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EVERYWHERE YOU LOOK IN THE MARKETING WORLD, PEOPLE ARE TALKING ABOUT AI.
We’ve discussed its impact on your future marketing strategy already but here we’re focusing on Google’s most significant development, Search Generative Experience (SGE). Google Search Generative Experience is potentially the biggest change to how search engines work since we first started using them and could affect where your website sits in those all-important SERPS. So, understanding its nuances is just a tiny bit more important than figuring out what to have for lunch — unless you’re into the whole ‘flying blind with your marketing budget’ vibe.
SGE reminds us of the days of Ask Jeeves, inviting you to ask complete questions instead of modern, brief searches. However, its capabilities far surpass those of its predecessor. By grasping the shift SGE introduces, you can prepare your website content for the potential impact which is coming and be ready to leverage its vast potential. Ready to find out how?
SO, WHAT EVEN IS SEARCH GENERATIVE EXPERIENCE?
SGE is a new and experimental search feature from Google. It provides searchers with concise overviews of their search topics, generated by AI. The aim is to reduce the need to dig through individual web pages to find the information you need. It will significantly impact the way Google looks but is not an entirely new search engine.
SGE will allow Google to bring together information from multiple web sources to create answers to more complicated and conversational questions.
WHEN WILL SGE ROLLOUT?
SGE is in its beta-testing phase right now. Some Google users are able to access SGE results through the Search Labs platform. Not all users can enjoy the experiments on offer via Search Labs but if you can, it’s definitely worth taking a look at SGE in action. BBC just announced that the UK is beginning it’s trial period now, the full rollout should be starting by mid-2024 starting with the USA as you’d expect and then further regions worldwide. Google is currently tweaking the last few features of SGE including privacy settings, accuracy and the fluidity of its conversational model before releasing it to a wider audience.
HOW WILL SGE AFFECT SERPS AND SEO?
Anyone with a well-performing website knows the value of a high-ranking SERP and SGE will alter this a little, though not necessarily in the ways you’d think. SGE is a significant change to SERPs on Google as this new AI-generated content will appear at the very top of the rankings before any organic results.
So, while SGE won’t impact your organic rankings, your website will appear much further down the page than it currently does as Google positions its SGE results at the top.
In terms of SEO, SGE is transforming the whole presentation of search results, prioritising this conversational approach. This means businesses may want to consider the depth and breadth of information on their website, rather than their strategy being mainly based upon keyword optimisation and backlinking strategies. Until it happens though, we can only really guess how it will impact your SEO strategy and approach.
HOW CAN YOU OPTIMISE YOUR WEBSITE FOR SGE?
Optimising your website for SGE is once again, still a bit of a guessing game but considering the focus on informational, quality content able to answer complex questions, your content marketing strategy will be key, with the following points especially important…….
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Top Quality Content
SGE has the potential to cause a huge rise in zero-click searches. Users can get the information they need from the SGE results and have no interest in clicking on any of the organic results below. To entice readers past the SGE box and engage them with your content you need to give them a reason to do this. High-quality unique content with a clear tone of voice offering something different from the crowd is what’s going to cut it. Even being in the #1 spot in the organic SERPs won’t be enough if your content is dull and uninspiring.
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Get Conversational
AI tools have driven a more conversational approach to search. With ChatGPT and Gemini encouraging us to ask direct questions and even debate with them, it’s clear that search engines like this conversational approach. In terms of your marketing strategy this can be achieved through better quality writing, but also incorporating useful longtail keywords. SGE favours specific queries so you should target long-tail keywords to help your content rank in SGE and bring readers to your site.
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Stay Relevant
Up-to-date and accurate content has never mattered more. Updating content periodically and ensuring all claims are accurate to the latest developments and data will make your content more interesting and useful, and therefore more likely to have value to readers. Algorithm changes and new tech rollouts are like the weather: unpredictable, sometimes unpleasant, but somehow everyone’s favourite topic of conversation. SGE is the latest cloud on the horizon, threatening to rain on our digital parade. However, it’s not all doom and gloom, and is definitely not the apocalyptic end for your website’s digital success as some dramatically predict. Think of SGE as just another puzzle to solve in the never-ending game of “keeping Up with the search engines.”
As a performance marketing agency, TIDAL puts the focus purely on measurable results, ensuring your marketing budget is used cleverly to deliver the best results. SGE won’t change this and we’re here to help if you’ve got any worries at all. Grab us on the chat to discuss your concerns or if you’ve got anything you want to say to us at all, we’re here!
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