Human nature is to find the best (and easiest) way to achieve something. For most of us that’s ensuring that something is done as quickly (and not always as efficiently) as possible. The introduction of AI into search engines satisfies plenty of the aforementioned needs and requirements when it comes to answers.

In this blog, we’ll explore how the introduction of Google’s AI Engine, Gemini, has ruffled a few feathers and perhaps hit another nail in the coffin of the traditional search engine optimisation wizard.

What Is Gemini?

Unless you’ve been living under a rock for the last 12 months you’ll know what Gemini is. For those inquisitive to know more, Gemini is Google’s very own AI engine.

It was originally launched as Bard back in 2023 so isn’t perhaps anything ‘new new’ but still relatively infant in its nature nonetheless. They renamed Bard to Gemini and referenced that it ‘reflects Google’s approach to building AI models’.

Introduction into Search 🔎

In May 2024 following a year-long slog in the war rooms, Google launched Gemini into the search results as an ‘AI Overview’. This wasn’t optional for users either, it was whether they liked it or not. A bit like when your Mum served up sprouts on Christmas Day – Don’t tell me you like Sprouts!!

The introduction of AI Overviews were a seismic shift in the way we interact with the search engine. Much like when Google Ads came about. Google’s expectation was that it would bring AI Overviews to over a billion people by the end of 2024. A bold statement from Liz Reid, VP, Head of Search at Google.

Quick Answers

The idea of these AI Overviews from Gemini is to offer people a knowledge base of billions of articles, web pages and citations in a fraction of a second. Meaning that you could feasibly get trustworthy information in the blink of an eye.

Sounds great eh?

Want to know where the best hot yoga studio is in Wigan? Gemini.
Want to know how to clear up red wine out of your brand new sofa that’s on finance for the next 7 years? Gemini.
Want to simply know why Gemini was introduced into the search engine in the first place? Gemini.

Quick answers from reliable sources all managed, collated and corroborated by Gemini – not Dave from down the pub.

What’s The Damage?

There have been plenty of studies and opinions from experts in the industry. Tim Cameron-Kitchen, a well-respected agency owner spoke about his thoughts when Gemini (Bard) was first released back in 2023. He referenced some pretty damning facts about the necessity of some websites. Especially around informational intent, otherwise known as research. From the studies, it said that of the 7 searches users would make, on average 3-5 of those would perhaps be covered by Gemini. Essentially meaning there would be no need for a website visit.

From my perspective, it’s quite telling that Hubspot’s blog has nosedived in traffic by a staggering 85% in 24 months. Remember we’re talking about Hubspot here. Not Tom’s Crab Shack or your local window cleaner. They have 6.4 million backlinks from 220k referring domains.

Hubspot SEO falling

I think that the introduction of Gemini is causing significant damage to traditional search engine purists and would go one step further and say that Gemini undermines Google’s ethos of ‘serving the most relevant result to searchers intent’. You could argue either way but by introducing an AI engine that does our work for us it’s going to get everyone’s backs up. Big time.

Influencing AI

Yes, you read it right. You can influence AI models by providing them with specific data. This in turn shapes its understanding of said subject. Of course, I know this because Gemini itself tells me. The overarching result is that it impacts its behaviour and output based on the information you provide. There are of course a lot of moving parts to these AI Models but you could feasibly alter the response of an AI model to work in your favour simply by feeding it information.

I look forward to seeing departments in major multi-million pound organisations dedicated to AI influencing and I don’t think it’s long before we see it.

Where Do We Go From Here?

It’s an interesting thought process to undertake. Some of which may/may not be influenced by your receptiveness to how these engines work. But from a marketing and business perspective we must do the right thing in the moment for ourselves. My opinion is that paid advertising and Google Ads have become non-negotiable in a strategy.

Why?

Google aren’t going to decimate the 298 billion dollar golden goose overnight, are they? Google Ads is here to stay.

The second major point around Google Ads is that the anatomy of the SERPs has just simply changed. Attention span has decreased, the length of the page increased and with that, it means that you might have to scroll twice to get to the first organic listing.

On mobile, you might not even get there!

The introduction of a solid Google Ads strategy allows you to, at the very least, bump your site to somewhere near the top of the SERPs for a relatively small cost. Providing it’s set up correctly.

Is SEO ☠️ Dead?

It’s a major statement to make and having built a successful career and grown a business via SEO I don’t think we’re quite there. By holding 90% of the market, Google holds all the cards. We’re just merely pawns in their multi-trillion dollar chess board. We have to move and shift with the times. Right now that means diversifying our strategy in the form of Google Ads implementation, capturing attention via Email Marketing, utilising the power of Google Business Profile and understanding how our audience converts.

🔮 A Look to the Future of SEO

As Marty McFly would say “have you really built a time machine?”, not quite Marty but we may look back on this piece with fond memories in years to come.

My predictions are that Google will realise that whilst AI Overviews are great for most people, they can become less intrusive. We may even see an AI Overview tab at the top of our SERPs page. Making it a conscious choice whether you utilise it or not. Google Ads will continue to grow and prosper and we can take great comfort in the fact that we’ll always have an option to catapult ourselves higher in the SERPs by chucking some cash at it. We must keep faith in traditional SEO and always be mindful that someone, somewhere will always look at who’s ranking the best and providing the most informative content. Whether they find it or not might be another matter…