Google's New AI-Powered Search Enhancements

As a huge fan of SEM, I love seeing how Google keeps raising the bar with every update. While I have prepared a lineup of Google’s latest features that I will cover soon, today’s post is all about Google’s new AI-powered search enhancements, which are reshaping how we find information. This isn't just another update! It's a whole new way of thinking about search.

Smarter Search

For years, Google’s search engine relied on simple rules to fetch and serve answers. But with AI running the show, search has become a lot more intuitive. At the core of these advancements are two powerhouse technologies, BERT and MUM. And no, those aren’t new robot sidekicks, they are the algorithms making search smarter.

BERT, Bidirectional Encoder Representations from Transformers, helps Google better understand language context. Think of it as the difference between “let’s eat, grandma” and “let’s eat grandma.” Context is everything!

Then there’s MUM. Multitask Unified Model, which takes things up a notch by understanding different types of media (text, images, videos) and even pulling information across languages. So, if you have ever tried Googling something oddly specific, like “best way to lose weight (and get taller) while only eating falafel,” MUM can piece together answers from blogs, videos, and even research articles to get you exactly what you need.

Visual and Multimodal Search

One of the coolest new capabilities is Google’s visual search with Lens, where you can search by simply snapping a picture.

Let’s say you are at a store, you see a shirt you love, but want to see other options... Just snap a pic, and Google will do the searching for you. Or, if you’re traveling, snap a picture of a famous landmark, and Google can serve up all the details without you even typing a word.

What’s more, thanks to MUM’s “multimodal” abilities, Google can now blend all kinds of content types for better results. It’s like the search engine is going through a glow-up, learning to read images, understand videos, and interpret text, all in one go. This makes searches more comprehensive, so you get answers from multiple formats, like a one-stop info shop.

Hyper-Personalized and Predictive Searches

With AI onboard, Google is also doing some impressive predictive searches, which feel a bit like it is reading our minds (or, at least, our browsing history).

If you often search for certain topics, say, photography tips or cooking hacks, Google will start to anticipate what you might want and serve you relevant results without you having to dig around. It’s like a helpful friend who remembers all your quirks, from your favorite hobbies to your next big vacation plans.

For marketers, this means we can focus on creating content that not only answers specific questions but aligns with broader trends and interests, so we’re ready when Google decides to highlight our content based on someone’s preferences.

Making Conversations with Google More Natural

Let’s face it, typing on tiny phone screens is no fun. That’s why Google has ramped up its voice search game with the help of AI.

Now, instead of speaking to Google like it’s a robot (“Pizza near me”), you can chat with it almost like you would with a friend.

Google’s AI is now smart enough to handle longer, more casual questions, like, “Where’s a good place to get pizza that’s not too expensive but has outdoor seating?”

As more people rely on voice searches, we marketers need to think about keywords that sound more like natural language. So, time to swap those overly robotic phrases for questions people would actually ask aloud.

What This All Means for Marketers

So, with all these changes, what’s next?

Google’s AI upgrades are pushing us marketers to think beyond simple keyword targeting. It’s time to focus on creating richer, more nuanced content that answers questions people are actually asking. This means thinking about “semantic search” (content that matches meaning rather than exact words) and focusing on user intent, not just what’s popular.

We’ll also have to adapt to the rise of zero-click searches, where Google provides answers directly on the search page without sending users to another site. While that might sound a little scary for traffic, it’s also an opportunity to get creative with content. If your content shows up in snippets or image carousels, that’s a big visibility win.