If you look back at what Google search was like in the past and compare it to how it is now, you can see an overwhelming evolution. It has been a brutal change, which has made finding what you are looking for much easier and simpler, but it has also forced marketers to be constantly changing what they do and adjusting their digital marketing strategies in terms of SEO and web positioning.
It has been a constant obstacle course and one that appears to become even more complex in the immediate future. The Google search engine is about to become much more complex and to have, so to speak, emotions.
This does not mean that the search engine will have personality or bad and good morning, but it does mean that it will become much more empathetic and that these capabilities will affect how it serves the search results and how it connects with consumers.
What exactly is known about how the search engine will change and where will those nuances come from? It’s all connected to what Google just announced at I / O, its developer conference. At the conference, Google explained how it is working with artificial intelligence and how it is improving it.
The ultimate goal is, as explained in Recode , to create more sensitive tools that are capable of understanding how humans actually communicate and think. That is, the tools will be able to empathize – if you can use this word – with human behavior. It is not that they suggest what may interest you, it is that they will be able to follow your conversation and capture the nuances.
Google, they point out in the American medium, is making its AI smarter and thus more human, since it will be better able to understand how humans behave in a real and natural way when they interact with technology. For example, in search terms, the AI would not need a series of questions to be asked, but a complex and sophisticated one.
Another clear example of how the results that point in the middle would be changed is linked to address searches: Google Maps would anticipate the needs of the person to, if that is what they need for one reason or another, not offer them the the most efficient or fastest route, but the one that is safest. Obviously, the advancements of Google’s AI will be applicable to all areas, not just search.
What has Google developed
The two great advances that Google has presented are LaMDA and MUM. Both are still in development, but what they do and how it leaves us already imagining what the future will be like. LaMDA is a language model for dialogue applications that enables AI to be able to converse more naturally.
MUM, the acronym for Multitask Unified Model, is what will most directly impact SEO strategy. With this development, artificial intelligence manages to understand human questions much better and adjust the answers more efficiently. As they point out in Recode , you will be able to understand implicit comparisons that searches bring with them and thus give more appropriate answers.
Comprehension capabilities will also be much broader: they will not only be limited to text, but will also process images and link them to searches. In addition, and this could be another problem for companies in their web positioning strategy, they will seek to reduce the searches to be carried out to achieve the necessary results.
The objective is to ask something and for MUM to already offer a cohesive and efficient answer, without making the user go through link listings and new searches. Will this mean more direct information on results and fewer opportunities for Internet users to click on company pages? That could be one of the big questions.