Google is currently experimenting with a significant change to how your website appears in search results. They’re testing AI-generated descriptions and summaries that could replace what you’ve carefully crafted in your meta descriptions.
There are two variations of this new feature that Google is trialling:
Google is replacing the traditional search result description with a completely AI-generated version, marked with a small Gemini logo to indicate it’s been created using artificial intelligence. This isn’t limited to specific types of websites like Reddit. It’s appearing across various search results.
Industry experts Paul Shapiro and Brodie Clark have both spotted these AI-generated descriptions appearing in their searches. The screenshots they’ve shared show Google taking quite a different approach to presenting website information.
In addition to replacing descriptions entirely, Google has also been testing AI-generated summaries of search result snippets. These summaries attempt to condense the information from your page into a brief overview before users click through.
If you’re a website owner or manage your business’s online presence, this development is worth paying attention to. Here’s why:
Your meta descriptions might become irrelevant. To be fair, Google has long had a habit of ignoring the meta descriptions we write. They often pull content from elsewhere on the page instead. But this takes it a step further. Google would be using AI to create something entirely new based on your content.
Click-through rates could change. How users interact with your search listing may shift depending on what Google’s AI decides to highlight or summarise. The AI might emphasise different aspects of your page than you would choose to promote.
You lose control of your messaging. Perhaps most concerningly, Google might write something that doesn’t quite capture what you want to say. It could even misrepresent your content in some way.
As with most Google experiments, there’s not much you can do to prevent this if it rolls out fully. However, it’s a good reminder of why quality content matters more than ever. If Google’s AI is going to be summarising and describing your pages, you want to ensure your content is clear, well-structured and genuinely helpful.
Keep focusing on creating content that serves your audience well. Make sure your pages are optimised with clear headings, good structure and valuable information. That way, even if AI is doing the describing, it’s got solid material to work with.
If you’re concerned about how these changes might affect your website’s search performance or need help ensuring your content is as strong as it can be, get in touch. We’re here to help you navigate these ongoing changes to search.
