Latest / Negocios Locales / #177 Nace AI Overviews y su impacto en el SEO Local es interesante

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#177 Nace AI Overviews y su impacto en el SEO Local es interesante · Negocios Locales

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Local business? Episode one hundred and seventy- seven. Very good morning to
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all and welcome. One more week to local businesses Today, 23rd of May,
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2, 000 twenty- four. I hope that I will be heard
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a little better today, because I have had a speech for a week and
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for a lot of care I have given myself to the voice. There'
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s no way I' m done getting her back. So let' s
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try little by little to tell you all the news that Google has brought us
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at its last event last week was the Google and or the Developers event,
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where the giant tells us all the news and, of course, which ones
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we' re going to focus on, well, those that have to do
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with the search engine and artificial intelligence. If you' ve just landed for
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the first time on this podcast and you don' t know what it'
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s about, then I' m telling you. My name is Laura Alfonso.
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I am a local seo consultant specializing in business with physical establishments and welcome
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you to this program. A space where every week we talk about your Google
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Business Profe tab, your website, intentions, user search, reviews, digital
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anetics, links or even artificial intelligence, with the aim of making your local
1:22
business more visible on the Internet thanks to the improvement of your positioning. Searchers,
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if you are interested in these topics, it is very important for me
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that you subscribe to the local business podcast in the regular podcast player or from
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my website Laura Alfonso, com where you will find, in addition, all
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the notes of this episode and, in addition, you have the possibility to
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subscribe to the RIUS letter of local business, where I will tell you news
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of interest for your business, which does not give me time to address in
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the episodes of the podcast. And now we do. Last week, just
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last 14th May, Google' s Clavo event took place and a benchmark of
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the technology industry and, of course, of the search industry. In the
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presentation, Google finally announced the release of SG, but with a surprise it
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is not called SG how we were talking all these months, but to e
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overviews, which translated comes to be as a general description given by the AI
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and that it is no more or less that we have been starting a module
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laser when the user does the search where the AI gives you as direct an
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answer as possible. From Google they do not explain how we have come to
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a new era in terms of searches and indicate that they are for three reasons.
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On the one hand, because they have real- time information based on
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people, places and things. For me this detail is very important because it
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has a marked local dye. He' s talking about people, places and
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things, that is, a user who needs to go to a place where
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he buys something and, of course, if someone has good ink information locally,
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that' s Google and, in fact, they gave several figures to
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make it clear that if anyone knows about local business issues, it' s
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them, because they said they had information from two hundred and fifty million places
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with updated information in real time and with the detail of all their reviews.
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Navigating Notice Bin has information, has a chart or local, but for nothing
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has all this detail that Google has. And if we talk about chat GPT,
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CHATGEPT, for now in that area fails more than a trade show shotgun.
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In fact, I leave you on a link to a few screens where
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a user is asking Chad GPT to tell you places to go to eat.
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It gives you the detail of some sites and the user responds to see from
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these sites that you give me. I can' t go to this one
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because it' s been closed for six years. This one' s a
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cafeteria in a restaurant to eat, and the other one I don' t
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know what was wrong with him. Chab GPET apologizes, gives him options again
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and again the options he gives them have restaurants that have also been closed for
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a long time. The user points it out again, chat hefet apologizes,
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gives you new options again, and those new options also had problems of this
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type. The truth is that it is funny, but it certainly gives a
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hint of how still in that area, in the local part, it has
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to evolve and, therefore, Google' s leadership in this area is not
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at all debatable. But good thing I' m going through the branches.
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He said that Google was explaining that a new era has come, which is
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what searches are all about, and he said it was for three reasons.
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The first, for having information in real time, based on people, places
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and things, which is what you just talked about. Then, too,
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because it has unique systems at the level of ranking and valuation, of quality
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of results. We already know everything that Google is doing, with the holdfull
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contain, up date, etcetera, etcetera. And then, of course,
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the capabilities of jemine, that is, the capabilities it has in artificial intelligence.
