We cover the implications of Search Generative Experience for search engines and how this technology threatens the $68 billion SEO industry.
This week, I read an article examining the potential impact of generative artificial intelligence (AI) technologies on search engines and the SEO industry. An article published in The Conversation by Ravi Sen discusses how this technology threatens the $68 billion SEO industry.
Generative AI and Search Engines
Generative AI aims to make the search experience more effective and user-friendly. However, this technology also threatens the SEO industry. The rise of generative AI creates an environment where users can get direct answers. This can render SEO efforts and rankings ineffective.
One of the concepts we need to learn in this process is Retrieval-Augmented Generation (or RAG for short). This topic is covered in depth in a recent article on Search Engine Land by Michael King.
What is this RAG?
RAG is a technology that aims to present the results of a search query in a more meaningful and contextual way. Essentially, this system acts as a bridge between a language model and a database. The language model understands the search query and pulls relevant information from the database. It then combines this information to produce a more comprehensive and meaningful answer.
Why is RAG Important?
This technology is essential for complex queries. Traditional search engines typically deliver keyword-based results, but RAG deepens these results contextually. That is, it understands not only keywords but also the real needs of users.
SEO and RAG
For SEO experts, RAG begins a new era in content production. It is now possible to produce content optimized not only on keywords but also on context and meaning. While this improves user experience, it can also positively affect search engine rankings.
RAG technology makes the search experience more meaningful and effective. This opens up new opportunities for users, digital marketers, and SEO experts. We will start to see the effects of this technology, especially in content production and optimization processes.
Economic Impact of Productive Search Engine Experience
The SEO industry generated $68.1 billion in revenue globally in 2022, expected to reach $129.6 billion by 2030. However, the rise of generative AI is jeopardizing these projections.
The Reliability Issue of Productive Search Experience
Generative AI still has some challenges to overcome. For example, it may produce incorrect or made-up answers. This may shake users’ trust in such search engines.
Generative AI could be a turning point for the search engines and SEO industry. However, it is essential to remember that this technology is still in its infancy and needs to overcome many problems. Still, it is necessary to closely monitor how this technology will affect the SEO industry in the future.
While search engines such as Google and Bing generate billions of dollars in advertising revenue, one naturally wonders why they would risk this with their productive search experience.
I believe an artificial intelligence-powered search engine that understands your preferences and behaviors could effectively serve as a personal assistant. Such a system could be so attuned to your needs and wants that it could influence your purchasing decisions, potentially encouraging you to buy something.”
Therefore, advertisements may be replaced by special sponsored offers. This could bring search engines much more revenue than ads generate.