What Google’s AI Policy Update Means for SEO

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Nov 10, 2023 / by
What Google’s AI Policy Update Means for SEO

Google has always been the archetypal forerunner, consistently shaping the way we experience the internet and beyond. It’s also always updating itself to better reflect the habits, wants and needs of its users so it was only a matter of time before it started to address the AI elephant in the room.

In just under a year, AI has changed the way millions of us work; in some ways for the better and in some for the worse, but that’s an article for another day. In many ways, it’s surprising it took Google this long to add any AI clauses into its guidelines but with many expecting them to chastise AI, they’ve taken a bit of an about-turn and have, in many ways, decided to embrace it.

What does that mean for SEO and digital marketing, in general?

Enhanced User Experience (UX)

Google’s AI now focuses more on understanding user intent than ever before. This means the search engine doesn’t just match keywords but interprets the context, nuances, and underlying desires of search queries.

Multimedia Content Gets a Boost

With AI becoming adept at interpreting and analysing visual and auditory content, multimedia like videos, podcasts, and infographics are gaining SEO traction.

Semantic Search Enhancement

The AI policy update further refines Google’s semantic search capabilities. This means the engine now understands topics and themes better, allowing it to link related concepts across various content pieces.

Real-time Content Evaluation

Google’s updated AI can evaluate the freshness and relevance of content in real-time, rewarding recent and updated pieces that match current events or trending topics.

Improved Local Searches

By combining advanced AI with geolocation data, Google has improved its local search capabilities. This really benefits small businesses aiming for local dominance.

Combatting Misinformation

One of the key objectives of this AI update was to combat the spread of misinformation. Content that isn’t backed by credible sources or that perpetuates falsehoods will be penalised.

Voice Search Refinement

With the proliferation of voice-activated devices, Google’s AI update has made a point of improving general understanding and optimising for voice search nuances.

Accessibility and Inclusivity

The newest AI algorithms have a keen eye for website accessibility, ensuring that content is available and user-friendly for everyone, including those with disabilities.

Penalties for Over-optimisation

The era of keyword stuffing and manipulative link schemes is long gone. With this update, Google’s AI is even more vigilant, penalising overtly optimised content.

Predictive Analysis

Lastly, Google’s AI now offers predictive search capabilities, anticipating user needs and offering solutions even before a query is completed.

All-in-all it’s nothing but good things really. Indeed, it sounds a little like Google’s AI policy update is sounding the clarion call for quality, authenticity, and user-centricity in SEO. It’s less about playing to the algorithms and more about genuinely addressing and anticipating user needs.

In a world where AI is increasingly shaping user experiences, the brands that will thrive are those that prioritise genuine value, authenticity, and forward-thinking strategies. The SEO game is evolving, and it’s the players who adapt that will come out on top.

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