AI is redefining how businesses approach search engine optimization.
Stefanie Morris, was recently featured on Moz for her analysis of the Google API Engagement Data Points – Google Leak; as a leading authority in the SEO, she underscores the transformative impact of AI on search with insights that are both technical and accessible.
Let’s explore how AI Overviews, personalized search results, and visual and voice search, are impacting search today and determine how business owners optimize their websites effectively.
AI Overviews: Your Digital Librarian
AI Overviews act like a “supersmart, superfast librarian,” delivering organized summaries and links to the best content available online. This feature goes beyond simple summarization by understanding user queries and providing more relevant responses.
Technical Insight: Google’s AI Overviews utilize natural language processing (NLP) to interpret complex queries and deliver precise information, integrating with Google’s core search systems to ensure high-quality results.
Organizing and Personalizing Search with AI
Google’s AI-organized search results offer a personalized, full-page experience. AI algorithms analyze user behavior to personalize search results, enhancing user satisfaction and engagement.
The goal of Google’s search AI is to provide users with a wider range of results, particularly for questions that are open-ended or don’t have a singular-correct answer. 1
Enhancing User Satisfaction
AI Overviews not only improve search efficiency but also increase user satisfaction. Google Search is designed to understand what users are looking for and deliver more helpful, relevant responses every time.
“…Google Search…(is) not just summarizing; it’s actually understanding what you’re looking for and delivering a more helpful, more relevant response, every time..”2
Expanding Search Beyond Text
Google’s latest AI advancements are reshaping how we interact with search engines. No longer confined to typing in a search bar, users can now search using their camera, voice, or by highlighting content on their screens. The Google Lens evolution opens up new avenues for advertisers to reach their audiences.
Tailored Content for Every User
AI-driven search encourages users to explore diverse websites and engage with content, especially among younger demographics. This trend indicates a growing preference for personalized search experiences.
Marie Gulin-Merle, Global VP of Ads Marketing at Google, emphasizes the importance of breaking down silos to deliver personalized content: “Breaking down silos is now existential — it’s essential to success.”3
Adapting to AI-Driven Search
For product based businesses, adapting to AI-driven search is about embracing the ‘AI-supported customer journey’. Product reviews and third-party content play a crucial role in how AI assesses its suitability for consumers.
Google acknowledges that while much of the reviews and third-party content is beyond a brand’s direct control. Instead they, and any good marketer, would have businesses overcome third-party content challenges by ensuring that the product, service, or customer experience fulfills consumer needs and lives up to expectations is essential.
I’ll explain 3 ways business owners can improve their websites for Search AI.
Visual and Voice Search
So what does Search AI look like to the user?!
Google has expanded Google Lens to allow users to take photos or videos and ask questions about what they see in real time. This feature is enhanced by voice input, allowing users to interact with search in a conversational manner.
In Google’s blog post, “Ask questions in new ways with AI in Search”, they note that as of October 2024, you’ll changes to “Your search results page, organized with AI…in the U.S. — beginning with recipes and meal inspiration on mobile.”4Google Search Lens – Recipe Search Example
3 Ways to “Ask questions in new ways” Using Lens
- Use Google Lens to Shop what you see
- Use Google Lens to Capture a Video with a Question
- Voice Questions directly to Google Lens
Whether you’re shopping or exploring new topics, these tools make finding information more intuitive and accessible. Explore Google Lens for yourself.
Personalizing Search Results
As rollouts continue, Google’s AI-organized search results offer a personalized, full-page experience. This approach helps users discover a wider range of content, from articles to videos and forums, tailored to their interests.
The concept of the “segment of one” is becoming a reality, where users expect personalized interactions that meet their specific needs. “People will increasingly expect their consumer journeys to conclude with the product that is right for them specifically.”
How To Optimize for Search AI
Repeat after me: “CONVERSIONS – CONVERSIONS – CONVERSIONS”
AI allows brands to create tailored ads and content, ensuring the right message reaches the right person at the right time. Marketers should familiarize themselves with how to better create content for one vs the traffic of many.
“Discovery happens in lots of places. But decisions happen on Google Search.” – Brendon Kraham, Google’s VP of Search and Commerce5
Since Google aims to be the source and the place where decisions happen, you must position yourself as the subject matter authority. So how can businesses optimize for Search AI?!
