Following a conversation with a colleague regarding the state of SEO, and then around SGE (or Generative AI), several interesting points came to mind. The potential changes that would occur and that are already being tested around the world could potentially impact many businesses negatively.
A document released by Google in November 2023 details what Google search may look like, and the outlook is both exciting and terrifying.
The first thing that came to mind is that this is a win for Paid Search, as the available options for consumers are reduced. It appears that they’ll be able to choose between an AI search bar of sorts or a Google Ad, organic listings would essentially cease to exist or be completely out of sight.
The second thing was that organic strategies that are currently in play and being charged thousands of dollars a month for, could all soon be useless. My colleague raised a few interesting suggestions when looking to plan for SGE.
- Content should be created to work in tune with the way that SGE will work. In the most basic form, you should provide the information or content on a page twice. The first iteration of content should be a list or a condensed and concise version of the content. This way, AI will be able to retrieve, extract and present the data quickly and achieve the goal of providing an answer to a user in the format that AI tends to lean itself towards.
- Content should then be written for humans below, introducing personality, salesmanship, originality, and purpose.
With the above in mind, we agreed that there was a way forward for SEO, but not as it currently works. You could even consider renaming SEO to AIO or AI-Optimization.
The concerns that are still unanswered are whether Google have any intention of creating a smooth path to the website that the content was grabbed from, or whether they simply want to answer a question and unless the user requires contact with a service provider or wants to purchase an item, is there any need to send them anywhere? Could they provide the contact details or the option to complete a lead form right there from Google? This would effectively negate websites as they’re used today.
If the above is then true, Search Ads would be the only battleground remaining, and the competition would increase 100-fold. Imagine if all those brand terms that you feel are a waste of money – as you appear first organically – are no longer available, and competitors can now bid on them with greater effect. Bidding on your contact detail searches or review searches and curating landing pages with a cheeky ‘are you sure you’re not looking for us?’ While AI would be capable of providing these answers, users will take time to adapt to this new structure, look, and feel, and would habitually gravitate towards results that looked ‘like they used to’.
Here’s a link to the paper posted by Google – https://static.googleusercontent.com/media/www.google.com/en//search/howsearchworks/google-about-SGE.pdf – it’s dated November 2023.
Here’s a link to the first result that appears when you search for SGE – https://blog.google/products/search/generative-ai-search/ – it’s dated May 2023.
It’s clear that generative AI, or SGE is coming, whether it works or fails the same way their initial attempt at AI did, how destructive this will be to the current state of search and how quickly businesses are able to adapt is unknown. I do suggest that those that work within SEO only, look at planning for these changes now, creating new products, new approaches and new skillsets to ensure they’re prepared.
However, it’s important not to succumb to dystopian visions. The rise of AI search can also be seen as an opportunity to reimagine and refine the concept of organic search. Here are some potential ways this could unfold:
- Hybrid Search Models: Combining the strengths of AI and traditional algorithms could create a more nuanced and personalized search experience, where organic listings are still relevant and accessible, but augmented by AI-driven insights and suggestions.
- Focus on User Intent: AI can be used to better understand user intent and deliver results that are truly relevant to their needs, even if those results fall outside the traditional definition of “organic.”
- Transparency and User Control: It’s crucial to ensure that users are aware of the mechanisms behind their search results and have the ability to opt out of AI-powered filtering if they so choose.
Ultimately, the fate of organic search in the age of AI is not predetermined. By embracing the potential of this new technology while remaining vigilant against its potential pitfalls, we can forge a future where both AI and human-driven discovery flourish, creating a richer and more diverse online information landscape.
Further Reading:
- https://www.searchenginejournal.com/ai-vs-human-seo-content/268629/
- https://www.forbes.com/sites/forbesagencycouncil/2023/04/19/how-ai-will-revolutionize-the-future-of-seo/
- https://www.wordstream.com/
Remember, the conversation about AI and organic search is ongoing and evolving. By staying informed and engaged, we can ensure that the future of online discovery is one that benefits everyone, not just the select few.
I assist individuals and businesses with their PPC marketing, specifically Google Ads. With a background spanning 10 years in the marketing industry, I’ve spent far too much time on testing new ways to do things.
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