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What might be the slogan or the Google clan with the arrival of artificial
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intelligence to search engines, because for me the clan after listening to them is
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your question that we do all of Google' s work. Or for you
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and why I say this because they explain how ten questions a user would have
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to ask by approach gradually in a normal search, can now be solved with
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a single answer thanks to Google' s multistep reasoning. In this way,
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what they do is identify from an initial search, what are the subsequent queries
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s that the user is doing until reaching that definitive answer that he is looking
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for then, with that knowledge that they have, what they do is identify
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all those queries, order them and respond them in a single response thanks to
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artificial intelligence. And the most important thing is, especially for the joy of
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the seos, that they include the links within that artificial intelligence response to deepen
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if the user wants to. This is key, but the question I ask
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myself is how much the user will want to deepen if in a single answer
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is included the queries and clicks that the user would do in ten steps.
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Well, according to Google we' ll see this a little bit later says
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that if those clicks are being produced, we' ll see. But the
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important thing is that we know that the artificial intelligence of the search engine,
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with Google' s artificial intelligence, is already launched. It was launched last
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14 May in the United States and they have said that in the coming weeks
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it will be deployed in the rest of the countries, announcing that by the
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end of the year it will be ready for a billion users. So,
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inside of nothing, we already have the chance to mess with him. Although
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the presentation made several very interesting demos and also with a marked local dye.
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On the one hand, they explained how a good center of pilates and yoga
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would now be found, and there the important thing is that you could say
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I want a pilates center with x years of experience, that is in this
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area, that has free classes so far, etcetera. So here what we
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see is important is the information that the web contains, that contains the tab
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so that Google can infer all this information and also the reviews. This alone
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makes me think that the current ranking factors to position at the local level will
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change at least at the weight level and I think the reviews will gain much
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more presence. So it' s important to lead the part of artificial intelligence,
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measure your positioning and see that you' re ranking properly with your competitors
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and how I can have control over the visibility and positioning of my local business
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on the Internet. Well, then, there' s a tool I wanted
8:24
to talk about or today that' s called Koyac and it' s perfect
8:28
for this. It is a local specialized rack tracker that offers you rank maps,
8:33
that is, maps of our ranking position for a given geographical area and
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compares us with respect to competitors. That' s right, with Koyack you
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' ll have a clear and accurate view of how your company is positioned for
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the most relevant kiwos in your business. And the best of all is that
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with Goya you not only focus on the part of the local being, the
8:56
famous Local Pack, but also analyze the organic ones, that is, that
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with a single tool, you will be able to analyze, as well as
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position your website for local searches. And that' s all, because not
9:09
because with Kojack is the Swiss knife of the local seo, since it is
9:13
in continuous evolution incorporating new functionalities that allow you, for example, to anticipate
9:20
potential risks of visibility of your business, possibilities of filtering, of tab and
9:24
many more things that already you. I' ll be counting in the next
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few weeks and if it' s not enough that I' ve already told
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you that Kya has, that she isn' t. I also tell you
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that it has what is called the guild, which is a community where all
9:37
those interested in the local seo meet, talk, doubt and help each other,
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so don' t stay behind. Discover all the possibilities of Koyac,
9:46
a local- level rand tracker to keep the visibility and positioning of your business
9:52
under control and where you can get the Conkjack, because in Coyac and or
9:58
cl a c point me and keep your competition in mind and what more examples
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he put. Google. It' s his presentation well, because he talked
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about the importance that artificial intelligence is going to be for planning issues and he
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set an example, which is that I' m using it to come because
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it' s going to make life enormously easier for me and what it consisted
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of, for example, a week' s meal planning. Imagine if you
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could tell Google. Hey, I want you to make me a meal plan
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for this week, where I want you to prime the fruits of the vegetables
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and not put food with a crumb, because I have a celiac at home.
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Then, in this way it shows you in the serd itself a module
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where you see day by day, one or day to two day three,
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all recipes and in that way, you can also export them and you can
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do From there you opilise the shopping list. Well, this seems total to
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me, because I' m really on Sundays I' m always gonna see
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that we' re going to cook all week, that we prepare and in
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the end, well, sometimes my daughters that we' re always eating the
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same thing. Well, then, you cook. But now with Kuge,
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he' s gonna fix my life, I mean, I' m excited
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about him making me a shopping list. I think that' s the most.
