When Google experiments with how search works, it’s worth paying attention.

How many times have you searched for something and clicked a blue link, only to leave 2 seconds later because it wasn’t what you needed? I’ve done it countless times.

That’s the problem Google’s new Web Guide aims to solve. It uses AI to organize and categorize search results into clear topic groups, making it easier for users to find what they’re actually looking for.​

I thought this was brilliant.

Look:

Right now, it’s only in testing. But here’s the reality:

• Every major search shift—from Featured Snippets to AI Overviews—started as a small “experiment.”
• Users adapt faster than businesses expect.
• And when Google sees engagement rise, features scale quickly.​

What should you do? Improve your topical authority. That’s what gets your site pulled into these new AI-organized results.

The businesses that win will be the ones who prepare before changes go mainstream.

That’s where my team comes in. We’re already tracking these shifts and building strategies for AI search, multimodal results, and experimental SERP features.

If you want to stay ahead instead of playing catch-up, let’s talk.
​Book a strategy call with my team.​

Cheers,

Neil Patel

P.S. Google’s not slowing down. If you want the full picture of where search is headed and how to adapt before your competitors do, join us at the 2025 NP Digital Summit. It’s where we unpack what’s changing and what it means for your business.

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