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Google’s New AI Search Engine: What Does it Mean for SEO and SEM?

Google’s New AI Search Engine: What Does It Mean for SEO and SEM?

Written by enCOMPASS Agency

By now it’s almost a cliche to talk about the ubiquity of AI, how it has reshaped nearly every aspect of our lives, and how it is only going to become more central over time.

Needless to say, then, the AI revolution has had a major impact on the world of search. In particular, Google has announced a new, AI-powered version of its beloved search engine. If you’ve used Google at any point over the past several weeks, you’ve undoubtedly seen evidence of this, including AI-generated information summaries and results.

It’s important to take a step back to ask how this new AI-powered search will affect search marketers and SEO professionals. In this post, we’ll share a few broad oversights.

The Changing Face of the SERP

First and foremost, it’s important to acknowledge that the search engine results page (SERP) itself has fundamentally changed. In addition to the tried-and-true links of old, it now provides users with a direct answer to their queries, drawn from information collected and summarized by AI.

This creates a more convenient experience for search engine users, but it’s drawn criticism from SEO professionals, who rightly worry that they’re going to see big dips in traffic. After all, if users can get the information they need from the SERP itself, there is less need for them to actually click on links or to open websites.

These concerns are certainly valid, but there is another perspective that’s important to keep in mind. Every single day, Google sends billions of clicks to websites across the Web. Indeed, there is something to be said for the fact that much of your own website traffic comes, in part, from the fact that Google is a trusted source and a reliable referrer.

The fact that Google is creating an improved user experience may actually mean even more people turn to Google for their online information needs… and while some of those queries may never get past the SERP, an influx of traffic to Google itself could ultimately be good for specific websites, too. A rising tide lifts all boats.

This is not just wishful thinking, either. Google has made countless changes to the SERP over the years, all in an effort to improve the user experience. You can now get the local weather forecast, stock market quotes, and other information directly from the SERP itself, without having to click on specific sites.

The addition of such information has not made Google any less popular, nor has it caused website traffic to slow. In fact, the opposite is true. And it will likely prove true with the addition of these new AI-generated results.

One more thing worth pointing out: Google earns a ton of income every single year by selling ads to major publishers. Publishers are happy to pay because of the exposure generated via organic search and SEO. In other words, it’s in Google’s best interests not only to create a frictionless user experience, but to ensure that organic traffic remains robust.

All of that to say: While some of the concerns about Google’s AI tilt are valid, we ultimately believe these changes will be a boon to SEO.

What About SEM?

We’ve been focusing on SEO, but what about SEM campaigns? In particular, what about marketers who complement their SEO efforts with a robust focus on paid ads?

Again, we would simply note that Google’s annual ad revenues are incredibly high. Selling ads is a cash cow, and the folks at Google surely don’t want to jeopardize that. There’s no upside to them making AI-based changes to their ad platform or SERP that might cause advertisers to see diminishing returns.

In fact, as part of their AI rollout, Google has already started experimenting with adding search and shopping ads directly into their AI-generated content. There is more opportunity than ever before for advertisers to generate visibility within the Google ecosystem.

If anything, AI integration means ads that are more carefully targeted to search inquiries and user intent. In short, we don’t think advertisers have anything to worry about with respect to Google’s new AI innovations.

Stay Up to Date on Search Engine Shake Ups

There are always changes afoot with the Google search algorithms. The rise of AI has only exacerbated those changes. At enCOMPASS Agency, we’re committed to keeping our clients fully informed of these changes, and we invite you to follow along with our blog for more updates.

In addition, we’re always happy to talk with our clients about how to ensure their strategy is fully aligned with Google’s trends and evolutions. To talk with us about any of the new AI endeavors being unveiled by Google, feel free to contact the enCOMPASS team today.

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