Forget clicking links – enter the age of instant answers! Search Generative Experience (SGE) isn’t some futuristic fantasy, it’s the reality of search today.
You might already know about SGE’s impact on paid search (we covered that in a previous post!), but now, let’s explore how it’s transforming SEO. Artificial Intelligence (AI) is taking the wheel, with tools like ChatGPT and Gemini showing us a future where search engines understand and answer our needs directly.
Whether you’re an SGE pro or just starting out, this post dives into what it is, how it affects SEO and the strategies you can use to thrive in this new search landscape. Buckle up – the future of digital marketing is here!
Imagine searching and getting your answer right there, on the spot. That’s the power of SGE. It uses cutting-edge AI – similar to tools like ChatGPT – to understand your natural language queries and provide informative summaries directly on the Search Engine Results Page (SERP). This means you might not always need to click through multiple websites to find what you’re looking for.
While still in its experimental phase (currently limited to a few countries, with a potential UK rollout on hold), SGE raises interesting questions. Recent reports suggest Google might consider offering SGE as part of a premium product, as its AI capabilities could impact their advertising revenue.
Regardless of its final form, one thing’s clear: Google constantly adapts to user behaviour. By staying informed and optimising your SEO and content strategy, you’ll be ready to navigate the ever-evolving search landscape, whether it’s the familiar SERP or a revolutionary platform like SGE.
AI-powered snapshot
Say goodbye to endless scrolling! SGE places AI-powered summaries, called “Snapshots”, right at the top of the search results page. These Snapshots provide a quick overview of your query, saving you valuable time. Traditional links from trusted sources are still available on the right side of the SERP, or even within the Snapshot itself, for those who want to delve deeper.
Think of the Snapshot as your own personal research assistant. It uses advanced AI to analyse your search query, understand what you’re really looking for (the intent and context) and then scour the web for the most relevant and high-quality information to summarise for you.
Unveiling more: How SGE complements your search journey
Looking for a specific angle? SGE goes beyond summaries with “Vertical experiences”. These offer additional options and features tailored to your search topic. Think of them as specialised search assistants, refining your results based on what you’re looking for.
Need a well-rounded view? For complex queries with multiple facets, SGE presents “Perspectives” within the SERP. This helps you explore different viewpoints and approaches to the same topic, all without leaving the search results page.
Guarding your search: SGE’s commitment to accuracy
For now, SGE prioritises user safety by focussing on non-critical topics. This means it currently excludes sensitive areas like finance and health, often referred to as “Your Money or Your Life” searches. This ensures users get reliable information for these important decisions.
Featured snippet fans, rejoice! SGE isn’t here to steal the spotlight. Featured snippets can still coexist alongside SGE on the search results page. Think of them as complementary tools, working together to provide a richer search experience.
If an AI-generated answer doesn’t fully satisfy your curiosity, users can still rely on the familiar trust and credibility of your featured snippeet for a reliable source. This creates a win-win situation for both users and SEOs who’ve invested in optimising their content.
Search engines are getting smarter and SEO is evolving! The arrival of Google’s SGE is shaking things up for digital marketers. While the full impact is still unfolding, some key areas can help you future-proof you SEO strategy and thrive in this new search landscape. Let’s dive into what you need to focus on.
Content that converts: Prioritising user value in the SGE era
SGE raises the bar for content quality! Google prioritises content that users find valuable and trustworthy and this focus has only intensified with SGE. Remember the core update on 5th March that cracked down on low-quality content by 40%? That trend is here to stay.
To thrive in this new era, make high-quality, in-depth content your top priority. Focus on building Expertise, Experience, Authoritativeness and Trustworthiness (E-E-A-T) throughout your content. This means showcasing your knowledge, demonstrating your experience in the field, establishing yourself as an authority and building trust with your audience.
Engaging your audience: The key to SEO success in the age of SGE
As user behaviour changes and search engines adapt, prioritising user experience is paramount for SEO success in both SGE and traditional SERPs. Here are four key questions to guide your content strategy:
1. Clarity is king:
Users crave information presented in a clear and easy-to-understand way. Structure your content with clear headings, subheadings and concise language. This clarity not only enhances user experience but also helps search engines understand and rank your content effectively.
