Backlinks as a source of validation will become even more important in the age of AI," predicted Marcus Tober. While AI allows many things to be copied and manipulated in a very short time, a link from a high-authority site is usually not so easy to obtain and requires quality content. "User experience is also becoming increasingly important for Google in the age of AI," Tober said. benin phone number data Positive user signals such as direct traffic, in particular, indicate a strong brand, and that is the most important piece of advice anyway:
“Become a brand!”
Is Google losing its role as search engine leader due to AI?
However, Tober doesn't believe that Google will lose significant market share due to AI and the emergence of new AI search engines like Perplexity. Johannes Beus, however, sees things quite differently:
“The risk for Google of losing significant market share has never been higher.”
Under this pressure, Google is making risky decisions faster than usual: The rollout of AI Overview in the US, for example, was rushed and followed by derisive media commentary due to the misinformation in the AI responses. At the same time, AIO is also changing Google's role from a pure content intermediary to a content publisher – which is also liable for this content.
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