Will Google replace your landing pages with AI versions?

Earlier this year, Google was granted a patent for a system capable of replacing ineffective product landing pages with AI-generated versions.

There’s no guarantee from Google that the AI ​​landing page patent is being used or ever will be, but it’s worth understanding what the patent means and what you can do now to prepare for continued success. Here’s what you need to know.

What is Google’s AI landing page patent?

Google’s AI landing page patent (US12536233B1) describes a system that scores a brand’s landing pages and replaces those that don’t perform well with AI-generated alternatives that are tailored to the user.

The patent abstract reads as follows:

“Methods for generating an artificial intelligence (AI) generated page for a first organization. The system may include a machine-learned model configured to generate an AI-generated page. The system may receive from a user device associated with a user account, a user query. In addition, the system may generate a search result page for the user’s query that has a first search result page related to an organization first search page. A first search result for an organization page. It can calculate a landing page score for the first page The system can create an updated search result page based on a landing page score that exceeds a threshold, an updated search result page with a navigation link to the original AI-generated page.

It’s worth noting that Google’s AI landing page patent mainly discusses modifying commercial-oriented pages – such as product pages.

Here’s how it works: when a user searches for something, Google generates a standard search results page. If a product’s landing page appears in those results, the system calculates a “landing page score” based on factors such as:

• Conversion rate
• Jump rate
• Click through rate
• Content quality
• Page design

If a product’s landing page result falls below a certain threshold, Google can display a link to an AI-generated page instead. That page is built from the product’s product data and matches the user’s current search query and previous search history.

Why should marketers pay attention to Google’s AI landing page patent?

Advertisers should pay attention to Google’s AI landing page patent because it points to a future with less website traffic and product management.

Google has already built the infrastructure to remove purchases from your site through the Universal Commerce Protocol (UCP), which allows agents to make purchases. For users, that means they can make purchases directly from within the AI ​​chat.

The AI ​​landing page patent furthers this and highlights a larger pattern: Brands have less direct control over how they are presented on platforms such as traditional search and LLMs.

What marketers can do to be successful going forward

Marketers should focus on strengthening their web pages and understanding their brand’s overall visibility.

Here are some actions you can take today:

Check your website

Testing your website notifies you of technical issues, and fixing these issues gives your site a solid technical foundation to build on as the agent’s business grows.

Use Site Audit to crawl your site, then go to “Overview” tab to get a general overview of your site’s health.

Click on “Problems” to see a list of items to fix. Click on each issue for more details, then click “How to fix it” for more information.

Prioritize fixes marked as errors (red) before warnings (yellow) and notifications (blue).

Optimize the user experience

Optimizing your landing pages for a good user experience is always good for your SEO.

Look to improve these features to give users a better experience:

• Calls to action: Are your calls to action (CTAs) clear, visible, and aligned with the user’s intent? A “Learn more” CTA on a page targeting a transaction question can confuse users and reduce conversions.
• Jump rate: Does the page deliver what the search query promised? Users are likely to land on pages that match their search intent (the reason for their search).
• Click through rate (CTR): Are your title tags and meta descriptions accurate and compelling? Strong title tags and meta descriptions can increase the number of people who click on your results on search engine results pages (SERPs).
• Content quality: Is your page full of accurate, relevant product information? Pages with clear titles and complete product details help users and search engines understand your products.
• Page design: Is the experience on the page easy to use? Well-designed pages help users and search engines find the information they need.

Analyze your entire website and fix any areas with weak signals.

Improve your product data

Optimizing the product data you put on your site and submitting it to Google helps you control how your products appear in different places within Google.

Add a product schema to your site and upload a product feed to Google Merchant Center (follow Google’s steps to share your product data if you’re not sure how).

Make sure that each product contains specific attributes such as accurate titles, descriptions, price, and more.

Monitor your product visibility

Overseeing your brand’s visibility across search and AI platforms gives you a consistent baseline of how your brand is performing, even as the places people use to find you keep changing.

Semrush One gives you a unified view of all traditional SERPs and AI platforms.

Use Site Tracking to see rankings for each target keyword you specify. The “Visibility” chart within “Overview” tab helps you track your visibility over time.

And the AI ​​Visibility Toolkit lets you see how and where you’re being cited across platforms like ChatGPT and AI Overview.

Review your visibility alongside your traffic statistics to get a better idea of ​​how your brand is performing.