www.mediapost.com
Open in
urlscan Pro
96.126.108.115
Public Scan
URL:
https://www.mediapost.com/publications/article/384621/the-evolution-of-transformative-search-engine-expe.html?utm_source=n...
Submission: On April 22 via api from CH — Scanned from DE
Submission: On April 22 via api from CH — Scanned from DE
Form analysis 5 forms found in the DOM
Name: pubshomekeywordsearch — GET /publications/search/
<form id="pubshomekeywordsearch" name="pubshomekeywordsearch" action="/publications/search/" method="get" onsubmit="ga('send', 'event', 'topmenu', 'click', 'search', 1);"><input id="id_q" class="manageMenu" type="text" name="q"
style="width:200px;"><input id="search-submit" type="submit" style="background: url('https://s3.amazonaws.com/static.mediapost.com/images/mp_sprites.png') 0 -32px transparent; border:0; width:20px; height:20px; cursor:pointer;" alt="" value="">
</form>Name: popSigninForm — POST /login/?next=/publications/article/384621/the-evolution-of-transformative-search-engine-expe.html
<form onsubmit="ga('send', 'event', 'topmenu', 'submit', 'signin', 1);" method="post" name="popSigninForm" id="popSigninForm" action="/login/?next=/publications/article/384621/the-evolution-of-transformative-search-engine-expe.html"><input
type="hidden" name="csrfmiddlewaretoken" value="X8Z9zrRM4ppEYvpbswUP8NOEkngNVcE2N6R0XiNJJlYYE1sizDCnpupDIETmoyKL">
<p><strong>Username</strong><input id="username" name="username" title="username" tabindex="4" type="text"></p>
<p><strong>Password</strong><input id="password" name="password" value="" title="password" tabindex="5" type="password"></p>
<p class="remember"><input value="Sign in" tabindex="7" type="submit"><input id="remember" name="remember_me" value="1" tabindex="6" type="checkbox" checked="checked"><label for="remember">Remember me</label></p>
<p class="forgot"><a onclick="ga('send', 'event', 'topmenu', 'click', 'password_reset', 1);" class="modal_45_45 cboxElement" href="/password-reset/?modal=1" id="resend_password_link">Forgot your password?</a></p>
</form>POST /login/?next=/publications/article/384621/the-evolution-of-transformative-search-engine-expe.html
<form action="/login/?next=/publications/article/384621/the-evolution-of-transformative-search-engine-expe.html" method="POST">
<div style="display:none"><input type="hidden" name="csrfmiddlewaretoken" value="X8Z9zrRM4ppEYvpbswUP8NOEkngNVcE2N6R0XiNJJlYYE1sizDCnpupDIETmoyKL"></div>
<p>If you're already a paid subscriber, please sign-in.</p>
<p><label for="id-username">Username</label> <input id="id-username" tabindex="1" name="username" title="username" type="text"></p>
<p><label for="id-password">Password</label> <input id="id-password" tabindex="2" name="password" title="password" type="password"><span
style="padding:8px 0;"> <a href="/password-reset/" style="text-decoration:underline;">Forgot?</a></span></p><span class=""><input value="Sign in" tabindex="3" type="submit"></span>
</form>POST /login/?next=/publications/article/384621/the-evolution-of-transformative-search-engine-expe.html
<form action="/login/?next=/publications/article/384621/the-evolution-of-transformative-search-engine-expe.html" method="POST">
<div style="display:none"><input type="hidden" name="csrfmiddlewaretoken" value="X8Z9zrRM4ppEYvpbswUP8NOEkngNVcE2N6R0XiNJJlYYE1sizDCnpupDIETmoyKL"></div>
<p style="font-size:12px;">Log in if you are already a member</p>
<p style="font-size:12px;"><label for="id-username">Username</label> <input id="id-username" tabindex="1" name="username" title="username" type="text"></p>
<p style="font-size:12px;"><label for="id-password">Password</label> <input id="id-password" tabindex="2" name="password" title="password" type="password"><span
style="padding:8px 0;"> <a href="/password-reset/" style="text-decoration:underline;">Forgot?</a></span></p><span class="" style="font-size:12px;"><input value="Sign in" tabindex="3" type="submit"></span>
