In Conversation: Bill Sebald on Search Engine Trends in the Age of AI
Like many people, a quick question led me straight to Google. I started somewhere simple: “how to iron my clothes without an iron.” The results suddenly look more like a curated Pinterest board than the plain old list of blue links. There it was—Google’s AI overview, swooping in like a know-it-all.
This wasn’t a one-time thing. Whenever I searched – even for something as random as “poodle breeds,” – the AI was right there, handing me summaries, pictures, and curated insights. It got me thinking: What’s up with these new search engine trends, and why is Google’s AI always in my business?
I needed an expert’s insight. Enter veteran search engine marketer, Bill Sebald, founder of Greenlane Search Marketing, who helped me understand the new Google search results and search engine trends. With years of experience navigating the search landscape, Sebald gave me insight into where search engines are headed and how they shape the future of SEO and branding.
Blue links are out, interactive results are in
Sebald believes we’re witnessing the dawn of a new chapter in search engine trends, where conversational results—like those from ChatGPT-powered searches—signal a monumental shift in how search engines, notably Google, reimagine their user experience.
This evolution is centered on generative AI and its potential to deliver direct, interactive responses instead of simple click-through options.
The core idea behind this new era of interactive search results lies in understanding user intent at a deeper level. AI-enabled search engines like Google AI deploy advanced algorithms to analyze the reasoning and motives behind a query, delivering hyper-relevant and context-aware results. This level of personalization doesn’t just answer the “what” of a query—it anticipates the “why,” while promising a more seamless and intuitive search experience.
What does this mean for traditional SEO? And all of the marketers who use it?
Sebald compares Google’s AI overviews to an advanced form of rich snippets—those bite-sized pieces of information that offer quick answers. However, the future points toward an even more significant evolution: interactive search results. While this transition might disrupt traditional SEO-driven traffic, it offers Google a chance to reclaim its edge in search dominance and redefine user engagement.
Brands must prioritize creating new experiences for users
The shifting landscape of search engine trends calls for a fundamental rethinking of SEO strategies. No, SEO isn’t going away, but marketers must pivot from outdated playbooks focusing on tweaking for minor algorithm changes. Instead, they should build strategies around trust and authority and deliver engaging context-rich user experiences.
Sebald emphasized the importance of establishing authority signals that resonate with modern search engine algorithms – like trust and authority in content, making it crucial for brands to focus on these elements.
A key part of this is adopting the E.E.A.T framework—Expertise, Experience, Authority, and Trustworthiness—when creating content. AI-powered search results prioritize snippets and overviews from sources recognized as credible and authoritative. For brands, this means producing high-quality, well-researched, and user-focused content that aligns with these criteria.
But content alone isn’t enough. Hello, multimedia. AI-powered searches go beyond text and are designed to interpret and integrate visuals. Remember my “poodle breed” search? AI didn’t just deliver a text overview of breeds—it generated photos. This capability reflects the training of language models in analyzing visual and multimedia content.
Brands must enrich their content with optimized visuals, interactive media, and immersive elements to stay ahead. These additions not only enhance user engagement but also make it more likely for their content to feature in AI-driven search overviews.
Experiment, adapt, and don’t be afraid to be first in line
For brands and marketing agencies navigating the era of AI-powered searches, Sebald’s advice was simple: experiment and adapt.
He emphasized that staying current with trends and maintaining active engagement with the SEO and search marketing community are non-negotiables. However, the real magic lies in experimenting. Sebald encouraged brands and agencies to take calculated risks, armed with insights from seasoned SEO experts, to thrive in this evolving landscape.
“Early adopters will shape the future of SEO,” Sebald notes.
Sebald highlighted that those willing to test, learn, and adapt will emerge as leaders in the next-gen SEO game. It’s not just about reacting to change but actively embracing it and using it as a springboard for innovation.
The key takeaway? Experiment with AI-integrated search strategies, harness cutting-edge tools and don’t shy away from failing forward. In this rapidly shifting environment, the only way to stay ahead is by being bold enough to learn as you go.
Cut to the chase
New search engine trends will restructure the SEO landscape; it is time to understand the nuances. SEO marketing expert Sebald shares his valuable insights on new-age AI-powered searches and traditional Google SEO practices.
Explore more of the “changing face of brand comms” series.
