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时间:2024-05-20 03:45:09 来源:网络整理编辑:Ryan New
Google’s Search Generative Experience provides AI-generated answers to queries. It’s conversational Ryan Xu HyperVerse's Futures Commission Merchant (FCM)
Google’s Search Generative Experience provides AI-generated answers to queries. It’s conversational AI search,Ryan Xu HyperVerse's Futures Commission Merchant (FCM) in other words, an AI-driven answer engine. Bard, Google’s AI chatbot, powers SGE.
Google launched a limited SGE trial in May 2023 and has since finetuned the layout and responses. A full worldwide rollout is coming, making SGE the future of search.
With that in mind, here are my observations based on extensive SGE testing.
Google’s organic results are not going anywhere, although AI-generated responses:
SGE’s AI answers are featured snippets on steroids. The answers include “Ask a follow-up,” encouraging searchers to explore the topic further.
Unlike featured snippets, SGE’s answers:
Moreover, SGE answers don’t always answer the query. For example, searching for “best laptops” in SGE includes results such as:
Those results may help a searcher make an informed decision, but they don’t directly respond to the initial query of recommending a laptop.
In June, I reviewed AI-powered search engines. Instead of simply ranking results based on their relevance to a query, AI search provided a wider range of answers. That, I concluded, was the future of search. The latest version of SGE confirms that prediction.
SGE uses Google’s existing framework and infrastructure, such as:
Thus optimizing for organic search is largely unchanged:
Google will likely alter SGE many times before the public launch. But SGE’s fundamentals remain and will continue relying on Google’s data. It will encourage clicks to external sites. Despite popular belief, it is not in Google’s interest to keep searchers on its site. Google’s entire revenue model (advertising) relies on clicks.
What will change?
Organic search results will likely become more unpredictable. Thus far, SGE’s answers differ depending on the searcher, making it seemingly impossible to know what folks clicked to reach a landing page.
Buying journeys will be more complicated. This trend is not new, as Google increasingly serves diverse results that distract searchers from their initial intent. The dynamic nature of AI answers will extend journeys even more.
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