Google has announced their most capable AI model yet – Gemini 2.0, which is set to transform search even further.
We’re taking a closer look at the new features that are available and how Gemini has evolved in the space of a few short years. As well as the wider implications for SEO marketers and how you can adapt to keep up in today’s ever-changing search landscape.
Formerly known as Bard, Gemini is Google’s generative artificial intelligence tool that was launched in 2023. In modern life, we are more becoming increasingly reliant on AI after the introduction of tools like Chat GPT. As it quickly rose to popularity, Google launched Gemini as a direct response.
Harnessing the power of data, Gemini has been designed to help with everything from writing, to planning, learning, and more. But how exactly does it work?
Starting with the basics, Gemini uses generative AI – a type of machine learning model. Whilst previously used to understand and recommend information. Over time its capabilities have expanded to help create new content.
Gemini uses a multimodal model – a type of machine learning model that can not only process text information but also:
Using information from these prompts, Gemini can then create various outputs. For example, Gemini can create a written recipe for a meal from just a visual prompt.
Also used and part of the same technology as generative AI are Large Language Models (LLMs). Trained using words as their main data source, LLMs are able to understand and generate human language text. They also offer the flexibility of being able to predict words that are likely to come next based on prompts.
Despite being less than two years old, the Gemini app is now available to download in over 150 countries on Android and iPhone devices. As well as being available in multiple languages.
On average, Gemini receives around 275 million monthly visitors. With statistics showing that the key demographic is 25–34-year-olds.
In December 2024, Google announced Gemini 2.0 – the predecessor to the hugely popular Gemini 1.0. While the previous version was able to generate text only, Gemini 2.0 is set to be a game-changer with the ability to generate multimedia. This will include images, text and audio.
With the latest updates, a single search query could return a combination of text, images, and text-to-speech audio responses. Significant speed improvements also mean that Gemini 2.0 can process information twice as fast as the previous version.
Gemini is evolving even further by embracing the agentic era. It will include a series of prototypes that will help people accomplish more comprehensive tasks. New features included are:
In addition to these, Google has also released a new feature called Deep Research. Using AI to handle bigger tasks, it can explore complex topics and compile in-depth, easy-to-understand reports.
Understandably as Google Gemini evolves, so will search. Behaviour is constantly changing but one thing remains the same. Users want to quickly find relevant and informative content in as little time as possible.
In recent years, search has been driven by users searching for specific topics or keywords. However, with the advancements in AI, behaviour is shifting and searches are becoming more conversational. Users are able to get personalised results for even the most niche queries thanks to AI capabilities.
With the recent arrival of Gemini 2.0, searches are about to become more multimedia driven. Results could include a combination of text, image and video results to best match search intent. Users will also be able to search via typing, taking a picture or video through Google Lens.
Google Gemini 2.0 offers further AI advancements for a range of industries compared to the previous version.
Enhanced multimodal understanding – users can ask a question through audio or video and Gemini will offer personalised results.
Personalised marketing campaigns – Gemini can analyse real-time performance data and adjust campaigns based on this to improve conversion.
Content creation – Gemini is able to create engaging text, audio and video content tailored to specific audiences and trends.
As Gemini continues to evolve, there will be wider implications for SEO. However, the fundamentals won’t change. As with any new technology, adapting and learning is key to succeeding.
While traditionally search has been driven by target keywords in order to climb up the rankings, there will be a shift away from this. Gemini aims to explore the ‘why’ behind searches, as opposed to just matching users with results that contain relevant keywords.
Google will begin prioritising natural language content that is relevant, engaging and easy-to-read.
As AI evolves, there will continue to me a major shift from traditional text-based searches to multimedia searches. Google estimates that 20% of mobile searches are via voice search. Whilst 10% of adults in the US regularly use visual search.
This change in behaviour will undeniably have an impact on search ranking factors. To align with these changes, businesses will need to adapt their SEO strategies in order to maintain rankings.
Schema markups quickly help search engines to understand page content and play a key role in SEO performance. With the rise of AI, schema markups are set to become an even more powerful tool.
AI processes large amounts of data to provide relevant information. So, the more structured data is, the easier it will be for AI tools to understand what the content is about.
We’re looking at some actionable ways that you can stay ahead in search listings as AI evolves and shapes the future direction of SEO.
As Gemini is built to recognise natural language, it’s important that your content can be easily read by AI and humans alike.
Whilst it’s still vital to optimise it with relevant keywords, more emphasis will be placed on quality content that addresses intent. In doing so, you stand more chance staying ahead in the rankings.
A few simple ways you can optimise your content for Gemini include:
– Using long-tail keywords to mirror natural language
– Maximising your chances of being included in a featured snippet by directly answering questions
– Creating FAQ content for your website
– Creating topic clusters to maximise visibility and establish authority
Gemini 2.0 will see Google serve multimedia responses to queries with a combination of text, images and video. To stay ahead, it’s important to utilise all formats to help improve search visibility.
Always ensure that any images or videos are optimised for mobile for the best user experience and maintain site speed. As well as making sure that you implement schema markups so that AI can understand the context of your image and video content.
The power of data lies at the heart of AI and this is something can be used to your advantage. Gemini is a great tool to predict future trends to help create content that users are actually searching for.
As well as this, Google Gemini can:
– Generate content outlines
– Suggest ways to improve the structure and readability of content
– Assist with optimisation of title tags and meta descriptions
– Check your website’s schema markup to ensure that it aligns with SEO best practices
Despite the term artificial intelligence first being used in the 1950’s, it’s hard to believe that AI technology is still in its early stages. Chat GPT was released just over three years ago and Google Gemini a little over two years ago.
As with any new and emerging technology, it’s easy to speculate on where it’s headed and the impact it will have. As an SEO expert, you might be wondering will Gemini replace Google Search?
The simple answer is no. But Gemini will be an integral part of SEO and as it evolves it will shape future practices. It will be interesting to see the evolution of the industry over the next five to ten years as AI becomes more prominent in our daily lives.
It’s going to be a really interesting time for Google Search as its results pages are increasingly powered by Gemini through its AI Overviews. The end goal will likely be zero-click searches which are addressed entirely by Gemini, but as we’ve seen over the past year, the validity, acuracy, and overall usefulness of these can be questionable. As ever, creating best in class content for your site would be our advice, as well as making your site an authority within its space.
— Jeff Lyall, Senior Content Manager at Bonded
Google Gemini is an extremely powerful tool that is set to change the trajectory of the search industry. If you need help adapting your strategy to better reach your audience, get in touch with our specialist SEO team today.
For more insights on new and developing trends for 2025, stay tuned for our Future Trends Report which is set to be published soon.
https://digitalmarketinginstitute.com/blog/prepare-for-the-future-of-voice-search
https://www.emarketer.com/content/amazon–google-enhance-visual-search-features
