Unveiling The SEO Revolution AI & SGE Will Spark!
Kevin Indig, Eli Schwartz and I discuss Search Generative Experience, Googles integration of generative AI into search.
More interviews on SEO & AI:
📺 The Deep Value of SEO in an AI World (ft. Andrew Holland): • The Deep Value of SEO in an AI World ...
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Q: What did you think about SGE when it was introduced?
K: I believe it's the biggest change to search we've ever seen and it will significantly change SEO. It's not necessarily original, but it doesn't have to be: Google just has to do it better than their competitors.
E: I think this is going to be the biggest thing ever for SEO, and I think that Google is under an existential threat right now, which is why I believe they might give up ad revenue short-term to keep their market dominance.
A: I believe that if Google manages to use generative AI on all of their products, they can quickly overtake ChatGPT. ChatGPT's rise might be great for Google, because it is forcing them to innovate.
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Q (Eli): I think Google is an ad agency with a search engine. What do you think?
K: It's clear that Google is addicted to ad revenue to a degree that is detrimental to them and they tried to break that addiction with Google Cloud and YouTube, but they haven't been able to do that yet. AI will push them more in that direction.
But they have so many application that could become consumer products. However, because of all of those applications, search might lose importance in all of that.
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Q: What were your biggest surprises between when you saw the demo on Google I/O and when you got access to the beta version of SGE?
E: I was surprised that I saw SGE on 90% of queries. I was also surprised that they are actually giving up ad revenue.
K: I have a feeling that Google might be actually increasing their ad revenue with both ads over SGE and listings of sponsored products. Advertising managers might be in more trouble right now than SEOs because Google is going to offer to create ad copy from landing pages.
They also get more context from questions. Longtail-search-results were always pretty bad, but with generative ai not only do the answers get better, but users will likely ask longer questions and give Google more context that they can use to show more targetted ads.
I also learned that SGE takes specific angles to certain questions. We can see that Google is using sites that might not rank very high but that provide a unique angle that Google likes to feed these answers. So SEO might change from providing the "best answer" to being the only site that provides a "unique angle".
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Q: What chances does this offer for companies and brands, and which verticles / business models should be scared?
K: eCommerce might have a big problem if Google is building a marketplace. YMYL-spaces will be less impacted because of regulations.
E: I think everybody will be strongly impacted. Mid-of-the-funnel queries might still be viable, though. We also have to keep in mind that the bigger the company, the more likely it is for them to screw up.
A: I don't think people will agree to leave everything to Google.
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Q: How must SEOs adapt if they don't just want to survive, but to thrive.
E: I think my concept of product-led SEO makes even more sense now. Basically, what does the user want? Yesterday it was top-of-the-funnel, now it will be mid-of-the-funnel. It will come down to the product,the experience and the value you are creating. We really need to understand our user and what we create for them.
A: I see huge opportunities for people to help brands be discovered the right way. I think traditional SEO-content is completely dead and SEO will move more into the area of thought leadership.
K: Yes, thinks are changing, but we should not shy away from trying things out to see what works. We face new problems and need to develop new skills. Websites need to be treated more like a product.
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Q: What are you reading/watching/listening to to keep up to date?
E: The Neuron Newsletter, 📚 "A Thousand Brains: A New Theory of Intelligence" by Jeff Hawkins
K: I force myself to try out any new technology for at least half an hour, so gain practical knowledge.
Books:
📚 "The Pyramid Principle" by Barbara Minto
📚 "Originals: How Non-Conformists Move the World" by Adam Grant
📚 "Alchemy: The Surprising Power of Ideas That Don't Make Sense" by Rory Sutherland
📚 "21 Lessons for the 21st Century" by Yuval Harari
📚 "Antifragile: Things that Gain from Disorder" by Tassim Naleb
#AI #Google #SGE #SEO #ContentMarketing
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