Yes, it will happen, AI is most definitely a part of Googles’ plans going forward.
How will the search results look?
We know that AI will feature heavily on the search results, in fact they will slot in at the very top of the search results, above paid, and then above organic results. The Map is likely to still show on the right on desktop, but on a mobile, this will depend on the question. Directional questions will reveal the map at the top, we believe.
How will this impact my marketing?
Firstly, it does mean that as a business you should strongly consider using Google Ads, as this will site just below the AI results. But when it comes to Organic listings, there are 2 major things to consider:
- Firstly, there are links within the AI results, and you should be aiming to get your content shown here.
- Secondly, this means that less people will click on your website for information. This means that when people are clicking, they have a real intent to do business with you, so your keywords may need to be reconsidered and expanded for intentfull words.
Imagine you are a user on the search engines. You are looking for information on something, in this case we are using hair as an example:
- What hair style best suits an oval face? – There is no reason for Google to show a long list, when the answer is common across many websites, and the same, so it can answer this within AI. There may be links to trusted sites, but generally there is no need to click if you then have your answer
- I want to buy shampoo for itchy scalp – This will bring up both shopping ads , other Ads and also Organic, with an opportunity to click through to a website. This kind of query is intentfull, they have a need and a desire to purchase. AI cannot deliver that, so it shows you options.
- Book a hairdresser near me – again, AI cannot anwser this, so instead Google will show a map, Google Ads results and Organic results for you to choose from
Google Analytics will show less visitors
Of course, all this means that Google Analytics for your website will show less visitors, but the number of conversions may not drop, which also means the conversion rate may increase.
If you need elp determining your next steps as a business, please do not hesitate to make contact.
