SEMrush, a prominent name in the field of SEO and SEM, along with Ahrefs and Moz, is considering the impact of AI on the world of search and how generative artificial intelligence (GAI) could disrupt the industry. In an interview with SEMrush President Eugene Levine, insights were shared about the future of search, the rise of GAI-based search engines, and the potential challenges for Google.
Levine expressed his positive views on generative AI, likening it to transformative technologies such as personal computers, the internet, and smartphones. He emphasized how generative AI enables people to accomplish tasks they couldn’t before and boosts productivity by automating mundane tasks. While acknowledging the potential disruption it may cause in industries like customer support, Levine also highlighted the creation of new jobs to train and fine-tune AI.
Regarding the evolving search landscape, Levine noted that the traditional SERP (Search Engine Results Page) has already undergone significant changes. Modern search results incorporate various elements like images, product listings, videos, and featured snippets, providing instant answers. Generative AI is seen as a continuation of this trend, with potential to enhance user experience through multi-source based results. However, Levine acknowledged that certain queries may already yield optimal results and user experiences.
When discussing the impact of GAI on content creation, Levine shared that while some anticipated a decline in traffic for informational websites like Wikipedia, the reality is different. Search engines that have implemented generative AI, such as Bing, have actually increased traffic to such websites. This suggests that users still value the learning experience of exploring comprehensive articles.
Levine also addressed the integration of generative AI into website builders and platforms, which levels the playing field for small and medium-sized businesses. However, he emphasized the importance of guidance and data in optimizing content for SEO. Backlinks continue to play a significant role in establishing authority and differentiating similar content generated by AI models.
Looking ahead, Levine predicted a potential increase in competition within the search industry, as new search engines powered by generative AI emerge. This would offer marketers and business owners more opportunities to rank highly and compete online, benefiting customer experiences.
Lastly, Levine highlighted the importance of trust and credibility in a content environment increasingly influenced by AI. Media publications and websites that undergo human review and fact-checking hold greater value as trusted sources, distinguishing them from AI-generated content.
While Google currently holds a dominant position in search, Levine noted that competition may arise in specific niches where companies possess unique relationships and access to data. However, he acknowledged the challenges of competing with Google’s vast global footprint and its access to extensive volumes of data.
In conclusion, the interview highlighted the potential of generative AI in shaping the future of search, its impact on various industries, and the possibility of increased competition in the search engine landscape. While Google maintains a strong position, the evolving search environment offers opportunities for innovation and competition in niche markets.
