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BrightonSEO Bots, Browsers, Beyond: Google vs Bing in the Age of AI

BrightonSEO Bots, Browsers, Beyond: Google vs Bing in the Age of AI

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.

Christa Watson

September 19, 2023
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Transcript

  1. CONFIDENTIAL
    Bots, Browsers &
    Beyond
    Christa Watson
    LOCOMOTIVE Agency
    Speakerdeck.com/christawatson
    Linkedin.com/in/christawatson

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  2. CONFIDENTIAL
    CONFIDENTIAL
    2
    AI @ Google
    Machine Learning

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  3. CONFIDENTIAL
    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.”
    -Gary Illyes
    3

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  4. CONFIDENTIAL
    4

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  5. CONFIDENTIAL
    5

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  6. CONFIDENTIAL
    6

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  7. CONFIDENTIAL
    7

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  8. CONFIDENTIAL
    CONFIDENTIAL
    8
    Coverage
    Media

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  9. CONFIDENTIAL
    9

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  10. CONFIDENTIAL
    10

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  11. CONFIDENTIAL
    11
    ➔ Feb - May 2022: Early integration of AI in Google services.
    ➔ Jun - Sep 2022: Emergence of AI chatbots and DeepMind’s new oerings.
    ➔ 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.

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  12. CONFIDENTIAL
    CONFIDENTIAL
    Impact
    12
    Traic

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  13. CONFIDENTIAL
    13

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  14. CONFIDENTIAL
    14

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  15. CONFIDENTIAL
    15

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  16. CONFIDENTIAL
    16

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  17. CONFIDENTIAL
    17

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  18. CONFIDENTIAL
    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
    similar story.
    18

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  19. CONFIDENTIAL
    CONFIDENTIAL
    Tactical
    19
    In the wild…

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  20. CONFIDENTIAL
    Informational
    20
    Bard Bing Chat Winner?

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  21. CONFIDENTIAL
    Informational
    21
    Bard Bing Chat
    Winner?

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  22. CONFIDENTIAL
    Not Deterministic
    22
    You can search for shared responses
    in Bard using the site: operator to see
    others saved results.

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  23. CONFIDENTIAL
    23
    Shared Prior
    New
    Write a response apologizing for not being able to aend a friend’s wedding

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  24. CONFIDENTIAL
    Still Stingy

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  25. CONFIDENTIAL
    Still Stingy (but better)

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  26. CONFIDENTIAL
    Tracking
    26
    For Bard and their SGE, Google
    uses the same indexed
    passages that we find in
    traditional Featured Snippets.
    hps://techboomers.com/sites-like-s
    tubhub#:~:text=TicketsNow.com%2
    C%20another%20Ticketmaster%20s
    ub%2Dsite%2C%20this%20alternativ
    e%20to,then%20replace%20it%20wit
    h%20a%20new%20bar

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  27. CONFIDENTIAL
    Tracking
    27
    Here is a clearer view of the links and the passages from
    the URL decoded:

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  28. CONFIDENTIAL
    Tracking
    28
    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

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  29. CONFIDENTIAL
    CONFIDENTIAL
    Questions?
    29

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