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End of SEO?


Google Search Engine is going to bring radical changes very soon.  Absolutely, the present SEO methods are not going to help to get ranked. Every year Google holds an Annual Google Developers Conference.  

Credits: Google

This year Google named it as Google I/O 2021. The keynote of the forum is “Building a more helpful Google for everyone”  This was held on 18.05.2021.

Credits: Google

Here, the developers discussed various things like, their new products, changes and other matters.  

Google conducted this developers conference and discussed various things. They tested some of the upcoming features too.

Credits: Google

There are many interesting things to know from this conference. For instance, Google recently added 150,000km of bike lanes in Google Maps. Google Maps has brought over eco-friendly route options that save fuel consumption using not only fuel-efficient but also safer routes based on weather and traffic.

The following are the interesting things that were discussed Google I/O 2021

Google Workspaces get Smart Canvas

Google Translate and Voice Command Updates

Google Chrome gets New Password Tools

New Privacy Controls come to more Apps

Search Engine is getting some Big Updates

Google Maps get its share of more updates

Shopping with Google is getting better

A New feature Little Patterns added to Google Photos

Android 12 gets a new look

Android integration with TV OS and Android Auto for Car-Users

Google WearOS ties with Samsung’s Tizen OS

Google uses with AI in medical field for better diagnosis

Google Starline for realistic video calls

How is this related to the End Of SEO?

I would like to talk about two things related to End of SEO. It is important to know the upcoming changes in SEO. I would like to discuss the other things in detail in another presentation. As per the new transformations,  SEO is going to be unused. Yes, you heard right.

Generally SEO practitioners  take some keywords, use them in the headings, tags, image alt tags, build links and fabricate content around them and get ranked.  The goal of many content providers and SEO agencies is to get ranked rather than to provide valuable content to the audience.

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SEO is as simple as that until now. Google has been monitoring the web pages in a different perspective.

Many Shocking things have been found out.  For example most of the content creators are  spreading keywords and getting ranked without  giving much value to the creative content.   This is how web pages in Google’s first pages are getting ranked without much useful content to the end user.  

Google has also observed that many web pages in the later pages of google have some valuable content.  

They are not ranked as they could not maintain proper SEO. So the valuable information to the end user is un-reached.  Google has taken this as a serious consideration.  

So, Google’s main objective to provide creative and valuable content is partly unfulfilled by the content publishers.  It also gave rise to monotony of content in many domains/niches.

Google has also observed  that users are trying to find alternative search engines to get creative and valuable content.  Very small fraction of its users have already turned out to be favorite users to other search engines.

Google started working on new tools to improve search results and also give users more search options.

Members in the conference asked Google some queries related to SEO and observed the strategies that Google followed to push the results.

The goal is to provide valuable, helpful and accurate information from the trusted sources and make the user satisfied.

Let me explain to you briefly.  The search process focuses on two important aspects i.e Context and Content using Artificial Intelligence.

When a user intends to search anything, the search engine pushes the valuable and useful content related to the context. 

Google calls it “Page Experience”.  The user will get audio, video, image and text information about his search.  Google Search engine locates the exact match of content disregarding the search keyword metrics.  

Google is about to release two important features, LaMDA and MUM, for better performance in the search results.  These two features are supported by Artificial Intelligence (AI).

LaMDA (Language Model for Dialogue Applications) 

End of SEO? Artificial Intelligence
Credits: Google

In fact, LaMDA is a neural network architecture. This is one of the best features of AI. LaMDA works with Google Assistant.  So, most of the searches in future will be voice dependent.  

Obviously, Google Assistant sometimes gives a ‘Sorry, I didn’t understand’ or a similar response.  This will not happen in future as LaMDA is empowered with AI and will talk to you as a friend.

For example: If you ask GA a query : When was Sachin Tendulker born?  GA gives you the answer.

If you ask another question:  When did he declare his retirement?  Here, you do not mention Sachin’s name in the query, but it retains the memory that he and his  words belong to Sachin.

Another query: What is his favourite fish recipe ?  GA gives you the answer.

Then you may ask: Where do you find that fish? GA gives you the answer.

Here, GA answers you to your multidimensional queries.  The search session goes like a discussion/conversation with a friend. 

Right now in this case GA gives some irrelevant results, if we do not include the right/required words in our query. 

Here our SEO strategies will not work, because the updated GA considers the content in relation with the context of the query but not keywords. 

Moreover, the information will be in short format but trustworthy.  It also suggests going for the right website, podcast or video for further information. 

So, the juicy content with keywords is almost disregarded to get ranked in the search page.  Google considers the pages with relevant, contextual and valuable information to display in the results.

The other feature of GA supported with LaMDA is very interesting!  If you ask GA “ You are Pluto, tell me about yourself”  GA gives a response in 1st person narration just like Pluto is talking to you.  “ Hey I am Pluto.  I was identified in……..and so on. How is it?

MUM (Multitask Unified Model)

MUM works in all search platforms like GA, Search Engine, YouTube search, Voice Search etc.  MUM also depends on AI for its efficacy.  It can understand the data in multiple platforms.  

When a user submits a query, MUM collects the data and displays results not only in text format but also in other formats like video, image, audio/podcast.

Moreover, it can understand more than 75 languages.  It can also create some other languages.  

MUM performs multiple tasks in a moment and hence it is called Multitask Unified Model.

Members in the conference made a trial effort on MUM the other day.

They asked the following question:

Credits: Google

Mt.Adam is in the US and Mt. Fuji is in Japan.  Usually in the present scenario, Google gives us the steps to hike Mt. Fuji, generally in text format in the form of a blog post in search results.

But in the conference, MUM gave entirely diversified results.

  • The differences between Mt.Adam and Mt.Fuji
  • Best season to hike without any difficulties
  • Wearables 
  • Steps to hike
  • Equipment needed
  • Training 

MUM provided different topics related to hiking Mt. Fuji in different formats like images, videos, audio, text etc.  MUM pulled a lot of information and pushed for a single query in different formats.  

The other feature of MUM is very interesting.

Observe the following picture carefully:

They uploaded this picture and asked the query.

Credits: Google
  • They didn’t mention the model of the boots
  • They didn’t even use the word boots
  • Just they uploaded an image and asked the query

Shockingly, MUM recognised  that they are boots and the brand they belong to.  Then it pushed the results showing the required Brand/variety of boots to hike Mt. Fuji.  MUM displayed the other related information in all the formats.

This is the power of MUM.

Wrapping Up:

So, it is clear to understand the facet of SEO is about to change.  The juicy content with keywords here and there will no longer bring search engine rankings.

The valuable, relevant and creative content will stand in the search pages.  Content must be relevant to user intent in any format.

Publishers must be ready to provide creative and useful content to the user queries.  They need to publish the content in different formats like text, video, audio, images too. Such content will be in the top results.

Content Creators will have high imposition in future.  Those who grab the trends will have a lion’s share in the content marketing domain.

Don’t panic!  LaMDA takes a long time to implement as it is in the initial stages but MUM is in Beta version which comes to reality very soon.


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