This article is published in partnership with Partoo.
In the early days of the Internet, finding information online consisted of typing a few keywords into a search engine and sifting through a list of links.
Google revolutionized this process with its PageRank algorithm, which ranked search results according to relevance and popularity.
Over the years, Google has become synonymous with online search, dominating the market thanks to its sophisticated algorithms and streamlined interface.
However, with advances in technology and changing user behavior, traditional keyword-based search engines are facing new challenges.
One of these challenges has been therise of local search, where users look for information on businesses, restaurants and services close to home.
Local search, particularly through Google business listings, has become increasingly important for businesses seeking to develop their local customer base, and for users looking for ever more personalized results.
This is where generative AI comes in, a technology that uses LLMs(Large Language Models ) to generate human-like texts and responses.
An LLM is a type of computer program that is highly capable of understanding and generating text similar to that of a human being.
It is formed from huge quantities of textual data from the Internet, books, articles, etc.
LLMs are able to write stories, answer questions, translate languages and even have conversations with people.
Google's Search Generative Experience (SGE) and Microsoft's Bing Copilot are perfect examples of howgenerative AI is reshaping the search landscape.
By integrating LLMs such as ChatGPT and Gemini, search engines can nowprovide users with more contextualized and relevantresults than ever before.
Generative AI has also made its mark in local search, improving the accuracy and relevance of search results for users looking for nearby businesses or services.
Thanks to generative AI, search engines can better understand user queries and provide personalized recommendations based on location, preferences and previous behavior.
Still in the experimental phase in the United States, Google has launched a new feature using generative AI on Google Maps, enabling users to receive personalized recommendations based on their preferences.
This feature would enable users to find places via AI according to specific criteria such as dietary restrictions or pet-friendly options.
Conversational AI takes search to the next level by enabling "natural language interactions" between users and search engines.
Instead of typing keywords into a search bar, users can now ask questions and engage in conversations with AI-enabled voice assistants such as Google Assistant and Siri.
This shift from keyword-based queries to conversational interactions has several advantages for users: conversational AI offers faster responses, personalized recommendations and a potentially more intuitive search experience.
Users can ask complex questions, receive information summaries and explore different points of view on a subject, all through natural language interactions.
Local search plays a crucial role in connecting users with nearby stores, restaurants, professionals and other local businesses.
Generative AI improves the local search experience by providing more accurate and relevant results based on
For example, when searching for nearby restaurants, users can receive personalized recommendations based on their food preferences, past experiences and reviews they have already left online.
This makes it more crucial than ever for establishments to offer up-to-date, detailed and consistent information, on which AI can base its search results.
Relying on a solution like Partoo, which centralizes this information and automatically distributes it to the referencing platforms that count, saves time and boosts visibility on the Internet.
Generative AI also helps companies optimize their online presence for local search.
By understanding user intent and providing personalized recommendations, companies can attract more customers, and improve their visibility in local search results for more specific products or services.
Despite the benefits of generative AI and conversational search, there are still challenges and considerations to be taken into account.
AI-powered search algorithms can have limitations and biases that impact the quality and accuracy of search results.
In addition, the use of AI in research raises concerns about data confidentiality and ethical implications.
It's essential that search engines and technology companies take a responsible approach to AI development and implementation.
This involves :
"Generative AI and LLMs have known limitations, and online search, even today, doesn't always yield good results," explains Elizabeth Reid, vice president and general manager of Search at Google.
"We take a responsible responsible and deliberate approach to bring new generative AI capabilities to online search. We've trained these models to meet Search's high quality standards, and we'll continue to improve them over time."
The future of online search technologies is rich in possibilities.
Advances in generative AI, conversational search and local search will continue to transform the way users interact with search engines and discover information online.
For marketers and businesses alike, this represents new opportunities to leverage AI-based search technologies for competitive advantage.
By keeping abreast of evolving search trends and adapting their strategies accordingly, companies can boost their online visibility, significantly improve their customer relations and stimulate growth in a digital ecosystem increasingly powered by AI.
Things to remember
In conclusion, the evolution of online search from traditional keyword-based methods to AI-powered conversational interfaces represents a significant paradigm shift in the way users access and interact with online information.
Generative AI and conversational search have revolutionized the search experience, offering users faster, more intuitive and more personalized ways of discovering information.
As businesses and marketers embark on this new era, adopting AI-based technologies and keeping up with emerging trends will be key to success.
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