Let’s get straight to the point: Search Engines have been using AI systems long before the most common AI platform, ChatGPT, arrived on the scene.
All search engines rely on AI processes to deliver the most relevant response to your search and to lead you to further applicable content. Human resources simply could not deliver real-time relevant responses quickly or by volume without AI processes.
The key attraction of the latest AI systems is the ability to learn from prompt queries (consider search keywords with more specific question entries) without the need for human interaction and to improve the responses they deliver.
Google has utilized Natural Language Processing and keyword semantic relevance for many years now, and AI has advanced with machine learning, deep learning, voice search, image creation, and recognition.
Note: Natural Language Processing is an AI process to determine and teach systems to understand human written language.
AI systems are designed to respond with predictive data information:
- What is the real intent of the prompt/search?
- Is there a product purchase intent?
- What specific content response is required?
- Can they match search prompts/queries to the best quality and accurate results?
Every Search Engine results page delivers data provided by AI systems.
When anyone refers to AI Search Engines, they are all talking about existing search engines!
Search Engines all use AI systems to rank webpages, videos, and images within the SERPS – Search Engine Results Pages.
More complex AI processes include:
- keyword/phrase relevance,
- on-page site user experience,
- site speed indexing, and more.
Google continues to enhance its search systems, and Google always names its algorithm updates with specific search developments.
Google Bard is a pre-trained language model that is able to move from single keywords to understanding whole sentences. In short, Google knows the context of your search!
Sadly, in the past, many Google Search Engine Optimisation agencies have tried to bypass the algorithm with black hat techniques.
Google’s latest algorithm update is just one more step toward eliminating such tactics, particularly the use of auto-generated AI content to game the system.
The only legitimate way to improve your Google visibility is by creating high-quality content designed for the reader, not the search engine.
An added benefit of search engine optimization compliance is that your content information may also be located via AI system prompt queries!
The latest algorithm update follows previous iterations, including:
- Rank Brain: A more topic-focused search parameter.
- Bert: Establishing search meaning and intent.
- Mum: A further enhancement of BERT aimed at context.
- E-E-A-T: A process of establishing your and your brand’s Expertise, Experience, Authority, and Trust.
A greater focus on content relevance and quality within an optimized publishing structure will have greater importance.
For those who believe that AI systems will supersede search engines such as Google, just do your own research and look at the development of Google Gemini!
IHS strongly recommends a digital marketing audit to help you manage your Google search AND AI system visibility.
And remember…..
- Will your content marketing add value to the user?
- Do you regularly add interesting, informative, and educative content?
- Is your website/YouTube channel/content distribution platform optimized for indexing?
If the answer is yes, you are halfway there already.
Looking for help with your digital marketing visibility and search/AI traffic? Then, contact the marketing team at Inside Hospitality Solutions.
Do you have any industry knowledge, experience, or news you’d like to share? Why not send us your press releases, survey results, news, and articles? We will review them and may publish them on the IHS website. Just complete the contact form and get in touch.
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Written by John Heffernan, RedLive Media and IHS Network Provider