What is Google Gemini and why does it matter for SEO?

Google Gemini is Google's latest AI, designed to change the way we search online. This AI uses the latest technologies to make search results even more relevant and user-friendly. For SEO specialists, this means the rules of the game are changing and it's important to keep up with these developments.

What is Google Gemini?

Google Gemini is an advanced AI that uses machine learning and deep learning to improve search results. Compared with Google's earlier AIs, such as BERT, Bard and RankBrain, Gemini should offer deeper insights and understand complex queries better. To that end, Gemini has been trained on images, sounds, videos and text, which should make it stronger at processing all these types of data, and should make search results richer and more relevant. 

Compared with other AI software, such as ChatGPT and DALL-E, Gemini stands out through its integration with Google's search engine, similar to Copilot in Microsoft Bing. This means it can not only generate and analyse text, but also has a direct influence on search results. As a result, searches can become more personal and more relevant. This gives us the opportunity to understand and optimise searches at a deeper level. 

Changes in online search due to Google Gemini

With the introduction of Google Gemini, search results, and especially the way they're displayed, could change drastically. Google wants to improve not only the search results but also the user experience, with more relevant and contextually richer answers. Gemini's advanced algorithms should provide a deeper interpretation of search terms, which can lead to more accurate and personalised search results. This means search results should match the user's intent more closely, improving the user experience. 

SEO specialists need to prepare for a shift towards semantic search, in which the context and meaning of queries are central. Multimodal search, combining text, images and audio, is becoming increasingly important. This means that, alongside written content, visual and spoken content should be a standard part of your SEO strategy. This way of searching offers users a richer and more complete search experience. 

Google Gemini and Google Search Generative Experience (SGE)

Google Gemini and Google Search Generative Experience (SGE) work hand in hand to improve the search experience. SGE is an advanced search interface that uses generative AI to give users comprehensive, contextual answers to their queries. Gemini, with its ability to process and understand different types of data, is the driving force behind this interface. 

This means users not only get quick answers, but can also ask follow-up questions to get more extensive and detailed information. For SEO specialists, this means optimisation must focus on delivering high-quality, contextual content that covers all types of media. The link between Gemini and SGE shows how important it is to be prepared for a multimodal future of search, in which written content, images and sound all play a role in meeting users' needs. 

But it's not just this combination of content types that makes the future SEO landscape challenging. Gemini also makes it easier to process content from different types of channels in Google's SGE interface. In the future, for example, it will become easier for TikTok and YouTube content to end up in Google's answers. Time to take a 360-degree approach to your search strategy and not optimise for Google alone. 

What can SEO specialists expect?

Short-term changes

In the near future, we'll see changes in the way search results are displayed. SERP layouts will evolve, with more emphasis on featured results and rich results. SEO specialists need to optimise their content for complete queries and questions, rather than just individual keywords. It's important that Google can find all the relevant information for a query on your site, whether that's written content, audio, video or images.

Long-term changes

In the long term, we can expect an increase in personalised search results. Every type of query will become even more personal than it already is. No longer will just 15% of queries be new to Google; that percentage will grow even further. For Google, it's therefore important to understand content well, and for you as an SEO specialist, to make content understandable. Among other things, by adding the right context and making good use of different content types, channels and information markup such as structured data. It will become even more important to be a true expert in your field. You need to be able to answer every question about your product, service or industry, so that Google can retrieve all the information from you.

Preparation for SEO specialists

SEO specialists need to adapt their strategies to align better with this new way of searching. This means focusing on contextual, in-depth content that offers users value and answers. Make sure your content is multimodal, optimised for all (owned) channels and truly answers every question your visitors need to understand your product, service or industry. 

Here are some important steps you can take to prepare: 

• Make your content easily accessible by delivering a good user experience, for example through stable Core Web Vitals and fast loading times. 
• Use a responsive design so your website works well on all devices. 
• Develop user-friendly web pages for all types of content and devices. 
• Create comprehensive, contextual content that answers search queries and is supported by images, videos and audio. 
• Provide clear content that is suitable for conversational queries, both spoken and typed. 
• Use keywords to determine themes, but go further by fully developing important themes. 
• Use structured data to mark up your information as well as possible for Gemini. 
• Don't limit yourself to SEO for Google; take a 360-degree approach to your search strategy so you optimise for all owned channels. 

How we're preparing for Gemini

At Partout, we've been preparing for Google Gemini for some time. Our SEO approach focuses on creating comprehensive content around important search themes and on cross-platform analyses and plans. We call it Search 360. This allows Gemini to pull information from all places and channels, because the information is connected as entities. Think of SEO for Google, but also for TikTok, LinkedIn and YouTube, for example. We're ready for the multimodal nature of search and make sure our clients are optimally prepared for this new search experience.

Looking ahead to the future of SEO

The impact of Google Gemini on the future of SEO could be significant. As an SEO specialist, it's important to stay proactive and adapt to the changes. Thanks to our broad search approach, we expect that we, and therefore our clients, will be ready for whatever Google has in store for us. We focus on the right elements and make sure they're worked out in detail. That's how we ensure strong online visibility, now and in the future.

Get your business ready for the future

Curious how your business can prepare for the changes brought by Google Gemini? Get in touch with us today for a no-obligation conversation. Our SEO experts are ready to answer your questions and take the first step towards lasting success together. 

With these insights, you can adapt your SEO strategy and be prepared for the future of SEO. Let's explore the possibilities of Google Gemini together and improve your business's online visibility.