Mastering SEO in the World of SGE & ChatGPT

0:02Foreign guys I'm gonna get going thank you everyone for attending today I'm going to be talking about SEO specifically about the search generative experience and some ChatGPT in general of AI stuff hopefully you guys went over to my brother's session right before where he went really in depth in depth on ChatGPT if you didn't I'm gonna have his and my contact info at the answer we chat and we'll send you the slides I'm gonna not touch upon ChatGPT too much and focus more on the actual SEO and really what's changing in the world of Google in the world of search and what Search Generative Experience (SGE) is going to mean for you before I jump in show of hands how many of you guys are familiar with what SGE is we have two hands so perfect they're in the right place so there's gonna be a lot of learning today SGE is Google Search Generative Experience (SGE) so I'm gonna jump into it in a little bit but it's what Google Sees as the future of search So today we're going to be taking a deep dive into SEO today and what SEO is going to look like maybe next year or the year after so here's our agenda for today I'm going to do two quick slides about myself just so my background and where I'm coming from we're going to talk about search engine

1:28Optimization really as it is today in 2023 and then we're going to talk about the Search Generative Experience (SGE) and really what it's going to take to succeed in SEO in 2024 and Beyond which is obviously what hopefully all of you are here to learn and do we want to be successful not only in today's Google and SEO world but in the world that's coming very soon and of course there's going to be a q a section at the end I'll make sure I save some time for your questions all right just jumping in so a little bit about myself that's a picture of me back from 1991. I've been involved in a tech space for a very long time I started my first company T35 Hosting in 1997 which actually predates the founding of Google so literally been involved in the space before Google became mobile so later on back then bill was actually my brother Mike's he founded in 2009 and we really merged our portfolio of companies and started SmartSites in 2011 which is time really flies it's 12 years now so it's been a while it's 11 plus years it's 12 Years a little bit about SmartSites referral service digital agency so we do SEO pay-per-click website design and everything in between we have 400 employees and we do it for thousands of clients so the stuff that I'm going to be going through today is really what we're trying to get

2:57A grasp ourselves over with the upcoming changes in Google and a lot of the SEO today stuff I'm going to be covering is really what we're doing as a company ourselves and for thousands of working so hopefully it's going to be very valuable for you guys today I also recently wrote a book on the Amazon best-selling book it's Automotive themed but it applies to every industry just like we do on SmartSites start with the stuff we do the search engine optimization really if done correctly is industry agnostic so if anyone's interested in the book connect with me on LinkedIn and message me there I'll send you a free PDF copy and of course it's also Amazon and if you're the US it's in Barnes and Nobles and a bunch of other stores all right search engine optimization 1997 to 2023 but so I'm sure you guys hear this every year especially those are more involved in SEO space every year it's the last year of SEO and SEO is dead right I think since I started hearing it in 1997 it's probably the biggest case you could make for SEO really becoming maybe less relevant but before we jump into that I'm going to go through SEO really as it stands today in 2023. So before we jump in SEO just so we were everyone on the same page SEO could really be broken up into different types of SEO right so this is a typical search I did and

4:26Sorry for the auto examples I do a lot of stuff in the automotive space so I use a lot of other examples for dealership near me right back home I did the search so what you're seeing at the top at the top left just stop what you're seeing at the top is the Google Maps result so an SEO will speak it's called Google local pack so that's completely different from the localized organic results you see below so if you have a physical store both of these are going to be important to you if you don't have a physical store you're only going to focus on the bottom I'm going to go through really the Google ranking signals for both of them because there's a even if you don't have a store I think it's important in today's world to be cognizant of what it takes to rank in Google maps and all of that so I'll go through both sections but I imagine for those that don't have a physical store the Google localized organic results is going to be the most important all right so how do we find out Google's rankings effectors right it's usually it's like one of the biggest questions and that's something everyone always wants to know how is Google exactly determine what's important to rank on Google Search right if you use the exact formula you can actually focus on the things that are important and you could actually bring better and really have your business succeed by knowing so there's a couple ways we know it's a

