How Google’s AI Assistant will change search and what marketers can do about it

Google is taking SEO to the next level by testing a virtual sales assistant feature directly in search results. This innovation, called Google Sales Assistant, has the potential to radically change the way users search and interact with brands, while also creating new challenges for marketers. Let’s explore how this technology works, its impact on the market, and what steps businesses should take to prepare for these changes.

What is Google Sales Assistant?

This feature is essentially a digital sales assistant that helps users find the right product directly in the search results. For example, if a user searches for “non-stick frying pan,” the Sales Assistant will offer recommendations, compare materials (Teflon, stainless steel, cast iron), and show a list of relevant products with brief descriptions.

How does it work?

Placement: The assistant appears below the organic search results, interacting with the user in an engaging way.
Functionality: It offers product descriptions, selection tips, and a carousel of product images.
Limitations: Currently, the feature only displays products available from specific online stores, such as Kitchen Warehouse, as shown in Brodie Clark’s video.

Challenges for Marketers

1. Loss of Control over Information: If your content is not detailed enough, Google may pull data from other sources, leading to the risk of incorrect or incompatible information being displayed.
2. Short Product Descriptions: The assistant displays only 1-2 sentences for each product, which may be insufficient to convince a buyer.
3. Competition: If your products are not featured or do not stand out, users might choose competitors who have better prepared their content.

How to Prepare?

1. Develop a SERP SEO Strategy
   Modern SEO goes beyond meta tags and keywords. Here are key directions:
   • Detailed descriptions: Write concise but informative product descriptions. One or two sentences should clearly sell your product.
   • Buying guides: Create articles that help users navigate your product categories.
   • Updated images: Use photos with text annotations that highlight key features and product sizes.
2. Optimize Content Structure
   Add unique descriptions for each product. Place key information at the beginning of the page to make it easy for Google to extract.
3. Implement Structured Data
   Leverage schema markup to ensure your product information is displayed correctly in search results.
4. Engage Your Team
   SEO is no longer just the responsibility of marketers. You need seamless collaboration between UX designers, photographers, copywriters, and even merchandisers.
5. Develop Expertise in Your Niche
   AI sales assistants will prioritize content that demonstrates in-depth product knowledge. Create articles that showcase the benefits of your products, manufacturing technologies, and unique features.

Why is this Important?

The Sales Assistant feature could change the game. If your products are not included in the recommendations or if their information is not attractive enough, competitors will capture your market share. Start preparing now to avoid losing positions in search engines.

SEO is evolving, and adapting to the new conditions is key to success. Use these opportunities to become a leader in your industry and ensure your brand’s visibility not only to users but also to Google’s intelligent algorithms.

Expert Opinion

Google’s Sales Assistant is a significant step in the evolution of search engines and could dramatically change the approach to digital marketing and SEO strategies. Specifically, this new functionality can greatly enhance the user experience by providing quick and accurate answers to shoppers’ queries directly in search results. However, it also increases competition among brands and requires businesses to adapt their strategies for content optimization.

To effectively leverage these new opportunities, businesses need to update their SEO and content marketing strategies. This includes creating detailed, structured product descriptions, optimizing images, and using structured data, which will allow products to appear in new SERP formats, particularly in product carousels presented by AI.

Investing in these areas will not only improve visibility in search results but also increase trust and loyalty among shoppers, ultimately leading to higher conversion rates and business growth.

Our SEO specialists can help you adapt to the new changes in search engines and make the most of the opportunities provided by Google’s Sales Assistant.

We offer:

• Content analysis and optimization: We will help you create detailed and accurate product descriptions that meet Google’s requirements and increase your chances of appearing in results with the AI assistant.
• SEO strategy updates: We will develop an SEO strategy that includes not only traditional methods (meta tags, titles) but also optimization for new opportunities in SERP, such as interactive product carousels.
• Structured data: We will implement necessary schemas and markups to ensure your products appear in search results with full and accurate data.
• Image optimization: Our experts will ensure that your images are not only attractive but also informative, highlighting key features and benefits of your products.

Thanks to our comprehensive approach and the professionalism of our specialists, you will be able to adapt to changes in search engines effectively and use new opportunities to increase your business’s success.

This article available in Ukrainian.