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Google Search of today won’t exist in 10 years, says DeepMind co-founder

Google will look much different in 2033 – where conversation is the interface rather than the search we know today. That’s according to Mustafa Suleyman, cofounder of DeepMind, in an interview on the No Priors Podcast.

Why we care. ChatGPT, the new Bing and Google’s new Search Generative Experience are all huge signals of a major shift in search. Clearly, nothing will change immediately. But these changes could potentially upend the way Google – as the dominant search engine – has shaped the web in the coming years.

The search dialogue. Google is “an appallingly painful” conversation right now, where the answer comes in the form of 10 blue links (though he didn’t mention all the search features and ads that also act as “answers” on today’s SERPs).

Google learns from the results people click on, how long they spend on sites and whether they come back to the search box to refine their search or click on other results. He added:

  • “The problem is [Google’s] using 1980s Yellow Pages to have that conversation. And actually now we can do that conversation in fluent natural language.”

Google rewards engagement, not answers. Google has shaped content production in a way that favors optimizing for ads and rewards content creators for keeping people on pages longer, Suleyman said.

  • “You go on a webpage and all the text has been broken out into sub bullets and subheaders separated by ads. You spend five to seven or 10 seconds just scrolling through the page to find the snippet of the answer that you actually wanted. But most of the time you’re just looking for a quick snippet. … that looks like high-quality content to Google and it’s ‘engaging’.”

From ‘speaking Google’ to ‘speaking to computers.’ Suleyman believes we’re nearing a point where searchers will no longer have to think “How do I change my query and write this?”

  • “We’ve learned to speak Google. It’s a crazy environment. We’ve learned to Google, right? That’s just a weird lexicon that we’ve co-developed with Google over 20 years. No, now that has to stop. That’s over. That moment is done and we can now talk to computers in fluent natural language, and that is the new interface.”

Bottom line. Suleyman believes Google should be “pretty worried” that the Google search we know today won’t be the same in 10 years.

  • “It’s not going to happen overnight. There’s going to be a transition. But these kind of succinct, dynamic, personalized, interactive moments are clearly the future in my opinion.”

Google CEO on Search in 10 years. In a recent interview, Google CEO Sundar Pichai was asked whether we are nearing the end of link-based search and 10 blue links. Pichai said search will be “more ambiently available to users in radically different ways” compared to today, adding:

  • “I think the experience will evolve substantively over the next decade. We have to meet users in terms of what they are looking for.”

Watch the interview. The video is embedded below. Or, if you prefer, you can read the transcript.

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How to do B2B content marketing the right way (with 5 examples)

Here we are over two decades into the 2000s, but bad B2B content marketing still exists.

Digital content marketing has existed for at least 10 years, but some businesses still make elementary mistakes that wreck their potential for results.

That’s a shame because most content marketers (71%) will tell you that content has only become more important over time.

Importance of B2B content marketing

Most buyers easily ignore ads and actively search out content to help them make purchase decisions (70% of buyers read at least 3-5 pieces of content before talking to a salesperson).

Truly, the businesses that do B2B content marketing right have a giant competitive advantage.

So, what does the right way look like? 

Let’s explore both sides of the coin so you can see exactly how to do content marketing the right way.

First: The wrong way to do B2B content marketing

The only way to learn the right way to do content marketing is to understand the wrong way, first. Here are six major no-nos.

1. Not creating a content marketing strategy

This is the biggest sin of content marketing.

If you’re lacking a strategy, you can’t expect consistent results. (A content strategy is a plan that maps out how you’ll create, publish, distribute, and promote content to grow your brand.)

Sure, one of your shots may land. Maybe you’ll create a blog post that gets attention. Maybe your website traffic will spike for a week. Maybe you’ll earn some leads. 

But that will come down to mostly luck. And it won’t last because you won’t have a plan in place that keeps your content consistent in quality, frequency, look/feel, and impact.

You need more than luck if you expect your content marketing to help grow your business over time. You need a plan of action. You need to create content from a place of anticipating and fulfilling user needs. 

