The world of search is on the cusp of a revolution. Large Language Models (LLMs) are changing the game, promising to deliver information in a more natural, comprehensive way than ever before. But for Google, the undisputed king of search, this presents a unique challenge: how to adapt and thrive in this new reality.

From my perspective, there are two critical jobs that Google needs to tackle to maintain its dominance:

1. Cracking the LLM Monetization Code:

Google's current cash cow is the search ads business. Those familiar blue links accompanied by targeted ads are what fuel the Google machine. The problem? LLMs threaten to disrupt this model. Instead of a list of links, they provide concise answers directly, potentially bypassing the ad space altogether.

The key for Google lies in figuring out a way to monetize these LLM-powered answers just as effectively as traditional ads. Imagine sponsored snippets seamlessly integrated within the answer itself, or results ranked based on a combination of relevance and a pay-to-play system (though user trust would be paramount here). There's a fine line to tread; Google needs revenue, but users won't tolerate intrusive monetization that disrupts the user experience.

2. Becoming the Data Dominus:

Imagine a world where LLMs can answer any question definitively because they have access to the most comprehensive, reliable data sets. This is where Google's second crucial job comes in: securing exclusive access to valuable information repositories.

We've already seen them take a step in this direction with the $60 million deal for Reddit data to train their LLMs. But that's just the beginning. Google needs to secure similar deals with a vast array of institutions, from academic journals to government databases. By becoming the go-to source for specific types of information, Google can solidify its position as the ultimate answer machine.

This approach mirrors Google's past success. Remember how they paid companies like Apple and Firefox to make Google the default search engine? It's about creating an ecosystem where users naturally gravitate towards Google for answers, regardless of the underlying technology.

The Road Ahead

The future of search is exciting and uncertain. LLMs have the potential to revolutionize how we access information. But for Google, this presents both a challenge and an opportunity. By cracking the LLM monetization code and becoming the data dominus, Google can ensure it remains at the forefront of this revolution, leading the way in the new era of search.

What do you think? Are these the two most critical jobs for Google? How can they best navigate the LLM reality? Share your thoughts in the comments below!