In this presentation, we'll explore how conversational agents are reshaping our experiences with search engines like Google and Bing. We'll discuss how search results have changed due to the influence of these sophisticated language models. These changes directly affect what we see in our search results, but there are also indirect changes. For instance, language models like Copilot can provide information directly, without us needing to do a separate search. Additionally, we'll talk about the challenges that websites face when they have to decide how much information to share with search engines versus what they keep for their own platform users. This dilemma arises as deep learning models blend real-time data (current events) with training data (past events). We'll take a broad look at the changes we've seen in the past few months and make some predictions about what might be in store for the future.
Bots, Browsers &
AI @ Google
Machine Learning (AI)
Is not new…
“Google’s been using AI (machine
learning speciﬁcally) since about
2001. Thanks apocalyptic AI article
you just read is about 20 years late.”
➔ Feb - May 2022: Early integration of AI in Google services.
➔ Jun - Sep 2022: Emergence of AI chatbots and DeepMind’s new oerings.
➔ Oct 2022 - Jan 2023: Increased competition between Google and Microsoft,
including signiﬁcant investments and concerns over ChatGPT.
➔ Feb - Apr 2023: Rapid development in AI-powered search technologies by
both Google and Microsoft.
➔ May - Aug 2023: New product launches, collaboration, and open-source
initiatives, along with expansion of existing AI services.
StackOverﬂow had a
change to their cookie
consent and GA that,
according to them,
impacted their analytics
reporting in their public
tool. However, their
post data (we assume is
internal - although they
didn’t conﬁrm), tells a
In the wild…
Bard Bing Chat Winner?
Bard Bing Chat
You can search for shared responses
in Bard using the site: operator to see
others saved results.
Write a response apologizing for not being able to aend a friend’s wedding
Still Stingy (but better)
For Bard and their SGE, Google
uses the same indexed
passages that we ﬁnd in
traditional Featured Snippets.
Here is a clearer view of the links and the passages from
the URL decoded:
While Whilst not perfect, updating your tracking code to capture these “text=” fragments as
custom dimensions can give you some coverage of SGE, especially if it starts to replace featured
results that traditionally have used this convention.
Platform Attribution Work-around
Google SGE Will appear as organic Track text= landings
Bard Google sets noreferrer on links to hide this traffic
Bing Will appear as organic
ChatGPT Will appear with source: chat.openai.com