Last Updated 9 months by Emily Standley-Allard

Get ready to learn about Google’s Project Magi and the impact on SEO! Google is fighting back to beat back AI rivals from ChatGPT and Microsoft. Learn how it’s implementation will affect and impact SEO for your business.

It’s been revealed from a NYT article that Google has 160 engineers working tirelessly on a significant transformation of its search engine under the code name “Magi”. Read on!

This post was created by a human and not artificial intelligence technology.

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NYT Article Project Magi

Project Magi is the latest move in the raging AI wars since Microsoft gained momentum after teaming up with OpenAI integrating ChatGPT-like features with Bing Chat.

A.I. competitors like the new Bing are quickly becoming the most serious threat to Google’s search business in 25 years, and in response, Google is racing to build an all-new search engine powered by the technology. It is also upgrading the existing one with A.I. features, according to internal documents reviewed by The Times.

Google was trying to keep up with Google Bard AI but apparently it hasn’t been so successful and now here comes Magi!

12 features about Google Magi

  1. Project Magi is a new feature being developed by Google for its search engine.
  2. The project aims to provide users with a more personalized search experience, anticipating users’ needs.
  3. Magi is being developed by a team of designers, engineers, and executives working in sprint design rooms.
  4. The search engine will be powered by artificial intelligence and will be more conversational than the current one and allow a purchase directly from Google rather than linking to a website.
  5. The new search engine is still in the early stages of development, and no clear timetable has been released for its release.
  6. The system would learn what users want to know based on their searches when they begin using it, and it would offer lists of preselected options for objects to buy, information to research, and other information.
  7. Magi would keep ads in the mix of search results.
  8. Search queries that could lead to a direct financial transaction would still feature ads on their results pages.
  9. Google is expected to release the tools to the public next month and add more features in the fall.
  10. The company plans to initially release the features to a maximum of one million people, which should progressively increase to 30 million by the end of the year.
  11. The features will be available exclusively in the United States for starters.
  12. Project Magi will have a Chat-like Interface
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Project Magi will be wrapped in a newer interface, more like something similar to Bard and ChatGPT.

What is Google Project Magi?

Google’s Project Magi aims to transform how we search and interact with the internet.

Google’s new A.I. technology will offer users a far more personalized experience than the company’s current service.

The project includes adding new A.I.-based features to the current search engine. And it seems that the part about anticipating users’ needs is core.

While the new search engine is still in its early stages, it demonstrates Google’s ambitions to remain at the forefront of technological advancements in the search industry.

What has Google said about Magi?

Unfortunately, Google has not released much official information about Project Magi.

The only statement so far is the quote from Google spokeswoman Lara Levin:

“Not every brainstorm deck or product idea leads to a launch, but as we’ve said before, we’re excited about bringing new A.I.-powered features to search and will share more details soon.”

Conversational and user-friendly

Overall it seems safe to say that Google is striving to make search more conversational and user-friendly, along with the ability to purchase directly from a search query and not be directed to a website.

Imagine engaging with an intelligent assistant like ChatGPT or even Alexa, which can learn from past interactions and adapt responses in real-time. This new approach will provide more relevant, personalized answers, moving away from the traditional list of search results.

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What could Project Magi mean for SEO?

For businesses Magi may have significant implications for website traffic and SEO and people wanting more organic traffic from Google.

Here are some potential effects of Magi on SEO:

  1. With Google’s Magi AI generating answers instead of pulling them from websites, SEO professionals might need to adapt their strategies to ensure their content is still relevant and visible. This could mean optimizing content for AI-generated responses and potentially collaborating with the AI to provide better, more accurate information.
  2. As the search experience becomes more personalized, SEO professionals may need to tailor content to cater to specific user preferences and needs.
  3. With a more conversational search interface, SEO experts might need to optimize content for voice search and natural language queries. This could mean creating content that answers questions directly and is easier for AI to understand and interpret.
  4. With Google facilitating transactions directly on its platform, businesses and websites may face increased competition. SEO professionals will need to find new ways to stand out and attract users to their sites, possibly by improving user experience, offering unique content or value propositions, or leveraging other marketing channels.
  5. As search engines evolve, SEO professionals will need to stay updated on new metrics and ranking factors that influence search results. Staying ahead of these changes and adapting strategies accordingly will be crucial for maintaining search visibility and relevance.
  6. With the potential of AI-generated answers, websites may have to focus more on user engagement and retention. This could include creating more interactive content, improving website design and usability, and offering personalized experiences to users.

Adaptation is key! Ultimately, the success of SEO professionals in the wake of Project Magi will depend on their ability to adapt to the changing search landscape and find innovative ways to create and optimize content for both users and AI-generated responses.

Granted, this has always been the case for SEO professional but this time it involves an even bigger shift.

Google Bard vs Magi

Who has tried Google Bard? I have found personally that Bard offers pretty much run of the mill generic answers.

As a rival to ChatGPT, Google Bard was designed to transform search results by providing basic AI-generated answers based on the user’s queries.

Bard sometimes falls short accuracy-wise in areas such as generating creative or original text.

While Google Project Magi aims to offer a more personalized and anticipatory search experience, Google Bard focuses on generating somewhat accurate, real time, informative answers in a more conversational manner.

Bard has a 63% accuracy score according to Search Engine Land.

Why is it named “Project Magi”?

The New York Times article doesn’t directly answer why it’s named “Project Magi.” It’s perceived that the name “Magi” was chosen because it invokes the idea of magic, which could suggest the new search engine will be something special and transformative.

However, it’s also possible that the name has some other significance or meaning within Google’s internal culture. Google has not come out with a definitive reason why it’s named Magi as of yet.

How does Magi use artificial intelligence?

Magi uses artificial intelligence to understand natural language queries and provide more accurate and relevant search results.

Magi utilizes machine learning algorithms to analyze and interpret the intent and context of a user’s query and understand the content and context of web pages.

Magi like ChatGPT also uses AI to generate answers to specific questions, similar to how voice assistants like Siri and Alexa provide answers to users. Magi may also use AI to personalize search results for individual users based on their search history and behavior.



What do you think of Magi? Will it be a suitable AI contender? Will it assist your business positively or will you be concerned about it taking away your website traffic? Will you utilize Project Magi in your business?

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