5:51Number one on the left side for those that are not familiar with it the source code for Yandex leak the I think almost a year ago now maybe even more yeah almost a year ago so they literally linked the whole Source obviously Google's iambics but it gave us a very good idea of which ranking factors are important it's also I think you could also say that where Google where Google is today is probably a couple years ahead of where the end exists let alone the older algorithm that was that was leaked but also gives us a lot of very important data points so for those that are really interested in this stuff I want to take a deep dive if you search online there's a lot of places available that give you the hold up you can see all the I think it was leak revealed 1922 ranking factors right so just to give you the scope of it that's how many factors so Yandex considers Google probably takes even more into account I also put a little snippet at the end that even though there was so many ranking factors in the end when you actually go through them there's only 200 something that are actually active in being used that's still a huge amount breaking thing right so if you're really into that stuff you could look it up and you could go through everything it's literally like capitalizing things in the title of the page gives you higher slightly higher ranking factors in not having like the first letter of the word like really small things and again yeah

7:22This is not Google but it'll give you a interesting oversight overview of what Yandex consider is important the second way at least how I can how I figure out which ranking factors are important to Google is this local search ranking Factor survey that's done roughly every year I think 2022 was skipped and a couple of years or skip the way this works is and the guy who leads it now there was another one before the guy who leads in now is Darren Shaw and his the way this is done is that he has a it's a like a volunteer group of Pop SEO experts and I put other pictures up there and I personally know a lot of these guys and they voluntarily self-report based on their work in their field of what they're seeing working and which ranking factors they see working on Google so again we can't directly know the exact Google ranking factors right but between looking at the ending stuff and I think more importantly seeing what the SEO experts that do this for a living like the technical SEO Guys across every single industry what they self-report and this is like an internal survey the reason for them to do this self-reporting is for themselves to see what others are seeing and get this information for whatever reason I see it published very rarely but it's I consider it a gold mine of information literally like the top

8:48Leading SEO experts self-report what they're seeing in Google use as ranking factors so that's where the information that we use comes from that I personally like to follow as well I'm going to walk you to go with the next couple slides the local search ranking Factor survey for 2023 just came out so there's a lot of interesting insights in there so again we're going to walk through this and this is this is a good snapshot of where we are with SEO right now in this moment and then we're going to walk through what I think is going to happen in the next year and next years to come so number one the first part we're gonna love to do is Google Maps so this is that they did the survey a little bit different this year so this is a self-recorded by these SEO experts what they consider the most important ranking fact there is to be on Google Maps right and you guys could look this up later if you'd like or message me I'll send you the whole the whole survey and all the results but what I find interesting here is you have the obvious and again this is Google Maps this is if you have a physical store right so the obvious ones obviously your primary Google my business category is super important right in keywords and your business title proximity to your point of search things that you would assume would be important for Google Maps ranking signals but then you have the things that I put in the boxes in red that I think are things that some people don't realize is important so this is the content on your website this

10:16Is the links to your website so we know those things are very important for the actual search results and I'll show you the that in the next slide but this is Google Maps so even for Google Maps on top of all the other things like optimize your Google business profile having reviews quality of your reviews with text right reviews with text it's very important you just don't want like five star reviews it's still very important to have quality content and to have authoritative domain all right next one so this is the localized organic results so this is the one where most of you would want to focus on if you don't have a physical store and this is a lot of information I don't expect everyone to digest this all at once so in the next slide I actually summarized it in buckets for you guys but the big takeaway here and you'll see it in the next slide is what continues to be important is content domain Authority the things that worked over the last couple years is what continues to work in SEO and this is everyone hold your pictures this is the slide you want to take the pictures of and I'll leave this up for a little bit so everyone could digest it and take the pictures of it and of course I could send you this whole deck and any follow-up materials anyone wants so don't worry about trying to take a picture of all the slides this will not self-destruct at the end it's still

11:40I'll still be here for you guys all right so let's take it from the top on the left side so this is again Google Maps which is a local pack ranking factors number one is obviously Google my business profile signal so this is your category your keywords in your in your in your titles and your description filling out literally everything your Google business profile page and that says on page signals which is a little bit of technical SEO but it's also the quantity and quality of your content then review signal so review signal is actually a very interesting one and I don't know how many people here have stores but what most people don't realize is Google uses not only the amount of reviews you have right you want to have a lot of reviews you want to have good reviews right you want to have the five star reviews but it uses the text in your reviews so it's a little bit difficult to game that on purpose but the way that works for example is if you have a coffee shop and you want to be known for Colombian coffee let's say right if a lot of your reviews say I visited here and I really love their Colombian coffee you'll actually rank higher on Google Maps when someone searches Colombian coffee Coffeehouse really powerful and a lot of people don't realize that it actually works that way right and purposely it's very hard to game you can like force your customers to like

