Apple’s new Intelligent Search will provide webpage summaries in response to search queries, while the new Apple Web Eraser offers a permanent solution for content removal.
A report based on independently verified accounts indicates that Apple’s Safari 18 will include an Intelligent Search feature that summarizes webpages in response to search queries. Additionally, a new feature called Web Eraser may permanently enable users to remove text, images, and advertisements from webpages.
The Potential for Disruption by Apple AI Search
Apple has been collecting website data for years through its Internet crawler, Applebot. This data has traditionally been used for Siri and Apple’s Spotlight Suggestions feature. The search community has long been aware of Applebot and is anticipating the possibility of a new search engine from Apple. However, Apple has not launched a standalone search engine despite continuous crawling.
One reason may be Apple’s realization that the optimal way to challenge Google Search is not by creating a conventional search engine but by introducing a technology that could make traditional search engines obsolete—similar to how the iPhone revolutionized and replaced digital cameras.
Recent reports about Safari 18 suggest that this is indeed Apple’s strategy.
Webpage Summarization
While news reports have yet to detail how the new search result summaries will be presented, it is reasonable to speculate that Apple will include attribution with links to the original websites, allowing users to click through. SEOs have been excited about the possibility of an Apple search engine for years. It now seems that the much-anticipated “Google Killer” could potentially reduce traffic from search queries, although the extent of this impact remains uncertain.
One search marketing expert speculated in a private chat that if Intelligent Search prioritizes summarizing content over linking out, it might be time to consider selling the domain names it has invested in.
On-Device Processing
An intriguing aspect of the text summarization feature is that the technology, known as Ajax, operates directly on the mobile device. Ajax works by extracting keywords and entities from a webpage, using this data to determine the topic and create a concise summary for the user.
Apple Also Plans a Web Eraser
In addition to its search summarizer, Apple reportedly plans to introduce a “Web Eraser” feature in Safari. Web Eraser allows users to remove unwanted content from webpages, such as advertisements, videos, comments, suggested readings, and even pop-ups. Once a user “erases” a content block, it remains hidden on subsequent visits to the site.
Technological Disruptions
It’s natural to feel anxious about change, and for many, the advent of AI Search marks their first encounter with a significant transformation. However, those of us with over 25 years in the search industry are accustomed to sudden, transformative changes that impact publishing and SEO. I believe Apple’s implementation of an AI search engine that summarizes websites will be disruptive, but not to the extent of harming websites. It’s in Apple’s best interest to avoid disrupting the Internet to the detriment.
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