SEO and AI: what changes in search engines?
Posted: Tue Dec 24, 2024 10:36 am
The first studies on Artificial Intelligence (AI) appeared in the 1950s and , since then, new discoveries and applications have been studied, tested and inserted in the most diverse fields.
Today, around 70 years later, AI is present in several areas of our lives, such as: facial recognition, industrial automation, chatbots , autonomous cars, virtual assistants, among others.
Generative AI
Generative AI is an application of AI that allows a system to create germany whatsapp database content, such as texts, videos, images, among others. This technology became popular in 2022, with the emergence of ChatGPT .
Since then, people have been using this technology for a variety of purposes, due to the ease it brings, especially for creative sectors.
Application of generative AI
Companies have dedicated themselves to inserting these tools into their platforms to make users’ lives easier.
For example, email platforms that have a generative AI tool that helps you put together emails, or management tools that have an AI dashboard that you can ask for summaries of tasks for the week, or you can ask for help creating a task description.
Challenges of generative AI
As the use of this technology has expanded, some limitations and challenges have emerged. One of the main issues when it comes to “talking” to AI is the difficulty that the technology has in understanding complex contexts and nuances of human reality.
Another point is that AI is susceptible to bias, that is, if fed with biased or incorrect data, it can reproduce and amplify that data.
gpt chat home screen.
Artificial Intelligence and SEO: the main impacts
With the popularization of generative AI tools, the question arises: will these tools replace Google?
Faced with this innovation, search engines could not be left behind, and tools like Google have already incorporated the technology into their results pages.
How Search Engines Are Incorporating AI
With the popularization of generative AI as a tool to answer questions more dynamically, search engines are adopting these technologies to improve the user experience.
Innovation brings new needs and expectations to users, who expect increasingly faster and more accurate responses. An important example is Google's initiative to integrate AI into its search engine, initially with the Search Generative Experience (SGE) and now with its evolution: AI Overview .
From Search Generative Experience to AI Overview
SGE was one of Google’s first forays into integrating generative AI into its search engine. SGE was designed to deliver rich, contextual answers, transforming the way results were presented on the page.
Instead of just displaying links to relevant websites, SGE used AI to generate more detailed and complete answers, which represented a major shift in user interaction with search results.
This project has been improved, evolving into a new AI Overview version , which makes the responses even more dynamic and targeted. The main objective of this evolution is to facilitate user understanding, offering objective and quick summaries for complex queries.
For example, see the result displayed by the Overview AI on the Google results page for the search “how to remove stains from hardwood floors” :
Example of how Google's AI Overview works.
Note that with the IA Overview, the results page has a completely different structure than what we were used to, with the list of links to sites that respond to the search made.
Now, it offers an answer in the first fold of the page, created with generative AI, and links to information sources both in the text and in a box on the right side.
Read also: IA Overview arrives for Brazilian users.
The changing dynamics of content creation
The popularization of generative AI has made it easier to create content on a large scale. Many content creators take advantage of this technology to publish material en masse, often without human review, generating an avalanche of superficial and low-quality texts. To address this scenario, Google has adjusted its algorithms, such as the useful content system , to identify and value pages that truly deliver value, originality, and relevance to the user.
Today, around 70 years later, AI is present in several areas of our lives, such as: facial recognition, industrial automation, chatbots , autonomous cars, virtual assistants, among others.
Generative AI
Generative AI is an application of AI that allows a system to create germany whatsapp database content, such as texts, videos, images, among others. This technology became popular in 2022, with the emergence of ChatGPT .
Since then, people have been using this technology for a variety of purposes, due to the ease it brings, especially for creative sectors.
Application of generative AI
Companies have dedicated themselves to inserting these tools into their platforms to make users’ lives easier.
For example, email platforms that have a generative AI tool that helps you put together emails, or management tools that have an AI dashboard that you can ask for summaries of tasks for the week, or you can ask for help creating a task description.
Challenges of generative AI
As the use of this technology has expanded, some limitations and challenges have emerged. One of the main issues when it comes to “talking” to AI is the difficulty that the technology has in understanding complex contexts and nuances of human reality.
Another point is that AI is susceptible to bias, that is, if fed with biased or incorrect data, it can reproduce and amplify that data.
gpt chat home screen.
Artificial Intelligence and SEO: the main impacts
With the popularization of generative AI tools, the question arises: will these tools replace Google?
Faced with this innovation, search engines could not be left behind, and tools like Google have already incorporated the technology into their results pages.
How Search Engines Are Incorporating AI
With the popularization of generative AI as a tool to answer questions more dynamically, search engines are adopting these technologies to improve the user experience.
Innovation brings new needs and expectations to users, who expect increasingly faster and more accurate responses. An important example is Google's initiative to integrate AI into its search engine, initially with the Search Generative Experience (SGE) and now with its evolution: AI Overview .
From Search Generative Experience to AI Overview
SGE was one of Google’s first forays into integrating generative AI into its search engine. SGE was designed to deliver rich, contextual answers, transforming the way results were presented on the page.
Instead of just displaying links to relevant websites, SGE used AI to generate more detailed and complete answers, which represented a major shift in user interaction with search results.
This project has been improved, evolving into a new AI Overview version , which makes the responses even more dynamic and targeted. The main objective of this evolution is to facilitate user understanding, offering objective and quick summaries for complex queries.
For example, see the result displayed by the Overview AI on the Google results page for the search “how to remove stains from hardwood floors” :
Example of how Google's AI Overview works.
Note that with the IA Overview, the results page has a completely different structure than what we were used to, with the list of links to sites that respond to the search made.
Now, it offers an answer in the first fold of the page, created with generative AI, and links to information sources both in the text and in a box on the right side.
Read also: IA Overview arrives for Brazilian users.
The changing dynamics of content creation
The popularization of generative AI has made it easier to create content on a large scale. Many content creators take advantage of this technology to publish material en masse, often without human review, generating an avalanche of superficial and low-quality texts. To address this scenario, Google has adjusted its algorithms, such as the useful content system , to identify and value pages that truly deliver value, originality, and relevance to the user.