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Competition is on Rise – Google Intends to Add Conversational AI into Its Search Engine
Competition is on Rise - Google Intends to Add Conversational AI into Its Search Engine

Competition is on Rise – Google Intends to Add Conversational AI into Its Search Engine

by | Jun 27, 2023 | digital marketing agency, Seo

Google is all set to incorporate conversational AI to amplify the search experience. After the launch of openAI’s ChatGPT, everyone is amazed by the power of conversational AI. Now the search giant is going to include the Large Language Model (LLM) to improve its search engine’s ability to recognize and answer user queries in a more conversational and natural way.

Here, we discuss, in the world of conversational AI, discussing why Google continues to add conversational AI to its search engine with increasing competition.

What does conversational AI mean?

Conversational AI is an artificial intelligence that enables machines to comprehend, process, and produce human language. Advanced chatbots, or AI chatbots, are the most common conversational AI systems. These chatbots of generative AI combine many types of artificial intelligence (AI) for more advanced capabilities, as opposed to conventional chatbots, which are built on simple software and have restricted capabilities. 

In a recent interview with The Wall Street Journal, Google’s CEO Sundar Pichai said, “Will people be able to ask questions to Google and engage with LLMs in the context of search? Absolutely,”

This statement directly confirms that Google is taking steps to incorporate conversational AI in the search engine.

However, Google has experimented with AI even before Bard; they have been leading the way in its progress. They developed LaMDA as the language model for dialog applications. It is a massive neural network-based language model that interprets natural language and generates intelligent, context-sensitive answers.

With LaMDA, users and machines can have more sophisticated conversations that allow AI to understand the context of questions and provide helpful responses.

( Data source: wsj)

Open-source AI VS Closed source AI

After the release of Chat GPT in November 2022, multiple open-source AI models have entered the industry. However, most of them are replicas of Chat GPT only. On the other hand, Google’s Bard is one of the best examples of closed-source AI. 

Open-source AIs are easy for developers to use and access. Its transparency and accessibility allow for iterative improvement and inclusion of user feedback, resulting in more robust and innovative solutions. The only downside to using open-source AI is that almost anyone, including hackers, can access it. This means it is difficult to know whether the technology is safe. OpenAI’s previous versions of Chat GPT up to GPT 3.5 all fall under open-source AI. 

Closed-source AI models are private, closely guarded systems that any outside developers cannot influence. They offer control and security for the companies that develop and use them. Stable Diffusion, Midjourney, and even GPT 4 are closed-source programs that can only be used through API access, which requires authorization and access controls.

Why does Google tend to add conversational AI to its search engine?

Google has always been the first to experiment with AI and develop LaMDA. But recently, with the increasing demand for conversion AI, Bing has incorporated Chat GPT in its search engine. This enables users to converse with Bing and ask follow-up questions, just like how you would talk with a friend. 

As a result, Bing recently increased its share of the search engine market, with page views to Bing rising to 15.8%. In contrast, Google has seen a 1% dip as of March 20, 2023.

This trend is worrisome for Google as its primary source of revenue is search advertising, which is expected to generate $162 billion in 2022. And for every percentage point Bing gains, Microsoft expects $2 billion in additional revenue. 

So now Google is back on the attack by incorporating generative AI into the search engine. However, Sundar Pichai has not mentioned a date for its launch.

(Data source: reuters)

(Data source: statista)

The Coming Impact of Conversational AI on Search Engine Optimization

Several new SEO strategies have emerged with the possibility of conversational AI integration with Google. Here are some SEO insights from the experts of Markethix that may help you to stand out.

Focus more on creating interactive content

Generative artificial intelligence (AI) is able to recognize and respond to user queries in a conversational way. But for answering the user queries, they take information from different websites. So focus more on creative interactive content. If your content is conversational, the Google algorithm with the power of conversational AI is more likely to give your content more priority naturally.

Long-tail keywords continue to rule

Although Google works with conversational AI, it still relies on search volume and keyword-based searches to understand user intent. Because conversational AI is more likely to prioritize content having a more conversational tone, long-tail keywords continue to rule. Compared to short-tail keywords, long-tail keywords cast a larger net and capture more conversational queries that may be difficult or impossible to predict in advance.

Work more on technical SEO

As we already know, the significance of technical SEO, with the upcoming time, will increase. So work more on technical SEO, leveraging structured data markup, creating and optimizing Google business profiles, proactive brand management, etc.

Final thoughts

Google is all set to launch conversational AI in its search engine. Along with this, a new era of content creation and SEO optimization is about to begin. The importance of conversation-driven content increases with the popularity of conversational AI. You should remain updated with the latest information and trends to stand out. If you need any kind of help with search engine optimization or other digital marketing tasks, consider Markethix your one-stop solution for all digital marketing needs.


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