Seeking to find an answer to a complex question, seeking a visual image, or perhaps discovering a world of information; Search engines are helping us more than ever. Although it is important to find the information we are looking for, have you ever thought about how these search engines respond to your searches in the best possible way? Do you think that search engines, especially Google, use the information and content in the SERP (search results page) to display search results, or are they able to create a world of new data and information?

In recent years, a new horizon of artificial intelligence called Generative AI is rapidly growing and developing. This new technology, by combining computer science, artificial intelligence, and machine learning, creates new data and content creatively. Generative AI makes us move away from the concept of information search and step into the world of information creation.

Google has been exploring the new capabilities of Generative AI so that it can use it to display the most relevant answer to the user’s search. Can Generative AI increase the accuracy and quality of Google search results and thus improve the user experience?

In this article, we seek to answer these questions and explore a deeper concept of this new face of artificial intelligence and its impact on on-site SEO.

Generative artificial intelligence and Google search engine performance improvement

Generative AI has wide applications in the Google search engine. This attractive technology gives Google many possibilities to improve the user’s search experience and provide more accurate and relevant results.

What is Generative AI?

Generative artificial intelligence is a process in which artificial intelligence algorithms produce outputs such as text, photo, video, code, sound, etc. from the data they have been trained on. The purpose of generative AI is to generate and create content, unlike other forms of AI that may be used for other purposes such as data analysis.

ChatGPT (artificial intelligence for producing textual content), Dall-E (artificial intelligence for producing visual content), and Google Bard (Google’s latest artificial intelligence for producing all kinds of textual content, images, videos, etc.) are among the artificial intelligence tools that have recently made a lot of noise in the world. They have established technology and are considered a great revolution in the production of all kinds of content.

How does generative artificial intelligence work?

The way Generative AI works is similar to other machine learning models and includes the following steps:

  1. Data collection: In the first step, a set of data (texts, images, sounds, etc.) must be collected. The goal is to collect a huge amount of data to train machine learning models.
  2. Model building: A generative AI model is then built using this data.
  3. Model training: The model is trained using the collected data. At this stage, the model acquires the ability to predict new data based on the patterns and rules it has learned from the data.
  4. Generating new data: After training, the generative AI model can generate new data.
  5. Model evaluation: This step is very important. Because it must be determined how accurate and reliable the built model is.

The role of Generative AI in improving Google’s user experience

Some of the applications of productive artificial intelligence in search engines, including Google, include:

1. Search text and suggest similar items

By using artificial intelligence, Google can answer users’ questions better and more accurately and provide the information they need better. This technology allows Google to combine similar concepts and related content and display similar search results to users.

For example, a user is looking for an Italian restaurant in another country. Using artificial intelligence, Google realizes that this person is probably a tourist. As a result, in addition to displaying information related to Italian restaurants, it also offers the user tourist and sightseeing places in that area.

2. Answer complex questions

Generative AI allows users to ask more complex and detailed questions and provides more accurate and complete answers from different texts and content.

For example, a user asks a complex question about the human history of a specific scientific topic. Generative artificial intelligence provides the user with more accurate answers and information from existing data and various databases.

3. Create new content

Among the applications of productive artificial intelligence is the production of new and creative content. Using this technology, Google creates and presents articles, news, reviews, reports, and other content to users.

For example, a user is researching to buy a car and wants to compare two specific car models. Google’s generative artificial intelligence produces articles related to the audience’s goal by combining the content available on the web, which is useful for him.

4. Summarizing texts

Generative AI allows Google to automatically summarize long texts. And extract important and key information from texts so that users can quickly access the information they need. For example, when searching for news, Google displays a summary of the most important news.

In all of these examples, the goal of using generative AI is to improve the user experience and produce more accurate and relevant results for users in Google searches.

Does Generative AI affect the site’s SEO process?

The basic question for SEO professionals is, will the SEO of the site change compared to before Generative AI, given Google’s use of generative artificial intelligence and advanced language models to answer user searches? What topics should SEO experts pay more attention to?

Artificial intelligence technology may change in the future, but below are some of the most important steps that SEO experts can take to improve their site’s position in Google’s search engine:

1. Creating valuable content

Since generative artificial intelligence can analyze content and linguistic communication, the importance of producing high-quality and valuable content is greater than ever. Sites with unique, engaging, and useful content are likely to perform better in AI search results.

Google’s emphasis on producing high-quality content is not new. In recent years, most of Google’s updates have been aimed at improving search results by focusing on producing quality content. In a post on Twitter, Google encouraged business owners to create content for humans, not just Google bots.

2. Improve content structure

The proper structure of the content helps artificial intelligence to better understand the content and apply the necessary improvements to the search results. Optimizing the content structure, using appropriate titles, and text tags, and logically sorting the content are among the important actions in SEO.

3. Use of tags and labels

Using the right tags and tags in the content helps artificial intelligence to better understand the structure of the content and thus provide more accurate and relevant search results.

4. Page loading speed

Generative AI may prefer to display pages that load quickly and provide users with a better user experience. Improving page loading speed and optimizing site performance are important things in SEO.

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