What Google's Search Bar Change Means for SEO

No industry has faced more disruptions over the past decade than eCommerce. As an eCommerce professional, I've identified three core industry challenges:

• pressure to nurture, grow and scale new channels rapidly

• manage shipping costs and ever-increasing platform fees

• pivoting strategy to account for new technologies

The upcoming searchbar update is the latest example of shifting technology that eCommerce professionals have to account for. While ChatGPT is something that many business owners are still skeptical of, every business owner knows the importance of ranking within Google Search. Google's adoption of a ChatGPT-style search bar is the final nail in the coffin of the keyword-only era, as intent-based queries and personal relevance become more profound than ever before.

One of the biggest changes is the ability to initiate full conversations with Gemini. This is a bold move for Google, but an understandable one. As someone who has incorporated AI into my daily workflow, this is one of the biggest reasons why I rarely have used Google for informational searches over the past few years. It simply couldn't handle the amount of context that I've been able to provide to other LLMs.

But what does this mean for your company's website? Will people be able to find it organically, or is pay to play the cost of admission? The answer is that you will still rank if your website content has enough authority and relevance.

Explain what and who your product is for

The best way to address relevancy in this new era is to explain what and who your products are for. If you have built out customer personas, this is information that you likely already have on hand but have never included in your content or keywords. This strategy is the opposite of the traditional, general, broad market capture- but it wins in a world where every search is longtail.

You may be thinking - I don't think in longtail terms when I shop. If I need new shoes, I just search for shoes. But AI does not treat shoes the same way for each customer. AI has the context of what each person's interests are. It's a monumental personalization engine, and it only gains more data over time.

Don't be afraid to get specific with your product listings and your website content. Maybe your shoes are durable for men working in muddy conditions. Or an outfit is great for people who tend to sweat a lot in the summer because it doesn't show stains. Lean into your customer's needs, and craft compelling content that stands out from the rest. Because content that isn't differentiated may not show up at all.

Audit your customer reviews regularly

Customer reviews are full of valuable information about the perception of your products. Not only do you not want negative feedback to make its way into AI suggestions, but you also want to overcome buyer objections as early in the funnel as possible. If AI provides misleading context or claims about your product, this can cause customer confusion and lead to higher CPCs and return rates.

Publicly responding to reviews is also a great way to show customers that you acknowledge customer concerns and are addressing them as they arise. This also can provide beneficial context for LLMs. For example, if a customer complains about slow delivery times, there is a chance this will show up in an AI summary. Responding to the review and providing additional context about that customer's situation and what you are doing to resolve it for future orders can completely change the way that AI presents the product or service you are selling.

Research how Google is presenting your brand

When we first started optimizing our pages for LLMs, we quickly discovered that AI thought our company Stone Graphic Art was literally a company that specialized in painted rocks. It didn't have enough contextual awareness to understand that the brand Stone Graphic Art is actually based on my last name, not literal stones. These kinds of contextual misunderstandings can massively hurt your brand, its reputation, and your customers understanding of what you are offering. Continuously monitor and iterate pages based on Google's understanding of your brand, as this can play a factor between your brand being recommended or your competitors.

Google's AI search bar is a good thing

The only constant within eCommerce is change. But change is a good thing - the companies that embrace AI will not only rank well but have a virtual advocate recommending their products directly within search. SEO isn't dead, and your website doesn't have to be either. If you need help working thru these changes, feel free to reach out to us about our eCommerce Services - we'd love to work with you.