In May 2024, Google announced that it was integrating its Gemini artificial intelligence engine into its various platforms. One prominent integration was the use of “AI Overviews” in its search engine, providing a quick summary of search results for Google users. Criticism over erroneous results and “hallucinations” resulted in both workarounds for Google search and Google “reworking” search results.
Although Google acknowledges concerns about integrating AI into its product suite, this integration has deeper implications for online marketing professionals around paid and organic outreach. Despite the fact that Google’s early integration of AI has not provided immediate results, understanding how search functions in this context can provide smart, strategic insight for the future.
SGE Vs. SEO – Changing How Search Works
Despite Google making several critical changes that impact search, it has relied mostly on knowledge-based search to drive its algorithm. As a result, search engine optimization (SEO) strategies for content were relatively straightforward, focusing on keyword count, page structure, as well as content. Google’s pre-AI “search rater guidelines” strove to emphasize content quality over quantity, focusing on the expertise, experience, authority and trustworthiness of the content and its creator.
As a result, Google SERP results will focus primarily on easy one-click summaries that a collection of links of information. Some links with lesser authority and expertise may fall lower in search rankings, resulting in users not seeing specific kinds of content. Google’s new AI-driven features focus on Search Generative Experience (SGE) emphasizing content summaries and shorter-form descriptions over direct links. Although there are clear implications for search marketing campaigns, Google’s integration of AI has an impact on other marketing modalities.
What Does This Mean for Content Marketing
One critical implication for content marketing is the need for stronger, more expertise-driven content to move users past the initially summary. Although Google has stated that it will downgrade certain content, there are strategies that enable AI-generated content to develop a stronger presence in search.
Professionals seeking to strengthen their content marketing efforts in light of Google’s recent changes can integrate the following:
- Craft engaging, high quality content that focus on both user intent (via long-tail queries) and high levels of expertise and authority;
- Crafting content that includes semantic keywords (developed through thorough keyword research), includes reputable links, and adopts a human-centric tone can strengthen your content’s search presence;
- Keeping a laser-sharp focus on your audience is crucial for developing content that can thrive within Google’s Search Generated Experience;
- Crafting multimedia content such as explainer videos, infographics, and other types of content can also strengthen your presence within Google search; and
- Finally, evaluating current content marketing strategy to reflect SGE principles is highly recommended to determine appropriate modifications to marketing efforts.
Paid Search and PPC Campaigns – Possible Implications
Unlike content marketing, Google’s integration of AI may have a potential benefit for paid search campaigns. Although traditional paid search best practices could still be practiced, marketers might have several advantages:
- By integrating machine learning into its platform, Google can reshape bid optimization through its Smart Bidding feature which changes based on ad performance;
- Since fewer ad positions appear above AI and organic results, increasing paid search advertising budgets can provide a strong competitive advantage;
- Performance metrics for Pay-Per-Click (PPC) campaigns could potentially shift away from click-thru and CTC towards more holistic measures such as return on ad spend and cost-per-action;
- Focusing on long-tail conversational queries can ensure that marketers are better able to capture user search patterns and queries; and
- There will be greater opportunities for PPC and SEO efforts to become more closely aligned for greater success and stronger ad placement.
Author: Gordon Dymowski
Author: Gordon DymowskiB2B Social Media Marketing Consultant/Copywriter
Gordon Dymowski is a B2B social media consultant and copywriter working with small to medium-sized businesses around audience engagement, lead generation, and driving revenues. Gordon has assisted various organizations in social media strategy, engagement, and analytics with a specific focus on healthcare, technology, and mission-driven ventures. He is also a fiction writer who has written for various independent publishers.
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