Google is undergoing significant alterations to its search engine technology in order to stay competitive in the swiftly evolving realm of AI-driven search engines.
The corporation’s recent response to the potential loss of a multi-billion dollar contract with Samsung (as reported by Reuters) to Microsoft’s Bing underscores Google’s determination to maintain its supremacy in search engine technology. They have recently introduced Project Magi and are in the process of creating a novel search experience that rivals Bing Search, powered by OpenAI chatbot technology.
Here’s what you should be aware of regarding this recent development and its potential impact on your online presence:
A Fresh Google Search Engine in Progress
Google Search is in the midst of a transformation as they work on their own AI-powered search engine. It is anticipated that Google will employ conversational AI technology to craft a more tailored user experience.
This, however, is not Google’s first venture into AI. They are actually at the forefront of its advancement, having introduced LaMDA, a large language model utilized for a variety of applications, including:
- Virtual Assistants
- AI Chatbots
- Language Translation
Additionally, Google has previously rolled out AI products that have “responsibly” enhanced their search capabilities, such as Google Lens and Multisearch. They have also made investments in other AI ventures, like autonomous vehicles employing extensive language models and technologies.
The search engine giant was using these models to enhance the quality of its search outcomes but had refrained from fully embracing AI due to their propensity to generate inaccurate and biased statements. However, with the emergence of the OpenAI chatbot backed by Microsoft, Google is now intensifying its search endeavors to outpace the competition. They have established an AI-focused search task force to develop AI products and introduce more personalized search outcomes.
The new Google search engine is projected to present AI-driven search outcomes encompassing:
- Preselected options for purchase
- Research information
- Other data that Google deems pertinent to your inquiry
This marks a leap forward from the presently personalized user experience, such as results influenced by your location and prior search queries. Google achieves this through the application of machine learning and AI algorithms that better comprehend your preferences.
Nevertheless, it’s important not to get overly excited, as this new Google search engine is still in its nascent stages, with no definitive timeline for its launch.
Enhancing the Current Search with Project Magi
What is imminent are the enhancements planned for the existing Search. Operating under the alias Project Magi, a team of over 160 Google engineers, designers, and executives are collaborating to incorporate more AI features for increasingly personalized search results within their existing search engine.
Preserving Ads in the Mix
One of the primary concerns with OpenAI chatbot and even Google’s own chatbot, Bard, is the potential for ads to lose their relevance. Project Magi aims to introduce features that provide answers while still showcasing ads on the search engine results page (SERP).
For instance, search queries pertaining to financial transactions, such as purchasing a new bag or reserving a restaurant, could still display Search Ads.
This is of paramount importance to Google, as a substantial portion of their revenue stems from their advertising business.
Putting Google’s AI Tools to the Test
As mentioned earlier, Google’s existing Search is set to receive an AI facelift with the integration of conversational AI technology. Similar to the new Bing Search, users will likely interact with a Google chatbot to access these features. The company is currently testing a range of AI products and Google Search functionalities with its employees:
- Integration of Google Earth’s mapping technology.
- Music searches via a Google chatbot.
- GIFI: an AI tool generating images based on prompts, akin to the Image Creator Tool.
- Searchalong: users can ask Search about anything in a conversational manner while browsing the web, and it will scour the Internet for pertinent results.
- Tivoli Tutor: facilitates learning a new language through open-ended AI conversations.
All of these products share a common objective: enhancing personalized user experiences, rendering the current Search more interactive, conversational, and user-friendly.
Google is anticipated to launch these tools in May 2023, initially rolling them out to one million users and subsequently expanding exclusively in the United States to 30 million users.
Implications for Search Engine Optimization (SEO)
The future of SEO hangs in the balance. It remains uncertain whether Project Magi will pose new challenges for SEO professionals or pave the way for a novel approach to optimizing search experiences.
What is certain is that Google is taking steps toward personalized search results, showcasing content that aligns more closely with the user’s preferences.
AI-powered search engines signify a shift in how search engines interpret user intent and query outcomes. Optimizing becomes more challenging as search algorithms become more personalized.
Consequently, content creation should be tailored to this, aligning with the context of typical search queries.
This necessitates a departure from producing low-quality generic content and an emphasis on generating high-quality, customized content that addresses the questions and concerns users commonly raise in natural conversations.
Elevating Search Experience Optimization
Yet, it’s not only about crafting superior content. It’s also about comprehending and anticipating user search intent while delivering the most exceptional experience possible. Hence, the heightened emphasis on search experience optimization, beyond traditional SEO.
For example, prioritize your website’s loading speed, ensure it’s mobile-friendly, and scrutinize the entire user journey. You can also optimize for snippet-worthy content like FAQs, integrating them into your website or blog to secure a feature on the search engine results page.
Though Project Magi and the new search engine remain shrouded in mystery, one thing is certain: public sentiment towards you will hinge on their search experience.
An Uncertain Future, but Reliable Google Guidelines and Best Practices
For SEO experts, one thing is clear: we have Google’s guidelines to help us rank on SERPs and generate valuable content for our audience. This means that even in the face of an uncertain SEO landscape, we should remain adaptable, educated, and faithful to best practices.
Your SEO campaign should never overlook fundamentals such as crafting quality content, optimizing for voice search, and enhancing loading speed.
Adhering to current guidelines and best practices, such as creating high-quality content, optimizing for mobile devices, and building backlinks from reputable sources, can help establish a strong foundation for SEO.
As the saying goes, “old but gold.” This applies equally to Google’s best practices. While they may not possess the allure of the innovations the new search engine promises, they are nevertheless dependable and steadfast.
Keeping Conversational AI Technology at the Forefront
Naturally, putting all of this into practice is easier said than done. Nevertheless, familiarizing ourselves with conversational AI technology and understanding its influence on the future of SEO enables us to remain at the forefront of our field.
Hence, the optimal approach is to stay informed about conversational AI, its applications, and the forthcoming search engine. By doing so, we gain invaluable insights into how to effectively fine-tune our business and franchise SEO campaign strategies. Thus, when Project Magi is unveiled, we’ll be poised to deliver a top-notch search experience, meeting the high expectations synonymous with Google.
Furthermore, Taripe advised that “focusing on user intent, behavior, core web vitals and creating engaging and interactive content can be an effective strategy” in the realm of AI. “Optim
izing for voice and visual search or emerging formats can also improve visibility in the future.”
Crafting Future-Ready Content with Leadshouse
Navigating these numerous Google Search features can be daunting, and even SEO experts may benefit from assistance in keeping pace with the ever-evolving digital landscape. This is where a dependable partner like Leadshouse comes in.
We generate content tailored to your specific business requirements, fortified against the sweeping changes occurring in Search. Our global team of SEO professionals positions you ahead of the curve so that when Project Magi is introduced, you won’t be left in the dust.
Reach out to us today, and let us guide you on how to prepare and remain at the forefront of SEO!