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Introduction
Remember when finding the answer to something online meant hopping from one website to another, getting lost in a sea of tabs? Those days are quickly fading into the background. Now, our questions and queries are more often being answered without even having to leave the search engine or even clicking past the first page. As our attention spans become shorter, technology is accommodating us by delivering information as quickly as possible. Because we are less interested in navigating between websites to find information, it’s possible this is steering us towards a world where we are even more reliant on a handful of large online platforms, making it even more difficult for the smaller brands to compete.
As we dive into this shift, let’s explore what this means for us as users and creators in a digital age where answers come faster than ever before, all within the cozy confines of Google’s ecosystem.
Informational Searches
We’ve all found ourselves at one point or another asking Google a highly specific, random question. In recent years, arguments and curiosities can be settled within seconds and search engines see all kinds of different strange, wonderful questions being asked of it every second.
- When was the last dinosaur?
- How long is lent?
- What year was the great depression?
- How many times was Princess Margaret married?
In fact, put just about any interrogative term into Google and you’ll see a snapshot of just how often Google is used to settle a curiosity.
Even with ChatGPT and other AI tools and software taking up some of the workload, Google is still the first point of call and informational queries like these account for a great deal of searches.
You will have seen that more often than not, these kinds of searches will result in the answer being presented in the search results, serving you the information you’re looking for straight away:
The above is an example of a rich snippet, which takes the information directly from a page that Google has indexed. This has meant that ultimately the website is still getting its content out there and acknowledged. It’s not hard to see why users are shying away from clicking through to websites when there isn’t any need to. Improved algorithms and an increasingly impatient and time-poor population means that no one is going to want to load up another screen if they don’t have to.
Service Based Searches
Interestingly, this kind of behaviour in search engines isn’t just reserved for informational queries anymore. People are increasingly eager to avoid clicking through to websites where possible when looking for products and services as well.
The rise of influence of Google My Business is a testament to this. It’s quite common that for local services, users will simply choose from the options in the map listings rather than going through individual websites. This is especially the case for everyday-type services; people are just looking to search and call.
Google’s introduction of services like Google Flights and Google Hotels only contributes to this. The desire for immediate, comprehensive information within search results means that These services are part of Google’s broader strategy to keep users within its ecosystem by providing them with direct access to a wide range of information and functionalities.
AI Technology
Looking towards the future, the role of AI in search is set to expand significantly. We can anticipate a scenario where informational searches are predominantly answered by advanced AI bots integrated within search engines.
In fact, this feature by Google is already being rolled out and is likely going to change the way we use the search engine moving forward for informational queries and questions. It is essentially looking to take the best parts of Chat GPT and offering it within the Google interface.
Like OpenAI, the feature will basically allow Google to generate content in real time for users asking for certain types of information.
The top of the first page will feature Google’s own rephrased versions of content that it researches for around the web, providing direct answers to queries right in the SERPs. Like rich-snippets, this will further eliminate the need for click-throughs and give users answers straightaway.
Personalization in Search
Google’s approach to personalized search has been evolving continuously, aiming to provide more relevant search results based on individual user preferences, search history, and behavior. Like social media algorithms delivering content to users based on interests and content they have interacted with in the past, there may still be potential for Google search to offer more sophisticated levels of personalization.
This will likely mean less ability to optimize content to suit searches, and more importance given to the algorithm that search engines use to ascertain which content will engage which audiences.
Where to from here?
Needless to say, some of these changes make it more difficult for small brands to keep up with the big players. With every update that Google puts out, there’s always the sentiment out there that traditional SEO is dead. But the fact is there will always be ways that people will use the internet to find information. And as long as that is the case, there are going to be ways to optimize your content so people can find it.
The key to thriving in this evolving environment lies in leveraging the tools and trends that seem daunting at first glance. Personalization, community building, and strategic use of social media can transform the challenges posed by search engine monopolies into opportunities for direct engagement and loyalty building. Smaller brands have the agility to adapt quickly, experiment with new platforms, and tailor their messaging to resonate deeply with niche audiences.
Furthermore, the rise of voice search and AI presents a new frontier for visibility, where optimizing for conversational queries and providing value beyond the immediate answer can set a brand apart. The future, therefore, demands a blend of creativity, technological embrace, and a steadfast commitment to delivering genuine value, enabling smaller brands to carve out their own space in the vast digital ecosystem.
