Artificial Intelligence Is Set to Shake Up Search Results

Artificial Intelligence (AI) is continuing to be more prevalent in our everyday lives. From content creation to data analysis and beyond, AI is here to stay, and it’s beginning to affect how we look for information online. For years, search engine optimization (SEO) has been used to define useful content for anyone searching for information on the internet; this isn’t going to change because of AI, but AI will change how algorithms look at that information. What do you need to know about SEO and AI? 

Search engine optimization and artificial intelligence

SEO is the process web developers and content creators use to ensure search engines – Google, Bing, and others – are looking at relevant content. Search engine algorithms prioritize websites that are relevant to a person’s search, have excellent user-experience, and are accessible. Google’s recent announcement to launch Gemini-assisted AI Overviews will undoubtedly shake up how search engines look at websites; traditional SEO isn’t going away with the increase in AI, but how information is pulled from websites is changing. 

Going forward, AI will be able to boost the number of websites that search engines can process. Traditionally, search engines try to match a query based on keywords and simple search intent. Instead, AI will not only have the power to filter through more websites for relevant information, it will also look for the best-possible results for more complex questions within a single query. In other words, it is looking for the best response to specific user intent and relying less on content keyword matching.

How is Google changing search technology?

As generative AI is redefining the way people will use search, we will ultimately see a change in consumer behavior and expectations as well. With AI-powered search results, information is condensed and presented at the top of the search page, with links to relevant sites underneath that contain more information. This means your site’s information can be amalgamated into other sites’ information to provide a single answer. In theory, this could boost your site’s chance of being found, as Google is condensing and including more sites’ information all at the top, rather than just segmenting each site in a hierarchy on the search results page.

Gemini AI not only processes text, but also images, audio, and video content. Moving forward, this means Google will have increasingly robust search capabilities and allow for highly specific and context-dependent answers for user queries. For example, information presented in a YouTube video could be synthesized into a portion of the text summary presented to users, even if it never appeared in a written format in the first place. 

By responding to specific questions with a high-quality and focused summary, AI overviews are attempting to increase search efficiency – users will no longer have to scroll through multiple sites and piece together details, as AI will now find the most important and relevant information and assemble it for them. 

Prioritize SEO to leverage AI search technology

Rather than decreasing the need for good SEO, AI will increase it. Websites that prioritize SEO and accessibility will remain at the core of search engine algorithm changes because of their focus on useful human-centered content. 

Since AI search technology will combine multiple sites’ information and present it as one response at the top of a user’s search, getting your website included in the overview should be a top priority. In the same way web users attempt to improve SEO to appear higher in search results, users should now be tweaking SEO to get a spot in Google’s Gemini-assisted AI Overview. This will help ensure your website is found by users searching with AI-capable search engines, and that Google prioritizes including your website’s information in its AI overview responses.

Although many facets of Google search are changing, the strategies used to increase SEO will remain largely unchanged. Creating user-friendly interfaces, providing regular content, including strategic keywords, and getting others to link to your website will still help increase traffic to your site. But now more than ever, it’s important to know that your SEO efforts are paying off. 

One way to improve your placement on search engines is by ensuring your website is responsive across devices, accessible for users, and filled with valuable content. Our content and accessibility audits can help you better understand what changes need to be made to optimize your site.  All of our websites are built with responsive design and accessibility in mind. If you’re in need of ongoing SEO improvements and optimizations, we have trusted partners who are aligned with our values and offer these services. If you’re looking for a new website or website refresh, connect with us. We can help ensure your site reaches the audiences you want it to.

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