To be effective in the long term, content marketing can’t be reactive or ad hoc. Instead, it needs to be proactive and strategic.

If content marketing is the vehicle, then content strategy is the engine. You can’t race down the road to results without it.

2. Not focusing on your target audience and customers

Many businesses start with content marketing by first thinking about themselves. What could they share? They brainstorm topics based on what’s important to them and what they know.

Huge mistake.

What they don’t realize: Your content should never be focused inwards. It doesn’t matter what you want or what the brand wants.

The vital step is to turn outwards. What does the audience want? What’s important to them? How does this intersect with what you sell?

If you don’t know the answers to these questions, that’s a huge problem you can only rectify with audience research – especially by talking directly to your prospects.

Unfortunately, most businesses make the mistake of not talking to their customers:

"We're not talking to our customers in a research capacity"

You have an entirely different set of concerns and needs versus your audience. You can’t expect to understand their perspective out of hand. That’s guesswork.

Bottom line: Don’t rely on your assumptions about your audience. Don’t guess what’s important to them. And don’t make the mistake of only writing about what matters to you when creating content.

3. Selling versus helping

Imagine this scenario:

You have a question only Google can answer. You consult the search engine. The top result looks promising like it might have the exact information you need. You click.

You can’t read further than the headline because your screen is immediately swallowed by a pop-up asking you to subscribe. “But I haven’t even read anything yet!” you think to yourself.

You click out of the pop-up and begin to scroll, but there’s a banner ad under the first paragraph, and in the next section, the business ungracefully segues into talking about itself and its service.

Where is the information you were promised?

“Yuck,” you think. You click the “X.”

This is a prime example of selling versus helping in content – a big no-no.

Remember, readers aren’t coming to your content to read a sales pitch. They’re looking for information: answers, advice, facts, help, data.

Giving them what they need is one of the main ways you’ll build trust with them, which will lead to bigger gains if you’re consistently doing that over and over.

Content marketing is never about selling. It’s about helping above all.

4. Not promoting your content

If you post a blog and don’t promote it, does it really exist?

No. Because that blog will get zero traffic if no one knows about it. And content with zero traffic is worthless.

You need people reading your content to see any benefits from content marketing. And you’ll have a much better chance of that happening if you promote it.

This doesn’t have to be fancy. Post it on social media. Send out an email telling your subscribers about it.

Never publish something only to let it sit festering on your website. Make sure people know it’s there so they can read it, use it, love it, and ultimately draw closer to your brand because of it.

You can’t do content marketing without SEO. And you can’t do SEO without content marketing.

They work together symbiotically in a beautiful balance.

That also means trying to do one without the other is asking for failure.

Let’s put it this way: 

  • Good content is helpful, solves problems, and builds trust with your prospects.
  • Good SEO ensures that people searching for your keywords can discover your content in search engines. 
  • Following the rules of SEO also improves your content’s quality and the user experience on your website.

If you’re going to do B2B content marketing, don’t leave home without SEO and well-optimized content.

6. Expecting results immediately

One of the major fumbles you can make with B2B content marketing is giving up too early.

On average, it can take as long as six months to a year to start seeing results. 

This length of time will shift depending on the size of your business, your goals, and your strategy. But in every single case, content marketing does not work overnight or instantly.

It’s a slow burn to success. But once you start seeing results, they should compound over time. 

That’s because the great content you published one week ago, one month ago, and one year ago will continue to bring in traffic and leads long after their initial publish date. As long as you’re strategic, your B2B content marketing will be sustainable.

But you have to be patient to wait for that ROI (return on investment) to start appearing.

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The right way to do B2B content marketing: 5 examples

B2B content marketing done right looks like these five examples. Study these brands and their content to see the light.

Giving the people what they want: Grammarly


Grammarly knows its audience and creates blog topics that match the questions they’re asking in Google. 

That means the brand is not creating posts like “the best editing app for your business” or “why you need an editing app.” 

