SEO 101 Podcast Summary: Episode 489 - Exploring ChatGPT Search, Google’s Gemini 2, and Project Mariner

Release Date: January 6, 2025
Hosts: Ross Dunn & Scott Vanack
Podcast: SEO 101 by WMR.FM

1. Introduction

In Episode 489 of SEO 101, hosts Ross Dunn and Scott Vanack delve into the latest developments in the SEO landscape, focusing on advancements in AI-driven search technologies. The episode primarily explores ChatGPT Search, Google's Gemini 2.0 update, and the innovative Project Mariner initiative.

2. SEO News

a. Google Search Console Update ([02:55])

Scott Vanack begins by discussing a recent update to the Google Search Console. The update, rolled out on December 11th, simplifies the process of changing date ranges in performance reports.

"They've made a new change… with buttons for 24 hours, 7 days, 28 days, 3 months, and a dropdown for more options, making it easier to quickly view different time frames."
– Scott Vanack [02:55]

Scott appreciates the small but significant improvement, noting that it will enhance user experience by streamlining data analysis.

b. Google’s Search Ranking Volatility Post Core Update ([04:23])

The hosts address ongoing concerns regarding Google's core updates, specifically the volatility in search rankings following the December 5th update.

"The last core update… There's a lot of chatter at Webmaster World with users seeing a lot of rank movement."
– Ross Dunn [04:23]

Ross reminisces about the Florida Update of 2003, highlighting its impact on businesses during the holiday season. Both hosts express skepticism about the frequency and scale of Google's updates, suggesting that Google’s dominance in the market allows them considerable leeway in their algorithm changes.

3. ChatGPT Search and Its Impact on SEO

a. Unique Characteristics of ChatGPT Search ([06:49])

Scott Vanack references insights from Clark Sang of Search Engine Land, emphasizing how ChatGPT Search diverges from traditional search engines like Google and Bing.

"ChatGPT tends to favor long-form content over brand product pages and smaller content."
– Scott Vanack [06:49]

Key observations include:

• Differentiated Results: ChatGPT provides unique search results by applying its proprietary algorithms to data sourced from Bing, resulting in non-aligned rankings compared to Google and Bing.

• Preference for Long-Form Content: Unlike traditional SEO which balances between product pages and informational content, ChatGPT prioritizes lengthy, authoritative articles, reducing the visibility of brand-centric pages.

• Local SEO and Reviews: ChatGPT focuses on ranking top businesses based on reviews and location without displaying ads, emphasizing the importance of authentic, positive Google reviews for local SEO success.

• Brand Awareness over Traffic Generation: Instead of driving direct website clicks, ChatGPT enhances brand exposure and recognition, as users seek concise answers rather than navigating to specific websites.

b. Implications for SEO Strategies

Ross and Scott discuss the implications of these findings, noting that long-form content remains valuable not only for traditional SEO but also for AI-driven search platforms like ChatGPT. They underscore the necessity for businesses to adapt their content strategies to align with these evolving search behaviors.

4. AI News

a. Google Gemini 2.0 Update ([16:42])

Ross introduces the Google Gemini 2.0 update, outlining its three main enhancements:

1. Expanded AI Overviews: Reaching 1 billion users, Gemini 2.0 can handle more complex and multimodal queries, offering improved AI responses for sophisticated questions.

2. Enhanced Model Capabilities: The Gemini 2 Flash model boasts faster response times and can process various input and output types, including images, video, audio, and integrated coding capabilities.

3. Future Developments – Project Mariner: This initiative aims to revolutionize user interaction with web browsers through advanced AI integration.

"Project Mariner… a research prototype exploring the future of human agent interaction, starting with your browser."
– Ross Dunn [16:42]

b. Project Mariner ([18:13])

Project Mariner is highlighted as a pivotal development in AI-driven browsing experiences. Described as an initiative by Google DeepMind, it seeks to create a smarter, more intuitive browser assistant capable of:

• Enhanced Interaction: Allowing users to interact with browsers using natural language, making inquiries and commands conversational.

• Multimodal Understanding: Processing and integrating text, images, and sounds to provide richer, context-aware responses.