13:03Like leave very detailed reviews specifically mentioned Colombian coffee right but you could gently encourage people when and if you're asking them to leave your reviews that actually leave more detailed reviews you could say that more detail better it really helps my business so that's a really big one that people often ignore and the counter of that is the content of your responses to reviews does not count so you can't keyword stuff the response to review and say thank you for visiting I hope you really enjoyed my Colombian coffee right because that would help you game the system so the content of the responses don't count by content their reviews themselves through after that is links and then all the things are a little bit lower Behavior signal citations so citations are your jobs and directories and such and personalization is of course if you if you're in a Spanish language keyboard you have Spanish language mode on and the websites in Spanish is more likely to come up for that person right it's still the things are a little bit harder to control so on the right side is the local organic results so that's what most people are interested in if you don't have a physical store number one signal continues to be on page so again that's the technical SEO it's also quantity and quality of your content that continues to be really important 2023 and I think we'll continue into the future number two is link signals so link signals is your domain Authority which you create by having other authoritative and websites are related to yours linked to

14:31You right that continues to be important every year that I hear SEO is that I hear link building is that right that continues to be important and this is s cells reported by the SEO experts themselves as what they're seeing working for their clients on Google today in 2023 and then you have behavioral signals and a couple other things that fall into that so more interesting data so this is me taking all these surveys and compiling them over the last couple years and I have access to them ending in 2023. This is again the starting with maps and this is most relevant if you have a physical store so for maps their Google my business profile continues to be super important only taking a dip now in 2023 by a little bit if you think about it though as the Google my business profiles have become more important what has become less important are things like citations right the shelves of the world Yelp 10 years ago was a lot more important in general and to your how well you ranked than Google Maps than it is today the only reason and you can see it make it out of the chart the only reason that Google Business Profile (GBP) signals went down a little bit is the on-page signals have become more important than they were before and the other signals have pretty much stayed the same it's over time you can see everything going down and Google my business becoming the most important factor ranking on Google Maps makes sense five six years ago my

16:01Business wasn't a big deal I know a lot of physical stores six seven years ago that didn't even have it right today if you're in the US and you have a physical store that wants to get business you need to have a Google my business profile so that all this makes sense another one to point out social signals don't exist anymore for a little bit and this is Again self-reported by the SEO experts for a little bit social signals contributed to your rankings that was around the time where Google had their social network right that doesn't exist anymore but today does not help you in any way so that's a popular question I always get if I create a tick tock account an Instagram account will help me rank better in Google as reported by the SEO expert itself don't blame me same for local organic rankings where social signals or nothing obviously what's interesting to see here is on page continuing to be more and more important right and then the second one's links and you could see this whole throughout horses we have 10 years of data now over the last 10 years by far the most important factors to how you will rank on Google is literally the content you create and your authority meaning what people what websites lead to it's really as simple as that obviously you want to have technical SEO you want to make sure your website is optimized to be found by Google you want to have some citations linked to you and be consistent right if there's something to work on a monthly basis it continues to be creating content and

17:27Getting websites to link to you really as simple as that I know a lot of agencies sell SEO as a mystery product pay me five thousand dollars I'll do some mystery stuff and something will happen right it's really not that complicated this is again ranking signals as reported by the leading SEO experts internally to share with them with each other all right ChatGPT and SEO so Mike covered this in much more detail than this in the session before again if you didn't see it let me know I will hopefully have the video of it and the slides at the very least but this is the same group of people self-reporting how they're using ChatGPT and SEO this was the first time this was included in the survey makes sense because ChatGPT came out less than a year ago but it's a lot of the stuff that Mike covered previously how these SEO experts are using Chad you can see they're creating content which is then edited by human they're not just blank creating content grgpt and using it right they're using it for Content idea Inspirations they're doing it for keyword research they're using it to respond to reviews and some more of the complicated stuff so again just touch us very briefly upon the more detailed stuff that might cover it a little bit earlier and that's all I have on SEO as it stands today so that was I think a Snapchat especially the historical stuff we

