Benefits we see:
- Users save time because they do not have to jump to multiple pages to make a comparison
- The conversational mode is contemporary and also the possibility to refine the search while remaining in context
- The search options are expanded: For example, you can have plans or structures created
- With the new AI Snapshot, Google not only lists products, advantages and disadvantages but also provides tips and draws attention to factors that searchers may not have thought of.
- Products and services can be sold in an optimized manner – provided they are perceived as relevant by the AI
Less is more: Better no AI snapshot than one with false content
Since artificial intelligence software sometimes struggles ivory coast phone number library with plausible-sounding untruths, Google is trying to counteract this as well: In case of doubt, it is better not to display an AI snapshot than to spread false content.
Read more about Google’s claim to excellence with its Search Generative Experience (SGE) here:
A new way to search with generative AI
All of this sounds responsible and promising. At the same time, Google’s advantages and disadvantages approach to AI seems rather opaque to us and our customers. Many questions arise. For example, will the finally deceptive rirects are often best-suited providers or paid ads from AI Snapshots be given priority in the future? And what options are there to influence being suggested as the best provider?
Disadvantages we expect:
- Danger that the balance between SEA and SEO suffers
- Due to the likely good content summary, fewer clicks are generated on company pages – similar to the feature snippets
- The positions on the first results pages shift unfavorably for some companies
- Display on mobile devices could become disadvantageous or slide backwards due to the AI Snapshot
- Content is presented neutrally and objectively – even if the source is not – and reservations are accepted
What will companies need to consider for search engine optimization (SEO) in the future?
Even after Google added AI Snapshot to its search engine in Germany, many search results will likely continue to be displayed as usual. So, we’ll have to wait and see. Nevertheless, the question is legitimate:
Do companies or our B2B customers need to adapt their company websites?
The AI software will search more intensively for specific content, such as advantages and disadvantages FAQs or reviews. And since Google currently holds a market share of around 90 percent of the internet search engine market and experts expect a relatively significant SEO hit for companies, we recommend the following to our clients to prepare:
- Maintain your website and regularly publish new or updated content
- Definitions or glossary content are good, but not enough: prefer book your list strategic concepts that deal comprehensively with your products and services
- Make sure your content is clear and easy to read for users and chatbots
- Include share buttons on your pages
- Include FAQs on your brand and product pages
- Improve your reviews and actively ask satisfied customers to leave reviews
- Add opinions and quotes to your content and work with interviews and statements to establish or strengthen your expert status
- Consider which product groups you would invest in ads for