How Google will change with AI, according to SEO experts

In the ever-evolving landscape of digital technology, the integration of Artificial Intelligence (AI) into search engines has become a hot topic of discussion. As Google, the world’s leading search engine, begins to incorporate AI into its core functionality, SEO experts are closely watching and analyzing these changes. This blog post delves into the potential transformations Google may undergo with AI implementation and how it might affect the future of search and SEO practices.

The Dawn of AI in Google Search

Google’s recent introduction of AI Overviews in the United States marks a significant step towards AI-driven search results. These AI-generated paragraphs aim to provide concise answers to user queries, potentially changing how we interact with search engines. As Google’s CEO Sundar Pichai puts it, “It’s a big change. These are disruptive moments.”

However, despite the initial buzz and predictions of a rapid, transformative impact, many SEO professionals argue that the changes may not be as drastic or immediate as some fear. Let’s explore their perspectives and predictions.

The SEO Expert Viewpoint: Evolution, Not Revolution

1. A Familiar Pattern of Change

SEO experts have seen many changes in Google’s algorithms and features over the years. David Carrasco, an SEO consultant, notes, “SEO has died so many times.” This perspective suggests that while AI integration is significant, it’s part of a continual evolution rather than a sudden revolution.

Betlem Cardona, an SEO director, echoes this sentiment: “Everyone believes that we are going to experience a revolution, we throw our hands on our heads and in the end, it’s not the case.” This measured outlook is based on years of experience adapting to Google’s updates.

2. The Pace of Change

Despite the hype surrounding AI in search, the implementation has been gradual. Juan González Villa, another SEO consultant, points out that despite the launch of various AI-powered search tools like ChatGPT and Bing Copilot, Google still maintains its dominant market share.

González Villa predicts, “On a day-to-day basis, this will go more slowly. Google will do it carefully so as to not cannibalize itself. It lives primarily on advertising revenue when people click on links.” This cautious approach makes sense, given Google’s business model and the potential risks of rapid, sweeping changes.

Key Areas of Change

While the transition may be gradual, SEO experts identify several key areas where AI is likely to influence Google’s search functionality:

1. AI Overviews and Featured Snippets

AI-generated summaries, like Google’s AI Overviews, are expected to become more prevalent. These snippets aim to provide quick answers to user queries directly on the search results page. However, SEO experts note that these are more likely to appear for certain types of queries:

• Complex or unusual questions that traditional link-based results struggle to answer succinctly.
• General knowledge queries that don’t require real-time updates.

Importantly, Google is less likely to use AI Overviews for queries that drive significant ad revenue, such as product searches.

2. Semantic Search and Natural Language Processing

Beatriz Tejada, a digital marketing consultant, highlights a shift towards semantic search: “Before it was about looking for a keyword, you did a keyword study based on the client’s niche. Now it’s more about semantically looking for a series of words that are related to the keyword.”

This change means that SEO strategies will need to focus more on context and related concepts rather than exact keyword matches. It’s a move towards understanding user intent rather than just matching words.

3. User Behavior and Interaction

Interestingly, early observations suggest that users don’t passively accept AI-generated summaries. Betlem Cardona notes, “User behavior as Google search results are constructed has a very pinball machine-like behavior. They don’t click on the first three results, but go down, scroll through all pages, click here, go back up, scroll.”

This dynamic interaction with search results means that while AI summaries may provide quick answers, users are still likely to explore multiple sources, potentially mitigating the feared drop in click-through rates to websites.

Challenges and Concerns

Despite the measured optimism of many SEO experts, there are still challenges and concerns to address:

1. Impact on Content Publishers

News organizations and content creators are particularly concerned about how AI-generated summaries might affect their traffic. If users can get the information they need directly from search results, they may be less likely to click through to the original sources.

Barbara Peng, CEO of Business Insider, recently highlighted this concern: “When our content is summarized and served up in this way, we don’t make any money to support our journalism.”

2. Accuracy and Reliability

Early tests of AI-generated summaries have shown instances of incorrect or nonsensical results. Ensuring the accuracy and reliability of AI-generated content will be crucial for maintaining user trust.

3. Ethical Use of Source Material

The case of Perplexity summarizing a paywalled Forbes article raises questions about how AI search engines will handle copyrighted and premium content. Balancing the desire for comprehensive answers with respect for content creators’ rights will be an ongoing challenge.

Adapting SEO Strategies for AI-Driven Search

As Google integrates more AI features into its search engine, SEO professionals are adapting their strategies. Here are some key approaches:

1. Focus on Comprehensive, High-Quality Content

With AI potentially summarizing content, it’s more important than ever to create in-depth, authoritative content that provides value beyond basic facts. This can include:

• Detailed analyses
• Expert opinions
• Original research
• Unique insights

2. Optimize for Featured Snippets and AI Overviews

While the exact algorithms for AI-generated summaries aren’t known, optimizing content for featured snippets is likely to be beneficial. This includes:

• Using clear, concise language
• Structuring content with headings and bullet points
• Directly answering common questions in your content

3. Embrace Semantic SEO

As search engines become better at understanding context and user intent, SEO strategies should focus on:

• Building comprehensive topic clusters
• Using natural language and related terms
• Creating content that addresses user intent rather than just keyword matching

4. Enhance User Experience

With users potentially bouncing between search results and websites, providing an excellent user experience is crucial. This includes:

• Fast-loading pages
• Mobile-friendly design
• Easy navigation
• Engaging, valuable content that encourages further exploration

5. Leverage Structured Data

Implementing schema markup can help search engines better understand your content, potentially increasing the chances of being featured in AI-generated summaries or rich results.

6. Monitor and Adapt

SEO professionals emphasize the importance of closely monitoring how AI features affect search results and user behavior in their specific niches. This allows for quick adaptation of strategies as needed.

The Future of SEO in an AI-Driven Search Landscape

While the integration of AI into Google search presents challenges, many SEO experts remain optimistic about the future of their profession. David Carrasco reflects this sentiment: “If the search engine no longer works as it does now, perhaps five years from now Google will no longer be the main search engine, then we will invent something else to do, we will have to evolve.”

This adaptability has been a hallmark of SEO since its inception. As search engines evolve, so too do the strategies and techniques used to optimize for them. The introduction of AI is just the latest in a long line of changes that SEO professionals have successfully navigated.

Conclusion: Embracing Change While Maintaining Core Principles

As Google continues to integrate AI into its search functionality, the landscape of SEO will undoubtedly change. However, the core principles of creating valuable, user-focused content and providing excellent user experiences are likely to remain crucial.

SEO experts advise a balanced approach: stay informed about AI developments and be ready to adapt, but don’t abandon proven SEO practices. The key is to view AI as a tool to enhance search experiences rather than a replacement for human-created content and expertise.

As we move into this new era of AI-enhanced search, the most successful SEO strategies will likely be those that effectively blend traditional best practices with innovative approaches tailored to AI-driven features. By staying flexible, continually learning, and focusing on providing genuine value to users, SEO professionals can navigate the changing landscape and continue to thrive in the world of search engine optimization.