Google’s advancements in artificial intelligence have forever reshaped SEO and organic traffic. Google’s integration of AI technologies into its search engine, previously Search Generative Experience (SGE), marks a shift in how users interact with search results.
As AI evolves—I mean, even Bing just launched its version of AI Overviews, its impact on SEO strategies becomes increasingly significant, requiring marketers to stay informed and adapt to maintain and grow their organic search presence.
Google AI encompasses a suite of machine learning and artificial intelligence technologies developed by Google to enhance various products and services. Google AI’s core is its ability to analyze and interpret vast amounts of data to improve user experiences. The technology leverages advanced models like BERT and RankBrain to better understand and process user queries, delivering more accurate and relevant search results.
Essentially, Google’s search algorithms use AI to enhance their ability to interpret and respond to user queries. RankBrain, introduced in 2015, was Google’s first AI component. It was designed to understand the intent behind search queries by analyzing previous searches and their outcomes. This helps provide relevant results even for queries that do not explicitly match the keywords. BERT, another AI model, improves the understanding of natural language by considering the context of words within a query, allowing Google to interpret complex or conversational searches better.
