Generative AI Incorporated into Google Search Engine.
Google’s search engine has transformed how people access information online for 25 years. Over time, Google has continually improved its search results to make it easier for users to find what they need.
With the help of generative AI technology, Google is introducing new ways to answer even more complex questions through its search engine.
This innovation will provide users with a more comprehensive understanding of their search results while ensuring that a wealth of information is always accessible. Let’s explore this exciting development from Google, its impact on your search experience, and its implications for the future of marketing.
You may have heard about a new feature from Google called Search Generative Experience (SGE), which uses generative AI to provide concise and reliable answers to user queries.
This technology is similar to Microsoft Bing’s Chat feature, which pioneered generative AI in search and increased Bing’s web traffic.
Google’s SGE helps users understand topics faster, discover new viewpoints, and complete tasks more efficiently.
The feature collates information from the web to provide insights and suggestions, which sit on top of organic search results. However, SGE will not generate answers if it is not confident enough or if the topic is deemed harmful.
It is important to note that Google still values websites with valuable content and provides content suggestions and ads on their generative AI.
This content integration addresses concerns about how publishers and website owners can monetise Google Search.
What We Know So Far
Are you wondering if Google’s AI-powered search experience is worth trying? Instead of just taking our word for it, let’s look at what sets it apart from other tools like Bard.
One of the main differences between Google’s new AI-powered search and Bard is their interface. Google Search has added more visual and interactive elements on top of organic search results, such as YouTube Stories, video clips, and new design cues and colours. On the other hand, Bard functions more like other AI chatbots with an interface similar to ChatGPT’s. It’s not designed to provide organic search results without software integrations.
One of the best features of Google’s generative AI integration is the ability to ask follow-up questions. This is useful when you want more context before receiving search results. For example, if you ask for the best dog food for a Labrador, Google will generate answers, and you can then ask about nutrition for more information.
Unlike other AI chatbots, Google’s AI-powered Search doesn’t have a personality and won’t address itself as “I.” However, it provides reasonable answers and is valid for shopping.
Google’s innovation makes product searching easy by giving helpful advice and insights when choosing among a sea of products, like having a personal assistant that can cross-reference the features of a product with those available in other stores and give you the best deals available.
To provide up-to-date product information, Google relies on its Shopping Graph – a collection of over 35 billion product listings constantly updated with new entries. As a result, the generative AI content it produces is always dynamic and current.
Ads and Blue Links Are Still There.
As a publisher or advertiser, you can still benefit from this AI-powered search feature by using it to monetise Google. This feature aims to enhance your search experience, not replace it with computer-generated content. You can still see links to sources alongside and below the search results. In the GIF below, you can see that the answers generated by the search engine are accompanied by images of related websites that you can explore further.
As you use Google search, you may still encounter ads, which will be placed in specific spots on the page. However, these ads will be marked so you can easily identify them.
Additionally, the colour of the answer boxes will vary depending on your search intent. If you’re searching for information, the box will be green, while a light purple colour indicates you’re searching for shopping-related results. These small details are part of Google’s effort to make the user experience more enjoyable.
It’s Still Not Perfect, But There’s Promise
The SGE is an AI-powered search tool that generates content based on real-time search data. However, it still gives inaccurate information and is prone to hallucinations.
To solve this, SGE has a feedback button for users to flag inaccuracies. Google has implemented a five-point approach to improve SGE’s generation capabilities, but it still may not be as fluid as other AI chatbots.
Nonetheless, it is more accurate with fewer hallucinations than ChatGPT and Bing Chat. As an advocate of responsible AI, Google puts disclaimers not to rely on SGE for critical information such as finance and health.
Signing Up on Google Search Labs
The latest AI technology, including SGE, is not immediately available to everyone. Before making it widely available, Google released new features to volunteer users in the United States for testing. If you’re in the U.S., you can sign up on Search Labs to be among the first to test SGE once it becomes available.
The Future of Marketing and SEO in the Era of Generative AI
These are exciting times for generative AI enthusiasts, but the technology can be both liberating and threatening for marketers. To navigate the ever-growing space of AI technology, our SEO experts suggest trying out new search, optimising for search experience, prioritising thought leadership, and creating people-first content.
It’s essential to try out the new SGE and see how your content stacks against Google Search updates. Additionally, search experience optimisation is the way of the future for SEO. Instead of optimising for keyword phrases or clusters, focus on how users interact with your content and engage with Google Search.
Thought leadership is also crucial, as it shows your authority in the field and enhances your SEO. Lastly, creating people-first content that answers user questions and provides an outstanding experience will always be favoured by Google.
