How Google’s New A.I. Integration Opens New Challenges for Digital Marketers
Artificial Intelligence is changing the dynamics of internet search now. The international tech giant and a household name to internet users globally, Google has been continuously evolving in the last 25 years by providing the world with relevant and dependable information on every possible subject virtually to 5.19 plus billion internet users in the most user-friendly way.
It is so simple that once you type or ask (voice search) your question /statement /query in Google, you get an instant answer. Google finds the highest quality search results based on the content, images, videos, research papers and other media inputs stored in the Google Index and delivers them to you.
Traditionally, it has been giving the required information by providing links/ URLs of dependable and high DA websites or snippets of information, images, a list of directories and a list of related searches at the bottom of the page. Let us examine the purpose behind Google’s latest move in A.I. tech integration into the search engine.
Supercharging Quality and Improved Search Experience
With the advent of A.I. technologies, Google, the leading search engine platform, is exploring a better way to deliver excellence to an online audience and their search experience. This A.I. integration will enable Google to answer any question/search intent and revolutionize the presentation of answers to online searchers, thus making life easy.
As a result, you, as an online searcher, will be able to understand your query faster, discover new viewpoints and insights, and get things done more efficiently. However, the A.I. integration with AI-powered snapshots, vertical experiences, and conversational mode of the answer to each query will provide accurate, faster, and convenient solutions to the searchers. But this move raises a lot of speculation amongst the SEO agencies, planners and website owners who depend on the organic traffic to their websites.
Google’s new policy of A.I. integration may have sent uncertainties among the SEO planners and raised doubts about the future of SEO implications. But Google’s official view is simple as Google acknowledges that quality human-authored content will remain a critical part of giving reliable, diverse, and quality information to search engine users.
Why The A.I. Integration
Google, the leading search engine, always focuses on innovation and creativity and has been updating the algorithms for the past 25 years to give users a better and quality search experience. Google’s latest move is to make the search engine visually more appealing, with a personal human touch and focus on the new generation of users with different tastes and expectations.
According to a report by The Wall Street Journal, the company is shifting the way it presents search results to incorporate conversations with artificial intelligence (A.I.) and more video and social media posts. On top of it, the Google Display Network, with added creativity and search result ads, give Google an additional financial incentive to drive website traffic. For a business organization, it is a justified move. Let us understand how Google’s AI-generated answers would enhance the search generative experiences (SGE) for users through the power of machine learning.
The SGE features and Impact.
The AI-generated synopsis for every search will be the primary feature. It would provide an instant, convenient solution to searchers. For example, you can quickly compare a few brands (belonging to the same product category line) without visiting their websites.
The other important feature is the “Vertical Experiences”, provided to the search users with curated product lists, product visuals, audience reviews, product descriptions, and pricing. And lastly, Google’s AI-powered SGE facilitates a conversational mode which allows you to get into a real-time conversation with Google with your follow-up questions and queries, which may help you to get a personalized and more customized accurate answer.
The new A.I. integration by Google may pose challenges to conventional SEO practices. The users would eventually find it convenient, so visiting third-party websites may get reduced, reducing traditional organic search results for the website owners. Website owners or SEO strategists must develop new plans to ensure their online content remains relevant and competitive in this changing search engine ecosystem.
SEO planners must keep updated with the latest Google guidelines and policies to maximize visibility, relevancy, and user engagement. Despite A.I. integration challenges, our SEO planners and strategists need to bring in the new approach and call for close day-to-day monitoring of the organic traffic pattern, understanding the overall dynamics and coming out with a suitable solution.
Right Content Strategy is the Possible Solution in the Changing SEO Landscape
Google always values human written content and accepts that individual websites have research-based, valuable, diverse information and views that can give value to the online audience. It helps to maintain a thriving information ecosystem on the web.
Let us hear from Google only what it says on content marketing and SEO practices, which would give our readers, content writers and SEO planners excellent insight on how to cope with new A.I. integration.
Google Says that you must “Create helpful, reliable, people-first content. Use words that people would use to look for your content, and place those words in prominent locations on the page, such as the title and main heading of a page, and other descriptive locations, such as alt text and link text.’ And Google Search Central is the best document to follow while creating your content. Google also recently set its record straight on much-hyped AI-generated content; the highlights are as follows.
- Google prioritizes high-quality content, regardless of whether humans or machines generate it. Google advises publishers to produce helpful, people-first content demonstrating expertise, experience, authoritativeness, and trustworthiness (E-E-A-T).
- Using automation or A.I. strictly to manipulate rankings in search results violates Google’s spam policies. (Source SEJ-SEO)
“If you create content through A.I., ensure you have a human review. That way, you can ensure it is accurate and provides the most value to others.
We are finding a significant trend of companies leveraging A.I. technology for all types of content. And in the long run, their algorithms will prefer human-written content because it will get rarer.
A.I. needs human input; the best form is human-written content. Hence, algorithms will focus on human-written content. And even if you use A.I. to start the writing process, you can still have a human modify it.”
– Source Neil Patel
The Bottomline – How Content Writers Can tackle the challenges Google’s new A.I.’s integration into search engines
Good content is the essence of every successful SEO strategy. Under the given circumstances, as a writer, once you follow the guidelines below, you can deliver a good job and resolve the issue to a great extent.
Write High-quality, informative content based on extensive research. Make it unique with your interpretation. Always remember that well-written original content provides value to the readers. Google will be happy to rank your sites if it provides value to the readers.
When you write a content piece, ensure it is relevant to the searcher’s intent. Application of proper keywords, phrases and answer the questions of the readers. Google A.I. is intelligent enough to understand the expectation of searchers, and if your content matches the expectation, Google will be happy to direct them to your site.
Using simple language as a human writer would be best. You always have an advantage in connecting with readers in human terms, and the bots are far from understanding and identifying human emotions and feelings. Often robotic content could be more challenging to understand and connect with.
Structure your content in a logical sequence. Google’s A.I. will closely examine the structure of your content when ranking it in search. A well-structured content piece helps Google A.I. to understand it better and will rank it higher.
Use appropriate visuals, infographics, and videos to support your content and make it more appealing and engaging to the readers.
Promote your content extensively on social media platforms. Make sure you use relevant keywords and hashtags in the post description so that people can find it easily.
Use A.I. tools only for research and collecting data, thus augmenting your knowledge and efficiency. It would help to double-check the facts, figures, and other inputs generated by A.I. writing tools through high DA third-party websites, Wikipedia etc. Trustworthiness and credibility are the essence of any good content piece, and Google A.I. would appreciate your efforts.
Following the guidelines, you can ensure that your content is still relevant and valuable in the face of Google’s new AI-powered search features.
Note
All images are used in the post to make it readers friendly. These are all third-party images; the author never claims ownership of any images. Prime Avenue, a professional content writing agency, is dedicated to providing the latest updates and information to readers through quality content.
About the Author
Utpal is a seasoned marketing writer, blogger, and solopreneur specializing in copy and content writing. With over five years of experience, I have successfully operated as a freelancer catering to diverse clients and agencies. I write on multiple domains in most digital content formats (long and short). I also do off-page writing like press releases, news articles, etc.
My LinkedIn profile is https://www.linkedin.com/in/utpal-ghosh/
You can connect with me on my e-mail id theprimeavenue @gmail.com