• Task Automation: Automating routine online tasks such as form filling and information retrieval, thereby increasing efficiency.

• Personalized Experiences: Tailoring suggestions based on user behavior and preferences to create a more customized browsing experience.

Ross speculates on the potential impact of Project Mariner, suggesting it could pave the way for AI agents becoming ubiquitous by 2026, fundamentally changing how users engage with the internet.

"Project Mariner aims to create a more seamless and enjoyable browsing experience, allowing people to engage with the Internet in a more natural and efficient way."
– Ross Dunn [21:01]

Scott Vanack adds his perspective, noting the potential for highly personalized interactions but also expressing concerns about the current limitations of AI, such as short-term memory issues and reliability in understanding user preferences.

"If the personalization gets to the point where it just remembers everything you're asking and how you want it, you won't have to ask for clarification."
– Scott Vanack [22:23]

Ross concurs, emphasizing the ongoing challenges in AI development but remains optimistic about rapid advancements.

5. AI Chatbot Traffic in B2B

a. Insights from Kevin Indig’s Study ([27:22])

The hosts discuss a Search Engine Journal article by Kevin Indig, which presents a mini-study on the significance of AI chatbot traffic in the Business-to-Business (B2B) sector.

Key findings include:

• Rapid Growth: AI chatbots are the second fastest-growing consumer product, trailing only behind electricity in historical growth comparison.

• Traffic Increase: For six B2B companies studied, referral traffic from AI chatbots surged from an average of 250 to 1,300 visitors per month within the first half of 2024, representing a fivefold increase.

• Market Share of Chatbots:

  • ChatGPT: 48%
  • Perplexity: 22%
  • Bing: 16%
  • Copilot: 9%
  • Gemini: 5%

Despite the impressive growth rate, AI chatbot traffic currently accounts for a mere 0.34% of total traffic compared to organic search. However, with a monthly growth rate of 25.9%, this segment is poised for exponential expansion, potentially becoming a dominant search modality within five years.

"As a comparison, organic traffic over the course of 2024 has only grown by about 1.1 times."
– Scott Vanack [30:13]

Ross clarifies the distinction between AI chatbots integrated into websites and AI-driven search platforms like ChatGPT, emphasizing the latter's role in redirecting search behaviors.

"I thought it meant like the AI chats chatbots that you've integrated into your website. But no, this is the AI search areas like ChatGPT, Perplexity, Gemini."
– Ross Dunn [30:13]

Both hosts acknowledge the potential of AI-driven search to transform SEO practices, urging listeners to stay ahead of these trends to maintain visibility and traffic.

6. Conclusion

Ross and Scott wrap up the episode by reiterating the continual evolution of SEO in the face of advancing AI technologies. They emphasize that SEO is far from obsolete, highlighting its enduring importance in ensuring information accessibility within emerging AI systems.

"SEO is never dead as long as we need to make sure that information gets out there to these systems."
– Ross Dunn [26:34]

The hosts encourage listeners to subscribe to their newsletter for show notes and future updates, promising regular insights into the ever-changing SEO landscape.

Notable Quotes

• "ChatGPT tends to favor long-form content over brand product pages and smaller content."
  – Scott Vanack [06:49]

• "Project Mariner aims to create a more seamless and enjoyable browsing experience, allowing people to engage with the Internet in a more natural and efficient way."
  – Ross Dunn [21:01]

• "SEO is never dead as long as we need to make sure that information gets out there to these systems."
  – Ross Dunn [26:34]

Final Thoughts

Episode 489 of SEO 101 offers a comprehensive examination of how AI innovations like ChatGPT Search, Google’s Gemini 2.0, and Project Mariner are reshaping the SEO landscape. Ross Dunn and Scott Vanack provide valuable insights into adapting SEO strategies to thrive amidst these technological advancements, underlining the importance of long-form content, personalized user experiences, and the rapid growth of AI-driven search modalities.

For more detailed discussions and future episodes, listeners are encouraged to subscribe to the SEO 101 newsletter and tune in weekly on WMR.FM.