Bard’s arrival in search engine results is a real SEO challenge, with its pitfalls, but also its opportunities.
In a February 6 launch press release , Google announced the upcoming use of Bard. In terms of functionality, this artificial intelligence will be able to provide more recent information than ChatGPT , whose corpus of information stops at 2021. Powered by the Language Model for Dialogue Applications ( LaMDA ), Bard will be able to synthesize various topics to return them in the form of a response. It will rely on information from the web to provide up-to-date and high-quality responses, according to Sundar Pichai, CEO of Alphabet and Google. “Trusted” testers will act as all-risk insurance, to ensure the quality, security and reliability of the content, according to Sundar Pichai. Bard is expected to be available to the public in the coming weeks.
This announcement comes just days after Microsoft
Announced its use of ChatGPT on Bing, suggesting a race to the bottom between the two American giants, albeit with very high stakes. The firm founded by Paul Allen and Bill Gates may have won a point regarding the AI announcement. Google released a tweet demonstrating Bard’s behavior, which included an error, which was quickly criticized on social media. Ultimately, the demo caused a stock price drop for Alphabet, the parent company, unlike Microsoft, which had more success after its AI-related announcement.
Meanwhile, SEO experts, who are accustomed to Google’s frequent announcements about upcoming new features, are unanimous in speaking of a profound upheaval in SEO with the arrival of Google Bard.
Towards a loss of organic traffic?
Google’s SERPs could be significantly impacted by Bard for certain queries. According to the SEOs surveyed, informational and instagram database queries. Such as the question about the boiling temperature of water. Will be primarily affected. Comparisons and People Also Ask will also be affected. According to Laurent Jean, SEO at Mediacrea and trainer at Copywriting AI.
Regarding these various queries
Laurent Jean also fears that Bard will stop a large part of organic traffic. “In the examples given by Google of Bard’s use, a query asks for a comparison of a car and the search. Engine directly gives the pros and cons in the response. What interest will the user have in going to a site to read a comparison? I hope I’m wrong, but sites that only do resources for inspiration and templates will have fed them well. It’s not certain that Google will highlight them.
NoRA, AEO and EEAT on the program
While Bard could lead to a loss of organic traffic in some cases. The SEOs interviewed have some ideas for attracting users via natural search. With tw list technology, we can expect an avalanche of ultra-personalized. Content that will direct users to niche sites that have thought about. Addressing this type of content,” Vincent Terrasi suggests. The challenge will therefore be to appear among the sources selected by the. AI and for the user to click on your site,” Sylvain Laneyrie explains. The question of how Google displays sources and user behavior remains unanswered.