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Google, Bing, and AI Will Change How SEO Is Done

Seth Goldstein

Seth Goldstein

— 5 min read
Google, Bing, and AI Will Change How SEO Is Done

Google had its developers conference, Google I/O, last week and they showed what the new Google is going to look like. For the average user it looks really neat, but for the marketer and the SEO it made us take pause and even worry a little.

With Bing/ChatGPT making searching more conversational and Google’s Search Generative Experience (SGE) not far behind, the future of the SEO industry will be in flux.

Now, I can hear the cheers from some people who had to put up with some of the worst of SEO in the past. But remember, the goal of the SEO is to get your website with the right information to the top of search. Most SEOs want to provide the best answer to the query and bring the lead to either themselves or their client.

The “new” Google will have a five-point approach to generative AI in search, as outlined in this great Search Engine Land piece on the subject:

Information needs: How can Google reduce the number of steps it takes for the searcher to accomplish a task or complete a goal and how can Google make the experience more fluid and seamless?

Information quality: The information Google responds with needs to be quality, and the way the AI responds needs to be high level. So should Google answer health or financial-related queries?

Safety constraints: Should Google provide first-person responses? Should Google provide fluid answers that users would trust to be 100% accurate, when Google might not be able to verify the accuracy of all the answers?

Ecosystem: Google wants to provide traffic and credits to the source of the content. Google wants to design an experience that encourages the users and searcher to dig deeper into those sources.

Ads: Can ads be relevant and provide additional information to the user and how is it best to show the ads to the user in this experience.

So Where Do Marketers Go From Here? What’s The Future Of SEO?

The future of search engine optimization (SEO) is constantly evolving, as search engines become more sophisticated and users’ search habits change. However, there are a few key trends that will likely shape the future of SEO:

  • The rise of artificial intelligence (AI). AI is already being used by search engines to improve their algorithms and deliver more relevant results to users. In the future, AI is likely to play an even greater role in SEO, as it can be used to automate tasks such as keyword research and content optimization.

  • The increasing importance of mobile search. More and more people are using their smartphones and tablets to access the internet, and this trend is only going to continue. As a result, businesses need to make sure their websites are optimized for mobile devices in order to rank well in search results.

  • The growing popularity of voice search. Voice search is another trend that is having a major impact on SEO. As more people start using voice search to find information, businesses need to make sure their websites are optimized for this type of search.

  • The importance of user experience (UX). User experience is becoming increasingly important in SEO. Search engines are now taking into account factors such as page loading speed, mobile friendliness, and overall usability when ranking websites. Businesses need to make sure their websites provide a good user experience in order to rank well in search results.

In addition to these trends, there are a number of other factors that are likely to shape the future of SEO. Including the increased use of artificial intelligence by the search engines, the growing popularity of mobile search, and the importance of user experience.

Businesses who want to succeed in the future need to stay up-to-date on these trends and adapt their strategies accordingly.

Here are some tips for businesses that want to future-proof their sites and SEO efforts:

  • Create high-quality content that is relevant to your target audience.

  • Optimize your website for mobile devices.

  • Make sure your website loads quickly.

  • Use keywords throughout your website content and metadata.

  • Build links to your website from high-quality websites.

  • Monitor your website’s SEO performance and make adjustments as needed.

I’m hopeful that with the upcoming changes the search engines and inturn to SEO as a practice, people will stop doing spammy tactics, focusing more on the end user than the algorithm. Am I losing it? Let me know.

I want to hear what you think. Am I way too optimistic? What do you think? Hit that reply button and let me know!

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