The Effects of Google's Generative AI Search (SGE) on SEO and PPC in 2023
The transformative role of artificial intelligence (AI) in our digital experiences is undeniable. Its power extends to revolutionizing how we search for information online, and this shift has significant implications for SEO (Search Engine Optimization) and PPC (Pay-Per-Click) advertising. Google's recent development of a generative AI search interface promises a more intuitive, organic experience for users, which will ultimately reshape the way we approach SEO and PPC.
A Paradigm Shift in Search
The nature of online searches has continually evolved over the years. The advent of mobile search introduced us to the idea of "near me" results, while the launch of Lens for visual search in 2017 brought about a new age of image-based queries. Notably, the search giant receives 15% of search queries every day that it has never seen before, a testament to the constant state of flux and discovery inherent to the world of online search.
Now, Google is once again transforming the search ecosystem with the introduction of generative AI capabilities. This shift will further refine the search experience, making it more natural and intuitive. By leveraging generative AI, Google aims to simplify search, unlock unique query types, and redefine the way information is organized. The company is experimenting with a new feature called SGE (Search Generative Experience), which promises to revolutionize our search interactions.
The Impact on PPC
The introduction of generative AI capabilities will not diminish the importance of Search ads; rather, it's poised to make them more integral to the search experience. Ads will serve as valuable sources of information, assisting users in discovering countless online businesses.
The SGE feature will retain dedicated ad slots throughout the search pages, allowing advertisers to continue reaching potential customers throughout their search journeys. Google remains committed to transparency, ensuring that ads are distinguishable from organic search results through clear and visible ad labels.
Implications for SEO
The integration of generative AI capabilities into search is also set to affect SEO practices. The technology's ability to understand complex and unique queries means that websites will need to provide more detailed, comprehensive, and relevant content. Search results will become more aligned with user intent, which will require an advanced level of SEO strategy focusing on content quality and relevance.
A Future Shaped by AI
Google has a history of utilizing AI to enhance its ad products, delivering better experiences for both advertisers and users. Performance Max, a fully AI-powered campaign, exemplifies this commitment. This tool leverages Google AI to uncover untapped conversion opportunities for advertisers, resulting in an average of 18% more conversions at a comparable cost per action.
As generative AI continues to evolve, it is set to dramatically influence the digital marketing landscape. Its application in Google's SGE and other search experiences will focus on highlighting web content, facilitating deeper engagement with topics of interest. As Google continues to refine this technology, it's expected to work closely with advertisers to develop even more effective solutions.
Ultimately, Google's generative AI search interface promises a future where the line between organic search and PPC blurs, requiring a seamless integration of SEO and PPC strategies. This new era of search is not only an exciting prospect for users but also a pivotal moment for digital marketers who must adapt and innovate to thrive.