Google’s use of artificial intelligence to enhance search results could affect businesses reliant on its search engine for web traffic.
Google is expanding its AI features through a program called Search Generative Experience (SGE), which is moving out of its experimental phase. This program aims to enrich search results by providing AI-generated summaries, suggesting further exploration, and refining search queries. However, this change may have significant implications for content creators and publishers.
Aaron Traub, owner of GeauxSEO, points out that SGE could impact many bloggers and publishers. He explains that AI-driven answers to queries could dominate search results, potentially displacing many current publishers.
Chris Ferris, senior vice president of digital strategy at Pierpont Communications, believes that SGE could exacerbate the decline in organic search traffic. He notes that organic search results have already been pushed down by various Google features, and SGE might accelerate this trend.
Joe Karasin, CMO and founder of Karasin PPC, suggests that SGE could reduce traffic to websites by providing direct answers to user queries on the search results page itself. He warns that this could lead to significant decreases in traffic and ad revenue for content creators.
Despite these concerns, some experts see potential benefits. Greg Sterling, co-founder of Near Media, notes that while the impact of SGE is still debated, it could lead to reduced visibility and traffic for publishers. However, Aaron Taub of GeauxSEO believes that SGE could push content creators to produce higher-quality, expert-driven content that stands out from AI-generated answers.
Kelly Ayres, SEO manager at Jordan Digital Marketing, acknowledges that SGE is driven by complex algorithms and its full impact is yet to be seen. She points out that while SGE may reduce click-through rates to websites, it could still align with successful SEO practices and might not require drastic changes from marketers.
Mark N. Vena, president and principal analyst of SmartTech Research, suggests that SGE could offer opportunities for content creators by integrating their content into broader narratives. This could potentially increase engagement and reach new audiences.
However, concerns remain about the accuracy and integrity of AI-generated summaries. Vena and Ayres highlight potential issues with misinformation and the challenge of maintaining visibility and authority in the face of AI-driven content.
Google maintains that its AI enhancements aim to improve user satisfaction and will continue to drive valuable traffic to publishers. CEO Sundar Pichai has stated that Google is focused on providing valuable answers and linking to a diverse range of sources, with the goal of adding value for users and supporting publishers.