Will Google replace your landing pages with AI versions?

Earlier this year, Google was granted a patent for a system that has the potential to replace underperforming brand landing pages with AI-generated versions.

There’s no confirmation from Google that the AI landing page patent is being used or ever will be, but it’s worth understanding what this patent describes and what you can do now to prepare for continued success. Here’s what you need to know.

What is Google’s AI landing page patent?

Google’s AI landing page patent (US12536233B1) describes a system that scores brand landing pages and replaces underperforming ones with AI-generated alternatives personalized to the user.

The patent’s abstract reads:

“Techniques for generating an artificial intelligence (AI)-generated page for a first organization. The system can include a machine-learned model configured to generate the AI-generated page. The system can receive from a user device associated with a user account, the user query. Additionally, the system can generate a search result page for the user query. The search result page can include a first result associated with a first landing page of the first organization. The system can calculate a landing page score for the first landing page. The system can generate an updated search result page based on the landing page score exceeding a threshold value, the updated search result page having a navigation link to an AI-generated page for the first organization. The system can cause a presentation, on a display of the user device, the updated search result page.”

It’s worth noting that Google’s AI landing page patent primarily discusses replacing commerce-focused pages — like product pages.

Here’s how it works: when a user searches for something, Google generates a standard search results page. If a brand’s landing page appears in those results, the system calculates a “landing page score” based on factors like:

Conversion rate
Bounce rate
Click-through rate
Content quality
Page design

If a brand’s landing page score falls below a certain threshold, Google can surface a link to an AI-generated page instead. That page is built from the brand’s product data and tailored to the user’s current search query and previous search history.

Why should marketers pay attention to Google’s AI landing page patent?

Marketers should pay attention to Google’s AI landing page patent because it points toward a future with even less website traffic and brand control.

Google is already building the infrastructure to move purchasing off your site with Universal Commerce Protocol (UCP), which allows agents to make purchases. For users, that means they’re able to buy directly from within an AI conversation.

The AI landing page patent takes this further and highlights a bigger pattern: Brands have less direct control over how they’re presented in platforms like traditional search and LLMs.

What marketers can do to succeed going forward

Marketers should focus on strengthening their webpages and understanding their overall brand visibility.

Here are some actions to take today:

Audit your website

Auditing your website alerts you to technical issues, and fixing these issues gives your site a strong technical foundation that you can build upon as agentic commerce grows.

Use Site Audit to crawl your site, then go to the “Overview” tab for a general view of your site’s health.

Site Audit Overview report showing metrics like site health, crawled pages, AI search health, errors, and warnings.

Click “Issues” to see a list of items to fix. Click into each issue for more details, and click “How to fix” for more information.

Site Audit Issues with "How to fix" clicked next to an error showing more information about how to fix the issue.

Prioritize fixes marked as errors (red) before warnings (yellow) and notices (blue).

Optimize for the user experience

Optimizing your landing pages for a good user experience is always good for your SEO.

Look to improve these elements to give users a better experience:

Calls to action: Are your calls to action (CTAs) clear, visible, and matched to the user’s intent? A CTA that says “Learn more” on a page targeting a transactional query can confuse users and lower conversions.
Bounce rate: Does the page deliver what the search query promised? Users are more likely to stay on pages that match their search intent (the reason behind their search).
Click-through rate (CTR): Are your title tags and meta descriptions accurate and compelling? Strong title tags and meta descriptions can increase the number of people who click on your results in the search engine results pages (SERPs).
Content quality: Is your page full of accurate, relevant product information? Pages with clear headings and complete product details help users and search engines understand your products.
Page design: Is the on-page experience easy to navigate? Well-structured pages help users and search engines find the information they need.

Analyze your entire website and fix any areas with weak signals.

Improve your product data

Improving the product data you include on your site and submit to Google helps you control how your products appear in different surfaces within Google.

Add product schema in your site and upload a product feed to Google Merchant Center (follow Google’s steps to share your product data if you’re unsure how).

Make sure each product contains specific attributes like accurate titles, descriptions, pricing, and more.

Monitor your brand visibility

Monitoring your brand visibility across search and AI platforms gives you a consistent baseline for how your brand is performing, even as the surfaces people use to find you continue to change.

Semrush One gives you a unified view across traditional SERPs and AI platforms.

Use Position Tracking to see rankings for each of the target keywords you specify. The “Visibility” chart within the “Overview” tab helps you track your visibility over time.