For example, this blog on how to write collaboratively speaks to professionals and students, Grammarly’s target audience. This is a topic they actually struggle with, especially in our world of remote work and Zoom meetings.

Grammarly also creates content to answer common grammar questions people search for such as “when to use over vs. more than” or “when to use who vs. whom.” Grammarly is outwardly focused on what its target audience needs and wants from its content.

Consistency matters: Orbit Media

Orbit Media

A regular cadence of content going out on your blog is important for consistency, but so is updating old content so it remains fresh and relevant.

Orbit Media does this well with their blogging survey, which they update with new data and insights every year.

Note that this is a complete update, too. They have resent the survey, collected and compiled the answers, and analyzed them for insights every year since 2014. Then they rewrite the post and update the graphics. Now that’s consistent.

Winning at optimization: Zapier


To see a winning combination of content + SEO, look at Zapier. 

Zapier makes automation software, but they’re ranking for terms like “best to-do lists” and “AI image generator.” How? Why?

Zapier integrates with apps like these. That’s how they make relevant content for seemingly random keywords.

However, the point is that it works – the company ranks highly for these keywords and pulls in nearly 1 million in traffic monthly, as this case study shows.

Image 126

Helping vs. selling: LendingClub

LendingClub offers customers personal and business loans, banking, and investing services. Their blog content is a great example of helping vs. selling.

The emphasis is on education, and when services are mentioned, it’s discreet and relevant to the discussed topic.


A giant of B2B content marketing: HubSpot

HubSpot is a giant in their industry for many reasons, but a major one is its content marketing.

With a vast, robust, consistent blog that produces targeted, high-quality content, plus a strategy that rakes in subscribers and leads with “content upgrades,” it’s no wonder this brand pulls in over six million people to its website annually. (This Sumo report shows just how staggering HubSpot’s success is.)


It’s time to do B2B content marketing the right way

If you long to see the types of results enjoyed by the top B2B brands doing content marketing, know that it’s not out of reach.

What do you need to do, most of all?


Content marketing takes a commitment of the highest order to work.

You need to be committed to a strategy, committed to your audience, committed to quality, and committed to being patient as you wait for ROI.

But that commitment is worth it because content marketing is profitable, affordable, sustainable, and what customers want to see from brands.

You just have to do it the right way.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

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Hands-on with Google’s new Search Generative Experience

Google opened access to its new Search Generative Experience and today – and our own Barry Schwartz is one of the first to gain access.

Although he had to head offline for the holiday of Shavuot, he was able to share several tweets with images from his early testing. I’ve compiled most of those in this article so you can get an early look at the experiment that is Google SGE.

The Google welcome email

It’s Barry’s turn to try Search Labs! This is the “you’re in” email Google sent.

1 Try Search Labs Google Email

Getting started

Yes, we’re ready to get started experimenting with Search Labs.

But first you’ll need to agree after reading this crazy long SGE Privacy Notice:

3 Sge Privacy Notice 800x470

Search [when does Shavous start?]

4 When Does Shavous Start Scaled

Google didn’t show the time, but Barry likes how you can expand the answers.

5 When Does Shavous Start Scaled

Also, look at all those snackable organic/free links you can click on.

Barry called the follow-up answers “pretty good”:

6 Shavuot Follow Up Scaled
7 Shavuot Learn All Night. Scaled

Search [where to get a haircut near me]

Onto local search. We’ve got a 5 pack:

8 5 Pack Haircut Scaled

And a 3 pack:

9 3 Pack Haircut Scaled

Search [where can I learn about SEO]

Where can you learn SEO? Well… here’s what you get from Google:

10 Learn About Seo Scaled

Search: [who writes at Search Engine Land?]

11 Search Engine Land Authors Scaled

Some “how to” queries

How do we tie shoes or change tires, Google?

