Imagine if you asked a search engine a question and actually received a response instead of a list of links. You could easily find all the information you need without having to search through multiple websites for the answer. And now, that future is here.
Google has been testing their generative AI search since last May, but the buzz around it has been growing. In November, Google introduced new features to their generative AI search, such as gift recommendations and virtual try-on options for clothing.
In October, Ravi Sen, an associate professor at Texas A&M, published an article titled, “After 25 Years of Growth for the $68 Billion SEO Industry, Here’s How Google and Other Tech Firms Could Render It Extinct With AI.” Sen believes that generative AI search will eliminate the need for small to midsize companies that rely on optimization to generate revenue.
However, not everyone shares Sen’s perspective. Some SEO marketers believe that generative AI search will transform the industry rather than completely eliminating it. Content marketer Julia McCoy even posted a video asking, “Is SEO officially dead? Google’s AI in search.” A quick search on YouTube for “generative AI search and SEO” will yield numerous videos with doomsday predictions or strategies to manipulate search engine algorithms.
What is search engine optimization?
SEO comprises a set of strategies that marketers employ to enhance the visibility of websites when their target audience searches for relevant information. To comprehend search engine optimization, one must first understand the functioning of a search engine.
Lumar provides an in-depth explanation of how search engines work, but here are the fundamental points to grasp:
- Crawling: Search engines like Google crawl websites using specialized technology called a search engine bot or spider. These crawlers visit billions of websites and follow links to explore additional sites.
- Indexing: The data gathered by the crawlers are compiled into an index that includes all the pertinent URLs.
- Ranking: Websites discovered by the search engine are ranked based on content keywords, content type, recency of updates, and user engagement history.
- Results: The ranked content is displayed on the Search Engine Results Page (SERP).
How does SEO work?
SEO leverages an understanding of user behavior to ensure that search results reach the intended audience. Search engine users typically prefer quick access to answers to their queries rather than sifting through links. In fact, only 9% of users will scroll to the bottom of the first page of search results. SEO strategies capitalize on this knowledge (and some tricks) to ensure visibility.
Given that over 80% of web searches are conducted on Google, most marketers optimize their content in alignment with Google’s ranking criteria as opposed to other search engines like Bing, Yahoo!, and DuckDuckGo. Google excels at providing relevant content to users by ranking content based on Expertise, Authoritativeness, Trustworthiness (E-A-T) guidelines. Technical factors such as user experience and page speed also contribute to Google’s rankings.
When optimizing a website, marketers utilize various strategies to cater to Google’s ranking criteria and ensure higher visibility.
What is generative AI in search?
Both Google and Microsoft are piloting generative AI programs in their search functions through Google Labs and Microsoft’s Bing. Users visiting Bing’s website will notice the chatbot feature right below the search bar for posing questions.
Google’s generative AI search is currently undergoing testing. To explore it, users must visit Google Labs by clicking the beaker icon in the top right corner of the screen.
By navigating to Google Search Labs, users can engage with Google’s Search Generative Experience.
According to IBM’s research blog, generative AI is described as “deep-learning models capable of generating high-quality text, images, and other content based on the training data they receive.” But what does this mean in practical terms? Generative AI exploits data patterns to create content, using Natural Language Processing (NLP) for written content.
NLP models are trained on extensive text data, enabling them to generate content that aligns with the input. Large learning models like ChatGPT utilize this process to comprehend queries and deliver relevant responses.
For instance, upon searching for “SUCCESS magazine” with SGE activated, I received a detailed response outlining the publication’s history and subscription information.
Bing also provided an elaborate explanation of SUCCESS magazine and the content it offers to readers.
Why search engine optimizers are concerned, and how to safeguard your website for the future?
Billy Wright, a senior SEO strategist at Direct Online Marketing, anticipates a 20%-75% decline in organic traffic for most websites due to SGE implementation.
This prediction is logical since if Google presents direct answers to users’ queries, there is minimal incentive for users to visit websites for further information.
Wright explains, “Writing content solely to address Q&As featured in Rich Results on Google may no longer drive traffic as it used to, as Google shifts towards displaying its own answers within generative results. Therefore, there needs to be a stronger emphasis on building authority for your website and expanding product and location pages to differentiate your website from competitors.”
He continues, “If multiple entities offer the same product or coverage on a news topic, why should your website be prioritized? Building authority by highlighting your expertise, credibility, and credentials on your website will be crucial.”
Strategies to remain relevant in the age of Google generative AI search
Jesse Cunningham, owner of 712 Digital SEO agency, and a content creator on YouTube emphasizing SEO education, emphasizes the need for business owners to focus on producing meaningful and relevant content.
Cunningham suggests, “I recommend business owners prioritize content that delivers relevance and valuable insights. I believe the shift should be towards creating unique content with substantial informative value. This involves optimizing content for SEO traditionally as well as incorporating information that AI cannot replicate easily. For instance, financial firms can leverage internal data (anonymized) to provide exclusive statistics not available elsewhere online.”
For additional insights, you can watch a comprehensive tutorial on Exposure Ninja’s YouTube channel, where they share their experiences with ranking clients on SGE. However, it’s crucial to note that the AI landscape evolves rapidly—Google SGE is still in the testing stage, and significant modifications may occur before its public release.
