Despite numerous debates and speculations, generative AI technologies have not overshadowed the relevance of SEO or search engines. People who think Google will quickly lose importance due to new technologies like ChatGPT should take a closer look at what has happened recently. This includes how Google’s stock value has varied in the market. In reality, the changes observed have not been as large or as rapid as some believed.
Contrary to popular belief, the most significant impact of AI on digital marketing is not in online searches, but in areas such as content creation and editing, encompassing text and audiovisual materials, as well as translation and software development. Experts in the field have conducted extensive analyses and reached revealing conclusions about how these technologies are redefining digital marketing and SEO. Below, learn some of the most important findings and their implications.
What is Google SGE?
The Google Search Generation Engine (SGE) is an advanced example of generative AI applied to SEO. This system uses machine learning algorithms to understand and predict patterns in user searches. By doing so, it can anticipate trends and events, allowing SEO professionals to proactively adjust their strategies.
Impact of Google SGE on SEO
The recent introduction of Google’s SGE is generating considerable interest in SEO, especially due to its beta implementation in more than a hundred countries, excluding Europe due to regulatory issues. This system is currently available in a variety of languages, including English, Hindi, Indonesian, Japanese, Korean, Portuguese (Brazil), and Spanish (Latin America).
To better understand its impact, consider a typical e-commerce search in the United States, such as “running shoes.” In this case, the SGE result is initially hidden under the ads, requiring the “Generate” button to be pressed to activate it. Conversely, for less transaction-oriented searches where SERP changes do not significantly affect Google’s revenue, SGE also shows partially hidden results that require expansion to view fully.
This strategy suggests a cautious approach by Google to integrate AI into its search engines, balancing innovation with user experience and existing regulations. The implementation and use of SGE raise interesting questions about the future of SEO and how professionals in this field will need to adapt to these new dynamics.
Perspectives on Integrating Generative AI in Google Searches
After analyzing numerous searches using Google’s SGE, two main conclusions can be drawn. The first, quite evident, is that Google does not seem willing to compromise its lucrative search ad-based business model by fully integrating generative AI, despite growing hype and pressure to do so.
The second conclusion relates to SEO. Although Google does not earn direct revenue from SEO practices, the use of generative AI in searches could compromise the accuracy and rigor of responses. Therefore, Google seems to be focusing more on EEAT (Experience, Expertise, Authority, and Trustworthiness) criteria rather than traditional SEO ranking factors. This means that the results shown by Google SGE often do not include the top SEO results, which is the case most of the time.
Moreover, when using SGE, there is a noticeable difference in response time compared to other SERP results. Many experts believe that the reason SGE does not appear in all searches is economic. The costs associated with generating AI content for each search could have a significant impact.
Challenges and Ethical Considerations
Despite its advantages, the use of generative AI in SEO is not without challenges. The authenticity and originality of AI-generated content can be questioned. Additionally, there is an ethical debate about content authorship and potential manipulation of search rankings.
The integration of generative AIs like Google SGE in SEO is opening new frontiers in how we approach search strategies. As this technology continues to evolve, it is crucial for SEO professionals to stay informed. It is also important to adapt to leverage its capabilities fully while navigating its ethical and practical challenges.
