Google continues to focus on human

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SERP evolution - new content and optimization opportunities In its generative AI snapshot, Google’s LLM (Large Language Model), PaLM 2, and MUM (Multitask Unified Model) help it identify multiple types of content and media formats. In addition, as  experiences and content, it is starting to prioritize experience-driven, authoritative content and recommendations. Results in the SERPs aim to highlight content that showcases real experiences of topics, products, and services according to Google’s E-E-A-T. Perspectives, in particular, focuses on user-generated content (UGC) and showcases varied perspectives via multimedia content from boards, QandA channels, and social media.

Dan Taylor wrote a great piece on DB to Data content specifically for Perspectives. Get the daily newsletter search marketers rely on. Business email address Get Search Engine Land in your inbox. See terms. Change equates to enhancing content optimization focus and conversion rates Conversational intent is the trigger for Generative AI results. While both Generative AI and search engine results pages (SERPs) continue to evolve – and they haven’t quite reached a stable state yet – gaining a grasp on conversational intent remains critical.



If your content fails to provide valuable insights or accurately address a conversational query, its visibility will likely dwindle. Ensure you are keeping up to date with all algorithm updates and quality sources of information. Understand conversational intent as the key trigger to generative AI results. Focus on value for the reader – the need to understand your audience needs to deepen. Balance this with informational and transactional content. Prioritize natural language – anticipate “how” questions and answer with “to.” Build and optimize fresh content.