12 How To Tie Shoes Scaled
15 How To Tie Shoes Scaled
13 How To Change Tire Scaled
14 How To Change Tire Car Scaled

Some Your Money, Your Life queries

Some have AI-generated answers, and some do not, as Google said would be the case:

16 Headache Medicine Scaled
19 Headache Cancer Scaled
17 Google Stock Scaled
18 Investments Scaled

Mobile interface

Here are a couple of tweets from Barry with GIFs showing off the SGE on mobile.

Editor’s note: I will update this article later with more screenshots. Until then, you can find a lot more searches around politics, shopping, sports and more in Barry’s Twitter thread, which you can find here.

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What’s DAM got to do with it?

Shutterstock 2139814897 800x450

In the world of content creation and customer experience, AI’s ability to alleviate tedious tasks has been hyped. However, for a successful digital asset management strategy, librarians still know best how to generate and manage complex information libraries using metadata.

In this webinar, content experts will explain what content creators, managers and users need to know to ensure you can find, use and control your content in order to deliver maximum value.

Register and attend “Metadata, SEO, and ChatGPT: What’s DAM Got To Do With It?” presented by Acquia.

Click here to view more Search Engine Land webinars.

New on Search Engine Land

About the author

Cynthia Ramsaran

Cynthia Ramsaran is director of custom content at Third Door Media, publishers of Search Engine Land and MarTech. A multi-channel storyteller with over two decades of editorial/content marketing experience, Cynthia’s expertise spans the marketing, technology, finance, manufacturing and gaming industries. She was a writer/producer for CNBC.com and produced thought leadership for KPMG. Cynthia hails from Queens, NY and earned her Bachelor’s and MBA from St. John’s University.

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TikTok tests AI chatbot for search and discovery

TikTok is testing an AI chatbot in select markets. Called Tako, the AI-powered tool is meant to help TikTok users with search and discovery.

Why we care. Google has acknowledged that TikTok is a threat. So we’re watching closely as TikTok makes moves to improve search on its platform, as well as testing search ads.

What it looks like. Here’s how TechCrunch described it:

“It will appear on the right-hand side of the TikTok interface, above the user’s profile and other buttons for likes, comments and bookmarks. When tapped, users can ask Tako various questions about the video using natural language queries or discover new content by asking for recommendations.”

Here’s a screenshot:

Tako TikTok
Image source: TechCrunch

What TikTok is saying. TikTok confirmed the AI chatbot is being tested with select users in the Philippines, via Twitter:

  • “We’re in the early stages of exploring chatbot tools with a limited test of Tako with select users in the Philippines. Tako is an AI-powered tool to help with search and discovery on TikTok. Tako is powered by a third-party chat assistant and is designed to help make it easier to discover entertaining and inspiring content on TikTok. No current plans for this beyond these early tests, but we’re excited to hear your feedback!”

Google’s TikTok threat. Google revealed a surprising stat last year: that 40% of young people go to TikTok or Instagram (not Google Maps of Search) when searching for a place to eat lunch. That was according to Google Senior Vice President Prabhakar Raghavan, citing internal research of U.S. users between the ages of 18 and 24. He also noted these newer Internet users search differently.

TikTok is not a search engine like Google, which crawls the entire web. TikTok is basically an internal search engine – like YouTube, which is often called the second biggest search engine. And this new AI chatbot, if rolled out globally, could let TikTok users discover content via chat rather than typing in a search box.

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Are you getting the most from your martech stack? Take the 2023 Replacement Survey

Under budget constraints but also under pressure to generate growth, marketing and marketing ops leaders have been taking a close look at the ROI on martech solutions.

We want to know what conclusions you have been reaching. Have you been consolidating your existing stack? Have you been gambling on promising new tools? Are you perhaps reducing your tech holdings?

The need for better features. The 2022 survey showed solutions being replaced in a quest for better features, in particular:

  • Better integrations/open API.
  • Improved data capabilities.
  • Ability to measure ROI.
  • Better customer experience.

Those were all higher on the list than cost. What, if anything, has changed?

