During the Google I/O, the American giant unveiled a brand-new version of its famous search engine. Some people agree that this is one of the most significant developments in 25 years.
30-sec summary:
– Google to present how AI will be used in its search engine
– It is now a new block that appears above the traditional results
– Even if the results are generated via AI, the source sites are mentioned in the box
– Google Shopping will be greatly improved by offering recommendations based on real-time updated data
– The use of structured data and schema markup for site content is crucial
After many rumours, Google has officially presented how it will integrate artificial intelligence in its search engine.
These changes will of course impact the world of SEO, as many answers will be directly proposed in the search results.
It is essential to understand the importance of these changes to be able to adapt its digital marketing strategy, whether for digital marketing managers, CEOs, and entrepreneurs.
Introduction to the Google Search generative experience: What to expect
At the level of the search interface, a new block is now displayed above the traditional search results;
In regard to full transparency from the search engine, the block is entitled: “Generative AI is experimental”.
For the moment, Google uses the conditional, which means that the generated part would not be present for every query.
One very important thing in terms of SEO, Google mentions the source websites in the top right of the sidebar. This is to allow the user to go visit these sites if they wish to research further.
At the bottom of the interface, you can also see additional questions that allow you to learn more about the subject described.
For example, here is a search made for the query “Best Bluetooth speaker for a pool party”.
Google also explained that the colour of the box will change depending on the search intent. In the example above, we can clearly see that the search intent is transactional.
The power of vertical search with AI: opportunities and challenges
With over 35 billion products listed on Google Shopping, this represents more than 1.8 Billion products updated every hour. AI allows the search engine to propose updated results in real time.
Once again, an important advance in the quality and relevance of search results for products presented to users.
This is definitely an important piece of information to consider, especially in relation to product listings on a site. It is now a priority for most E-commerce sites: Offer the entire range directly in a feed and use structured data.
A new step in conversational search: Making contextual connections
Google has also integrated a conversational mode. This last one allows having a contextual follow-up between the questions;
In this way, Google better understands the context (and search intent) of each question in relation to the conversation history.
Here is a concrete example:
- First search: “What is the tallest monument in the world?”
- Answer: “Burj Khalifa
- Second question “size?”
- Answer: “828 meters”.
- Third question: “Where?”
- Answer: “Dubai, United Arab Emirates”
It may seem trivial, but Google doesn’t need to have the name of the monument for every query, it understands the context and proposes relevant answers.
Domains for which Google will not provide an answer
Google will not provide an answer in some areas. Especially around the medical or financial field. Google remains cautious about the use of artificial intelligence and ensures that its results offer verified and safe answers.
Google continues to play it safe in the YMYL (Your Money, Your Life) categories.
He added that this new search experience “is held to even higher standards when it comes to generating answers to certain queries where the quality of information is critical.”
Finally, for dangerous or explicit topics, Google will refrain from generating a response using artificial intelligence.
Staying ahead of the curve in the Google EMS landscape
The arrival of the “Search Generative Experience” will of course upset the SEO environment. It is now the race to appear in the sites cited, and the ranking is no longer necessarily a priority.
It will of course be necessary to adapt its strategy, the exclusive or excessive optimization on targeted keywords will soon be obsolete;
The relevance of the created content will have to answer in a concrete and precise way to the research intention;
Topic clustering, structured data and schema markup are the new crucial elements of an effective strategy;
These will allow Google to better understand the context of a content and its use for search results.
Here are some resources that will help you better understand the use of these schemas and structured data.
The future of digital search and marketing
Even if it has not been a secret for several months, it is a new era that begins in digital marketing.
The integration of AI in search results by Google will considerably change SEO strategies;
Most search intents (informational, consideration and transactional) will be covered by artificial intelligence.
It is now fundamental to prepare and adapt your strategy and content to allow for better categorization of the different elements.
If you’d like more details about EMS, I invite you to check out the official Google article and the excellent post on search engine land.
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I’m a digital marketing consultant with 20 years of experience in digital growth in Switzerland.
I assist small and medium-sized businesses in enhancing their online presence and generating more leads.
Based on research and data-driven approach, I create digital marketing strategies and effectively implements them.
I also train marketers in SEO, SEA (Online Advertising), and Web analytics to enhance their skills.