Generative AI's Impact on SEONowadays, Artificial Intelligence (AI) greatly influences and helps various aspects of human life. No exception in the world of Search Engine Optimization (SEO).
One of the latest innovations is AI generative search, which introduces a new dimension to the online search experience. But what is AI generative search? In this article, we will discuss what AI generative search is, specifically Google's SGE (Search Generative Experience), and its impact on SEO (Search Engine Optimization) practices.
What is AI Generative Search?
AI generative search is a type of online search that uses artificial intelligence algorithms to produce more relevant search results. Unlike conventional search methods that rely solely on keywords, AI generative search uses natural language understanding to understand the user's intent behind their questions.
Generative AI began to gain ground in 2023, and its impact on search results will be felt even more in 2024. This innovation integrates AI directly into Search Engine Results Pages (SERPs), bringing the potential for major changes in the world of search engine optimization.
SGE, which launched in around 120 countries in November 2023, offers a new way for users to interact with Google Search. SGE itself is available as a Google app for Android, iOS, and desktop versions in some countries.
What is Search Generative Experience (SGE)?
Google Search Labs is Google Search's latest effort that uses AI generative search to give users the opportunity to explore and experiment with innovative features in their search engine. Through Google Search Labs, users are given the opportunity to test the latest features before they are officially launched to the general public.
The main focus of the Google Search Labs initiative is the Search Generative Experience feature, or known as SGE. Search Generative Experience is a new and innovative generative AI interface for Google Search services based on artificial intelligence.
SGE uses Pathways Language Model 2 which has the ability to respond to questions, provide recommendations, and provide conversational interface options for more dynamic and intuitive interactions for users when they search.
SGE brings significant changes in the way users interact with search engines. Not only that, SGE is able to provide more useful answers, present more relevant recommendations, and provide a more natural conversational interface. So that users can experience a more personal and effective search because SGE not only provides informative responses, but also actively engages with users.
Simply, Search Generative Experience is an innovation from Google that aims to improve the way users search for information more effectively. By utilizing artificial intelligence, this feature provides more interactive and relevant answers based on the context of the search.This technology not only presents a list of links, but also organizes information generatively, so that users can get direct answers to the questions asked. This initiative is Google's response to the increasing use of AI in online search, with the aim of improving the quality of search results through advanced AI algorithms that better understand user intent.
Currently, this feature is still in beta in the United States and 120 other countries, but is not yet available in Europe. However, its global launch, either in beta or full, is likely to happen soon. This requires many companies to start preparing their strategies.
How does Google SGE work?
This search engine offers an interesting and different approach from traditional search methods, utilizing machine learning models to analyze and better understand user queries. The process begins with an in-depth analysis of the keywords and context contained in the query. After that, the system utilizes extensive databases and natural language processing techniques to generate relevant and informative answers.
The advantage of this system lies in the way it is presented, where answers are not only presented in text form but also in easy-to-understand formats, such as images or diagrams, according to the question asked. With this approach, information is provided directly on the search results page, so users can quickly get answers without having to click on many links or open various web pages.
This technology is able to integrate information from various sources, creating comprehensive answers and making it easier for users to get the information they need easily.
What are the positive effects of generative AI?
As AI technology continues to develop, it is clear that the impact of AI on digital marketing, including SEO, is very significant. To find out more about the impact of AI Generative Search, here is the explanation:
1. Improving Search Quality
The latest breakthroughs in AI Generative Search make it possible to revise the capabilities of search engines, such as helping to answer everyday questions, and changing the way information is managed. According to the Indonesia Google Blog, AI generative also helps users understand various topics, get new perspectives, access the information they need, and complete various activities more easily.
For example, if you search for "learn ukulele vs guitar". Usually, we need to break this question down into several simpler questions, then sort information from various sources and combine it. With generative AI, Google Search will simplify all these complex processes for you.
You will see an AI summary containing important information, along with relevant links to dig deeper. Below the summary, you will also find suggestions for next steps, and ask additional questions. So that the search engine results we want will be maintained and interconnected from one question to another. This will make it easier to explore deeper information and references.
2. Displaying Various Perspectives and Sources
When Google integrates AI generative search into Google Search, the system will direct visitors to various websites on the internet, and prioritize links from various sources in SGE.
With SGE, more links to other websites will be displayed, so that diverse content has a greater chance of being found. This is designed to make it easier for users to find content on the internet and visit sites to explore the topics they are looking for.
3. Using a Better Approach
In addition, Google also uses a more sophisticated approach technology in implementing AI generative search capabilities into Google Search. To be safer, Google ensures that all innovations from the start are automatic and default to always prioritize user privacy. SGE is also designed to maintain high quality standards, and will continue to improve over time.
What are the negative effects of generative AI?
One of the negative impacts of AI Generative Search (SGE) on SEO is the increased complexity in search engine optimization efforts. With AI's ability to present more contextual and relevant content, search algorithms tend to prefer content that substantially adds value to users. This leads to increased competition in search rankings, where you have to work harder to achieve and maintain good rankings.
In addition, because AI algorithms may interpret content in different ways, you must pay more attention to factors such as content content, nuance, and user experience to ensure that the content matches search engine preferences.
So this requires a more dynamic and adaptive SEO strategy to stay relevant in an increasingly sophisticated search environment.
How to optimize content for generative AI?
Now, after knowing the impact of AI generative search, you must be wondering how to implement SEO so that it can be optimal. To achieve optimal results, here are some tips that will help you do SEO in the era of AI generative search:
1. Increase Content That ‘Answers’
Google has optimized this with a useful content update. Instead of just listing what you do on your website, you should listen to your target audience, record and evaluate the data, and answer their needs. Here are two ideas you can implement:
- Develop a chatbot section focused on FAQs on your website that provides dynamic conversational responses to user questions easily.
- Create your own internal GPT (Generative Pre-trained Transformers) using customer feedback or data from those chat conversations and start asking for insights.
2. Make Interactions More Personal
The latest trend in social media and video has made interactions with brands much more personal. Get your product or service into the hands of customers and encourage them to experience it in a ‘real’ way.
Interacting with sites and related social issues is something that Google has found very important. For that, you can use generative AI to make interactions more personal. Here are some ways to improve the way you share:
- Implement AI-based analytics to evaluate your current website engagement and find where it’s lacking. Some companies provide more in-depth web analytics than a Google Analytics account.
- Encourage user-generated content, whether in the form of reviews or testimonials, and use AI copywriting to amplify it.
3. Soft-Sell
The average person hates aggressive sales tactics. So find AI-powered ways to personalize your message and show why you’re the best fit. If you try to sell too hard, people will likely leave your site quickly, which will affect your bounce rate and ranking potential. Here are a few things you can try:
- Integrate AI into your sales process to predict customer needs and provide personalized product recommendations. Think about how you should show your target audience what they want.
- Evaluate your omnichannel, and see what happens to people who leave your sales funnel in the first place. Think about what you’re not answering for them and address it immediately.
Conclusion
As Google changes the way it indexes and presents information, you’ll inevitably have to strategize the right way to get found by their algorithms and your target audience. By understanding the concept of SGE in depth, we can be better prepared for the changes that occur in the way people search for information.
Although marketers and website owners are faced with increasingly complex challenges, opportunities for growth are still wide open through the implementation of the right strategy. Adapting to new features such as SGE is the key to achieving success in the world of digital marketing. With flexibility, in-depth knowledge, and a spirit of innovation, digital marketers can adapt and stay relevant in this ever-changing era.
