Fall into Agency Updates from Bing, Google, and Adaptify

As the leaves start to turn and a chill creeps into the air, the world of search engines is keeping us warm by heating up with some new updates. Whether it's Bing flexing its AI muscles for complex queries or Google giving more attention to niche sites, it's the perfect time to revisit your agency's SEO strategies. Let's unwrap these changes and explore how they can benefit your clients, and maybe even add some seasonal flair to your October campaigns.

Microsoft has unveiled an expansion of Bing's AI-powered search capabilities, now better equipped to handle complex, informational queries. This beta feature, currently available to U.S. users, is part of Bing's ongoing efforts to improve its generative search engine. It can now tackle queries like "how to effectively run a one-on-one meeting" or "removing background noise from podcast recordings" — searches that demand more than just basic information.

Bing's generative search combines traditional search methods with both large and small language models (LLMs and SLMs), dynamically matching millions of sources to generate search results. To explore this feature, Search Engine Land encourages U.S. users to type "Bing generative search" into the search bar, which will present a carousel of sample queries. From there, a "deep search" button allows users to leverage the new AI-powered features.

Bing’s rise in the search engine marketplace has been notable, especially considering its launch in 2009. While still competing in a market dominated by Google, Bing holds over 3% of the global search engine market and is the second most popular search engine worldwide. With over 100 million daily users, Bing is certainly a player to watch.

But, as with any beta release, there may be some tricks along with the treats. Microsoft has noted that users might experience slower load times as the system fine-tunes accuracy and relevance, especially for complex queries. However, this is part of Bing's broader strategy to push AI into deeper, more specific search needs.

For digital agencies and SEO professionals, these changes offer an interesting opportunity. Bing’s focus on complex queries and AI-powered results could provide more pathways for niche content and smaller brands to compete in search rankings. As AI continues to shape the future of search, businesses can explore how these advancements might help them reach more targeted audiences and gain traction in areas where Google has traditionally dominated. Understanding how these new features work and experimenting with strategies for visibility in AI-driven search can give your agency an edge in a rapidly evolving space.

Google's AI Overviews (AIO) have also been changing and evolving with the seasons, with recent data showing a preference for niche-specific sites over general, broad-reaching websites. Following Google's August 2024 Core Update, there's increased overlap between AIO results and traditional organic search results. The percentage of URLs cited in AIO results that also rank in the top 100 organic results increased from 37% to 41%. It seems Google has decided that when it comes to content, it's better to be a big fish in a small pond than a minnow in the ocean!

This shift is a treat for websites providing in-depth, authoritative content on specific subjects. Large brands that previously dominated results across multiple verticals are losing visibility, with AI Overviews now favoring independent, topic-focused sites.

In an example from Search Engine Journal, in health-related queries, general consumer sites like VerywellHealth.com saw a 77.9% drop in AIO exposure, while more specialized sites like MayoClinic.org enjoyed a 32.4% increase. This indicates that both AIO and organic search results are favoring expert-driven content from highly focused sources.

As we approach the year-end shopping season, these trends are particularly important for e-commerce sites. Data also highlighted an increase in product comparison carousels and unordered lists, making it easier for users to compare products and make informed buying decisions. For agencies, the lesson is clear: focusing on creating in-depth, niche-specific content will be key to capitalizing on these changes in both AI and traditional search results.

Understanding Google's evolving ranking systems is crucial for SEO success. Whether through organic results or AI Overviews, Google's algorithms prioritize relevance, usability, and trustworthiness. At Adaptify, we provide tools and services that help your clients rank highly by addressing these key factors:

With Google’s AI Overviews increasingly favoring specific, topic-focused sites over broad generalists, our Smart Keyword Top-Up comes in clutch, helping you refine and optimize your keyword strategy to target those all-important niche markets.

Our Smart Keyword Top-Up feature is designed to simplify the process of discovering relevant, long-tail or question based keywords that align with your clients' specific products, services, and industries. By utilizing multiple data sources, including SemRush and Google Search Console, this tool ensures that your content stays highly targeted and tailored to the right audience.

Here’s how it helps:

As Google’s algorithms increasingly prioritize expertise and specialization, having a focused keyword strategy is crucial. With Smart Keyword Top-Up, your agency can zero in on the terms that matter most to your clients—boosting visibility and results.

Staying ahead of these trends is crucial. At Adaptify, we're here to help you navigate these changes and ensure your clients achieve the visibility they deserve. Ready to try us out? Check out Adaptify.ai for more information and book a demo today. Together, we can make this autumn a season of growth for your SEO efforts.