Last week Google got together to announce all the things they are developing.
Google’s revelations focused on its core product and revenue model – search and advertising. Unsurprisingly, these two categories are attracting the interest of marketers all over the world. But we’ll get to that in a minute.
Some of the more fun news includes an immersive view of driving directions in Google Maps for select cities, an AI-powered Magic Editor for photos, and an AI-powered Magic Compose tool to rewrite text in a more positive way. professional or Shakespearean. (Google seems to equate AI and magic.)
Google shared news about Bard, its competitor ChatGPT. The waiting list is gone and the tool works in English, Japanese and Korean. In addition, he can show images in his answers, some of which can be integrated into Adobe Firefly’s AI Art Generator and possibly modified in Adobe tools.
Now let’s move on to the most important but least noticed Google ad.
CMI’s Chief Strategic Advisor, Robert Rose, shares his thoughts in this week’s CMI News video. Watch it below or keep reading for the highlights:
The biggest news for marketers
What marketers are interested in has become almost a throwaway line in all the exciting new features: Google plans to change the way search results are presented. Unsurprisingly, the look will incorporate artificial intelligence.
Robert says the fascinating development portends interesting implications for marketers who care about the future of Organic Research.
During Google’s demo at the I/O conference, someone “asks” the search engine, “What’s best for a family with kids under 3 and a dog, Bryce Canyon or Arches National Park?” Google search returns a long answer detailing the pros and cons of each.
“Now research does the heavy lifting for you,” explains Cathy Edwardsvice president of Google Search, during the conference.
But does he? Is it really?
“If you read the answer, it looks a lot like what is now starting to become a classic-format generative AI answer,” Robert says.
Here is how the result returned by the experimental generative AI:
Bryce Canyon and Arches National Parks are family-friendly. Although both parks prohibit dogs on unpaved trails, Bryce Canyon has two paved trails that allow dogs.
“Bryce Canyon has distinctive features like hoodoos, natural bridges and waterfalls. In the Visitor Center’s interactive exhibits, kids can learn about the geology, wildlife, and people of the area. You can bring your dog on the paved sections of the Rim Trail and Shared Use Path, which are also stroller friendly.
“At Arches, children can enjoy the rock formations, and some say Arches has more variety than Bryce Canyon. Pets are not allowed on any trails, although they are allowed in campgrounds, outings , roads and parking lots.
“Both parks offer guided tours, ranger-led programs, picnic areas and restrooms, and both parks require pets to be kept on a leash.
Robert explains: “The answer is quite logical, well-constructed, has a lot of adjectives and, in the end, adds little value.
It draws relevant but general characteristics from both parks. He attempts to distinguish between the two by saying that Bryce allows dogs on two paved trails. But a little more digging would have led the researcher to discover that both parks have the same policy – dogs are allowed on paved roads. Bryce only has a few paved roads which are part of some trails.
Although the result attempts to draw distinctions, a vague partial statement acts as the only real clue to the differences, “…some say Arches has more variety than Bryce Canyon.”
But what this means is not very clear, and it was not asked in the research question.
At the end of the text response, Google offers three options to explore further:
- “Ask for a follow-up.”
- “How much time to spend in Bryce Canyon with children?
- “How many days do you need in Arches National Park for kids?” »
These closing options could easily be turned into sponsored links to keep the Google sauce train going.
2 steps to avoid deadly predictions
You can expect search engines like Google, YouTube, Bing, Amazon and many other verticalized products to eventually evolve like what Google demonstrated last week.
So, says Robert, ask yourself how your brand will react now and what it will do in the long run. He sees at least two safe bets for surviving the future impact of AI on search results.
First of all, create content that not only attracts but retains an audience. Focus on more than bringing people into your sphere of influence – your website, email, content hub, store, etc. Plan how to keep people on your content by becoming a trusted source and bookmarking.
Second, invest in owned media by understanding how create content in the context of the questions asked. The expertise that powers any AI research relies heavily on access to owned media. It also uses a large language model (LLM) to learn this information.
“Look at your content through the lens of a researcher who wanna distinguish the most important aspects of their question,” says Robert.
Take the Google example of the two American parks. The researcher wanted to know which park is best for a family with a dog. When the CMI human (aka Robert) spent 10 minutes digging through both parks’ websites, he found that they did a good job of explaining why the dogs are not great to bring to the parks. However, neither explained why it would be suitable for a pet.
What haven’t you written about but should?
You often talk about the greatness of your company, your products, and your industry on your websites, blogs, and resource centers. But what’s not so great? Who do you not serve? Make it easy for searchers to see the distinctions.
“You can’t know where Google and other search engine AI will go, but you can know it’s going,” Robert says.
What do you think of the changes? Let us know in the comments.
SELECTED RELATED CONTENT:
Cover image by Joseph Kalinowski/Content Marketing Institute