Google AI Search Update

Imagine this: you're sitting comfortably at your desk, scrolling through your analytics, and BAM! Suddenly, you see all your carefully built rankings plummet. Nightmare scenario? Maybe, but it doesn't have to be. At Reward, we always stay one step ahead of developments in the world of SEO. We recently attended an eye-opening training session on the upcoming Google AI Search update, and we can't wait to share our insights with you.

"The SEO landscape and Google are changing more and more," our SEO specialist Tijs said during our recent podcast. And he's right. The upcoming update, which is expected to be rolled out in the Netherlands at the end of this year or early next year, will fundamentally change the way we look at SEO.

The Google AI Update is also referred to as the biggest Google Update in 25 years. And we at Reward agree. It will bring about a shift in the SEO landscape as we know it today.

But what exactly does this change entail? Google wants us to stop writing for search engines and start writing for visitors instead. Sounds logical, right? But in practice, it's often more difficult than it seems.

Instead of simply providing a list of links, you will soon be able to have a full conversation with Google. Thanks to a new Gemini model, developed specifically for Search, you will essentially have a built-in ChatGPT in Google. You can ask literally anything—from in-depth research to planning a trip or brainstorming new ideas.

With advanced capabilities such as multi-step reasoning, forward planning, and multimodality, this will completely change the way we search for and find information. For us as online marketers, this means we need to prepare for a future in which "searching" means much more than just typing in a few keywords. It further emphasizes the importance of truly valuable, unique content that resonates with your target audience.

Forget the "apple pie effect," as specialist Chantal Smink called it. You know, that phenomenon where we all repeat the same information in slightly different words. Google is done with it, and frankly, so are we.

Instead, we need to focus on creating truly valuable, unique content. Think personal experiences, in-depth analyses, and surprising insights. "We need to focus much more on how distinctive your content is," explained Tijs. "And how much you help a visitor or potential lead with their search query."

Are you used to working solely with keywords and technical optimization? It's time to flex your creative muscles! The SEO specialist of the future is more of a "Creative SEO Specialist." You will be collaborating much more with content creators, video makers, and social media experts.

As Tijs aptly put it: "There will no longer be one SEO approach for everyone. Each customer will soon need their own approach." This means that we will be providing much more customized services, tailored to the unique needs and possibilities of each customer.

An important aspect of the new SEO approach is the shift to a cross-media strategy. "You're actually reversing the entire process," explained SEO team lead Jens. "You start with something very creative, such as a video or podcast, and from there it branches out like a Christmas tree, covering all the different aspects of online marketing."

This means that you should not only think about written content, but also videos, podcasts, infographics, and social media posts. The key is to tell a consistent story across all platforms.

For e-commerce sites, this means a shift in focus. Whereas we used to look mainly at category pages, product pages are now becoming increasingly important. "Soon, category pages may well be a thing of the past," concluded Tijs, "because Google will take over the function of the category page."

This means you need to pay much more attention to creating unique, informative product pages. Think detailed descriptions, user experiences, and maybe even short videos demonstrating the product.

Should you be concerned?

Absolutely not! Consider this update as an opportunity to elevate your online presence to the next level. Yes, it may require a bit more time and effort, but the result will be that you truly add value for your visitors.

As Larissa, our SEA specialist, put it so well: "If you don't want to invest money or effort in your marketing or online marketing, you simply won't get anywhere." It's time to roll up your sleeves and show what you've got!

The world of SEO is changing, but that's no reason to panic. It's an invitation to become more creative, authentic, and valuable in your online communication. And you know what's great? At Reward, we're here to help you with that.

As we concluded in our podcast: "We are ready. And we also know what we need to do." Together, we will not only make your online presence visible, but also indispensable to your target audience!