There has lately been a good bit of drama about Google’s patent about producing touchdown pages as an alternative of sending customers to web sites. Whereas it’s true that the patent is about creating touchdown pages it’s completely not true that it’s about doing it for all pages which are low high quality. In actual fact, the patent solely describes a buying web page characteristic.

Google Is Not Changing Websites With Touchdown Pages

Patents should not at all times clear about what they’re about as a result of they’re typically broadly worded with the intention to apply to the widest quantity of use instances. And that’s the case with this patent that’s titled, AI-generated content material web page tailor-made to a particular consumer. That title affords no context for the way the invention is meant for use.

Glenn Gabe lately posted in regards to the patent, repeating what another person mentioned about it on LinkedIn.

He tweeted:

“For those who thought AIOs angered folks, simply look forward to AI-generated touchdown pages from Google. Sure, Google may create new touchdown pages from the SERPs if yours isn’t ok (based mostly on this patent). Nice catch from Joshua Squires at Amsive on LinkedIn -> AI-generated content material web page tailor-made to a particular consumer

And sounds prefer it might be used for promoting AND natural… It’s value testing the patent.

*The system would calculate a “touchdown web page rating” for the group’s present web site. This rating evaluates how nicely the present web page meets the consumer’s particular wants.
*If the present touchdown web page is deemed inadequate (the rating exceeds a sure threshold for enchancment), the system triggers the AI era.
*An AI mannequin leverages the consumer’s search context, location, and previous preferences to drag knowledge from the group’s web site and re-package it into a brand new, intuitive interface.
*The consumer sees an up to date search end result web page with a navigation hyperlink resulting in this practice AI-generated web page slightly than the usual URL.”

Glenn is right that it might be used for promoting. However the patent is not about producing touchdown pages for basic search outcomes.

A cautious studying of the patent exhibits that it’s actually about making a touchdown web page for buying search outcomes when the touchdown web page presents a poor consumer expertise. The patent signifies that this may be utilized to buying pages, with a lot of the it implying or particularly saying that it’s supposed for paid promoting use instances.

The paid promoting use case is sensible as a result of it’ll assist advertisers with low-conversion touchdown pages make extra gross sales. The patent makes a number of references to that motive for producing a touchdown web page.

What The Patent Says

The patent in locations makes references to web sites utilizing generic phrases like “organizations” and “content material suppliers,” however each instance, metric, and UI characteristic aligns with:

  • E-commerce websites
  • Product itemizing pages
  • Retail touchdown pages
  • Paid search environments
  • Conversion-focused business web sites

The precise examples of what is going to set off the generated touchdown pages are:

  • Conversion price, bounce price, click-through price as scoring alerts
  • Name-to-action buttons on product pages
  • Product feeds
  • Instance of a client struggling to navigate a web page to buy a product
  • Sponsored content material placement
  • Touchdown pages that lack product filters (which make it onerous for customers to seek out their product).

Patents usually start with a broad overview of the invention, a bit known as an Summary. Nevertheless the extra you learn the extra particular it turns into and that’s the case with this patent. Close to the highest of the patent, in a bit known as Background, the patent exactly describes the use case for the patent:

“In some situations, the touchdown pages could also be troublesome to navigate, which may cut back the consumer expertise. For instance, a consumer could wrestle to navigate a touchdown web page to buy a product when the touchdown web page has a consumer interface that isn’t effectively designed for usability and engagement.”

Elsewhere the patent explains:

  • “In some situations, the navigation hyperlink could be included in a sponsored content material merchandise.
  • In some situations, the touchdown web page rating could be decided based mostly on a conversion price related to the primary touchdown web page.
  • In some situations, the AI-generated web page can embrace a call-to-action button to a product web page…”
  • In some situations, the AI-generated web page can embrace a product feed that gives an summary of a product…
  • In some situations, the AI-generated web page can embrace a sitelink to a product element web page.”

There is no such thing as a ambiguity that this patent is targeted on buying associated content material and for sponsored promoting.

Not For Editorial Content material

There aren’t any concrete examples within the patent which are associated to editorial content material, information websites, educational pages, blogs, or informational content material. The clues overwhelmingly level to transactional, commerce-oriented pages.

Learn Google’s Patent

I’ve written a information that teaches how to read a Google patent. It’s not that onerous to be taught and is helpful to learn. Each search engine marketing ought to give it a learn as a result of it will likely be useful for understanding how Google’s numerous algorithms work. Read it here.

Google’s patent: AI-generated content page tailored to a specific user

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