When prospective clients are researching your title company, they need more than just a text-based answer to a question. They want to visit your website, learn more about your services, your staff and your company. While ChatGPT can be a helpful tool in some instances, it won’t replace a customer’s need to explore further so that they can make an informed decision on whether to do business with you.
By creating informative blog posts, helpful guides, and other useful resources for your audience, you can establish your title company as a trusted authority in your industry which helps new customers find you in Google results.
In addition, many title company business owners are simply too busy to learn the ins and outs of a new technology nor do they have the time or desire to implement.
The news says that ChatGPT is going to replace Google, is this true?
If you plug that question directly into ChatGPT, even it will tell you no, at least not any time soon. Our marketing agency for title companies sees these technologies working together in the future to ultimately provide the end user with the best outcome. But just remember, they are very different tools used for different purposes.
We are excited to see what the future holds for this technology and our agency is closely monitoring new breakthroughs to see how our clients can benefit from new technologies as we strive to be more efficient and add more value in our service offerings to clients.
In conclusion, while chatbots and other AI tools can be a useful aide, SEO is still a critical component of any successful online strategy. By focusing on optimizing your website for search engines, creating high-quality content, and staying competitive in your industry, you can drive more traffic to your website, generate more interest from potential clients, and position your title company as an industry thought-leader.
Dalton Digital is a marketing agency exclusively focused on helping title companies grow their closing volume by getting their digital marketing right. Contact us today for a free strategy session to discuss your goals and learn how we can help support your business.