In May, Google began incorporating AI-generated summaries at the top of many of its search results. In a blog post detailing the change, the tech giant said its “custom Gemini model helps make searching easier.”
The AI overview includes a short synopsis, and the sources are displayed in a gallery format in the drop-down menu below. In small type at the bottom, it says “Generative AI is experimental” – an important disclaimer, given that search engine AI results have suggested combining Italian spices with gasoline to cook pasta, or claimed that running with scissors is good for your health.
“You're seeing a disconnect between human expectations and what AI can actually do,” says Adam Smartchamp, chief strategy officer at Altitude Marketing, a Pennsylvania-based B2B agency. “Will an AI sometimes tell you to put glue on your pizza or eat a rock? The answer is yes. An AI doesn't know what satire is, so it doesn't know any better. It's just a probability engine.”
“One or two years ago, SEO was effective. Not the same as what's in effect today.” Ally Delgado, Markology (asi/169169)
Questionable reactions aside, Google’s update heralds the arrival of an era of what some are calling GEO (generative engine optimization), with the addition of AI-driven summarization set to “fundamentally change the approach to search engine optimization.”
The latest changes, which come after years of updates that include highlighting useful content and eliminating AI spam from search results, reflect recent volatility in SEO and digital marketing.
“What worked for SEO a year or two ago doesn't work today,” says Ally Delgado, CEO and co-founder of Merchology (asi/169169). “The landscape is constantly changing, and we need to stay agile and adapt quickly. New research is coming out every day, and we monitor it and incorporate it into our digital strategy. There's never a dull moment in digital marketing.”
Creating content for GEO World
The introduction of generative AI and search-related changes present challenges for content marketers. “Right now, you can't chase algorithms or try to find '15 weird tricks that Google hates,'” says Smartschan. “I've been asked many times how many words should be in a blog post for SEO, and the answer right now is as many as you need.”
To be part of the AI-generated search result summaries that Google serves up, it's important to establish yourself as a trusted authority — that means clear writing that answers the question or topic posed in your headline, citing sources, and using statistics to support your points, Smartschan says.
“You need to show that the information you're providing is trustworthy, it's in context, and that Google can easily retrieve it and use it however they want,” he adds.
What's missing now for content marketers and other online publishers is figuring out how to lure searchers away from Google for results curated by AI and to their own websites for more information. “What exactly will that look like?” Smartschan asks. “We have no idea.”
One thing to consider, however, is that niche content (topics that Google can't easily understand and integrate) is less likely to generate AI summaries, so traditional SEO tactics like creating long-tail keywords, getting backlinks from reputable websites, and optimizing your site to make it easier for search engines to crawl, are still likely to be effective.
Back to Basics
In today's online environment, creating fresh content is key, says Bret Bonnet, president and co-founder of Quality Logo Products (asi/302967), a Counselor Top 40 distributor. “It's funny how we're basically back to the 1990s with the demand for original journalism and content that barely exists on the internet anymore,” he adds.
The irony, Bonnett says, is that Google is “trying to run every function on the planet with AI,” but doesn't value content created using generative AI.
“Everything is Unique, original and value-added“A lot of people create content by looking for a theme or popular search term and then structuring their content around that. But that's no longer the case.” Bret Bonnet, High Quality Logo Products (asi/302967)
This has changed the way Quality Logo Products looks for content creators, he adds: Whereas two years ago it would have hired someone with experience writing product descriptions and blog posts online, now it wants to find “someone who worked at the Chicago Tribune and spent three months writing a great investigative journalism piece,” Bonnett says.
Using generative AI to come up with topics and write first drafts of articles is not a good idea: “If you're doing that, it means the content already exists,” Bonnet said.
“Everything has to be unique, original and add value,” he adds. “A lot of people write content by looking for a theme or popular search term and then building their content around that. That's not working anymore.”
Social search gains momentum
For years, Google has been the default search tool for internet users—after all, there's a reason its name has become synonymous with the verb “search.” But there are signs that its stranglehold is loosening, especially among young people. A recent survey by marketing technology vendor SOCi found that Google is the third most popular choice among 18-24 year olds.
Two social media apps topped young people's search lists: Instagram (67%) and TikTok (62%). Google came in third with 61% (a figure that exceeds 100% because most people use multiple platforms for searching).
“We're definitely seeing a shift in user behavior, especially among younger generations,” Delgado said. “Platforms like TikTok are becoming more important not just for research and entertainment, but also for discovery and brand engagement.”
While Google still has value in providing “real-time insights,” advocates of social search say TikTok is often better at providing quick “how-to” information and recommendations for things like recipes and products.
Delgado said having a diversified digital marketing strategy and a presence on social media platforms where their target demographic is active should be a top priority for online retailers.
The good news for the promotion?
In the early days, Quality Logo Products relied on search engine marketing and paid online ads to get its name out there. “We were like the gritty young company that could outsmart the bigger, slower, clumsier dogs,” Bonnett says. But that era appears to be coming to an end, he adds, as Quality Logo Products is beginning to pivot to more traditional forms of advertising, like TV commercials and local networks.
Bonnett said many of the once unique advantages of online advertising — targeting, tracking, affordability and data — are being lost.
While this is bad news for businesses that rely on digital marketing, he added: “I think this is great news for the promotion industry because it means a return to traditional branding and offline advertising.”
