Noa Eshed, the owner of the award-winning growth marketing agency Bold Digital Architects and co-host of the Real Life Superpowers podcast, discusses the evolution of search engines and the impact of AI on search technology. The introduction of AI models like Google’s BERT has significantly improved contextual understanding in search results, leading to more relevant answers for users. Eshed explains that BERT processes text bidirectionally, reading sentences forward and backward to understand context, enabling it to interpret user queries accurately.
Further advancements in AI-driven search technology include retrieval augmented generation (RAG), which combines retrieval and generation models to improve text quality. RAG can access real-time information from the web, ensuring that answers are accurate and complete. This technology is revolutionizing search generative experiences (SGE) and generative AI searches, changing the landscape of traditional search results. Business leaders are encouraged to incorporate generative AI optimization (GAIO) into their SEO strategies to stay ahead of emerging search technologies.
GAIO involves optimizing content to show up in generative AI search queries, making sure the content is understandable to language models answering complex user questions naturally. While traditional SEO focuses on keywords and context, GAIO emphasizes conversational content suitable for AI models. Businesses are advised to combine both approaches to maximize visibility in search results. Eshed outlines steps for integrating GAIO with SEO, including focusing on context, staying current by updating content regularly, and optimizing for natural language to improve AI understanding.
As AI continues to transform search experiences, the integration of retrieval mechanisms with advanced language models becomes crucial for producing timely, relevant, and contextually rich content. Eshed predicts that AI-driven search technologies will become even more sophisticated, understanding complex queries better and retrieving more relevant results. It is essential for businesses to optimize their digital strategies to leverage both established and emerging AI-driven search technologies and enhance their online visibility and user engagement.
