There has just 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 that are low high quality. In actual fact, the patent solely describes a procuring web page function.
Google Is Not Changing Websites With Touchdown Pages
Patents are not all the time clear about what they are about as a result of they are usually broadly worded so as 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 selected consumer. That title affords no context for a way the invention is supposed to be used.
Glenn Gabe just lately posted about the patent, repeating what another person mentioned about it on LinkedIn.
He tweeted:
“If you happen to thought AIOs angered folks, simply look ahead to AI-generated touchdown pages from Google. Sure, Google may create new touchdown pages from the SERPs if yours isn’t adequate (primarily based on this patent). Nice catch from Joshua Squires at Amsive on LinkedIn -> AI-generated content material web page tailor-made to a selected consumer
And sounds prefer it could possibly be used for promoting AND natural… It’s value trying out the patent.
*The system would calculate a “touchdown web page rating” for the group’s present web site. This rating evaluates how effectively 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 pull 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 outcome web page with a navigation hyperlink main to this tradition AI-generated web page quite than the customary URL.”
Glenn is appropriate that it could possibly be used for promoting. However the patent is not about producing touchdown pages for basic search outcomes.
A cautious studying of the patent reveals that it is actually about making a touchdown web page for procuring search outcomes when the touchdown web page presents a poor consumer expertise. The patent signifies that this may be utilized to procuring 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 smart 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 purpose 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 function aligns with:
- E-commerce websites
- Product itemizing pages
- Retail touchdown pages
- Paid search environments
- Conversion-focused business web sites
The particular examples of what is going to set off the generated touchdown pages are:
- Conversion charge, bounce charge, click-through charge 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 laborious for shoppers to discover their product).
Patents usually start with a broad overview of the invention, a piece referred to as an Summary. Nonetheless the extra you learn the extra particular it turns into and that’s the case with this patent. Close to the high of the patent, in a piece referred to as Background, the patent exactly describes the use case for the patent:
“In some situations, the touchdown pages could also be tough to navigate, which might scale back the consumer expertise. For instance, a consumer might battle to navigate a touchdown web page to buy a product when the touchdown web page has a consumer interface that is not effectively designed for usability and engagement.”
Elsewhere the patent explains:
- “In some situations, the navigation hyperlink might be included in a sponsored content material merchandise.
- In some situations, the touchdown web page rating might be decided primarily based on a conversion charge related to the first touchdown web page.
- In some situations, the AI-generated web page can embody a call-to-action button to a product web page…”
- In some situations, the AI-generated web page can embody a product feed that gives an summary of a product…
- In some situations, the AI-generated web page can embody a sitelink to a product element web page.”
There is no ambiguity that this patent is centered on procuring associated content material and for sponsored promoting.
Not For Editorial Content material
There are no concrete examples in the patent that are associated to editorial content material, information websites, tutorial 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 arduous to study and is helpful to learn. Each search engine optimization ought to give it a learn as a result of it is going to be useful for understanding how Google’s varied algorithms work. Read it here.
Google’s patent: AI-generated content page tailored to a specific user
Featured Picture by Shutterstock/Shutter_M
Disclaimer: This article is sourced from external platforms. OverBeta has not independently verified the information. Readers are advised to verify details before relying on them.