</form>Name: subform — POST
<form name="subform" id="subform" method="post" action="" onsubmit="ga('send', 'event', 'article', 'submit', 'subscribeform', 1);" novalidate="">
<div style="display:none"><input type="hidden" name="csrfmiddlewaretoken" value="X8Z9zrRM4ppEYvpbswUP8NOEkngNVcE2N6R0XiNJJlYYE1sizDCnpupDIETmoyKL"></div>
<div class="subscribe_email"><label name="inField" for="id_subform-email"></label><input type="text" name="subform-email" placeholder="enter your email address" required="" id="id_subform-email"></div><input type="hidden" name="subform-newsletter"
value="46" id="id_subform-newsletter">
<div>
<div class="grecaptcha-badge" data-style="bottomright"
style="width: 256px; height: 60px; display: block; transition: right 0.3s ease 0s; position: fixed; bottom: 14px; right: -186px; box-shadow: gray 0px 0px 5px; border-radius: 2px; overflow: hidden;">
<div class="grecaptcha-logo"><iframe title="reCAPTCHA"
src="https://www.google.com/recaptcha/api2/anchor?ar=1&k=6LeoKwAVAAAAAIS1cO_B0MKCBi00R_XKh1m1uVl0&co=aHR0cHM6Ly93d3cubWVkaWFwb3N0LmNvbTo0NDM.&hl=de&v=4PnKmGB9wRHh1i04o7YUICeI&size=invisible&cb=3kniowm74lt5"
width="256" height="60" role="presentation" name="a-kttjw6d2w8qw" frameborder="0" scrolling="no" sandbox="allow-forms allow-popups allow-same-origin allow-scripts allow-top-navigation allow-modals allow-popups-to-escape-sandbox"></iframe>
</div>
<div class="grecaptcha-error"></div><textarea id="g-recaptcha-response" name="g-recaptcha-response" class="g-recaptcha-response"
style="width: 250px; height: 40px; border: 1px solid rgb(193, 193, 193); margin: 10px 25px; padding: 0px; resize: none; display: none;"></textarea>
</div><iframe style="display: none;"></iframe>
</div><input type="submit" name="subform" value="Subscribe" id="subscribe" class="g-recaptcha" data-sitekey="6LeoKwAVAAAAAIS1cO_B0MKCBi00R_XKh1m1uVl0" data-callback="onSubmit" onclick="this.style.visibility='hidden';"
ondblclick="this.style.visibility='hidden';">
</form>Text Content
Toggle navigation
* News
* Current StoriesMediaPost HomeToday's NewsToday's OpinionsMediaPost Week in
Review
RECOVERY REPORTCovid-19 Impact & Recovery
Agencies &The Agency BusinessMediaPost's Agency DailyMEDIApsssstAccounts in
ReviewOut to LaunchPeople on the Move
Digital Media, Marketing
and AdvertisingDigital News DailyData & Programmatic InsiderMobile
InsiderSocial InsiderVideo InsiderRTBlogPolicyBlogEmail Marketing
DailyEmail InsiderSearch & Performance Marketing DailyInside Performance
ResearchResearch IntelligencerCenter for Marketing & Media Research
Media Buying/PlanningMediaDailyNewsMedia Insider
TelevisionTelevisionNewsDailyTVBlogTV WatchAdvanced TV Insider
Publishing & PublishersPublishers DailyPublishing Insider
Brand and Product MarketingMarketingDailyMarketing: Top of the
NewsMarketing InsiderBrand InsiderBrand Insider: Behind the ScenesMarketing
SectorsMarketing Politics WeeklyMarketing Automotive WeeklyMarketing Retail
WeeklyMarketing: CPG WeeklyMarketing: D2C WeeklyMarketing: QSR
WeeklyMarketing: Pharma & Health Weekly
* Events
* Events Home2023 Events CalendarUpcoming EventsEmail Insider Summit
April 19 - 22, 2023, Hilton HeadOutfront Forum
April 26, 2023, NYCSearch and Performance Insider Summit
May 7 - 10, 2023, CharlestonBrand Insider Summit D2C
May 10 - 13, 2023, CharlestonPublishing Insider Summit
June 4 - 7, 2023, New OrleansBrand Insider Summit QSR
July 16 - 19, 2023, Park City
Brand Insider Summit Pharma & Health
July 19 - 22, 2023, Park CityData & Programmatic Insider Summit
August 23 - 26, 2023, Lake TahoeOMMA Awards
September 28, 2023, NYCDigital OOH Insider Summit
October 4 - 7, 2023, AustinTV + Video Insider Summit
October 22 - 25, 2023, NashvilleBrand Insider Summit CPG
