Publishing original research is a long-trusted method for building brand awareness and authority while improving search rankings. But, as AI reshapes content and SEO, does original research still hold the same value?
The short answer? Yes.
If anything, original research is more valuable than ever. Its alignment with AI search algorithms, not to mention its uniqueness relative to generic AI-produced content, make it truly shine. But, changing dynamics impact how original research should be produced and published to help you stand out.
How Companies Leverage Original Research For Branding & Lead Generation
Historically, original research has been one of the most effective ways to grab media attention in the absence of product news or launches. By providing unique, data-backed insights, companies offer journalists something they’re always on the lookout for: a new story. This creates a win-win situation. Journalists get stories and meet their tight deadlines. You get your company in the news.
This type of work is typically based on survey findings. Organizations must first identify a relevant and timely topic that aligns with their industry category and audience interest. From there, a survey is developed to help explore trends, perceptions, and and other key dimensions about that topic. By recruiting the rights types of participants to take the survey, you are ultimately left with a rich repository of interesting stories and data points to craft into reports and smaller content pieces.
When ready, this intel is pitched to journalists, resulting in opportunities for press stories and getting your company’s name in the news. But, the benefits go beyond just in-the-moment PR. Your website’s organic search ranking improves by gaining inbound links from reputable sites. And, you know have a host of ideas from which to build out a content marketing funnel.
Why Original Research Still Works In An AI World
AI may appear to be changing search engines and how information gets found. But, AI isn’t changing the fundamentals. It’s simply evolving them. The fundamentals of online search, and what ensures that good content is found, are still the same. AI is simply helping make great content get found more easily.
1. Provides Unique Value That AI Cannot Generate
An AI search world also means a world filled with (often mediocre) AI generated content. AI content is often so poor because it is limited by the data used to train it. Sure, it does a phenomenal job of aggregating and summarizing existing content. But, it cannot produce original insights. Original research, by its very definition, can. This makes original research something that is truly unique and valuable.
2. Aligns With AI Search Algorithm Prioritization
Search engines, which are increasingly powered by AI algorithms, prioritize content that demonstrates trust and expertise. Consider Google’s Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT) framework, a framework that serves as the foundation for Google’ Search algorithm, even in the AI age. Original research aligns beautifully with this framework by positioning you as a valuable brand authority in your field. And, therefore, as a company whose content should be presented.
3. Attracts High Quality Links
Great quality content like original research attracts citations and references from other content creators, journalists, and bloggers. These citations, or inbound links from third party digital properties to your site, signal your content’s caliber. Just like “traditional” search, AI-powered search looks for these links as evidence that content is valuable and, therefore, should be shown.
4. Creates Engaging Content
Search engines look at factors like click-thru rates and time on site to determine if content is holding readers’ attention. Original research often yields highly detailed information that interests and engages. As a result, it further drives credibility in old-school search and AI-powered search as well.
5. Provides Content To Share On Owned Channels
Of course, one of the traditional benefits of original research still holds true. Once you publish a report, you can share it across email, blog, and social media channels. These continue to be compelling channels for driving awareness and consideration. Original research provides organizations an opportunity to use these channels and get in front of relevant audiences, independent of what is happening in the AI search world.
Getting The Most Out Of Your Original Research
Given that AI search is becoming the new norm, what does this mean for producing thought leadership with original research? It means doubling-down on what has always made this tactic such an effective marketing tool.
- Leverage Data Visualization: AI-driven search engines and users value easy-to-digest content. Incorporate visual elements like infographics, charts, and interactive data to make it more appealing and shareable.
- Focus on Niche Topics: Choose research topics that are under-explored or highly specific to your industry. This really helps AI tools find your particular content.
- Optimize for AI Search Features: Structure your research report with clear headings, summaries, and FAQs to increase the chances of being featured in AI-generated search snippets or summaries.
Your content will likely appear in Google’s AI snapshots or summaries, which may reduce the need for users to click through to the original source. But, Google will continue to cite the original source, ensuring your content is still readily available.
And, of course, new search engines like Perplexity provide additional avenues to help your original, high-value content (and therefore your brand name) get found.
