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Google’s annual I/O Conference is where you should be…or, at the very least…the stream to watch if you want to stay up-to-date on all the upcoming Google search changes.
This year, marketers were treated to numerous announcements that would change the industry.
You can watch the entire two-hour Google conference on their YouTube channel.
We’ll start with the most hotly discussed topic at the conference: upcoming AI changes in Google Search.
Google Search Algorithm Changes: Revolutionary
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Google rarely makes major changes that completely alter the platform.
Google’s I/O 2023 conference was a great example of this.
Google calls this new search method “Search Generative Experience,” or SGE. This completely changes how users see search results.
Goodbye Featured Snippets, Hello Snapshots
Many searchers will see a section of generative AI at the top (SERP) instead of featured snippets.
Google calls this a “snapshot.” It combines all the links and graphs that Google has collected (for instance, knowledge graphics and Shopping graphs).
The searcher will receive a more comprehensive answer to their query at the top of Google’s search results. They won’t need to visit another website or leave Google to find the answer.
This is like Featured Snippets but with turbocharged.
This snapshot is perfect for questions that have no right answer. It offers searchers a variety of options rather than a snippet from a single website.
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How will AI affect Google’s search results
These screenshots consist of an AI-generated text answer and three websites that the AI used to confirm its answer. The searcher can ” Dig deeper ” and see which information was corroborated by which websites.
The app also offers a list of common follow-up questions and allows users to submit their own.
Depending on the query, the search results could include images, Google Shopping results, or other results.
Google’s Conversational Mode
You can enter ” conversational mode,” like Microsoft Bing Chat or ChatGPT. Google’s Bard AI allows you to have a more conversational experience and receive conversational responses. This will allow you to gain more knowledge about a particular topic. You can also trigger this if you ask for a follow-up or use a suggested one.
Google’s conversational search mode differs from Bing Chat because it allows users to scroll down and see the traditional search results without clicking back.
How will Google avoid giving wrong answers with AI
Google said that not all searches will use the AI snapshot. They also stated that they wouldn’t be using “Your money or your Life” (YMYL) for now. They gave the example of a searcher asking how much Tylenol a child should take. Instead, Google would provide the standard search results to avoid AI mistakes.
What is your money or your life YMYL
The content of a website that is related to health or finances can be called Your Money or Your Life. Google will give this content a higher ranking if it is likely to harm readers.
What do these changes to Google Search Means for Marketers
If you are worried about losing your traffic, do not panic.
It’s not as easy as it sounds.
You can’t see what you will do to get more site traffic if Google AI answers the searcher in the screenshot.
Google understands this concern. After all, if a website stops getting traffic, it will stop publishing new content, and Google AI won’t be able to find answers. You are needed to continue producing great, researched, and informative content.
Google says: “As Google introduces generative AI to Search, it’s committed to sending valuable traffic across the Web.
The goal is to get more traffic for your website, but the traffic might arrive later in the customer journey.
What to Include in Your Content
Google has implied that the ranking factors will remain the same. However, we have a few predictions on how to rank better in these AI-powered results.
Digital PR
Before we go any further, let’s note that you can increase brand awareness outside search engines. The main one is digital PR.
We expect digital PR to play a bigger role as AI searches become more prevalent.
You’ll reach your customers at various stages of their journey by getting your brand name into publications they read.
SEO is back!
Several things were highlighted by the speakers at Google’s I/O Conference.
First, you need to get more and better reviews. Google showed reviews of products during the presentation, with at least four-star ratings.
It could be a coincidence, but Google shows products with many positive reviews in its shopping graph results. It appears that there will be fewer shopping results in the future than what we currently see. So, you should ensure your products have many positive reviews to increase their chances of being included.
Google also highlighted the data displayed when you click on a product in the image. You will see retailers, their delivery options, returns windows, and any discounts. Include your Google Shopping listing if you offer free or low-cost delivery, and have good returns policies.
You should also target common questions in your content. Google’s conversational search mode encourages users to ask questions, and it suggests some common questions people ask concerning their search. Creating great content to answer your audience’s questions regarding your industry and your products will help you appear in the conversational mode.
You can sign up for the waitlist if you are based in the USA to test the new search version while it is still in beta.
Perspectives are the final way to optimize for this new Google search. This was a part that was overlooked in the Google I/O keynote. It was so awesome; we gave it its section in this blog.
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Google’s AI Tools
Google also announced that they will integrate some AI Tools with Google Workspace. This is great news for marketers who use Google Docs Sheets, Slides, and other Google products.
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