AI on Google Brazil: What to expect from the changes and results (SERP)

AI already affects several areas of our lives, and it will be no different with the way we seek and receive results.

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Image capa_ai_no_google_brasil

Introduction


     The internet giants Google, Microsoft, Meta and the new OpenAI compete daily in a race to see who will lead the biggest transformation in the digital environment of recent times, artificial intelligence or AI.



    Rapid changes are forcing companies to alter entire product chains to meet the growing interest and need that AI is generating. Microsoft, for example, added Copilot to Windows, Office, Azure, and many others; Google is no different, the new Android comes with integrated AI, Workspace (Gmail and more services) also have versions with AI and what comes in a disruptive way and with the greatest impact are the results generated by AI in searches, where the Google has been the market leader for decades.


Announcement of the change


     The news was shown during the Google I/O event on May 11 and 12, 2024, where the functionality was demonstrated and announced as available in the US and UK since then.


     The results generated by AI are not yet available in Brazil (this article was created on July 10, 2024), however, it is possible to test-drive the Google app on Android through Google Search Labs.




Image 1_ai_overview_example
The presentation included a presentation on the functionality, where the image is a fragment of the same

     The functionality has had repercussions abroad, as Google struggles to maintain its legacy with precision and accuracy in the information offered, there is a lot of noise whenever its AI slips in the answers, however, the search giant changes the results daily and their arrangement in infinities tests to improve it.


The reasons behind this change


 With the growing scenario of conversational AI like chatGPT, the way of obtaining results for queries is changing, with the user feeling satisfied with answers produced entirely by AI.


Image 2_ai_chatgpt
Example of a ChatGPT response, which has pleased visitors as an alternative to answers to their questions. ChatGPT is from Open AI

      Google has always worked on its SERP with the concept of providing visitors with options created by people and organized by quality criteria, so the user can have contact with good material that offers different points of view. This is how Google dominated the market and daily confronts websites that fight to circumvent its ranking system with abusive SEO techniques (techniques to optimize the site with a focus on searches).


Image 3_google_busca_padrao
Result model for Google search, where the visitor receives a range of points of view in link format and ranked by various factors

     Different from this concept of “research”, the results generated by AI contain a point of view that is processed and made available in an eloquent way (the way of speaking is the big difference), where the content is displayed in a personalized text as if the AI was your friend. Despite the great discussion about the veracity of the information and uniqueness of point of view, people are liking it and using it, as Google knows this, it needs to go this way too.


What does this AI result look like on Google search


     Even though last month's demonstration was in one format, different models have already appeared on the internet and also regulations for when the result will be produced by AI or not.


   In principle, the results with AI will be for specific situations, as is already the case in countries where the functionality is available. The point of view of artificial intelligence appears preferentially for those who ask questions containing "what", "where", "how", providing answers that are based on the processing of various sources, among others.


     The AI ​​result occupies the first edge of the cell phone and, normally, the computer as well, that is, the other results and links leave the first edge and to get to them you need to scroll. AI results are predominantly textual; however, widgets (maps, cards, links) can be used to enrich the results. It is common for the links that the AI ​​used to synthesize the information to be displayed as well. In other words, the new SEO involves having valid content for AI to process.

Image 4_ai_overview_google
This is an example of a result containing an AI-generated response. The AI's response is in the blue square and below in orange begin the conventional results as we are used to

   There are testimonies of cases in which the perspective generated by AI did not necessarily appear to occupy the entire screen, as well as fragmented into sentences interspersed with links, in other words, it is a very organic scenario and the only certainty is that it will change a lot.


What will websites look like with this change?

     For the website to have prominence in searches, it needs to "be excellent". There is no more room for problem websites or low-value content. Google has been hitting this button a lot. In the past, it was common for Google results to be a "dossier" of websites for the user to explore the billions of results. In fact, Google insisted on showing these numbers until some previous versions. Today, we know that more than 90% of people stay on the first page, and even on the first page, the first links receive an average of 68% of all clicks.


   These numbers show that people are not looking to search for multiple links, they only need the first few and now with generative AI in searches, just a summary summary. Therefore, websites need to be in the top positions to have visibility (as is already the case) and high-value content so that the AI ​​synthesis can use it and cite it in the text produced.


   Also new is the "Web" tab as a search filter to display only websites. The list is similar to the “old search”, without widgets and AI.


Image 5_web_na_era_ai_overview
On the left we have links to websites within the AI-generated response and on the right the Google Web filter, where only websites are displayed, as in the past.

Conclusion


   The way people want to receive answers is changing, the process of doing research studying different sources will probably become niche and no longer popular. Content produced and organized by AI will be in all scenarios and in searches it is another one.


   Although websites are no longer taking center stage among so many widgets (where generative AI is yet another), good websites have space and are a consolidated medium for different segments and please visitors. There is less space for websites with superficial, repetitive, low-quality content or technical problems.


    The exchange with AI is something that will soon be part of the lives of Brazilians in Google searches and instead of entering other links, the most natural way will be to ask another question for the AI ​​to return another synthesis already processed. Good content will be in this synthesis and this is the new top of Google.


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