Google has been doing what it always does, and that is to constantly iterate to try and retain the best product it can.
Large language models (LLMs) and generative AI chatbots are a new reality in SEO, and to keep up, Google is evolving its interface to try and cross the divide between AI and search. Although, what we should all remember is that Google has already been integrating AI in its algorithms for years.
Continuing my IMHO series and speaking to experts to gain their valuable insights, I spoke with Ray Grieselhuber, CEO of Demand Sphere and organizer of Found Conference. We explored AI search vs. traditional search, grounding data, the influence of schema, and what it all means for SEO.
“There is not really any such thing anymore as traditional search versus AI search. It’s all AI search. Google pioneered AI search more than 10 years ago.”
Scroll to the end of this article, if you want to watch the full interview.
Why Grounding Data Matters More Than The LLM Model
The conversation with Ray started with one of his recent posts on LinkedIn:
“It’s the grounding data that matters, far more than the model itself. The models will be trained to achieve certain results but, as always, the index/datasets are the prize.”
I asked him to expand on why grounding data is so important. Ray explained, “Unless something radically changes in how LLMs work, we’re not going to have infinite context windows. If you need up-to-date, grounded data, you need indexed data, and it has to come from somewhere.”
Earlier this year, Ray and his team analyzed ChatGPT’s citation patterns, comparing them to search results from both Google and Bing. Their research revealed that ChatGPT’s results overlap with Google search results about 50% of the time, compared to only 15-20% overlap with Bing.
“It’s been known that Bing has an historical relationship with OpenAI.” Ray expanded, “but, they don’t have Google’s data, index size, or coverage. So eventually, you’re going to source Google data one way or another.”
He went on to say, “That’s what I mean by the index being the prize. Google still has a massive data and index advantage.”
Interestingly, when Ray first presented these findings at Brighton SEO in April, the response was mixed. “I had people who seemed appalled that OpenAI would be using Google results,” Ray recalled.
Maybe the anger stems from the wishful idea that AI would render Google irrelevant, but Google’s dataset still remains central to search.
It’s All AI Search Now
Ray made another recent comment online about how people search:
“Humans are searchers, always have been, always will be. It’s just a question of the experience, behavior, and the tools they use. Focus on search as a primitive and being found and you can ignore pointless debates about what to call it.”
I asked him where he thinks that SEOs go wrong in their approach to the introduction of GEO/LLM visibility, and Ray responded by saying…
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