Imagine if you asked a search engine a question and it actually gave you an answer rather than a list of links. Get all the information you're looking for without having to search multiple websites for answers. Yes, that future is here.
In fact, Google has been testing Generated AI Search since May last year, and now we're hearing more about it. In November, Google added more elements to its generated AI searches, including gift recommendations and virtual try-on options for clothing.
In October, Ravi Sen, associate professor of information and operations management at Texas A&M, wrote the following article: It's titled, “After 25 years of growth, the $68 billion SEO industry shows you how Google and other tech companies can kill it with AI.” Sen predicts that generative AI search will disrupt the industry for small and medium-sized businesses that rely on optimization to generate revenue.
Sen's opinion is not shared by everyone. Some SEO marketers predict that generative AI search will change the industry, but not eliminate it completely. Content marketer Julia McCoy posted a video asking the question, “Is SEO officially dead?” Google's AI in search. ” If you search “Generated AI Search and Her SEO” on YouTube, you’ll find countless videos supporting doomsday predictions or offering new ways to manipulate search engine algorithms.
What is search engine optimization?
SEO is a set of tactics marketers use to increase the visibility of their websites when target users search for information related to their business. To understand search engine optimization, you first need to understand how search engines work.
Lumar provides a very detailed guide explaining how search engines work, but here are the basics of what you need to know.
- crawl: Search engines such as Google use technology called search engine bots or spiders to crawl websites. These crawlers visit billions of websites and explore even more by following links on each website.
- Indexing: The data found by the crawler is added to an index containing all relevant URLs.
- Ranking: Search engines use keywords in the content, the type of content on the page, how recently the page was updated, and how users have accessed the website in the past. Rank.
- result: Ranked content appears on search engine results pages, also known as SERPs.
How does SEO work?
SEO leverages knowledge of user behavior to ensure search results reach your target audience. Search engine users usually don't want to trawl through pages and pages of links. They want answers to their questions quickly. In fact, only 9% of users scroll to the bottom of the first page of results. SEO in action uses this knowledge (and a few tricks) to ensure your website gets viewed.
Over 80% of web searchers use Google rather than other search services such as Bing, Yahoo!, etc., so most marketers and businesses rely heavily on how Google ranks search results. Optimize your content. Google is also very good at showing relevant content to users because its crawler ranks content based on guidelines he calls EEAT. These guidelines rank search results by expertise, experience, authority, and trustworthiness. Additionally, Google ranks content based on technical factors such as user experience and page speed.
When optimizing a website, marketers use several different strategies to rank it, appealing to the sensitive sensibilities of Google's spiders.
What is generative AI in search?
Google and Microsoft are both piloting generative AI programs in their search capabilities through Google Labs and Microsoft's Bing. When you visit his website on Bing, you'll immediately see the option to ask the chatbot a question just below the search bar.
Google's generative AI search is still in the experimental phase. To test this, you first need to visit the Google Labs page by clicking on the beaker icon in the top right corner of your screen.
This will take you to Google Search Labs and allow you to opt-in to Google's search generation experience.
IBM's research blog defines generative AI as “deep learning models that can generate high-quality text, images, and other content based on trained data.” But what exactly does that mean? Generative AI uses patterns in data to generate content. For written content, a process called Natural Language Processing (NLP) is used.
NLP models are trained on large amounts of text and use these same types of predictions to spit out text that matches what the model asks for. ChatGPT and other large-scale learning models use this process to “understand” the questions being asked and provide answers.
So I searched on Google and found “success When I accessed 'magazine' with SGE turned on, I received a reply with publication history and contact details. success For subscriptions.
Bing also provided a detailed response explaining its content. success What the magazine is about and what kind of content you can expect from the publication.
Why is my search engine optimizer acting strangely? How can you future-proof your website?
Billy Wright is a Senior SEO Strategist at Direct Online Marketing. Wright said many in the industry predict that SGE will reduce organic traffic for most websites by 20% to 75%.
This prediction makes sense. If Google is just providing the answer to the user's question, the user does not need to click on his website to learn more about the answer to the question.
“Creating content solely to satisfy Q&A within Google's rich results may not draw as much traffic as before as Google moves to displaying unique answers within the generated results. It’s expensive,” Wright explains. “Instead, you should focus more on building your website's authority and expanding your product and location pages to help Google understand why it should show you over your competitors. Sho.”
“If everyone sells the same product or provides the same coverage of a news item, why should you appear instead of someone else?” he continues. “It's very important to increase your authority on your website by telling Google who you are, why you're an expert, and how you became the top speaker on a subject. I guess.”
The secret to staying relevant in Google-generated AI search
Jesse Cunningham runs an SEO agency called 712 Digital and also has a YouTube channel where he creates educational content about SEO. He also predicts that business owners will need to create more meaningful and relevant content.
“I encourage business owners to prioritize content that is relevant and informative,” Cunningham says. “I think the focus will shift from now on to creating unique content with purposeful information gathering. This means that AI adds information that is difficult to replicate. In practice, this means that financial companies use (anonymized) internal data to provide statistics that are not available elsewhere on the internet. It may seem like they are offering it.”
You can also find very detailed tutorials on Exposure Ninja's YouTube channel, including first-hand experience on ranking clients on SGE. But the most important thing to remember is that the world of AI changes more often than your underwear. Google SGE is still in testing mode and significant changes may be made to the model before it is released to the public.
Photo provided Neboisa Tatomirov/Shutterstock.com