EEAT + increase page dwell time & engagement + conversion optimization to capture first-party-data = search optimization
How can I optimize for clicks from Search AI results? Position yourself and your business as an industry authority to aligning your experience, products/services, and associated content.
In a previous post, How Photographers Can Leverage E-E-A-T and Improve SEO, we reviewed some other strategies.
Your goal is to be Google’s preferred source of the information required to trigger a decision.
There are three ways to optimize for search AI:
- Build EEAT for Search AI
- Optimize for Search AI Using Long-Tail Keywords
- Capitalize on Visual and Voice Search
How to Build EEAT for Search AI Success
Experience: EEAT
- Document your industry experience through an Author “about” page (Use RankMathPro to enable authors and rename the author archive “About” so that your author page is structured like so: “url.com/about/your-name/”.)
- Share case studies and success stories from your work highlighting the experience you have with the project
- Highlight professional certifications and training
- Create portfolio sections showcasing completed projects
- Include team bios emphasizing relevant expertise
Expertise: EEAT
- Publish in-depth, original content in your niche
- Start an industry-focused blog with detailed how-to guides
- Create video content demonstrating your knowledge
- Contribute guest posts to respected industry publications
- Maintain an active professional social media presence
Authoritativeness: EEAT
- Obtain and display customer testimonials
- Showcase industry awards and recognition
- Get featured in reputable media outlets
- Develop partnerships with respected brands
- Include clear contact information and business credentials
Trustworthiness: EEAT
- Display security badges and certifications
- Maintain an optimal site structure for both the user experience & improved crawling
- Respond promptly to customer reviews
- Keep website content current and accurate
- Include clear privacy policies and terms of service
Measuring Success
- Monitor page dwell time using Google Analytics
- Track user engagement metrics (comments, shares)
- Measure conversion rates for key actions
- Collect first-party data through:
- Newsletter signups
- Download requests
- Contact form submissions
- Customer surveys
Optimize for Search AI Using Long-Tail Keywords
In terms of SEO, long-tail keywords have always been the vehicle for optimal conversions. Since search AI and the expansion of Google lens with an effort to have users to speak their questions aloud or snap a photo of a physical product or entity, SEO experts should expect a rise in new long-tail keywords.
How to Optimize for Search AI Using Long-Tail Keywords, Step-by-Step:
- Research Keywords: Use tools like Google Keyword Planner to identify relevant long-tail keywords.
- Create Quality Content: Develop content that naturally incorporates these keywords, focusing on user intent.
- Monitor Performance: Use analytics to track the effectiveness of your keyword strategy and adjust as needed.
Capitalize on Visual and Voice Search
The primary way businesses will win with generative search is by realigning content and images with long-tail keywords for optimal optimization.
How To Capitalize on Visual and Voice Search, Step-by-Step:
- Optimize Images: Ensure all images on your site are high-quality and include descriptive alt text.
- Leverage Voice Search: Incorporate natural language and conversational phrases in your content to align with voice search queries.
- Utilize Structured Data: Implement schema markup to help search engines understand your content better.
Search AI – Key Takeaways
As AI continues to integrate into search, brands must adapt their strategies to remain competitive.
- AI Overviews enhance search efficiency by understanding and responding to user queries with precision.
- Personalized search results improve user engagement and satisfaction.
- Visual and voice search expand how users interact with search engines, requiring businesses to adapt their content strategies.
- Tailored content and long-tail keywords are crucial for optimizing AI-driven search experiences.
Stefanie Morris advises business owners and SEO specialists to focus on long-tail keywords to optimize content for these evolving search methods. By aligning content with AI-driven search capabilities, businesses can enhance their visibility and improve user engagement, ultimately driving better results
- https://blog.google/products/search/google-search-lens-october-2024-updates/ ↩︎
- https://www.thinkwithgoogle.com/marketing-strategies/search/ai-in-search/ ↩︎
- Marie Gulin-Merle, Global VP of Ads Marketing, Google | Source: Wired Consulting, 2024 | https://www.wired.com/sponsored/story/upgrading-how-we-buy-google/ ↩︎
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- Brendon Kraham, VP of search and commerce | https://www.thinkwithgoogle.com/marketing-strategies/search/ai-in-search/
