Latest SEO news: Generative AI in Google Search, one more CWV metric, and another Helpful Content System Update
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Generative AI in Google Search: Now More Than Just Words
Google recently announced its amplified search experience called Search Generative Experience (SGE). In their announcement, Google not only unveiled the new interface but also provided insights into the potential and constraints of this innovative search method.
The key focus of this unique approach to search is prioritizing factual accuracy over natural language results. While the latter can foster trust with users, Google’s priority is placed on ensuring the safety and integrity of the information presented.
By prioritizing facts over natural language, SGE may choose not to generate responses for YMYL queries, for example. And it's also worth noting that civic information has now been included in this category.
When responses are produced, they will be showcased above the organic results. Google, however, assures users that the information will be displayed in a way that enables easy navigation to the original source’s website:
As we bring generative AI into Search, we’re committed to continue sending valuable traffic to sites across the web.
Rest assured, advertising will still play a crucial role in the search experience. AI will not only boost search capabilities but also enhance product recommendations based on user queries. For instance, if a user searches for a [bluetooth speaker for a pool party], SGE will understand that the searcher is looking for water-resistant speakers.
At present, the new feature has undergone testing by search raters. While the raters will still be involved, SGE will gradually roll out to selected user groups. If you’re in the [US, English] category, you can also sign up for the waiting list through Search Labs to be one of the first to try out this new feature.
CWV: ?FID -> ?INP
First, let me decipher this code:
The acronym, INP, stands for Interaction to Next Paint. It is an initiative by Google that will be integrated into Core Web Vitals (CWV). The introduction of INP is widely understood as a move to eventually replace the current metric, First Input Delay (FID). The rationale behind this change comes from the perceived limitations of FID, even though the underlying principle of both metrics is similar.
Here's the anticipated timeline for this transition:
Upcoming Helpful Content System Update
In the announcement about Search Perspectives (which we'll discuss in the SERP features section), it was mentioned that the update rollout will occur in the coming months, "...with a greater focus on content with unique expertise and experience" (keeping in mind the new “E” for experience in EEAT).
Soon you’ll see more pages that are based on first-hand experience or have been created by someone with deep knowledge in a given subject.
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On the reduction of FAQ results in the SERPs
Just to jog your memory, in early April, the community noticed a sharp decrease in the number of FAQs, especially in mobile search. While Google didn't comment on this, John Mueller speculated that it could be attributed to the misuse of the feature:
Sites love adding FAQ markup, it gives them more room in search, and at some point, it makes the results less useful. The right balance makes sense to re-evaluate from time to time, like with any other search element.
However, let's not forget that this is an unofficial explanation; it’s simply Mueller's two cents.
Although the observation is not universal, several SEO professionals on the Local Search forum have reported that local packs have vanished from search results for a significant number of queries.
To be clear, it's not the listings within the Local Pack that have dropped; the Local Pack itself has vanished.?
Could Google be attempting to conserve space again? More to come soon.
You might be wondering, "Perspectives, again?"?
Yes, but last time it was about Google's ongoing experimentation with different variations of this feature.
Now, the search giant has made significant improvements to it and has even dedicated a distinct filter to it in search, located right next to All, Images, and News.
What's inside?
You’ll find long- and short-form videos, images and written posts that have been shared on discussion boards, Q&A sites, and social media platforms. We’ll also provide more details about the creators of this content, such as their name, profile photo, or information regarding the popularity of their content.
Yet another filter. While other filters break search results into groups by their type (images, videos, maps...), this one refines the results by topic.
A similar functionality has been available for refining image search results for quite some time. It was initially introduced to mobile SERPs inDecember and is now also accessible on desktop platforms.