Google boosts its search engine with artificial intelligence

Google announced major updates to Search at its I/O 2024 developer conference that will significantly impact SEO and websites. The key announcement was the introduction of a new "Search Generative Experience" (SGE), called “AI Overviews” and powered by advanced AI models.

AI Overviews will allow users to interact with Google Search using natural language queries and receive generated responses crafted by AI. This means instead of just listing web pages, Google can now synthesise information from across the web into direct answers.

The improvements brought about by generative AI mark a fundamental change in the way Google understands and presents information. Producing high-quality, entity-optimised content that addresses the intent of the query will be crucial to SEO in the future. Technical optimisation remains important, but the emphasis is now on being a reliable source for AI systems.

Reshaping SEO strategies

Find out how this will transform the way users interact with search engines and redefine our SEO strategies:

• Content strategy: traditional ranking factors like keywords and backlinks may become less important as Google can generate content on the fly. Businesses are advised to adopt a user-centric content strategy, focusing on creating valuable, relevant, and engaging content that aligns with user intent. 
• Technical SEO: optimising page load speeds, ensuring mobile responsiveness, and adhering to Core Web Vitals are crucial for maintaining competitive search rankings. Regular technical audits and updates are essential. Leveraging AI-powered tools and automation can enhance keyword research, content optimisation, and performance tracking, streamlining SEO efforts and improving efficiency. 
• Information quality: the AI-driven search emphasises the accuracy and reliability of information. Brands need to ensure that their content is well-researched, properly cited, and aligns with Google's E-A-T (Expertise, Authoritativeness, Trustworthiness) guidelines to maintain visibility in search results. This underscores the importance of establishing thought leadership, building a strong online reputation, and fostering trust and credibility with audiences. 
• Personalised and context-aware search: another key focus area is the delivery of highly personalised and context-aware search results. Google's algorithms will analyse user behaviour, location, and preferences to tailor search results to individual needs and interests. This development highlights the significance of creating localised and personalised content, as well as leveraging user data and analytics to understand target audiences better. 
• Local SEO opportunities: local SEO has seen significant improvements with Google's updates, offering local businesses more visibility in search results. With enhanced location-based search capabilities, local businesses can better reach potential customers in their area. This underscores the importance of optimising local listings and leveraging Google My Business effectively. 
• Multimodal searches: Google also unveiled plans to incorporate multimodal search capabilities, leveraging computer vision and image recognition technologies. Users will be able to initiate searches by uploading images or screenshots, with Google's algorithms identifying and understanding the visual content to provide relevant information. This update underscores the importance of optimising websites for visual search, including image alt text, structured data markup, and visually appealing content. 
• User safety and content standards: Google is prioritising user safety by avoiding content on potentially harmful or explicit topics. This means brands must ensure their content is safe, reliable, and sourced from credible references to align with Google's guidelines and gain user trust. Maintaining high content standards and transparency is more important than ever. For businesses, this also means compliance with privacy regulations like GDPR and CCPA. 
  

The AI-powered updates to Google Search mark a significant shift in how users interact with search engines and how businesses approach SEO. While technical optimisation remains crucial, the focus is shifting towards creating high-quality, trustworthy, and user-centric content that aligns with user intent and satisfies the advanced AI models powering the Search Generative Experience. Businesses must adapt their strategies to prioritise content quality, structured data, and entity optimisation, while also leveraging AI-powered tools and automation to streamline their SEO efforts. Additionally, maintaining a strong online reputation, adhering to content standards, and ensuring user safety and privacy compliance will be essential for visibility in the new AI-driven search landscape. As the search experience evolves, businesses that embrace these changes and adapt their strategies accordingly will be well-positioned to succeed in the ever-changing digital landscape.