18:51Looked at which over the last 10 years of seeing SEO really move slowly right being involved in this space for over 20 years there really hasn't been any major changes in the way Google or SEO work since maybe since Yahoo went from being a director to a search engine right from those of you that have been around back then right Yahoo's core concept was to create a directory to find websites they were never intended to be a search engine they were not a search engine the big revolutionary change was that people realized that the internet was becoming too big to be like a yellow page directory right and search engines were created right that was the big change I think what we're seeing now is probably the second big change since that time and it's I think it will change a lot of the way we use the internet the way we search because if you guys think about it Google server I use Google because they're the biggest player right but you could you could be using Bing right you could be using Yandex but the way we use the internet and technology has really been very search Centric maybe a little bit more so in the US than internationally but at this point I think it's all catching up and if you think about it you come home and you realize your pipe burst and your sink is leaking all over the floor right what's the first thing you're going to do 10 years ago you would

20:20Probably go pick out the Yellow Pages if you were in the US you may be call a friend they call your uncle right today the first thing you're going to do is take your cell phone out of your back pocket and you're going to go into your favorite search engine and search plumber near me right or search for a video on how to fix the issue we become very search Centric much more so than most people realize and the reason it's a big deal is because I think old is now going to be changing due to generative AI and some of the stuff I covered earlier for the next section of the of the presentation I'm going to be going to Google really Google Search Generative Experience (SGE) but it doesn't have to be Google at this point I think it's really like back in the wild west where anyone could really take control of the next phase of how we use the internet right and there's a lot of headlines I just I grew up here the big one that's really been taking advantage of this is Microsoft for those that don't know Microsoft partner with Chad gbt Bing is now powered by ChatGPT it's been for bless you it's been for what seems like forever in reality it's been six months right but it's really made Microsoft a huge player in the space to a degree that I've not seen I don't know for those for those that use Microsoft products I don't know when's the last time you were excited about Microsoft product right what comes to mind to me

21:49Is like when Windows 95 came out and if anyone's seen the video it's Steve Ballmer dancing on stage with Bill Gates if you guys haven't seen the video please go on YouTube or look it up it's the one of the funniest things you'll see today but that was the last time people were excited about Microsoft product at least that's my perception right when Windows 95 came out all of a sudden everyone's really excited about Microsoft about being more and more people are using Bing they've never used it before right when's the last time prior to the Latin last couple months you were like man I really got to download the latest version of Internet Explorer and fire that thing up and see what this thing can do right it's really creative a lot of excitement a lot of a lot of people switching to Microsoft and you can see by some of this headlines Microsoft is being tops 100 million users right there was a waiting list to start to be able to use the ChatGPT integration in Bing that was over that grew to over a million users in like three and a half minutes this is really powerful stuff because not only is change coming but people are embracing it really quickly right and the change I'm talking about and I'll jump into it in the next couple of slides is really moving from searching something and having websites come up to searching something and having AI help you answer questions right and if you think about the concept of how search and the internet and everything works right now

23:17Everything's very search centric and it's a ecosystem that exists around it right when you search something you have paid ads that come up that Google makes most of their money from if you look at their profit line it's like 98 from that right then you have the whole SEO world that revolves around the listings that come after the paid ads right with generative AI and with all of this the way that's changing it's a it's a possibility to disrupt and it's really a existential of a threat to Google that they've never had before right never in the history of Google can something and chances of their loan right this is all this is all there's a probability but even having like a one percent chance of something replacing Google is huge for them Sergey Brin came back he was retired he was living in an island he was living in an island and if you look up the headlines in February they brought him back he came back from like he was like retired permanently retired he came back to take a to take control of the situation because he these I saw all these headlines of really all this change so on the next slide I wasn't going to show it but since not a lot of people know the search generative experience or have heard of it I'll show you the video that Google came out Google came out with this I think literally right after all these crazy headlines of Microsoft dominating this and that and Sergey Brin flew back and I'll show you the video of what they what Google Sees as the next phase of search you could already opt into Google to the Search Generative Experience (SGE) you could actually be using this right now it's in beta it's gonna

24:45Come out they're saying by the end of the year so this is all coming very quickly and very soon and here's the video of what they're saying this might be loud this might be not loud enough action not loud enough exit yeah all right I'm gonna start again we're gonna have no audio but you guys will pretend there's an upbeat Happy music playing in the background foreign AI instead of just searching for websites and having websites for my language

