Google search is going AI. This function is available now as an option in your browser. Instead of using a search window where you type a keyword, phrase, or question, you can now switch to an interface similar to ChatGPT or Google Gemini. And instead of returning a list of websites, the AI search will scan those websites and retrieve the content right there in the chat screen.
Naturally, this has massive implications for businesses, organizations, and content creators. How do you engage with your audience if they’re not even getting to your website? How do you advertise? What does this mean for your future growth and success?
Let’s address the elephant in the room
Google has become the foremost search engine because of its ability to index the largest number of websites and provide the most accurate query matching. However, their reputation has slipped a great deal since the implementation of Google Ads that push down relevant results, flawed algorithms that create echo chambers, and the introduction of AI summaries, which aren’t always accurate or factual.
We have also seen a steady decline in media and tech literacy when it comes to research and source vetting: people will often focus on the top (most convenient) result, which leads to confirmation bias and further skews the algorithm, creating a positive feedback loop. The more affirmation you find for your assumptions, the more Google reinforces them with similar results.
We now have the perfect environment for the introduction of Google’s AI search. People don’t have time to scan through multiple sources, so why bother them with too much information? Now, when you need something, the AI will do the brain work for you, scan all those websites, and (hopefully) bring you the answer that best fits what you’re looking for. Goodbye, discernment and independent thought.
What this means for your business/organization
Now, you may ask yourself, “Do I even need a website at all, then?” If Google won’t let people see it, why even bother?
Well, first, because Google is not the only search engine in existence. Other options are still out there and some even differentiate themselves by excluding AI from their product completely. For now, at least, these non-AI options still warrant having a proper website with robust SEO.
Second, the bulk of Google’s revenue currently comes from paid advertising. While AI search is and will likely remain an option, it is unlikely to fully replace the OG search bar, at least until Google figures out how to profitably incorporate ads into the chat screen.
Third, Google’s AI does not create something out of nothing. While it may not send users to your website, it will still search content on your website to feed to users. However, it will only show the most relevant content, so strategic positioning and a solid online reputation will become imperative going forward.
What you need to know
How you position yourself in your market or local community will make a tremendous difference. It is no longer enough to just have an online presence in the form of a static website. You will need to establish a firm identity that carries across multiple channels with the same branding and messaging. That includes your website, social media, industry or association profiles, customer reviews, and an active, continuous pipeline of new, fresh content relevant to your organization and industry.
SEO has been focused on content rather than tags and metadata for a while, but it will now be the most important thing that puts you above your competition. Can you show that you’re an expert in your industry? Do you have a good reputation online? Are you listed accurately in local business directories? Is your contact information up to date?
All of the above will play a factor in whether your audience finds you.
Now, for a bit of good news
The good news is that optimizing your online presence for the rise of AI will also improve your ranking on non-AI search engines. Knowing the issue is half the battle. Knowing someone who can help you fix it will get you that much closer to the finish line.
The Nerd Crossing team has decades of combined experience when it comes to web building, web design, and SEO optimization. We’re Nerds by name and by reputation, and we stay up to date on all new technological advancements so that we can help our clients better in our ever-changing online landscape.
If you’re concerned about your online presence and want the opinion of an expert, click below to schedule a free consultation. Our goal is not to sell you the most expensive, shiny new tech. We’re here to listen, understand your concerns, and work with you to create a custom solution for addressing them.
