112: AI is Coming to Google Search

Summary

In this episode, Meredith's husband explains the recent shift in Google’s search results, particularly the introduction of the Search Generative Experience (SGE) or AI-generated responses. This change has replaced featured snippets, reducing traffic to informational websites. However, local businesses will continue to benefit from traditional search results for services. Website owners are encouraged to focus on creating high-quality content as Google’s AI still relies on this data to generate results, making blogs essential in this new SEO landscape.

Adapting Your SEO Strategy for Google’s Search Generative Experience

Google’s latest update to its search results, known as the Search Generative Experience (SGE), is reshaping the way website owners and businesses approach SEO. As Google rolls out its AI-generated responses to more users, it’s becoming increasingly important to understand how this change impacts website traffic and how to adjust your content strategy accordingly.

SGE replaces the old featured snippets, where snippets of information from top-ranking sites were highlighted at the top of search results. Now, AI takes over, summarizing information from multiple websites to answer user queries directly on Google’s search page. This means fewer users may click through to individual websites to find answers, as Google provides everything they need upfront.

So, what does this mean for website owners, particularly those who rely on organic traffic? Should you abandon blogging altogether? The answer is a resounding no.

The Role of Blogs in the Age of AI-Generated Responses

While SGE aims to keep users on Google, your content still plays a crucial role. Google’s AI must source its information from somewhere, and that “somewhere” could be your blog. When you create high-quality, informative content, you increase the likelihood that Google will use your blog as a trusted source for AI-generated responses.

Here’s how to adapt to the new SEO environment:

• Keep Blogging: Blogs that answer specific, relevant questions remain essential. Even if fewer users click through to your site, the information you provide is still valuable to Google’s AI, which may increase your site’s credibility over time.

• Focus on Quality: Google AI pulls from websites it trusts. Make sure your content is well-researched, well-written, and genuinely helpful. Google will continue rewarding sites that provide value to users, whether through direct search results or as a source for AI responses.

• Leverage Keyword Research: Knowing exactly what people are searching for is more important than ever. Tools like SEMrush’s Keyword Magic Tool can help you identify popular search terms and the questions people are asking. This allows you to tailor your blog posts to directly answer those queries, increasing your chances of being featured in AI summaries.

How Local Businesses Can Still Benefit

One key insight from this episode is that service-based searches, such as “New York City wedding photographers,” won’t be dominated by AI-generated responses. Google understands that users looking for a local service want direct recommendations, not an AI summary. As a result, local businesses can still rely on organic traffic for inquiries related to their services.

However, the impact of AI is more noticeable when it comes to blogs or informational content. If you use your blog to answer common questions about your industry or products, AI may deliver those answers before users ever visit your site. But again, this doesn’t mean your content is going to waste. Instead, it highlights the importance of maintaining a blog that serves as a trusted resource for Google’s AI.

Adapting to the Future of Search

While the rise of AI in search may seem like a threat to traditional SEO, it can actually be seen as an opportunity. Google’s AI is designed to pull from the best sources, and by creating content that addresses common questions, you can ensure your website remains relevant.

To stay competitive in this AI-driven landscape, focus on these key strategies:

• Do keyword research regularly to identify popular questions in your niche.

• Provide clear, concise answers in your blog posts to match the format AI prefers.

• Continue creating helpful, user-focused content that aligns with Google’s overall goals.

In the long run, the AI integration into search can help guide your content strategy by giving you insight into exactly what your audience is looking for.

Resources

Meredith’s husband referenced previous episodes about keyword research and related topics. You can find links to these episodes and a blog post on keyword research in the show notes below.