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Generative Ai Is The Future Of SEO in Ecommerce

what is generative ai sge

A new, more dynamic, and perhaps more frightening era of artificial intelligence is upon us, and it comes in the form of generative AI. A subset of artificial intelligence that can potentially change the way we live, work, and make critical business decisions.

Welcome to the world of generative AI, deep learning technology that can generate poems, product descriptions, and all manner of text in a matter of seconds. It can also produce graphic images, audio, and video, plus synthetic data that’s used to train machine learning models.

These rapidly evolving generative AI capabilities have opened opportunities for businesses in text-to-image generation, personalized content creation, and code generation.

Here we’ll go over the basics of generative AI and what businesses need to know.

Generative Ai For Ecommerce Marketing

gen ai for ecommerce china

What is the one question that Chinese ecommerce companies and manufacturers ask me all of the time about generative AI? Am I already behind? How do I tap into a technology that’s changing every single day? The last big disruption in marketing was a transition to digital consumer journeys in the early 2000s.

At that time, digital natives swooped in and changed the game. Incumbents which didn’t adapt were left behind. Now, generative AI is really changing everything again. We look at creativity. It now moves at two speeds.

You have the automated, and at speed and scale. And the other ones with highly original ideas. Production now can happen in 3 minutes, not 3 months.

Now, when you look at consumer journeys, they’re becoming hyper-personalized at scale. And innovation, it accelerates as GenAI models offer the possibility to process market insights and consumer data.

How to take advantage of generative Ai for product marketing?

benefits of gen ai

 With so much change happening, what can Chinese marketers do to reap the benefits of generative AI right now? Now, here’s where to start.

  1.  Experiment

 Launch pilots and explore the way GenAI can create competitive advantage.

For example, test a GenAI chatbot on your website, or create a personalized website or interactive content.

  • Data Transformation

 You need to start your data transformation straightaway. You need to package all of your unique data and content so that you can train your future GenAI models just for you.

  • Brand Identity

You need to sharpen your brand identity. You need to be able to train the algorithms to capture the essential and distinctive elements of your brand so that you can efficiently generate new content that sounds like you.

Brands that rely too heavily on GenAI will all start to sound alike and consumers will tune out. Now, the future of marketing starts now, but only for companies who start their GenAI journey today.

Google Generative Ai Technology

On May 10th, Google announced their plans to completely change search by adding in AI-generated answers. Also, on May 10th, hundreds of thousands of search engine professionals completely lost their stop for a second and checked out what this is going to look like.

Let’s start with a search for what’s better for a family with kids under three and a dog: Bryce Canyon or Arches? There’s an AI-powered snapshot that quickly gives you the lay of the land on a topic.

google gen ai

 So, here you can see that while both parks are kid-friendly, only Bryce Canyon has more options for your furry friend. The user is getting their question answered by the AI.

There’s no need to look at websites anymore, and even if you wanted to look, how far websites got pushed down the search result page? Is this the end of SEO? Are the days of making money from building websites numbered?

Google Is Unveiling SGE

Alright, so the whole point of this massive news dump is because they’re unveiling Google Search Lab SGE, which you can apply to get access to, and I’ll show you how in a bit. According to Google, SGE is an early step in transforming the search experience with generative AI.

Here’s what it’ll entail. First, we have the AI-powered snapshots, which are going to appear at the top of the search result front and center.

In this demo, you can see how the user searches for what planet is most similar to Earth, and they get their answers right here in the top SGE section in blue. This is great for users; they get their answer that Mars and Venus are similar to Earth.

And why this is bad for website owners?

Because why would the user need to go to a website at this point? I suppose these three article links here in the upper right would be considered the new top three of Google, but then again, why click on them? Here’s another example for the query “plants for a dark dorm room,” same situation.

Then we have vertical experiences, which is no bueno for affiliate marketers writing product reviews. Check this out, for example, looking for a good bike for a five-mile commute with hills. This can be a big purchase, so you want to do your research.

An Example Of Google SGE Process

 In the AI palette snapshot, you’ll see important considerations like motor and battery for taking on those hills and suspension for a comfortable ride. Right below that, you’ll see products that fit the bill, each with images, reviews, helpful descriptions, and current pricing.

The user gets an answer, a list of bikes that you won’t make money from because there’s no visit to your website, no clicks on your affiliate links. Sure, the AI’s most likely learned how to order these bikes by reading your product review content, but these are all links to e-commerce stores, not you.

We also have conversational mode, which would be Google’s answer to chat GPT. Today, I will remember what you’re talking about so you can refine your search with simple follow-up questions, like this.

In this case, maybe you want to ask a follow-up about e-bikes. So you look for one in your favorite color, red, and without having to go back to square one.

