There has not too long ago been a good bit of drama about Google’s patent about producing touchdown pages as a substitute 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 might be low high quality. In reality, the patent solely describes a procuring web page function.
Google Is Not Changing Websites With Touchdown Pages
Patents should not all the time clear about what they’re about as a result of they’re typically broadly worded to be able to apply to the widest quantity of use circumstances. 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 presents no context for the way the invention is meant for use.
Glenn Gabe not too long ago posted in regards to the patent, repeating what another person stated about it on LinkedIn.
He tweeted:
“If you happen to thought AIOs angered individuals, simply look ahead to AI-generated touchdown pages from Google. Sure, Google might 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 selected consumer
And sounds prefer it may very well 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 properly the present web page meets the consumer’s particular wants.
*If the prevailing touchdown web page is deemed inadequate (the rating exceeds a sure threshold for enchancment), the system triggers the AI technology.
*An AI mannequin leverages the consumer’s search context, location, and previous preferences to tug information 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 tradition AI-generated web page quite than the usual URL.”
Glenn is appropriate that it may very well be used for promoting. However the patent is not about producing touchdown pages for normal search outcomes.
A cautious studying of the patent exhibits that it’s 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 meant for paid promoting use circumstances.
The paid promoting use case is sensible as a result of it should 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 function 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 fee, bounce fee, click-through fee 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 exhausting for customers to search out their product).
Patents typically 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 cases, the touchdown pages could also be tough to navigate, which may cut back the consumer expertise. For instance, a consumer might 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 cases, the navigation hyperlink may be included in a sponsored content material merchandise.
- In some cases, the touchdown web page rating may be decided based mostly on a conversion fee related to the primary touchdown web page.
- In some cases, the AI-generated web page can embrace a call-to-action button to a product web page…”
- In some cases, the AI-generated web page can embrace a product feed that gives an outline of a product…
- In some cases, 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 concentrated on procuring associated content material and for sponsored promoting.
Not For Editorial Content material
There are not any concrete examples within the patent which might be 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 the best way to learn a Google patent. It’s not that tough to study and is helpful to learn. Each website positioning ought to give it a learn as a result of it will likely be useful for understanding how Google’s numerous algorithms work. Learn it right here.
Google’s patent: AI-generated content material web page tailor-made to a selected consumer
Featured Picture by Shutterstock/Shutter_M
