Intent and context matter more than ever, as Google and Microsoft roll out AI Overviews
Oct 9, 2024
Paramark News Desk
Credit Google
Key Points
Google and Microsoft are competing to dominate AI-powered search
SEO experts say the new releases are driving them to reshape strategies, focusing on user intent and high-quality content
Google introduced AI Overviews and advanced planning tools with its Gemini model
Microsoft rolled out enhanced generative AI search in the U.S. for complex queries
...SEO is evolving from traditional keyword strategies to a more holistic approach focused on user intent, contextual relevance, and delivering value through rich, meaningful content.
Jason Hennessey
CEO and Founder
,
Hennessey Digital
Quick recap: Google and Microsoft are racing to dominate the future of search by harnessing the power of AI. Both companies are transforming how we find information, but their approaches differ—and that has major implications for users, businesses, and advertisers.
In May, Google introduced a set of AI-powered features for Search, including AI Overviews and advanced planning tools. Powered by its new Gemini model, these features allow users to ask more complex questions and get quick, contextual answers.
Meanwhile, Microsoft this week rolled out its enhanced generative AI search to a wider audience. The feature, currently available in the U.S., promises to provide more comprehensive answers to a range of informational and complex queries. Users can test the experience by typing “Bing generative search” into the search bar, where they’ll encounter a more interactive layout and detailed responses.
Why it matters: The AI arms race is reshaping search behavior and the broader digital landscape. As AI takes over traditional search methods, SEO strategies are evolving. The focus is now on user intent, context, and high-quality content. Both companies are integrating AI to make search more intuitive:
Google is streamlining shopping and planning, embedding ads directly within AI Overviews.
Microsoft is targeting deeper, information-rich queries, positioning itself as the go-to for complex searches.
AIOs have significantly impacted informational queries, mostly negatively. Sites that rely on informational traffic and ad revenue may face negative impacts.
Mika Lepisto
Growth Marketing Consultant
,
Industry insights: The impact on businesses and advertisers is huge. “As AI integrates deeper into search engines, SEO is evolving from traditional keyword strategies to a more holistic approach focused on user intent, contextual relevance, and delivering value through rich, meaningful content," says Jason Hennessey, CEO and founder of Hennessey Digital and author of Honest SEO.
For advertisers, this shift presents new opportunities—and challenges. With AI Overviews, businesses can reach users right when their intent to purchase is highest. According to Mika Lepisto, a growth marketing consultant, "AIOs have significantly impacted informational queries, mostly negatively. Sites that rely on informational traffic and ad revenue may face negative impacts."
The bottom line: AI is fundamentally changing how search works, and Google and Microsoft are at the forefront. As the race continues, businesses must adapt their SEO strategies to stay relevant. Whether it’s Google’s seamless shopping integrations or Microsoft’s deep, contextual engagement, AI-driven search is here to stay—and it’s already reshaping how we navigate the web.
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© 2024 Paramark, Inc.
Intent and context matter more than ever, as Google and Microsoft roll out AI Overviews
Oct 9, 2024
Paramark News Desk
Credit Google
Key Points
Google and Microsoft are competing to dominate AI-powered search
SEO experts say the new releases are driving them to reshape strategies, focusing on user intent and high-quality content
Google introduced AI Overviews and advanced planning tools with its Gemini model
Microsoft rolled out enhanced generative AI search in the U.S. for complex queries
...SEO is evolving from traditional keyword strategies to a more holistic approach focused on user intent, contextual relevance, and delivering value through rich, meaningful content.
Jason Hennessey
CEO and Founder
,
Hennessey Digital
Quick recap: Google and Microsoft are racing to dominate the future of search by harnessing the power of AI. Both companies are transforming how we find information, but their approaches differ—and that has major implications for users, businesses, and advertisers.
In May, Google introduced a set of AI-powered features for Search, including AI Overviews and advanced planning tools. Powered by its new Gemini model, these features allow users to ask more complex questions and get quick, contextual answers.
Meanwhile, Microsoft this week rolled out its enhanced generative AI search to a wider audience. The feature, currently available in the U.S., promises to provide more comprehensive answers to a range of informational and complex queries. Users can test the experience by typing “Bing generative search” into the search bar, where they’ll encounter a more interactive layout and detailed responses.
Why it matters: The AI arms race is reshaping search behavior and the broader digital landscape. As AI takes over traditional search methods, SEO strategies are evolving. The focus is now on user intent, context, and high-quality content. Both companies are integrating AI to make search more intuitive:
Google is streamlining shopping and planning, embedding ads directly within AI Overviews.
Microsoft is targeting deeper, information-rich queries, positioning itself as the go-to for complex searches.
AIOs have significantly impacted informational queries, mostly negatively. Sites that rely on informational traffic and ad revenue may face negative impacts.
Mika Lepisto
Growth Marketing Consultant
,
Industry insights: The impact on businesses and advertisers is huge. “As AI integrates deeper into search engines, SEO is evolving from traditional keyword strategies to a more holistic approach focused on user intent, contextual relevance, and delivering value through rich, meaningful content," says Jason Hennessey, CEO and founder of Hennessey Digital and author of Honest SEO.
For advertisers, this shift presents new opportunities—and challenges. With AI Overviews, businesses can reach users right when their intent to purchase is highest. According to Mika Lepisto, a growth marketing consultant, "AIOs have significantly impacted informational queries, mostly negatively. Sites that rely on informational traffic and ad revenue may face negative impacts."
The bottom line: AI is fundamentally changing how search works, and Google and Microsoft are at the forefront. As the race continues, businesses must adapt their SEO strategies to stay relevant. Whether it’s Google’s seamless shopping integrations or Microsoft’s deep, contextual engagement, AI-driven search is here to stay—and it’s already reshaping how we navigate the web.
Related articles
Solutions