Introduction to AI Search
The world of search is changing, and it’s no longer about a single consistent search result. Personal context now plays a role in AI answers, meaning two users can receive significantly different answers to the same query. This is because AI search uses personalization to provide more accurate and relevant results. In a recent conversation with Jesse Dwyer of Perplexity, we discussed what SEOs should be focusing on in terms of optimizing for AI search.
AI Search Today
According to Jesse, the biggest difference between traditional SEO and AI search is that it’s no longer a zero-sum game. Two people with the same query can get different answers on commercial search if the AI tool they’re using loads personal memory into the context window. This means that search visibility is no longer about a single consistent search result, but rather about providing relevant and accurate information to each individual user.
Personalization in AI Search
Jesse explained that personalization is changing the way we think about search. With traditional search, the same query would yield the same results for every user. However, with AI search, the results can vary greatly depending on the user’s personal context. This is because AI search uses personalization to provide more accurate and relevant results.
Sub-Document Processing: The Future of AI Search
Jesse discussed the difference between whole-document processing and sub-document processing. Traditional search engines index at the whole document level, whereas AI search engines use sub-document processing, which indexes specific, granular snippets of information. This allows for more accurate and relevant results, as the AI model can retrieve the most relevant information and provide a more accurate answer.
How Sub-Document Processing Works
Sub-document processing works by indexing specific snippets of information, rather than whole documents. These snippets are then retrieved and used to provide a more accurate answer to the user’s query. This approach is more accurate than traditional search, as it allows the AI model to retrieve the most relevant information and provide a more accurate answer.
Key Takeaways for SEOs
So, what does this mean for SEOs? According to Jesse, traditional SEO best practices still apply, but the goal is no longer to rank for a specific keyword, but rather to provide relevant and accurate information to the user. This means that SEOs should focus on creating high-quality, relevant content that provides value to the user.
The Importance of Context-Window Saturation
Jesse also discussed the importance of context-window saturation in AI search. This refers to the ability of the AI model to retrieve the most relevant information and provide a more accurate answer. When the context window is saturated, the model has little capacity to invent facts or hallucinate, providing a more accurate answer to the user’s query.
Conclusion
In conclusion, AI search is changing the way we think about search. With personalization and sub-document processing, AI search provides more accurate and relevant results to the user. SEOs should focus on creating high-quality, relevant content that provides value to the user, and understand the importance of context-window saturation in AI search. By doing so, they can optimize their content for AI search and provide the best possible experience for their users.