November 12 - 15, 2023, Santa Barbara
Recently ConcludedBrand Insider Summit Retail
April 16 - 19, 2023, Hilton HeadMarketing Automotive Awards
April 5, 2023, NYCMarketing: Automotive
April 5, 2023, NYC - JavitsCreative Media Awards
February 2, 2023, NYCAgency of the Year
January 25, 2023, NYCMediaPost All Stars
January 25, 2023, NYCMarketing: Politics
January 19, 2023, Washington DCMarketing: Automotive
November 17, 2022, LA
More EventsEIS Awards
* Awards
* Awards HomeOMMA Awards (September 28, 2023, NYC)Marketing Automotive
Awards (April 5, 2023, NYC)Creative Media Awards (February 2, 2023,
NYC)Agency of the Year (January 25, 2023, NYC)MediaPost All Stars (January
25, 2023, NYC)EIS Awards (October 3, 2022, NYC)
* Members
* Become A MediaPost Member
Subscribe to your choice of industry specific newsletters, save $100 on
conferences, search member directories, comment on stories and more. Free
to qualified media, marketing and advertising professionals.
Join NowMember ResourcesAll Member DirectoryManage My AccountManage My
Subscriptions
* More
* Additional ResourcesFeedback Loop (Comments)Job PostingsPremium
ResearchMediaPost AcademyWhitepapersWebinarsAbout and ContactsAbout
MediaPostContact EditorialPrivacy/TermsMedia Kit
* Search
*
Advanced Search
* Sign in
* Username
Password
Remember me
Forgot your password?
* Register
* Advertise
* Follow
*
*
*
WHILE OTHER MEDIAPOST NEWSLETTERS AND ARTICLES REMAIN FREE TO ALL ... OUR NEW
RESEARCH INTELLIGENCER SERVICE IS RESERVED FOR PAID SUBSCRIBERS ...
Subscribe today to gain access to every Research Intelligencer article we
publish as well as the exclusive daily newsletter, full access to The MediaPost
Cases, first-look research and daily insights from Joe Mandese, Editor in Chief.
Become a subscriber today!
If you're already a paid subscriber, please sign-in.
Username
Password Forgot?
BECOME A FREE MEDIAPOST MEMBER NOW TO READ THIS ARTICLE
* Unlimited articles every day
* Keep up-to-date with media, marketing and advertising news
* Invitations to exclusive industry events and research
Log in if you are already a member
Username
Password Forgot?
Subscribe to Search & Performance Marketing Daily
COMMENTARY
THE EVOLUTION OF TRANSFORMATIVE SEARCH ENGINE EXPERIENCES
* by Laurie Sullivan , Staff Writer @lauriesullivan, 10 hours ago
It's not entirely clear how generative artificial intelligence (AI) technology
will help search engine optimization (SEO) professionals with campaigns. But one
thing is certain: Google on Friday announced its AI model Bard is being launched
in more than 20 programming languages including C++, Go, Java, Javascript,
Python and Typescript to help with programming and software development tasks,
including code generation, debugging and code explanation.
There has been a never-ending flow of news and information associated with
generative AI since OpenAI launched its chatbot technology late last year. To
determine how this technology will affect and influence SEO professionals, I
caught up with Jim Yu of BrightEdge, which has been integrating traditional AI
into its platform for more than 12 years.
We spoke about the technology’s traction in search engine marketing and how
humans -- not just the technology -- will become crucial to the success of
search and content marketing.
advertisement
advertisement
BrightEdge AI-led products such as Autopilot and SearchIQ will evolve, Yu said,
adding that the company will release more capabilities in the coming months.
While AI integrated into search is not new, “the growth of conversational search
and generative AI is new,” says Yu. “As big search players such as Bing and
Google integrate chat and conversational-based technology into their engines, we
will see an evolutionary change in search engine experiences in terms of how
they look and how consumers extract information.”