We’re in a very different place than we were just a year ago. The world opened for business again. Many people returned to the workplace. It was no longer necessary to do almost everything – from shopping to hanging out with friends – digitally.

That doesn’t mean we’ve abandoned our multi-faceted digital environments. We discovered that many virtual experiences worked just fine. There was, however, something of a deceleration in digital transformation (after the insane acceleration of 2020), arguably leading to the retrenchment we saw in a number of marketing tech companies that had perhaps grown too fast.

Taking the temperature. Against a backdrop of economic uncertainty, our hunch is that there’s still a thirst out there for innovation, for tech-enhanced efficiency, and for better-supported data-based decision making. After all, marketers have hardly hesitated to get their hands on generative AI.

But we need data to see whether our hunch is right. So please take about three minutes or so to complete our Replacement Survey and let us know how your martech world is evolving.

The 2023 MarTech Replacement Survey is here.

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Google opens access to Search Generative Experience today

Google has started to invite the first set of users to the new Search Generative Experience today. Some of you who have signed up for the waitlist should receive an email notifying you that you have access.

What Google said. “Today, we’re starting to open up access to Search Labs, a new program to access early experiments from Google,” Google wrote. “If you’ve already signed up for the waitlist at labs.google.com/search, you’ll be notified by email when you can start testing Labs experiments,” Google added.

How to try it. If you were accepted, you can opt-in to these experiments by tapping the Labs icon in the latest version of the Google app (Android and iOS) or on Chrome desktop to sign up.

You can also visit the Labs site to check your waitlist status, here is more on how to sign up.

Check your email. So go, check your email to see if you have access. Emails notifications are being sent out today. You can learn more over here from Google.

Once you’re in, the new generative AI powered Search experience will help you take some of the work out of searching, so you can understand a topic faster, uncover new viewpoints and insights and get things done more easily. So instead of asking a series of questions and piecing together that information yourself, Search now can do some of that heavy lifting for you, Google wrote.

Why we care. This is an experimental version of the new Google Search. Playing with this can be fun, educational and exciting. We don’t know what Google will eventually launch in the future, but this is the direction Google is thinking about now.

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Google Top Quality Store badge replaced Trusted Store badge

Google has updated the badges some merchants display for their product listings in Google Search to say “Top Quality Store” instead of the original “Trusted Store” badge.

Google posted “We’re updating the “Trusted Store” badge, so now when you score an excellent rating on your Shopping experience scorecard, the badge will say “Top Quality Store” instead.”

No impact. Google said this is just a name and title change and this won’t have any impact on anything else. “There’s no action you need to take, and the update will not affect your performance metrics at all,” Google added.

What it looks like. Here is a screenshot showing this badge:

Google Top Quality Store Badge 1685010023

More history. Google had the trusted store badge for years now, and now has decided to rename it slightly. We don’t know why Google renamed it, you or I can speculate if we want. Earlier we reported about the Google Shopping experience scorecard where Google said it would reward merchants that provide an “excellent customer experience” with “a boost in rankings,” “a badge” and “other benefits that will help consumers find your business,” within the Google Shopping tab in Google Search.

The badge increases engagement. Google said the trusted store badge, “based on our early testing,” drive more clicks to the merchants listings, Google said they are “more likely to receive clicks.” Google also said the search company is “seeing stronger traffic to lesser-known merchants.”

How to earn the badge. Merchants receive a Trusted Store badge based on their performance across metrics relative to other merchants, including but not limited to shipping speeds, shipping and return costs, and return windows. We documented a lot of these metrics over here in our earlier coverage, but here is Google’s help document as well.

Rings a bell. Does this trusted store badge ring a bell to you? Well, yes, a decade or so ago, Google had a free trusted store badge for merchants as well. This was more on the search ad side of the coin, whereas this new badge is for free product listings.

Why we care. Badges can help you generate more clicks on your listings, so it is worth looking into and gaining a badge if possible. Will the slight change in the name of this badge impact click-through rates? I doubt it but you should be aware of this change.

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