Human first content: Why Google’s Search Generative AI will be a game changer

“Just Google it” is a common phrase that is part of our every day language. But, when we do ‘Google it’, where do the search engine results come from?

For years, Google has stood by its policy of rewarding high quality content, regardless of whether humans or machines produce it. The platform has a ranking system which aims to push forward content that demonstrates expertise, experience, authoritativeness, and trustworthiness.

Whilst writing for humans first, and the search engines second, has always been important - Google’s new Search Generative AI will be a game changer.

The clever people at Google have figured out that people want to hear insights from others when shopping for a new TV, figuring out what restaurant to go to or even when searching for a communications agency to help their business.

This is where generative AI will come into the search function – searchers will be able to understand a topic faster and uncover new viewpoints and insights – from other people.

Google perspectives will make an organisation’s public relations efforts even more important, as Google’s generative AI helps organise information based on what others have to say about a product or service.

This will mean as people search for something that might benefit from the experiences of other humans, a Perspectives filter may appear at the top of the search results. If users tap the filter, they will then exclusively see long and short form videos, images and written posts that people have shared on discussion boards, Q&A sites and social media platforms.

So, what does that mean for your business?

That beautiful third-party endorsement that your public relations and communications efforts are all about will be even more important!

A big part of Google’s strategy is to connect the wisdom and experience of people all around the world. So, if your communications strategy does not yet incorporate influencers; engaging brand advocates (these could be your clients or even your employees); a strong social media strategy; entering awards; or securing media coverage, it should.