What are the impacts of AI on search engines
But how do AI and SGE work together? What are the impacts of artificial intelligence on searches?It is important to know that, firstly, the impacts could be many – and many cannot yet be measured. For now, some changes can make a big difference in your SEO and lead capture strategy:[*]Greater personalization of searches;
[*]Reduction of advertisements;
[*]Deepening the content to gain positions on the SERP;
[*]Detailing information through conversational mode;
[*]Speed and ease for the user, among others.
The contents are highlighted and the sources are shown on the search page. This way, only high-quality content stands out in the results.
How Google's SGE worksGenerative AI or Generative Artificial Intelligence is a subfield of artificial intelligence that uses algorithms to produce original, quality content . To achieve this, generative AI employs techniques such as machine learning and neural networks.These algorithms or models can create content in various formats, such as texts, videos, images and even programming codes.Generative AI's large language models (LLMs) are trained on voluminous amounts of data. There are different models for different technologies, such as the LLM called GPT-4 from ChatGPT.In the case of Google, the LLM is called Pathways Language Model 2 or PaLM 2.These technologies allow Google's SGE to understand what the user wants, process content and produce responses. Thus, information will be highlighted in order to deliver the best experience .Afterwards, SGE also allows you to monitor the progress of the research.For example: if you search for SEO services, SGE may request answers to related questions, such as “which companies provide SEO consultancy?”By clicking on one of these follow-up suggestions, you will have additional data on the topic quickly and easily.
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