This focus on clarity is crucial because, according to BrightEdge, 15% of search queries currently don’t have SGE answers. This means high-quality content that addresses these “missing queries” will be essential for maximising your visibility across the entire search landscape.
2. Featured snippets remain relevant:
Users often seek quick, concise answers without needing to delve into lengthy website content. Featured snippets, which appear directly on the SERP to answer queries, address this perfectly. To optimise for featured snippets, focus on direct, point-to-point content that clearly addresses user intent.
This SEO best practice not only positions you for featured snippets but also boosts your website’s visibility and drives potential traffic. Featured snippets remain important in the current Google SERP and are likely to continue playing a role in SGE as well.
3. Know your audience
Uncover the “why” behind user searches. What information are they looking for? Tailor your content to directly address their needs by offering value and comprehensively answering their questions. This increases your chances of Google serving your content for relevant queries, both in SGE and traditional SERPs.
4. Prioritise user experience
Focus on Core Web Vitals (CWV): These metrics address issues that can hinder user experience, such as slow loading times, unresponsive pages and shifting layouts. Here are some best practices based on Google’s CWV guidelines:
By prioritising clarity, user intent and technical optimisation, you can create content that engages users and is more likely to be displayed in SGE and traditional search results.
Unlocking potential: How SGE can boost your SEO strategy?
While some SEOs see SGE as a potential threat, a closer examination reveals a more symbiotic relationship. Here’s how SGE can actually benefit your SEO efforts:
1. Information teasers and targeted traffic
SGE acts as a springboard, providing users with concise answers that pique their interest. These “information teasers” encourage clicks to your website for deeper dives. This targeted approach leverages SGE’s strengths while driving valuable traffic to your high-quality content, ensuring you reach users actively seeking in-depth information.
2. Enhanced brand awareness and user engagement
While featuring in SGE doesn’t directly establish social proof, it positions your brand in front of a wider audience actively searching for relevant information. This exposure can significantly boost brand awareness, making your brand a familiar and trusted name. Increased user engagement with your website due to SGE exposure further strengthens this positive brand perception, potentially leading to brand loyalty and conversions.
3. Long-tail advantage and expertise
SGE excels at summarising broad topics. This creates an opportunity for your website to shine with in-depth explorations of long-tail keywords that users will increasingly leverage in SGE. By targeting these specific searches, you can attract users seeking a deeper understanding and establish yourself as a trusted authority on the subject.
Adapting to SGE: Challenges and opportunities
1. Demanding high-quality content
SGE prioritises comprehensive content with strong evidence, raising the bar for SEO strategies. To compete in this landscape, focus on in-depth content with unique insights and strong supporting evidence. This not only positions you well for SGE, but also provides a superior user experience overall, potentially leading to improved rankings, increased brand trust and a stronger overall SEO presence.
2. Potential for reduced Click-Through Rates (CTR)
As SGE condenses information directly on the SERP, users might be less likely to click through to your website if they find their answer within the summary.
However, there’s a silver lining!
Research by Search Engine Land shows that only 4.5% of the time do URLs in SGE summaries directly match results from the top 10 organic searches. Additionally, a whopping 93.8% of SGE links introduce URLs entirely different from the top 10 organic results. This means your content quality, not just your ranking, determines whether SGE features you.
The takeaway? Aligning with Google’s best practices and consistently delivering valuable content with strong evidence increases your chances of appearing in SGE and featured snippets, significantly impacting your SEO campaigns.
The future of SEO: focus on user experience
The rise in SGE isn’t the end of SEO, but a redirection. Google’s recent core updates, with their emphasis on tackling low-content, further solidify this shift. Now, the focus is on high-quality, unique content. This will be your SEO goldmine for years to come.
Remember, user experience reigns supreme. Optimise your SEO strategy with your customers in mind. Answer their questions, deliver the content they seek and make it all user-friendly. By focussing on these core principles, you’ll thrive in the new era of generative AI search.
The future of search is hear and with it, a dynamic landscape for SEO specialists. While SGE presents new challenges, it also unlocks a treasure trove of opportunities and rewards for those who can adapt. Understanding your users and their search intent remains crucial for SEO success, even with Google’s ongoing changes.
Are you prepared to harness the power of SGE and elevate your SEO strategy?