Google Search in 2024 will be different
Let’s get straight to the point. In 2024, Google Search will undergo a transformation and resemble ChatGPT more than its current form.
Why?
Google is adapting to changes in consumer behavior. What do we mean by that?
In November 2022, ChatGPT caused a sensation and became the fastest-growing app in history, attracting 100 million users within just two months of its launch. (source: Reuters https://www.reuters.com/technology/chatgpt-sets-record-fastest-growing-user-base-analyst-note-2023-02-01/)
But that’s not all. People use ChatGPT for a wide range of use cases, including content creation, EA tasks, and overall research. In addition, OpenAI has reported that over 2 million developers are working with its models to build new apps on top of them.
The potential is incredible, and I suppose we don’t need to emphasize that.
What’s the impact of ChatGPT on Google Search?
Valid question. While ChatGPT has an immensely fast growing user base, it’s still rather small compared to Google Search.
Yes, ChatGPTs is still growing, but total stats according to similarweb paint a different picture in terms of total usage.
According to Similarweb, chat.openai.com has been visited approximately times over the last 30 days. That’s an increase of from February 2023’s . And than December 2022’s visits.
(source: https://explodingtopics.com/blog/chatgpt-users)
As you can see, Google – by far – is still having a tremendous advantage and KPIs. 85 billion visits vs 1.7 billion definitely shows that the days of Google Search are not over yet.
Generative AI in Google Search in 2024
The TLDR version: AI-generated answers will now be displayed above the Google search results listings, as shown in the screenshot below.
Most businesses and marketing teams may not be fully prepared for the upcoming changes. In October 2023, Google made an announcement (source) stating that they are currently experimenting with innovative methods to incorporate generative AI into Google Search. This includes the ability to generate images and provide immediate answers.
- Enhance your search experience with the integration of Generative AI
- Discover a new way to find inspiration by creating images directly on Google Search
- Utilize generative AI to spark creativity and find inspiration
With these advancements, Google’s appearance and functionality will undergo significant transformations. You can already test these new features yourself and witness the future of Google Search.
Why does this matter for marketing teams?
It is highly likely that the majority of marketers are currently unaware of this significant change and the extensive consequences it carries.
Upon testing the beta version, you will witness firsthand how Google is actively demoting the organic search results, opting instead to prominently display its own AI-generated responses tailored to match the user’s search intent.
It is important to note that the organic search results are being intentionally suppressed by the inclusion of AI-generated answers.
Why does this matter for marketing teams?
You are probably thinking…
- More Zero click results
- Less visibility / impressions for one’s own website URL
- Less traffic to be expected…
Search Engine Land reported on a Semrush study in 2022 that 25.6% of desktop, and 17.3% of mobile searches are zero-click. Google is already keeping some traffic to themselves, right?
There’s no one answer to this question. We know that consumers want answers – typically as fast as possible. Google now provides more of those answers than ever in the form of various search features (e.g., time, weather, movie showtimes, even direct answers).
But based on this side-by-side comparison of Google Search with Generative AI and Google Search without it (status quo), you can see that the visibility and therefore Click-Through-Rates to your websites are most likely decreasing.
Sorry, it gets even worse… and then it gets even worse.
Have you ever wondered how you can accurately measure and track the usage of your content by generative AI systems like Gemini or ChatGPT? How can you ensure that your brand is being seen and recognized? Are your competitors outshining you in terms of visibility?
We have spoken to numerous marketers who face the challenge of zero visibility. They lack the necessary insights to understand how their content is performing on platforms such as ChatGPT, Google AI, or even Microsoft Bing.
Let’s outline the three key problems they encounter:
- Zero clicks: It’s a reality that zero-click searches are on the rise, and this trend is likely to continue.
- Zero tracking: Although your content may be displayed, it’s difficult to measure its impact in terms of website clicks. How can you accurately gauge the reach and engagement of your content?
- Zero knowledge: Overall, there is a lack of information regarding your visibility, brand presence, content performance, and how you stack up against your competitors on Google AI searches and other similar platforms.
As you can see, these challenges are significant.
However, amidst these impending changes, there is also some good news to consider.
Introducing
The good news is that you can monitor and optimize your content and website. All with Otterly.AI.
This will lead to a new level playing field and a big opportunity to improve your overall website’s rankings and your brand visibility.
Otterly.AI is the new standard in asily monitor your brand, competitors, and any prompt. Discover how visible your brand is.
- Share of Voice for Generative AI:
- Prompt Monitoring: You can monitor any prompt of your choice – be it once or over time (weekly).
- AI Brand Rankings: With AI Brand Rankings, you can see how visible your brand is – overall compared to the market you are in.
And the best of all. Otterly.AI combines all LLMs and KPIs in one place:
- Palm 2
- OpenAI GPT 4
- Google Gemini
You always will have an aggregated view on your key performance indicators for Generative AI.