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But this is not the only example of planning they did. They also
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set up a planning process at the local level, for example, to make
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a way out to eat or, for example, to go to visit a
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site, tourism issues and the good thing is that Google takes into account contextual
11:39
factors, such as the time of year or also the time that may be
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at that time, it gets sunny, it rains, etc. So here
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it is very important to also have very well optimized tab with attributes, categories,
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because, for example, if you want to go to eat at a
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restaurant that has a closed terrace and suddenly, the user is doing a search
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in a rainy day you will be one more option. That is why it
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is very important that you have all the information updated and also keep in mind
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that there are not only the attributes that you put as owner, also the
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user can see what additional information can put after visiting you. So it'
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s very important that you also see what kind of additional information your potential customers
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can put in to encourage them to include it. And let' s go
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with the last example they gave and are the video questions to fix something.
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For example, that seemed total to me. You' re in trouble and
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you don' t know how to solve it. You' re recording it
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with your cell phone and while you' re recording it with your cell phone,
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you' re giving it your question and taking it and answering it well.
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That' s gonna make me great, too. For example, with
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smart bulbs. I bought some of these bulbs that connect to the mobile and
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well, you can put them in whatever colors you want. And all this
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good, because the question is that if they disconnect from WiFi when you'
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re going to turn on the light, suddenly it' s blinking a super
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annoying thing hears, because I don' t know what happens, that is
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that I don' t get them to reconnect to the WiFi And I'
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m back to normal bulbs, because when I got this search engine with this
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functionality or again I' ll put the bulbs back in. Sure, because
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I like the chorroraditas these, but well, a lot of potential to help
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the user. Of course I' m going you' ve already counted a
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little bit the summary of what Google presented at the search engine level last 14th
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May and what first data we can have. Well, since the seed sensor
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is a desire tool, it already shows us data of the visibility that the
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AI module is having in the serps for now little presence, but growing and
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having more presence on mobile devices According to Google, this module will only be
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shown in principle for a limited number of queries and complex questions, not for
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ninety percent of the searches, as has been said in some preliminary studies and
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Google has confirmed that this module will show the general IA inspections module for Johormone
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and yor Life queries, that is, those related to health issues and financial
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issues. That really surprised me, because the preliminary hearings always put a warning
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that today these results that I give you check out very well, revissa,
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etcetera, and I guess it will continue to do so. But as these
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are topics that can be too critical for the end user, I was surprised
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to be included from the start and also Google. What it tells us is
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that this module of the general descriptions of AI will not replace little by little
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other modules, such as the highlighted fragments. Google' s vice president of
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search let Raide, who made the presentation, has said that they have been
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able to verify that the links included in the general descriptions of artificial intelligence get
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more clicks than if the page had appeared as a traditional web list for that
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query, that is, that the ctr click rate of the AI section are
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higher than in other parts of the page and Microsout said something similar about Bean
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' s chat. So, we' ll go looking, but I'
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ll tell you again what I said before. I am surprised that there are
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many more clicks when the user has in a unique answer the information that would
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have cost him ten queries. But, well, these are the first data
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they' re telling us. We believe it or we don' t believe
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it, because maybe we don' t have to believe it, because the
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executive director of CGM, Ross Hodiens, predicted his time that AI would mean
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a decrease from eleven to eighteen percent in traffic, but now he says that
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it seems that he has been wrong, because he has carried out a study
16:07
that is perhaps not representative enough, but it is interesting as a starting point,
16:11
since it analyzes forty- three customers and comes to a different conclusion where
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artificial intelligence could actually increase traffic and so on. And just what Google has
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argued to us for the most skeptical and in all the clients of the Hugens
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study found an increase in impressions, in the average click rate and in total
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traffic since this module was published that of the general descriptions of the AI.
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The report is divided into three categories of clients, which are sas softwares to
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service, software companies, financial issues, fintec and icomes businesses And in the
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end, what it says is that the general descriptions of it appeared with different
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frequency in canado in each of these, but in general there was what I
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tell you more impression is clicks and traffic. After the introduction of laia over
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views, Hugens attributes this to a greater engagement and volume of query. This
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is the truth. I don' t understand what you mean by how,
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based on that study, you' ve identified that users have more engagement with
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AI results. Well, we' ll see. However, I leave you
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screened in the notes of the episode dú with this data so that you see
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how there really is an increase, because of a four comma four percent at
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the level of impression traffic almost two percent and the CTR improves by three percent.
