Introduction
One of the biggest technological revolutions of recent years, AI (artificial intelligence), is taking the Google search experience to a whole new level. Google’s search engine increasingly relies on AI technologies, which are significantly changing the world of SEO (Search Engine Optimization) as well.
What has changed due to AI-based search results?
1. More accurate recognition of search intent
Google’s AI algorithms (e.g., RankBrain, BERT, MUM) now focus not only on keywords but also on the user’s true search intent. This means that websites need to create content that provides truly relevant answers to users’ questions.
2. Natural Language Processing (NLP)
People today search using full sentences or questions, rather than just keywords. AI is capable of interpreting these more complex queries as well. That’s why it’s important for your website content to be written in natural, conversational language, clearly answering visitors’ questions.
3. The dominance of semantic search
Google’s AI is capable of recognizing relationships, meanings, and synonyms between keywords. That’s why it’s no longer enough to optimize content for just keywords; deeper semantic relationships must also be considered.
4. Generative AI search experience
The new Google Search Generative Experience (SGE) feature uses AI to generate summaries and provide direct answers to searches. As a result, your content must be structured, concise, and informative.
5. The growing importance of multimedia and visual search
Visual searches, such as the use of Google Lens, are becoming increasingly common. For this reason, it’s important to optimize images and videos: use alt text, optimized file names, and metadata.
6. Personalized results and hyper-personalization
With the help of AI, Google is able to offer personalized results based on users’ previous searches and preferences. In your content strategy, it’s important to get to know your target audience even better and create relevant, personalized content for them.
How to adapt to changes?
- Focus on providing answers to real questions, not just on keywords.
- Optimize your content in natural language, highlighting semantic relationships.
- Use structured data (schema markup), which helps Google AI understand your content.
- Publish well-structured, easily summarizable content that is ideal for AI-generated summaries.
- Optimize your multimedia content (images, videos) to achieve good results in visual searches as well.
- Create personalized content that resonates more with your target audience.
With the rise of AI technologies, Google search is taking a completely new direction, and websites must adapt to this change as well. Those who focus on real user experience and high-quality content can gain a significant long-term competitive advantage.
