From Search Rankings to Answer Synthesis - How to Weather The AI Storm

Transcript

1. From Search Ranking to Answer Synthesis: How to Weather the AI Storm Dawn Anderson - Bertey
2. Who's Dawn Anderson?
3. 2023 - The Dawn of Generative Information Retrieval
4. In Plain Language - From 10 Blue Links... To AI Overviews...
5. The Dawn of Generative Information Retrieval • Represents the biggest change in information retrieval in 70 years • Yes, since before the web and as far back as post Second World War days
6. SIGIR Generative IR Workshop 2023 v Google Search Central NYC 2025 – Both Show Generative IR Becomes The Core of Search
7. In the world of Information Retrieval There's Been Trouble At t'mill
8. Generative Information Retrieval is Google's 'Rush Job' • In response to Open AI / ChatGPT • To align with Broder's 'Delphic Costs' 'effortless search' concept • 'Minimum Viable Product' with Reinforcement Learning From Human Feedback (RLHF) • Hallucinations galore
9. Generative IR is NOT Robust. Not Source Faithful. Not Factual
10. "Involution Instead of Evolution" (Ricardo Baeza- Yates)
11. Bender & Shah (2024) refer to the web as a "potential endangered information ecosystem" • Source: Envisioning Information Access Systems: What Makes for Good Tools and a Healthy Web? Bender & Shah, 2024
12. Generative IR Does Not Meet The Various Types of Belkin Information Seeking Strategies (ISS) (Bender & Shah, 2024)
13. Nevertheless... Generative IR Rumbles Onwards
14. So...What Should SEOs Be Doing Right Now About All of This? Be realistic 01 Be forward- thinking 02 Be more consistent than ever before 03 Be technically sound 04 Know thy audience & personas 05 Begin measurement, monitoring and tracking plans 06
15. Be Realistic
17. AI Search Overall is Largely Inaccurate https://www.cjr.org/tow_center/we-compared-eight-ai-search-engines- theyre-all-bad-at-citing-news.php
18. You Don't Want to Be Like 'Chicken Licken' AKA 'Henny Penny' here in the U.S.
19. Be Forward Thinking
20. AI Overviews / Generative IR is Rising... Fast
21. This is a Take Over
22. All Google Generative IR / Gen AI / AI Overviews Are Rising Massively
23. Studies by Salt Agency finds LLM traffic converts at a similar rate to organic traffic Source: https://salt.agency/blog/do-users-really- show-higher-intent-when-they-click-through-from- an-llm-to-a-website/
24. Be More Consistent Than EVER Before
25. Two Types of Generative IR Closed book Information comes only from within the model Open book Information comes from within the model and also can come from external sources to provide grouding
26. We are dealing with 'Open Book' Generative IR The gaps get filled with grounding via Retrieval Augmented Generation (RAG)
27. Open Book = Retrieval Augmented Generation (RAG) Helps to Bridge Gaps
28. Data Imputation – Bridging Gaps in Data
29. Disambiguating Equiprobability
30. Disambiguating Equiprobability... But this time it's for LLMs / Generative IR / AI Overviews MAXIMUM LIKELIHOOD ESTIMATION
31. (Probably akin to) Estimation- Maximisation Algorithm Image Source: https://www.geeksforgeeks.org/ml-expectation-maximization-algorithm/
32. Website Homonymy – hat tip -> Dixon Jones
33. Context Works Wonders
34. There's Hope For Schema Yet
35. Add That Context SEOs Relatedness Schema Semantic headings Remove ambiguity Consistency in clustering Clear topic chunking in long form content
36. Be Technically Solid
37. If You Block Google-Extended You Are Not a Candidate For Grounded Search Result Inclusion
38. Avoid (even more so) client side rendered Javascript
39. Although... • Both Googlebot and Google- Extended (Gemini) use WRS (Web Rendering Service) • Google AI bot renders javascript Source: https://www.seroundtable.com/googles-ai-crawler-renders-javascript-39353.html
40. LLMS.TXT - Open for Debate Currently As to its Necessity
41. Are LLMS.txt Akin to the Meta Keywords Tag for Google? https://www.reddit.com/r/TechSEO/comments/1k0kcx9/llmtxt_where_are_we_at/
42. Uptake is Very Low Currently Source: https://www.chris-green.net/post/million-websites-in-search-of-llms-txt
43. Know Thy Audience and Personas
44. Memories & Personalisation
45. Hobbies & Interests
46. Begin Measurement, Monitoring and Tracking Plans
47. Claim that AI Search referral traffic as SEO There will 100% need to be bridges crossed by SEO professionals to maximise LLM and AI Search traffic
48. GA4 Filters to Create
51. It's An Exciting Time for Information Retrieval & SEO • "Generative question answering is not the end of classical information retrieval, but rather opens up a new frontier of exciting and important research problems." (Najork - SIGIR 2023)
52. Takeaways Be • Be realistic - Don't jump the gun Be • Be forward thinking. Prepare the ground. Increase • Increase consistency assurance across content, entities, schema, data imputation Know • Know thy audience and personas Begin • Begin measurement in traffic (GA) and visibility in AI search (including Google AI Overviews) Be • Be technically sound
53. Thank you! X - @dawnieando Bluesky - @dawnieando Linkedin – Ms Dawn Anderson Bertey.com