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So a priori the data is pretty good and calm us down a little
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bit, because that' s one of the great fears we have. See
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if we' re gonna drop the traffic or not. But I would like
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Google to be a little more transparent and if the DEIA module really works much
17:53
better, it can even merge much better than other modules, because they give
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us that training and what happens that they have announced that WELSS with sun will
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give us impressions and clicks information from the AI part, but without telling us
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that it is from that part of the AI, that is, that it
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gives us the raw data. You' ve had a thousand impressions, that
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is, I' ve shown you in this period a thousand times, but
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I won' t tell you if I' ve shown you in the LAIA
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module or I' ve shown you in a futur snippets or if I'
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ve shown you in a normal result. So of course it' s going
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either wrong or regular, because I don' t know, because if you
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don' t allow me to segment the information, you don' t allow
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me to set up an improvement strategy and what the reactions to the launch of
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the AI Overviews have been. Well, people a priori aren' t happy,
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especially the seos because of this fear I tell you about the fall of
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traffic on the webs. But, on the other hand, I do have
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hope, because this is like a pescadilla that eats the tail if I lower
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the traffic no longer makes sense to generate content. If there is no content,
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Laia does not have a basis on which to generate more information and therefore
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the system would cease to be sustainable. In the end, they have to
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look for a model that benefits all parties. And after this event has been
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conducted an interview with acidic pelin at Google' s ceo, where different issues
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have been addressed, on the one hand, in the fall of traffic of
19:22
the websites and have been given concrete cases. There. The answer he has
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given is that you can not talk about specific cases, but about globality and
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he, in all these years has been able to check how Google is a
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traffic generator to the different websites and to explain it, he said how they
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have always put from Google the content creator at the center of all their actions.
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And the result is YouTube, where the content creator is able to monetize
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it thanks to its entire system. From ah and now they are seeing how
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they can carry out in the best possible way with AI, a system where
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everyone benefits, being aware of the need to generate a sustainable model. Then
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the impact on small businesses has also been discussed. Here the answer really I
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think he wanted to get away with tangent, because they said that of course
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the small content creator, the small local business, how he will do to
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compete with AI if in the end Google gives him all the information and there
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he has said that good that European regulation prevents them from carrying all the traffic
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they want. And it put, for example, the case of the local
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pack, where they have had to incorporate just below the site module of places
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to give more relevance not only to the local business, but to those who
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talk about that local business. I think we' re mixing churras eatin',
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but well, in the end it came out with that answer. For
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me, the most acidic part of the interview is when you are asked what
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it seems to you that the part of the GPT chat videos has been trained
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with the videos that are on YouTube, which are public, but have their
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terms and conditions, as Google' s seo said. So what' s
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going on and what sort of let go of Google' s news is that
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they' re seeing whether they' re taking action or not, because in
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the end they have terms and conditions, those videos that content and in the
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end, chat HEPT has taken advantage of that content to generate its own model.
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And maybe that' s not allowed. Then that' s when the
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interviewer put his finger in his sore and told him clearly. You are looking
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at the terms and services to see if you take legal measures against GPT chat
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for taking advantage of your content and generating your own model. But you are
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doing the same thing, if you do not derive traffic to the websites,
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you are taking advantage of the content of a third party, of a small
21:57
business to actually generate your model and rent it. Then, of course,
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I think he stayed there a little bit or caught and the journalist ended up
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telling him clearly. You' re a great company. You have a legal
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department that can allocate the money time and all the necessary resources to analyze terms
22:17
and conditions and take the necessary legal measures. But a small business sometimes is
22:22
that it has no terms or conditions and if it has them, it also
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doesn' t know if they are enough to cover the different casuistics like the
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ones we are finding right now. Those terms and conditions allow me to really
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tell Google hey you can' t take advantage of this content for artificial intelligence
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and if you do, it turns out that I can get you into a
22:45
lawsuit and get benefited, because not then. In the end, the truth
22:48
is that we are talking about David and colity in these cases. And finally,
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the whole issue of hallucinations and mistakes that the ia and the foreseeable thing
22:56
was also addressed, at least what the journalist said is that the web is
23:00
filled with low quality content. But this is not something new. It'
23:06
s like when it was seen that the fish was really something very relevant and
23:11
we ran into websites with low quality content, where what it had was a
23:15
brutal keyword density and all that has been refined. Then I am confident that
23:21
low- quality content will now be generated thanks to the intensive and unprofessional use
23:26
of artificial intelligence. But normally algorithms and systems are refined to actually select the
23:30
content that is relevant. And here, of course, there is still a
23:41
way to go, because, in fact, even the Google Business Profile'
23:45
s own help forum in the United States incorporates artificial intelligence solutions and it turns
23:52
out that it gives wrong information because in a few user questions they pick up
23:56
and say good who I can contact, you can give a phone number to
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count on Google and solve this problem and say the artificial intelligence that did give
24:04
it a phone number. And that phone number doesn' t exist. So,
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as we see, no one is exempt from the hallucinations and even Google
24:11
itself is suffering them. It will have to gradually evolve this technology to improve
24:17
and give quality service to all. Faced with the final question of how Google
24:22
sees the ceo, the future of the web defines it in four ways.
