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Generative search should force marketers to rethink their approach to both keyword research and content, with more conversational, ‘snackable’ content, writes Reprise’s Callum Steenson.
Google I/O is where the search engine pulls back the curtain on its latest innovations, and the event on May 10th was no exception – with AI unsurprisingly taking the spotlight.
How Google plans to integrate AI-led technologies into its search engine has been a significant talking point in recent years, with that discussion intensifying in recent months as the industry started playing around with ChatGPT. At the I/O conference, we got to see just how AI is going to start influencing search results, and what it means for SEO.
Google’s SGE
One of the key announcements was that of Google’s Search Generative Experience (SGE), essentially a generative AI functionality that will be much more adept at answering more complex, conversational, and multi-clause queries than traditional search. In the future, you’ll be able to ask, as per the example Google demonstrated, “what’s better for a family with kids under three and a dog: Bryce Canyon or Arches”, rather than breaking that search down into possibly three separate searches: ‘family days out’, ‘dog-friendly days out’, or ‘Bryce Canyon vs Arches’, as you might expect today.
As part of those results, which will be displayed above the ‘traditional’ search results, users will be presented with options to dig deeper into the results, and to ask follow-up questions – an option that will open a conversational mode where the user can discuss the topic with an AI chatbot.
A typical search interaction evolves from a relatively simple, often single-clause keyword query, into a much more immersive experience, for example:
Recommend a dress for a wedding reception in Majorca that can be delivered next day.
Results: Formal dresses that would be comfortable to wear in warm weather from retailers with next-day…
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