{"id":1179,"date":"2025-04-28T08:54:46","date_gmt":"2025-04-28T08:54:46","guid":{"rendered":"https:\/\/www.markteer.com\/blog\/?p=1179"},"modified":"2025-04-28T08:54:46","modified_gmt":"2025-04-28T08:54:46","slug":"how-marketers-can-adapt-to-googles-ai-powered-search","status":"publish","type":"post","link":"https:\/\/www.markteer.com\/blog\/how-marketers-can-adapt-to-googles-ai-powered-search\/","title":{"rendered":"How Marketers Can Adapt to Google’s AI-Powered Search"},"content":{"rendered":"

Search engines have come a long way from the simple keyword-based algorithms of the past. Google, the dominant player in the space, has evolved rapidly, embracing artificial intelligence (AI) and machine learning to deliver more personalized and brilliant search results. With the rise of AI-powered search engines, marketers need to rethink traditional SEO strategies.<\/span><\/p>\n

Google’s shift from keywords to AI means understanding that user intent, context, and semantic relevance have become critical to visibility. This transformation is redefining content marketing, discoverability, and how brands engage with audiences online.<\/span><\/p>\n

A Quick Look at Google’s Evolution in Search<\/span><\/h2>\n

Google started by matching queries to exact keywords. Over time, it introduced updates like Hummingbird (2013), RankBrain (2015), and BERT (2019), each bringing a deeper understanding of language, user intent, and context. Today, we’re entering the era of Google AI search\u2014a more dynamic and conversational way of finding information online. With the rollout of tools like the Search Generative Experience (SGE) and large language models (LLMs), Google is reshaping how it delivers information.<\/span><\/p>\n

According to a 2024 BrightEdge study, over 68% of online experiences begin with a search engine, and <\/span>53%<\/span><\/a> of all website traffic is generated organically through search, BrightEdge, 2024<\/span><\/p>\n

Understanding Google’s AI-Powered Features<\/span><\/h2>\n

What Is the Search Generative Experience (SGE)?<\/span><\/h3>\n

SGE is Google’s AI-driven search experience that uses generative AI to provide summarized, conversational overviews directly in search results. Instead of ten blue links, users get AI-generated answers, follow-up questions, and deeper insights.<\/span><\/p>\n

Google’s SGE is expected to influence over <\/span>25%<\/span><\/a> of all search queries by the end of 2025 as it expands to more regions and industries.<\/span><\/p>\n

How Does BERT Work?<\/span><\/h3>\n

BERT (Bidirectional Encoder Representations from Transformers) enables Google to understand words in context rather than in isolation. It helps the algorithm interpret natural language queries more accurately. Together, BERT and generative AI tools enable Google AI search results that are more helpful, contextual, and user-focused than ever before.<\/span><\/p>\n

Changes in Search Behavior and Results Display<\/span><\/h2>\n

The New Landscape of Search Results<\/b><\/p>\n