24:26
It will be multimodal, that is, not just text, but video,
24:33
images, voice, etcetera. Richer, more stable and more interactive And what
24:38
have been the rest of the reactions from the rest of the actors. Well,
24:44
it seems that what is being seen is that there are increasing user searches
24:45
that say how to disable the Google module on the ia. Then tutorials of
24:53
how you can do not appear in that or module are also appearing. And
25:00
Google has also incorporated in its documentation information where it says that you can'
25:06
t do anything to appear in them, but if you don' t appear
25:11
using type code it' s not even bet more snippet and data is not
25:12
niped os. I leave the links in case you want to dig deeper into
25:17
that system. And then, finally, say that Google has released a new
25:19
filter called Web, which shows only the links. Google’ s ten blue
25:26
links are always available to you and are now available worldwide. Then, if
25:29
you do a search and don' t see it directly in the filter bars,
25:33
which are just below the search box, it will appear when you click
25:37
more and that way you remove all the modules. And one last reaction comes
25:41
from the chat competition. GPT has released its new version GPT iv or Omni
25:48
Canal Lago comes from Omni Canal And what it does is that the user can
25:53
interact by audio, video and text. It is now in the paid version,
25:57
but it will also be implemented in the free version. With all this
26:03
that I have told you in this episode, what is the conclusion that I
26:08
draw, since we are in a moment where the local is more fashionable than
26:12
ever and the local seo, which had been the ugly duckling inside the seo,
26:15
can soon become a swan because it touches most of the categories products and
26:19
services and despite the efforts of the competition like Perplexity, who recently signed a
26:25
license agreement with jel to reinforce the local results bing and Copilot, which has
26:30
its own local graph and the predictable improvements that it has to make chat GPT
26:34
in order not to have those mistakes that I told you at the beginning.
26:38
I think it' s going to be very difficult to match the depth at
26:45
the local knowledge level that Google has and that Google certainly can' t lose
26:49
the car and will continue to emphasize this part as the competition escalates. So,
26:55
I think the only place is going to be more fashionable than ever.
27:00
You have to be positioned yes or yes, and that' s why you
27:04
have Laura Alfonso com Barracurros. The video course gets more customers by positioning your
27:10
local business and where, over several lessons and about six hours, I explain
27:14
how you can improve the visibility of your local business and with that get more
27:18
customers, because when I then next door, it gets more customers than you
27:22
without having your experience or a better product only means that it is doing something
27:26
that you are overlooking and in this course I explain to you what, because
27:30
we analyze the competitors and all of it in a simple way, without technicalities
27:36
and without needing to spend on expensive tools, because we do it all with
27:38
very powerful tools and at zero cost, because it is not about making more
27:42
and spending more money, but doing it better. And now we do finish
27:47
today' s episode. I hope that it has been of interest and that
27:51
you are wishing as much as I that the module already arrives in Spain to
27:56
start messing around as always. Thank you so much for your five- star
28:00
reviews and feedback that you leave me on all platforms, in Apple, in
28:04
Spotify, in Evox, in Google Podcast, in Amazon Music, in Pokerdcast
28:10
all and remember that you can subscribe and in that way give more visibility to
28:15
this podcast and make it more sustainable. And it' s only up to
28:18
us to close it, but only until next week. Where we will hear
28:22
again and where, then, where it will be here in local businesses.
28:27
Happy week.