Have you read the latest news about Google gearing up for a transformation? We should anticipate significant developments for us professionals in the digital world and for companies engaged in their digitalization processes.
Get ready to bid farewell to the Google we’re accustomed to – the search engine that displays the most relevant pages based on the user’s search query. Google now feels the need to evolve towards the Google Search Generative Experience, a machine capable of generating autonomous responses by analyzing content present on the web, content that the algorithm has accumulated over the years. It’s a revolutionary change.
Thanks to advancements in Generative Artificial Intelligence, it’s now possible to unlock new types of queries and transform the organization of information. Google’s goal is simple: “enhancing search with generative AI.” Let’s explore how. The functioning is akin to systems like ChatGPT and other machine learning-based models that can generate various types of texts, similar to Google’s Bard. It reformulates information, extracts data from different websites to create coherent text aligned with the user’s search criteria.
What is the Search Generative Experience? The Google Search Generative Experience is an AI-driven search mechanism that employs generative algorithms to provide more accurate and relevant search results. This technology understands users’ search intentions and generates responses that better align with those intentions.
After numerous tests to enhance user experience, Google has announced a significant new feature: the Search Generative Experience will also be able to summarize articles found on the web. Another innovation involves the ability to interact with specific words in the text to obtain definitions or diagrams on a particular topic.
What Will It Imply for Search Engine Optimization (SEO)? As is often the case with changes, questions arise about the implications once the SGE is implemented. Most likely, users will be less inclined to click on visible links presented as search results due to the summaries generated by the SGE corresponding to the search criteria.
But let’s delve into the most important considerations for your business. If content creators have been focused on crafting articles optimized for Google using SEO techniques, the emergence of AI-generated content in search engines might lead to a decrease in online content and less motivation to create new content.
Embracing video content is undoubtedly the winning strategy for SEO trends in 2023, especially for informational keywords. These are the types of content disseminated through the web that generate the highest interactions and engagement on social platforms. These are precisely what we refer to as “Social Signals,” factors that influence a site’s search engine ranking.
Hence, it won’t be enough merely to understand the user’s search criteria aligned with our product or service, as we’re accustomed to doing; it will be essential to work extensively with AI-driven SEO tools, particularly generative AI programs that can swiftly compose complete and SEO-optimized text.
However, there’s no need for alarm; SEO has been deemed “dead” for years, yet positive outcomes are still achievable by adhering to optimization rules. These are just a few considerations about the potential future of search engines.
Therefore, all that remains is to stay updated by following the latest news, keeping pace with digital evolution, and implementing the new guidelines!
What are your thoughts?