Boost your skills with Growth Memo’s weekly expert insights. Subscribe for free!
Deep Research Threatens Google
Google officially launched AI Mode, an AI Overview on steroids, in beta. AI Overviews take more clicks away from classic search results than they give back to cited sources. AI Mode has the potential to rip the gaping trade deficit AI Overviews are already causing on traffic wide open.
The Case For Deep Search
Are Deep Research agents a threat to Google? I think so. Here’s why:
- The results are impressive, and the time savings are massive. Early on, Google bragged about how quickly it put the search results together. But that was speed to results, not speed to answer. Today, Deep Search agents take minutes to get an answer, but it’s all you need.
- There is massive potential for personalization, from sources to search criteria.
- Conversational back and forth, just like with a salesperson in a store. Deep Research agents provide a concise summary that users can expand and explore at their own pace.
- It turns out that every search engine or AI chatbot either already has a Deep Search agent or is working on one. It could truly be the future of Search for complex queries.
The Impact On SEO
The impact of AI Overviews on SEO traffic is negative. In my meta-analysis of 19 studies about AI Overviews, I found that AIOs reduce click-through rates across the board. Will AI Mode make it worse? Most likely. But there is hope.
Conclusion
The rise of Deep Research agents and AI Mode poses a significant threat to Google’s dominance in the search engine market. While AI Mode has the potential to provide more accurate and personalized results, it also has the potential to further erode Google’s click-based revenue model.
Frequently Asked Questions
Q: What are Deep Research agents?
A: Deep Research agents are AI-powered search tools that provide in-depth analysis and insights on a specific topic or question.
Q: What is AI Mode?
A: AI Mode is a new feature in Google Search that provides more accurate and personalized results by using AI to analyze and summarize information.
Q: How does AI Mode work?
A: AI Mode uses natural language processing and machine learning algorithms to analyze and summarize information, providing users with a concise and accurate answer to their search query.
Q: What is the impact of AI Overviews on SEO traffic?
A: The impact of AI Overviews on SEO traffic is negative, reducing click-through rates across the board.
Q: Will AI Mode make it worse?
A: Yes, AI Mode has the potential to further erode Google’s click-based revenue model.
