How Google is Set to Shake Up SEO with Generative AI Search

Google is set to shake things up in a big way and it goes beyond anything thought possible. In a groundbreaking announcement at Google I/O 2023, the search giants unveiled its latest innovation in the field of artificial intelligence – Generative AI Search.  

Google’s chief executive Sundar Pichai promises this will be the deepest generational shift the company has ever undertaken, with a raft of new features and tools for users to enjoy. But it’s the impact that Generative AI Search will have on search engine optimisation (SEO) that will be the real game changer for marketing agencies and content creators. 

As the digital landscape continues to evolve, SEO professionals are constantly adapting to new trends and technologies that shape the way we discover and consume content online. So now SEO experts and businesses alike have been left wondering: should I be worried? 

Here at Kia Ora Digital, our innovative strategy is all about adapting and staying ahead of the latest industry trends in SEO. In this guide, we’ll examine the impact of Generative AI on ranking factors and discuss strategies for optimising your website and staying ahead in the increasingly competitive SEO game. 

By adapting to change and embracing the potential of Generative AI, you can position your business for long-term growth and prosperity in the digital world. 

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Key AI Announcements Made at Google I/O 2023

In its two hour Google I/O Keynote, Google mentioned the term ‘AI’ over 140 times. There was little doubt on the focus and there was an exhaustive list of announcements, advancements and innovations in Google’s AI technologies. Here are the notable highlights:

• Generative AI in Search: Google is integrating generative AI into its search results, enabling the repackaging of information to provide faster access to desired content. This includes the incorporation of shopping links and ads, helping to support the costs associated with running generative AI.
• PaLM 2: Google unveiled its new AI model, PaLM 2, a large language model capable of running on various devices, from phones to data centres. PaLM 2 is trained in over 100 languages, handles both text and imagery, runs more efficiently, and can be fine-tuned for specific domains such as medicine and computer security.
• Bard Chatbot: Google’s chatbot, Bard, was made available to the public for English users worldwide, without the need for a waitlist. Powered by PaLM 2, Bard has improved capabilities since its private launch in March, offering enhanced conversational interactions.
• Gemini: Google is currently developing Gemini, a successor to PaLM 2, which aims to excel in multimedia prompts and responses. Gemini is expected to advance neural skills related to memory, planning, and other areas, further enhancing Google’s AI capabilities.
• Generative AI in Productivity Tools: Google is introducing generative AI features in its productivity suite, including Gmail, Google Docs, Sheets, Slides, and Meet. These features enable automated tasks such as drafting job descriptions and creating spreadsheet tables, streamlining business processes.
• Magic Editor in Google Photos: Google Photos now includes the Magic Editor feature, leveraging AI to reposition subjects, adjust perspective, change the sky colour, and even generate new elements within a scene. This enhances photo editing capabilities and empowers users to create visually stunning compositions.
• AI Online Tools for Businesses: Google is providing businesses with access to new AI online tools that can be integrated into their services. These include text prompts to image conversion, speech recognition, and programming assistance, enabling businesses to leverage AI capabilities within their own applications. 

These announcements demonstrate Google’s commitment to advancing AI technologies across various domains and making them accessible to users and businesses worldwide. 

But the biggest disruptive force in the SEO game is easily Generative AI Search, which is going to cause widespread changes to how content is produced and presented online. 

Introducing Generative AI Search: Google’s Revolutionary Approach to SEO 

This promises to transform the way SEO is conducted, bringing significant changes to the way businesses and individuals optimise their online presence. Google’s vision is to make AI even more helpful and to reimagine all their core products, including Search, by leveraging the power of generative AI. 

Sundar Pichai said the introduction of generative AI marks an exciting inflection point in the company’s AI journey. “We have an opportunity to make AI even more helpful for people, for businesses, for communities, for everyone,” he said. 

Generative AI Search aims to create dynamic and personalised search experiences for users. By leveraging advanced AI algorithms and machine learning techniques, Google will be able to generate contextually relevant content – written by the SEO experts – directly within search results. This approach goes beyond traditional keyword matching and incorporates a deeper understanding of user intent and context. 

Some key highlights and implications of Google’s Generative AI Search include:

• Improved search experiences: Users can expect more precise and personalised search results that cater to their specific needs and preferences.
• Enhanced SEO strategies: Businesses and content creators will need to adapt their SEO strategies to align with the dynamic nature of generative AI search.
• Greater emphasis on user-generated content (UGC): Generative AI Search puts a spotlight on user-generated content, which will play a vital role in shaping search results and rankings.
• Increased importance of context and intent: Contextual understanding and user intent will be crucial factors in optimising content for generative AI search. 

With this bold and responsible approach, Google aims to make search results even more valuable, informative, and user-centric. As businesses and individuals adapt to this transformative technology, the SEO landscape is set to undergo profound changes in the years to come. 

