At the heart of Google’s updates is its use of generative AI to help users get faster! more relevant information right at the top of the page How has AI . Traditionally! searching involved breaking down complex queries into smaller questions! sorting through search results and piecing together the answers. Now! Google’s Gemini is stepping in to do the heavy lifting.
With the introduction of AI-powered snapshots! Google provides users with key information – or the straight-up answer – at a glance! directly on the search results page. These summaries can also be enhanced and enriched with suggestions for follow-up questions and give users the option to delve deeper into specific topics. It all adds up to a more conversational flow! allowing users to keep exploring without ever leaving the search page.
As an example How has AI of how this
is changing user experience! yesterday evening I searched “How should you dress a baby in the winter?” – Google’s AI instantly provided a snapshot of six tips and a short explanation for each. The power of AI telegram data meant the answers were really helpful! clearly correct and! crucially! meant that I didn’t need to scroll through results or open multiple tabs to find them. Super convenient for me. But maybe not so great for the baby clothing firm which had written the blog “7 winter care tips for newborns” – a link I no longer needed to click on having already gotten my answer from Gemini.
This shift marks a big change for marketers conducting audience research and demographic who have long depended on users clicking through to their websites from search results. So how should B2B marketers adapt?
AI search: Changing the game
For B2B marketers! the impact of these AI search updates is twofold. On the one hand! Google’s enhanced AI could potentially reduce website traffic! as users might get the answers they need directly on the book your list search engine results page without ever clicking through. The changes haven’t been active for long enough yet for us to have any solid data on it – but it’s safe to assume there is at least a chance this will cause fewer impressions and conversions from organic search.