26:35Thank you thank you all right we mean we may figure out about these music because definitely not the same but so for those that didn't follow the slides quickly flashing around this is where we will seize the general the Search Generative Experience (SGE) and again you could sign up for the beta and start using it looks exactly like this right now what do you guys see that's a little different than the search experience used today I'll answer my own question you don't see paid ads right there's no paid ads in this results which is how Google gets their money right and there's almost organic results right so this is the big change that's coming and again you could already use the data beyond the shock factor of seeing all of this I've I have my notes on it beyond the

28:00Shock factor I think Google really had to come out with something extreme given that 100 million people are using a Bing all of a sudden right I think it's gonna be something like that but clearly Google's not going to take away Google ads from it but it is going to change completely so my notes on it is Search Generative Experience (SGE) what they showed today and you could Google the video I showed is on YouTube it's not that they're pushing into everyone there it's not it's not private in any way the some of the pictures of the Searcher and have experience you can also see and you can sign up for the beta and start using it but I think the way it is today is not going to be the way it's going to be when it's released two three months I think that's obvious to everyone because Google's not gonna get rid of ads and such right but I think it is going to be the biggest change in search that's ever happened right so that for sure is coming and for sure will happen there's no question about it as you guys saw from the image other than obviously that's not being there and such raking on top few spots will become much more important than it was before right now like if you're on page two you get it's a joke they're like where do you hide dead bodies on Pitch to approval and I prefer if you've heard that one no one goes very fast page with a person first page with these results no one's got to go past the past this response right once they get a response and they get the recommended links to

29:28Click from the from the generative AI they're not going to go past it so ranking in the top two three spots or whatever Google will use for this is going to become much more important than before Authority and search intent will become vital so the Search Generative Experience (SGE) and NHRA of AI is trained to properly responsive high quality sources right so when you ask a question and the generative AI whether it's ChatGPT or foreign or whatever you use when it answers it's getting the information especially if you're asking about current things that not necessarily in support database when you're asking about information that's getting it from other reputable high quality sources right to succeed in the Search Generative Experience (SGE) and have your content being pulled into the results you have to create the high quality content and become a high quality and highly authoritative for me so there's to it websites are not authoritative or have bad content Google already right every single algorithm they update they try to get rid of the shitty websites from search right to make a better experience this will get rid of them completely right they're not idea residual Trail number four certain search results will be impacted more than others right it makes sense and I'll go through some more examples after that generate AI and the way especially

30:54Google will use it is going to be more commonly used for things that have a definitive answer right if you ask and what's the best barber to go to right if there's no definitive answer it's not going to use generative AI it's going to use Google Maps and other information so it's going to be most impactful on things that have a generic have a definitive answer websites that revolve around that content are going to suffer the most right because generative AI will start replacing some of the traffic they're getting now so it's going to be a lot more impactful and certain Industries than others also and this is part of a lot of the stuff Google's been coming out with there are certain there's certain categories that said it will not use generative AI right of course this could change in the future but today this is their stance and this is both in the data product and what they're going to plan to release by the end of the year so navigational queries are not going to be generative AI recipes interestingly enough they said will not be in generative AI so recipes feels like a category just like regret there's so many recipe websites right and they will get so much organic traffic but Google said they will not they will not touch that categories so adult searches well they said we'll never be part of generative AI so any adult search or anything not safe for work is that generative AI will never touch that query searches related to health and financial issues they said will not be in generative AI news current events and as it have been searches so if someone just passed

32:24Away and you ask it the what he passed away from right now I guess for reasons that it's just moving too fast for him to be verifying the information they said they won't touch that quick answers song lyrics weather sensitive queries anything related to things that they don't want to be involved in answering right like if you ask like what's the gender identity of a specific person like Google doesn't want to be in that game of determining gender identity so sensitive things don't it won't touch and anything that doesn't have a short definitive answer so if it's if it's a question that there's not easy like yes no this is the date this is the number it will not touch so although search will change significantly it's as you could see there's still a lot of it that's not going to be not going to be impacted so succeeding in 2024 and Beyond so I think just summarizing everything we went through focusing and building domain Authority I think will become even more important right as you guys saw link building the main Authority has become has been more not only is it one of the top ranking signals but continues to be more and more important right I think it's going to become even more important Google's not going to trust low quality content and low quality domains in their

