Fabrice Canel from Bing stated that search engines have limited visibility into conversions linked to AI search clicks, urging the SEO community to conduct more studies. He argued that while AI search appears to provide greater value in clicks, the connection between clicks and conversions remains unclear. Canel emphasized the importance of marketers and SEOs focusing on conversion metrics in the context of AI search. In contrast, he critiqued Google for its dismissal of existing studies and its perspective on click quality, reaffirming the need for more comprehensive research in this area.
Fabrice Canel from Bing emphasized that search engines have limited visibility into what happens after a click from AI search and that the SEO community needs to conduct studies to gain insight on conversions.
Canel noted that AI Search seems to increase the value of clicks, as better-quality results lead to more effective interactions, but the relationship between clicks and conversions needs further examination from marketers.
He expressed that the shift towards understanding conversions from AI search interactions is crucial for marketers and SEOs, urging the community to engage in more research on this topic.
Canel appreciates the efforts of Microsoft Bing in encouraging the SEO community to pursue studies, especially when Google has been critical of ongoing research in this area.
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