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5 minute read
Google is once again redefining how we search.
The tech giant has introduced Web Guide, a new Search Labs experiment that uses a custom version of Gemini AI to organize web results into categorized, easy-to-digest sections. Currently available to opt-in users via the Web tab in Search, this feature is part of a broader trend: the rise of AI-organized search.
If you’ve noticed search results looking a little smarter, more structured, and more diverse lately, you’re not imagining it. First, you need to understand what a “Web Guide” is when compared to the traditional search results page.
Table of Contents:
- What is a Web Guide?
- How Is Web Guide Different from Other AI Search Features?
- A New Era of Search Behavior: Users Trust AI
- What This Means for SEO, Content Strategy, and Marketers
- Why E-E-A-T Still Matters — But Not Like You Think
TL;DR
Google’s new Web Guide experiment is changing how people search by using AI (Gemini) to organize results into categorized topics—think ChatGPT-style summaries, but linked to full web pages. It’s opt-in for now, but signals a shift toward AI-organized, user-intent-focused search.
For marketers and SEOs, this means adapting content strategies to prioritize trust (E-E-A-T), diversify formats (video, forums, Q&A), and optimize for visibility in AI-driven layouts—not just rankings. The SEO playbook is evolving. Adapt early or risk being invisible
What Is Web Guide?
Web Guide is an AI-powered enhancement to Google Search that groups results into categorized clusters, each with added context and insights. Instead of a linear list of blue links, Web Guide offers a more organized experience, especially for open-ended or complex queries. This search function is much more similar to ChatGPT’s interface rather than what we are currently used to when using Google.
For example, a search like “how to start a home vegetable garden” might return sections on soil preparation, best plants for beginners, pest control tips, and watering schedules—all neatly grouped and labeled.
This organization is powered by:
- Custom Gemini AI: A version of Google’s large language model tailored to interpret nuanced search intent and content structure.
- Query fan-out: A process where Google sends out multiple related searches to surface more comprehensive results.
It’s a more thoughtful, categorized, and personalized way to explore the web.
How Is Web Guide Different from Other AI Search Features?
While AI features like AI Overviews have been live for a while, Web Guide is unique in a few key ways:
- Opt-in via Search Labs: This is still in experimental mode, available only to those who actively turn it on.
- Focused on web links: Unlike Overviews that summarize answers, Web Guide directs users to full pages, preserving web traffic opportunities.
- Works across all content types: Not limited to specific verticals like recipes; it categorizes articles, videos, forums, and more.
- More control for users: You can easily switch back to standard search results if preferred.
The Rollout: Where and How to Access the Web Guide
Currently, Web Guide is:
- Accessible in the Web tab of Google Search for users who opted in through Search Labs.
- Expected to expand into the “All” tab over time as Google evaluates its usefulness
You can try it by turning on the feature in Search Labs.
AI-Organized Results Beyond Web Guide
Web Guide is part of a bigger shift.
Google has already rolled out AI-organized search pages in the U.S. for categories like recipes and product inspiration, especially on mobile. These pages display content grouped by format—articles, videos, community posts, and more—giving users a more comprehensive browsing experience.
Google says testing shows these AI-enhanced layouts help users discover more diverse and relevant content, driving increased traffic to websites.
This evolution in search isn’t just about technology—it reflects how people are searching.
According to the Search Engine Journal and the State of Search 2025 report:
- 79% of Americans trust AI search engines, and 77% trust AI chatbots.
- Younger users (Gen Z) are leading the shift, favoring TikTok, YouTube, and AI tools for search over traditional engines.
- Search habits are splintering by age and intent. People use search engines for facts, AI for deep research, and social media for discovery.
What This Means for SEO, Content Strategy, and Marketers
Google’s continued investment in AI-driven search experiences is already influencing how brands and content creators need to think about visibility.
Recent data from Semrush, based on 10M+ keywords, shows:
- AI Overviews now appear in 13% of U.S. desktop queries (up from 6% earlier this year).
- Informational queries are most affected, often resulting in zero-click searches.
- High-trust categories like health, science, and law are seeing increased AI inclusion.
- Navigational and commercial queries are starting to trigger AI summaries too.
This all means one thing: The traditional SEO playbook is evolving.
These key considerations now need to take precedence when optimizing your site for organic search traffic:
- Diversify content types: Include video, Q&A, and forum-style content that can surface in multiple formats.
- Focus on top-of-funnel value: Especially for informational queries, visibility may shift from click-through to brand awareness.
- Adapt to AI summaries: Optimize content for snippets, citations, and AI parsing—not just rankings.
In the past few years, as the SEO playing field has evolved with these advancements, there has always been one pervasive SEO fundamental that has remained steadfast - E-E-A-T (E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness).
From the beginning, Google has put emphasis on not optimizing sites or content for search engines, but for the visitor who will likely stumble across the page. When businesses try to circumvent this principle, they leave themselves open to falling into the quick ranking/search traffic trap and are vulnerable to algorithm updates.
Why E-E-A-T Still Matters — But Not Like You Think
There’s a lot of confusion and even misinformation about what E-E-A-T truly means.
Many mistakenly treat E-E-A-T as a box-ticking exercise or a measurable score that directly boosts rankings. In reality, E-E-A-T is not a direct ranking factor or a score assigned by Google or AI models. Instead, it’s best understood as a framework for building real user trust through quality, credible, and relevant content.
The focus of E-E-A-T is on the user experience. By creating content that people genuinely trust and find helpful. When your audience trusts your content, they engage with it more, share it, and often link to it. This organic trust-building sends positive signals to search engines and AI systems alike, improving visibility naturally.
It’s essential to recognize that trendy tactics, such as adding a “medically reviewed by” label or including author photos, do not automatically improve SEO and can backfire if they appear inauthentic or lack genuine expertise. Instead, E-E-A-T should always be about delivering value to users, not checking off arbitrary SEO boxes.
Practical Ways to Build E-E-A-T Into Your Content
To help grow reach and trustworthiness, focus on actionable E-E-A-T strategies, such as:
- Citations: Link to credible, authoritative sources that directly support your claims—preferably studies, expert articles, or official data—not just generic definitions or unrelated content. For example, if you claim Vitamin C helps the environment, link to a credible study that backs this, rather than a basic Vitamin C definition.
- Jump Links and Clear Navigation: For longer content, use jump links or tables of contents to help users quickly find the information they want. This improves user experience and trust by respecting their time and intent.
- Author Bios and “Reviewed By” Sections: Include meaningful author information and review statements that genuinely reflect expertise or firsthand experience, avoiding vague or overused disclaimers.
- Rich Media: Incorporate images, videos, bullet points, or audio to present information in accessible, engaging formats tailored to user preferences
- User-Friendly Headers: Write section titles using natural language that your audience uses. This makes content easier to scan and shows you understand their needs.
Adapt or Be Invisible
Google’s Web Guide and broader AI experiments are a glimpse of where search is going— more personalized, organized, and context-aware than ever.
As AI becomes more trusted and widespread, particularly among younger users, marketers must reassess how they appear in search results. The winners will be those who adapt early, embrace structured and multi-format content, and understand the new rules of discoverability in an AI-first world.
Want to stay ahead of these changes?
Start experimenting with Web Guide, monitor how your content surfaces in AI-organized results, and ensure your SEO strategy is ready for the AI era. For more ways to improve your SEO, feel free to reach out to us and schedule a free consultation.