33:46Generative AI results right and as generative AI starts using more and more information and coming up in more and more search results you really need to have a domain that's high Authority and really follows Google's guidelines on without E-E-A-T and they have to E-E-A-T in their experience expertise authoritativeness and trustfulness right those are the and this is this is not me putting this together this is Google's guidelines that they put together they say how to create content that Rings follow these four guides so with the generative AI this will become even more important right because before if you don't follow it would still rank maybe you wouldn't rank as well you ranked number eight or number nine or some of your content will bring sometimes if your content is something that generative AI will be using to pull in the information and you're not top three it's following all of this it's just not going to be any traffic at all another thing that's going to become I think more important as all of this rolls out is to Cluster your content instead of having to best practice back in the day would be to have like one how-to page on how to do everything or like the ultimate guide how many times have you seen that in search right do you search for something like how to how to fix my broken pipe and my thing and the ultimate guide to fix the broken pipe in yourself the way search is moving into a special a generative AI it's going to be

35:12Really segmenting your information instead of having ultimate guys having very specific questions and problems you're trying to solve right you could even think of it let's say let's say you think generative AI will touch your industry you don't want to do anything about that for a little bit even think about voice searches right voice searches ask when you ask Alexa or Google home whatever it is when you ask it for something you don't usually ask it to please give me the ultimate guide on how to fix a broken sink right you're going to ask I need the specific pipe in this boom and the metal pipe not the plastic pipe how do you fix the metal pipe that's connected to this pipe that's leaking right so you really have to start thinking that way obviously for voice searches but also for generative AI you really want to Cluster your content of that very specific topics and start breaking down the content even more so to answer very specific guides for individual topics subtopics and really even as you create the subtopics if you're thinking if you should be thinking about how else can I split this up right I create a guide to fix the specific pipe and specific sink in kitchens right but then I should split it up into different metal terms right you want to go as micro as possible to be able to actually succeed in the way all this is going to work optimize for long tail I'm sure you guys have heard of this forever but again it's going to become more and more

36:38Important right for a generative AI search in general the way people search has been moving away from the short tail for a long time and now with generate AI where people expect to get an answer to a question they're not going to be searching the way they used to right even if think about it like the way you the example uses t-shirts but 10 years ago you probably if you wanted to buy a t-shirt you would probably go on Google and you would type t-shirts right and you look through all the websites that came out because at the time it would be like eight websites right today I promise you if any one of you wanted to buy a t-shirt you would not go on Google and type t-shirts right all of our searches and again voice search generative AI all of this is going to push us to ask very specific questions and really start searching in different ways with in the very specific ways to get very specific responsive right again think about it the way you would use voice search right the help you find a red t-shirt that has a Christmas tree on it right it's people are searching more and more specific ways because they expect Google and whatever search engine you use to be able to give you very specific information based on your search and enter hopefully so right now without generative AI the information you get is only as accurate as the content that was created but it's also regenerative eye

38:05It would generate well it can become even worse if somebody starts faking important Yes actually make you believe your yes correct answer yes I forget I forget who made this joke but it was another conference I was at but and I think we were talking about SEO and someone said that what's what and they worked in a medical field what they find funny is that when people search like medical issues there like I don't know my like concern the diagnosis they get is based literally on the most popular content that's created right it's only the most linked building to this domain that says that you have this condition like you could you diagnose yourself based on that because you have an itch on your fingers yes yeah people diagnose themselves based on the SEO of the of the websites they're ranking in Google last night yeah last slide so lastly SEO is not that as a lot of people are aying it is changing right but the ranking factors that work today link building content creation becoming a authoritative website and business in your space will continue to be important will become more important right so as of right now the search generous experience is expected not to impact 50 to 70 percent of all searches and this is not today this is in the next 12 months so it is not going to be super impactful even in the beta right now it says literally AI powered

39:32Overview is not available for the search right so it's not going to impact most of you right away but it's important to know where we're going and I think once this Scrolls out it really is going to change how we use search I think it's going to use it's going to change how we find information and it's going to change how people who do search marketing both paid and organic do their marketing so a lot of really big changes coming probably in the next six to 12 months and anyone who's involved in the space in any way really want to stay up to date because again I think all of this is the biggest change since Yahoo became a search engine and that's all I have for you guys for questions so a big reason why many of us are here is because we're an adult and 15 minutes ago you put up the slides saying if you're NS not safe for work but I didn't get up and leave when that slide came on even though you told me I should just get up and leave so my question is what about thing I think everyone will follow this guidance for now but I think it will change I think it's just that the

