With search algorithms getting smarter, it is no surprise that AI has been rapidly adopted. Today, leading search engines like Google and Bing have integrated AI into their platforms, while companies like Open AI have developed AI models with search engine capabilities. In this post, we examine how AI is transforming search and its impact on websites.
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Personalised results
AI allows search engines to move away from generic results to provide users with responses that are tailored to individuals. Better than traditional algorithms at analysing browsing history, past interactions and behavioural patterns, AI algorithms, such as those used in Google’s BERT, can produce search results that are more relevant and personalised, even modifying them in real-time, based on user preferences and location.
Contextual understanding
Relying on keyword matching, traditional searches often lacked relevance. While modern searches still take account of keywords, AI enables them to understand a query’s context and user intent. By considering related concepts and sentiment analysis, they can determine whether a search is transactional, informational or navigational – and will provide results that best fit the intention and context.
For example, during an informational search for ‘best mobile phones’ AI-enabled results will provide users with reviews and comparisons, while a transactional search would display retail product pages, offers and deals.
To rank for both types of search, websites will need separate content targeting transactional and informational intent.
Keep up with AI search, find out How to Optimise Websites for Search Intent
Predictive queries & voice search
AI is changing the way users discover new content. Its advanced natural language processing (NLP) ability and understanding of intent enable it to predict what a user is searching for. In addition, machine learning refines results based on user preferences and emerging trends.
This enables AI search engines to suggest relevant queries using auto-complete, suggested searches and curated content feeds. This is done in real-time, often while the user is still typing, making the search quicker, easier and more relevant.
AI can also recognise queries, context and even mood with voice search, making it easier for users to interact naturally with search engines. This is particularly beneficial given the growing number of searches conducted on mobiles and smart home devices.
Not taking advantage of AI? Read: Generative AI: What is it and How Can it Benefit Website Owners?
Real-time insights & rapid updates
With access to vast datasets, AI-enabled search engines can provide users with the most up-to-date information, even updating results to reflect last-minute changes. This is vital for users requiring the latest information on things like stock prices, currency rates, travel information or world news. This is achieved by filtering outdated content and analysing fresh data from authoritative sources.
This also has implications for e-commerce, as it gives customers the latest information on prices and availability. Businesses that update this information in real-time on their websites can ensure their content remains visible and relevant to people searching for their products.
Implications for SEO and website visibility
The integration of AI into search engines is changing search engine ranking criteria and impacting how websites implement SEO. Here are some of the things websites will need to consider.
AI Overviews:
When users ask questions, Google sometimes generates an AI overview at the top of the page which provides an answer. These are often in sufficient detail that users no longer need to visit a website, thus reducing the traffic that websites, even those with first-page listings, can receive.
Google has also noted that in these instances, the pages that get the most clickthroughs are not those that rank highest, but the ones which are referred to in the overview and displayed alongside it. As Google has used this content because of its quality and relevance to the query, it’s a clear indication that websites wanting to increase traffic must optimise pages to appear in AI overviews.
- User intent as a ranking factor: Rather than focusing on keywords, AI results consider user intent. As a result, website owners need to create specific content for different types of intent rather than relying solely on traditional SEO techniques.
- Conversational content and long-tail keywords: AI’s ability to understand natural language means users can voice search using conversational terms and expressions. Content will need to be optimised for these terms, including the use of long-tail keywords, if it is to perform well in voice search results.
- Image optimisation: As images can now be used for AI searches, websites will need to ensure that they clearly illustrate what they are meant to depict – especially product photos. Moreover, alt-tags must accurately describe the picture, rather than simply being used for placing keywords.
Can AI-powered SEO help with AI Search? Read: AI vs. Manual SEO: Which Works Better for WordPress Sites?
Conclusion
AI is already transforming the way people find information. Able to predict user input and understand context and intent, it provides personalised, relevant and up-to-the-minute results. Moreover, the generation of AI overviews means many users conducting informational searches will not need to visit a website for information. For website owners, these changes will require updates to SEO strategies. Rather than keyword targeting, greater focus is needed on creating high-quality, up-to-date, AI-friendly content.
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