The Future of SEO: Understanding the Impact of Generative AI on Ranking Factors 

Powered by advanced machine learning algorithms, Generative AI is poised to have a significant impact on ranking factors and SEO strategies. 

While it will bring about changes in how marketers approach content creation and optimisation, it is important to note both the positive and negative aspects of this technology. Here’s a closer look at the impact of generative AI on SEO: 

Will Impact SEO Operations: 

• Quality Standard Raised: Marketers producing average or good quality content will face challenges in ranking highly on search engines. Generative AI empowers anyone who can create quality content, pushing the bar higher.
• Research and Data Generation: AI bots will assist marketers in conducting research, assembling data, and generating visuals that enhance content skimmability. This streamlines the process and increases efficiency.
• Reporting and Analytics: AI-enabled chatbots within platforms like Google Analytics and Hubspot make it easier for analysts to monitor results. Users can ask questions and receive immediate answers, as well as utilise complex features through natural language interaction. 

Will Not Impact SEO Operations:

• Expert Insights: Marketers who provide expert insights and diverse viewpoints will continue to earn traffic. Discerning searchers value human perspectives over AI-generated summaries, ensuring the relevance of well-informed content.
• Timely Information and Deep Expertise: News sources and research organisations that deliver up-to-date information and specialised knowledge won’t be significantly impacted. Generative AI lacks the necessary training data to supply the same level of information.
• AI-Generated Entire Articles: Marketers solely relying on generative AI to write entire articles are unlikely to achieve high rankings. Quality, relevance, and human expertise remain essential for content that resonates with users.
• Contextual Interpretation: Complex data interpretation still requires human experts who can provide context, account for bias, and understand nuanced insights. Generative AI may assist in developing models, but human vetting and expertise are necessary. 

As generative AI continues to evolve, SEO strategies will need to adapt to leverage its benefits while embracing the unique value that human expertise brings to content creation and optimisation. By understanding the impact and limitations of generative AI on ranking factors, marketers can navigate this evolving landscape effectively. ‍

Optimising for Generative AI: Essential Strategies for Staying Ahead in the SEO Game 

According to Google, generative AI search aims to provide users with concise, helpful answers to their queries. Adapting to this new search paradigm requires content that directly addresses user questions and provides comprehensive information in a straightforward manner. 

To optimise for generative AI, industry experts offer the following strategies:

• Focus on User Intent: As stated by Google, Generative Search is all about understanding what people are searching for and delivering the most relevant information to them. Content writers should focus on the questions users might have related to their brand or industry and create content that satisfies those queries.
• Use Clear and Concise Language: The importance of clear and concise language in Generative Search has been clearly emphasised by Google. It is crucial to be direct and provide users with the necessary information in a few simple sentences. Avoiding technical jargon is recommended to ensure easy understanding.
• Include Relevant Information: Google states that generative AI search looks for the most comprehensive and relevant information to the user’s search query. It is essential to include the keywords or phrases that people are searching for and ensure that the content provides all the information they might need.
• Optimise for Featured Snippets: To increase the chances of appearing in a featured snippet, it’s necessary to provide precise answers to user questions. As mentioned on LinkedIn, optimising for featured snippets involves referring to the question in the content and answering it explicitly. Keeping the responses short and well-structured is also important.
• Stay Up-to-Date with Trends: According to the Google Blog, Generative Search technology is ever-evolving. Staying up-to-date with the latest developments and trends is essential for optimising content effectively. By reading and researching different tactics and strategies, content writers can adapt their content to best optimise for Generative Search engines. ‍

Final Thoughts: Should I Be Afraid of Generative AI? 

Those who are terrified that machines will take over the role of content production have nothing to fear. Those delivering the highest quality content are going to be the winners in Generative AI searches. 

The Generative AI system is designed to deliver all the information people need when they enter complex questions. The new search results deliver an overview, plus allows users a deeper dive into where this content came from. 

“Search has been our founding product from our earliest days and we’ve always approached it placing user trust above everything else,” Sundar Pichai said. 

Writing with the user in mind, rather than agonising over keyword placement, will be the key to success. 

Cathy Edwards is the VP Engineering of Google and she said that Generative AI was designed to enhance the user experience, with the content producers delivering the answers they need coming out on top. 

“I’ve been working in Search for many years and what inspires me so much is how it continues to be an unsolved problem,” she said. “That is why I’m just so excited by the potential of bringing Generative AI into Search. Now, Search does the heavy lifting for you … this new experience builds on Google’s ranking and safety systems that we’ve been fine-tuning for decades. 

“Search will continue to be your jumping off point to what makes the web so special – its diverse range of content, from publishers to creatives, businesses and even people like you and me.”  

The bottom line is that content producers who understand and embrace Generative AI are going to come out on top. Those relying on AI-generated content from services like ChatGPT are going to be left in their wake. 

Want to level up your digital strategy with hard-hitting content? Get in touch with the team at Kia Ora Digital today and watch your search results soar.