The Evolution Of Search-Engine Experiences
Interest in AI continues to grow -- mainly because, for the first time, it has
allowed people to interact and use an interface directly. There are two
significant differences to be aware of when talking about generative AI, says
Yu. He explains it like this:
1. Stand-alone generative AI applications. These have been created via Open AI’s
chat revolution. This has led to a flood in the market of conversational-based
AI tools focusing on specific and niche tasks such as content creation, editing
and copy, customer service bots, visual imagery creation, and much more.
2. Integrated generative AI in search engines: This is where search engines
themselves integrate conversational and generative AI into their platforms
directly.
For example, Bing relies on ChatGPT-4 and has incorporated it into its search
engine first, which prompted a lot of interest in Bing.
On the other hand, Google’s Bard is based on its own Language Model for Dialogue
Applications (LaMDA) technology. While both offer different experiences and
result types, it is clear that the former has driven the latter as search
engines add more tailored and diverse experiences than ever before.
What It Means For SEO And Content Marketers
Earlier this month, Google announced that it would be integrating more AI into
its search engine directly, and last week alluded to the integration of the
technology into its advertising platforms. By using large language models
(LLMs), which can simulate human responses to questions, it aims to enhance user
experiences.
Yu said marketers could expect Google to integrate automated search phrases into
the Bard chatbot, add command-based interfaces in its search engine, and launch
new user interfaces with traditional and conversational search boxes.
Yu also believes that by working with Google’s latest announcement about Project
Magi, it will introduce a new type of search engine to make search more
conversational with more personalization. Google has 160 engineers working on
Project Magi, according to The New York Times.
Some advice For SEO And Content Marketers
1. Be prepared: People will always visit websites, and the core fundamentals of
SEO will be vital. Ensure that your site is optimized for conversational search
queries and is technically sound with regard to Core Web Vitals such as page
speed and structure. Focus on designing content with context to provide as many
signals as possible to help generative AI models understand the context with
schema. Follow Google’s E-E-A-T and Helpful Content best practices in terms of
content.
2. Experiment with patience: It is a great time to experiment and test to
understand where, how, and when to use conversational AI, but with AI-generated
content be aware of its limitations and ensure human input and supervision are
vital to any publication process. As AI develops, things change -- and while
search engines adapt, be patient, as no one has all the answers right now.
3. Remain agile. Change is the main constant in search. Agile SEO professionals
responsive to change gain a competitive advantage.
Generative AI Shortfalls
It may not see this way today, but Yu believes humans will become drivers of AI
performance, and symbiosis will be crucial. This is because AI’s success --
particularly conversational AI -- depends on human input and supervision.
Generative AI cannot replicate key human traits such as creativity, empathy, and
experiences, he says.
Artificial Intelligence can interpret emotional expressions, but it cannot feel
emotion, and falls short when it comes to forming real connections with
consumers. A human must be behind that connection.
AI is often capable of complex problem-solving, but it can still lack the
ability to interpret abstract concepts or apply logical reasoning. This lack of
understanding can give incorrect responses leading to awkward situations and
inaccurate conclusions.
According to Yu, In the future, humans will become AI managers and supervisors
at the front and the end of processes.
From prompt experts to fact-checkers and editors who add the vital human element
differentiating content and search experiences in and out of search engines.
*
*
*
advertising, artificial intelligence, bing, chat, google, language, microsoft,
performance marketing, search, seo, technology
Comment
Next story loading
About the Author
Laurie Sullivan is a writer and editor for MediaPost. You can reach Laurie at
lauriesullivan@gmail.com.
advertisement
More from Search & Performance Marketing Daily
* Generative AI Most Transformative Technology On Par With The Internet
* How U.S. Consumers Really Think About Online Privacy
* Gen Z Shopping: 79% Originates On Social Media, Study Shows
* Marigold Debuts Tool To Help Marketers Collect Zero- And First-Party Data
* FASTs To Generate $6.3B In Global Revenue In 2023, $12B By 2027
* Barkley Issues New Purpose Report To Guide Brands
* Values Are Meaningless -- But They Don't Have To Be
* Why Strategic M&A Activity Can Be A Growth Engine For Your Company
* Generation Alpha Checks In
SPONSOR CONTENT
* Join Top Search and Performance Buyers in Charleston