Google search understands your full intent and that you’re looking specifically for e-bikes in red that would be good for a five-mile commute with hills. If you want to apply for SGE, use the link in the description after you finish this video.

Hoe can business benefit from Generative Ai SEO?

Now, as you can clearly see, a lot’s going to change, and not for website owners. Is SEO still a viable way to make money if our traffic is going to be gobbled up by AI? Here’s what I’m going to do.

As soon as I heard about SGE, I spent hours digging into it so I could create this video for you because everyone needs to know what’s going on. It’s just that important.

Well, first of all, it’s not all as bad as it seems. There’s a lot of good to be read between the lines. First of all, websites will still get plenty of traffic. I know that some of the AI snapshots don’t look so promising, but the three website links on the right and the other links pushed down below.

But there’s other AI snapshots that show website links front and center, like this restaurant recommendation search. Ultimately, though, Google knows they need to keep feeding websites traffic for three main reasons.

Google SGE Feeds Website Traffic For The Following Three Reasons

What if websites stop producing content?

First, if websites stop producing content because they’re not getting any traffic, then what the hell is the AI going to learn from? It’d be a pretty impotent AI if it couldn’t properly train itself anymore.

Generative Ai SGE is All About Expert Reviews

Second, because Google ultimately knows that people prefer to read content written by humans. Search will continue to be your jumping-off point to what makes the web so special. This range of content from publishers to creators, businesses, and even people like you and me.

So you can check out recommendations from experts like the National Park Service and learn from authentic first-hand experiences like the Mom Trotter blog. Because even in a world where AI can provide insights, we know that people will always value the input of other people, and a thriving web is essential to that.

A prime example of people preferring human content over AI content is reviews. Are you really going to book your family’s holiday vacation to Tokyo over France because an AI who doesn’t travel told you to? Are you really going to take supplements recommended by an AI that doesn’t even lift, bro?

 Do you even lift, bro? Of course not. People want to read content, especially purchase decision content, written by authors with experience. And Google obviously knows this.

 Otherwise, why would they release seven product reviews algorithm updates and make a complete review guideline documentation about this very thing?

 It doesn’t seem logical to shout from the rooftops that review content should be “written by experts or enthusiasts who know the topic well,” only to say, “Nah, what we meant was experts in AI.”

Google Loves Money

But the third and most important reason that websites will continue to receive traffic is money. Google makes 58% of its annual revenue—that’s 162 billion dollars—from search result ads.

This is what Google currently looks like. A big reason that they’re making 162 billion freaking dollars from this is because businesses are paying to put their websites at the top of Google. They’re not going to pay that much to be placed below the fold under some AI answers.

 Not only that, but another 11% of their annual revenue, a mere 32.7 billion dollars, comes from the Google Display Network ads. These are ads that people bid on through Google to be placed on high-traffic websites. If these websites, like Forbes, stop receiving traffic, guess what? People will stop bidding on these ads.

SGE Generative Ai Has Response Gaps

Furthermore, there’s going to be tons of queries for which the AI snapshot just won’t show up. Google said so as well: “There are some topics for which SGE is not designed to generate a response.

 This could be searches with information gaps where SG doesn’t feel confident in a response, but also queries where Google knows that users want a human touch.”

Either way, this is going to be a slow rollout. Google wants to remain the number one search engine, and to do that, they’re going to need to go slow so they don’t lose their users’ confidence. Google is very aware of the limitations of large language models, such as misinterpretations, hallucinations, and bias.

However, any way you look at it, websites are going to lose some traffic. There’s going to be some non-zero amount of traffic lost due to some queries being answered by AI. Maybe that’s just 6%.

Well, I agree that it’s not an awesome concept to think about losing traffic and all, there’s one saving grace that I’m absolutely in love with, and it’s making me double down on SEO now more than I ever have.

E-commerce Personalization With Generative Ai SEO

E-commerce personalization can help increase customer engagement loyalty and sales by offering tailored empathetic shopping experiences. Generative AI can help e-commerce companies integrate such smart features into their platforms.

E-commerce companies can leverage generative AI for personalized product recommendations visual search and chat Bots to:

  1. Analyze customer data
  2. Improve the user experience on their platforms

SEO PCB Implement Generative Ai SEO Solutions

genrative ai seo services china

SEO PCB has worked with e-commerce projects to implement smart cloud and SAS based platforms with customized architectures. Our generative ai optimization experts offer deep understanding of technologies like:

  • natural language processing computer vision
  • machine learning

Additionally, can help e-commerce companies integrate smart generative ai seo strategies to improve website authority score. Simultaneously, we provide custom seo packages for generative AI search engine optimization in China.