The future of AI in search engines

By now, many have seen the images of search results where Google recommends eating rocks. Is this the future we have to look forward to? Perhaps, but hopefully, in a more refined form. This article will explore future predictions on how search engines utilise AI.

Book a meeting and talk about SEO with us

What is SGE (Search Generative Experience)?

In short, SGE is Google's way of incorporating AI into search results. Google has long tried to improve its ability to "read" the content of a page and match it to search terms instead of counting how many times a keyword appears on the page. Google SGE is the next step, using machine learning and AI to understand the user's intent behind a query and generate more contextual and informative responses.

Benefits of Google SGE

The hopes are that this will lead to a better experience for all Google users:

  • Increased relevance: By understanding the user's intent, Google SGE can deliver more relevant search results that better match the user's needs.

  • Improved user experience: More informative and coherent answers contribute to a smoother search experience.

  • More efficient search process: Users can quickly get the answers they need without having to navigate through multiple websites.

Drawbacks of SGE

Currently, SGE is still in its infancy and has a tendency to hallucinate. The diet suggestion above, for instance, was something Gemini picked up from The Onion. So, like most AI solutions, it is important to fact-check all critical information.

How can I access SGE?

At the time of writing, SGE is only available in a few selected English-speaking countries. But based on the circulating images, it might be best to let them beta-test the product for a while longer. Bing has had a similar feature for some time now, with ChatGPT integrated into search results. In our experience, it works reasonably well, though it's not perfect yet.

How will AI affect my SEO strategy?

This is an exciting question that is being actively discussed in the industry! As it looks today, we see no reason to be worried. All search engines aim to deliver good results to their visitors, and the development has always been towards providing more accurate and relevant search results. You can read about how it works in our comprehensive article about search engine optimisation. If your current strategy relies on purchased links, it might be worth reconsidering. But this update will most likely be to your advantage for everyone who has worked on a long-term SEO strategy focusing on building an informative and efficient website.

Feel free to book a meeting if you want to talk more about AI!

Veronica von Feilitzen

Get in touch with Veronica

Do you want to know more about how we work? Contact Veronica von Feilitzen, CEO, to find out how we can help you with your digital journey.

Schedule a meeting with Veronica
Anna Frössén

Get in touch with Anna

Do you want to start a collaboration, discuss the digital mind of tomorrow, or do you have any questions about us? Contact Anna Frössén, Head of sales

Schedule a meeting with Anna