40:57Easiest the easiest way to implement generative AI for Google being everyone is to focus on the searches where it provides the most value but I think three years from now everything will be going through generative AI so we'll not say for work I think everything will eventually I think they're actually working from what I heard they're working on specification so if you want to get it would be you will take verification it'll be some asterisks and they'll have to work their way around it they're still I think everything all of this coming out at least to me feels very rushed right now a lot of products search generative AI Google analytics support a lot of this feels very rushed I think it's coming out because it needs to be out but I think it'll slowly be all-encompassing they'll change along the way but I think the way we search and find information three years from now will be completely different than today for every issue but good or bad depends if you're able to adapt and adapt to new algorithms and be able to advertise it in the new algorithms it's good for people like you who are here learning and getting ready for the next phase it's bad for people out there head in the sand they're like nothing will change out good forever and then it doesn't work out too well for them it works very well for you

44:09Their cell phones right it is very scary yes awesome right now again I think they really had to go extreme to like say where we're on this and we're not we're not falling behind but in the example on the right and this is the newer version of the general experience it actually is showing shopping ads if you notice compared to current shopping ads there's a lot less so the feeling is there's a big chance when actually get into the niche itself as if they would actually start saying okay you want to have your product going in it'll start becoming like a bidding system yeah over how much money you can get and then and then you could do a lot of bad things so it's I'm sure it's the top of mind for them yes question so right now you can actually I'm sure you're right now you can bid in Google shopping cart like cool shopping yes have they announced or said how Search Generative Experience (SGE) is going to affect that or does it remain so this is pulling shopping ads on the right so whatever is that going to change at all like there's going to be content like is it going to be like Facebook no one knows anything so you could sign up for their beta and you can monitor it but I think what it actually

45:37Will be released will be a lot different but it's right now their example is like you ask for a bike and then she goes to your bike and this is pulled for Math and Shopkins but also I think the bottom ones here are both from organic and the right size from shopping is they I promise you they don't know themselves they're experimenting with all of this but I'm sure it's top of mind for them and it's very there's a lot of disruption happening and they saw it they saw the start very quick it was I don't know in February already they were they were restructuring things they were and they had the technology by the way Google bought DeepMind in Jesus more than 10 years ago which was one of the first AI companies that focused on the space they really didn't do anything with them so they have a lot of really smart people they have the town but they didn't need to right there's no one disrupting them now all of a sudden a lot of things are going so I think either way we're going to see a lot of change we were talking about the monkey factors yes one of the least yeah it was like Social Security this one where you want to over time with a table this one or the American horizontal sheet oh yes over time yes yeah my question is when you use social signals you mean like for example people sharing a blog post in Twitter no it's having social accounts like making

47:02A tick tock account will not make your website better so my question is because I heard from some SEOs the fact that if you stand something like they call I think like social traffic or something like this like through our Twitter link or something like this but something but somehow to make Google understand that people are sharing that so that falls under social signal so the consensus right now from these lovely 60 folks is that doesn't affect them and you could go through if you message me I'll send you their whole survey they rank all that it might be a small let's put it this way even if it is a ranking factor which it could be it would be like fractions of a percent will be irrelevant at all they'll build a mechanism and generate them the model itself actually makes a decision what is nice and then you your results which is a huge change from today yeah everybody who is based in the building a lot of Articles and making right traffic over the company and the industry has certainly changed over time but it very slowly not like the last six months or the next six months yes so you mentioned one of the domains can you elaborate a little bit on our latest insights on

48:30How the new double lab domains newverses.com yeah that's a big one so yes so I speak I also speak at about domain conferences like namescon and such a couple even in Europe that I stopped that's always debated there's two camps there's a there's a camp that.com is always going to pick is King it will always be king and that's the camp I usually favor there's also a camp that Google will wait domains equally I think in the past it was.com it's always King right but I think it's becoming less and less important I think in the future world of generative AI and all this going on or who will care if you have a.com or dot net it will not all the other things will be more important maybe you'll be like one percent but everything else I don't see Google giving preference to you even if they're a city specific over.com especially.com has existed for 20 years which is actually the problem when it comes from a new scientifically nobody will have any incentive to actually build something new would that existing stuff will be better because they'll have the is everything it's already there so why would you why would you generate a new content it's going to be a very different role first

49:58Cool I think we're out of time thank you everyone oh at the end I have my link my LinkedIn my brother's LinkedIn feel free to connect if you want the slides if you want his presentation my presentation just connects to shoot me a message thank you guys that's true