Google Web Guide, ChatGPT Domination, Local Graph 2.0, Great Betrayal

And Now, Google Web Guide

Last week Google introduced yet another AI SERP into the mix: Web Guide. The blog post characterized this new UI as an "AI organized search results page." That means we have AI Overviews, AI Mode, AI Organized Pages (e.g., restaurants) and now this. Web Guide uses a "query fan out" methodology and organizes results into clusters or headings. For example, a search "sushi San Francisco" returns results organized under headings such as: Curated Lists from Food Critics, Aggregated User Reviews, Recent Reddit Discussions and Michelin Guide for Japanese Restaurants. There's no Local Pack, no image/listings carousels and no ads. Available via Google Search Labs, it's like a mashup between AI Mode and the traditional SERP. You can expand the top section and effectively get a version of "10 blue links." Indeed, links are much more prominent than in AI Mode or AI Overviews. For marketers and publishers it's a more promising UI than either of those. People have speculated that AI Mode is the future of Google Search, while Google has said AI Mode will remain experimental. I do believe, however, Google is heading toward some integration of some or all of these elements in a single experience – although it's possible the company will maintain a "pure" chat experience separately. I think it's all very much up for grabs right now.