Google Bard: How This AI Chatbot Will Shape SEO Future
Google has recently published Bard, their AI-powered chatbot response to OpenAI’s ChatGPT, and users are familiarising themselves with it.
As far as we can tell, the chatbot is powered by LaMDA and its name, “Bard”, is solely marketing-driven.
What follows is our current understanding of Bard, as well as promising potential research that may provide light on the algorithms that drive Bard.
Google Bard: What is it?
Google’s Bard chatbot is a research tool that uses the LaMDA big language model.
It’s a sort of generative AI that can take input and generate content in response to questions or statements, such as responses or summaries.
Bard also helps with research by summarising relevant online content and linking to relevant other websites.
Where Does Bard Leave the Industry of SEO?
SEOs have realised that Google is always changing and that nothing stays the same for very long. With each major upgrade comes increased search engine result page (SERP) volatility and an array of new optimisation considerations. But Bard presents a different kind of challenge, doesn’t it?
When asked questions, Bard will respond in a more natural, human manner. Google users will love that. Will the responses be more informative, other than giving the gist of things quickly? Some of the solutions may not even be correct, as we have shown.
Google will not completely phase out traditional search results due to continued issues with the accuracy of replies provided by AI chatbots. It’s aware that some users won’t put their faith in Bard’s solutions.
Google would like users to verify Bard’s answers without leaving the search engine results page (SERP) to use other resources like Reddit, Quora, or Bing. As such, as an SEO, you should prioritise helping Google find and understand your pages.
After Bard, it’s clear that SEO will have to change the way it does business. However, this has always been the standard practice, as we have shown that there is nothing that is constant in SEO. While SEO won’t go away entirely, it may have to change tactics once again.
How do you see SEO, content creators, and digital marketers evolving in the next years?
Google is releasing this search page with Bard integration based on its understanding of user intent. Google’s ability to deduce users’ intent from search queries is a product of years of refinement.
The keywords with the ‘Information’ aim will be impacted by the incorporation of Bard AI.
Here’s an example:
In the search bar of Bard, if you search “Is there any 17-inch laptop?,” the list will be shown.
However, if I search for “17-inch laptops,” I get different results. My search purpose is commercial or transactional; thus, I’d rather see shopping snippets and Ad results than Bard’s list.
Optimising content according to user intent is a new frontier for SEO, made possible by the Bard integration. Recently, Google released an upgrade they’re calling “helpful content,” in which they basically told website owners to provide content that answers consumers’ questions and solves their problems.
More SEO work will be required for business-to-business and e-commerce sites that want to attract visitors searching for commercial and transactional terms. We may create an additional measurement, SEO strategy, and approach for optimisation once we understand how Bard selects its reference sites to provide a summary result.
Technology is evolving. It will continue to change. The SEO industry is always evolving. Thus, it would be inappropriate to declare the industry dead.
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