Google’s Search Generative Experience (SGE) will change how we search and get our queries answered. This new technology can unlock new types of questions, better sort through information, and change the way we look at SEO.
What does this mean for marketers? Will we have to create content differently? Will users want to click on search results when they can get their queries answered through SGE? We answer all these and more such questions in this article.
What is Google’s SGE?
Google’s SGE is an advanced search engine feature that introduces generative AI to make search smarter and simpler. It searches through a sea of information to answer user’s queries with a detailed summary through snapshots, links, break-down of information, and suggestions for your specific needs.
For example, I can ask a detailed question on content schedule and look at how Google’s SGE answers it.
It also shows videos, images, and links to relevant results, where applicable. For example, you can see a link to a SaaS content schedule template featured in the response.
What Can You Do With Google’s SGE?
Apart from getting a summary of your query, here’s all you can do with Google’s SGE:
- See frequently asked questions: You can see a list of FAQs around the topic you searched for, much like “People Also Ask.”
- Converse with AI: You can chat with Google through its conversational mode. This allows you to gain further clarity on the subject.
- Ask follow-up questions: You can keep your search experience going by asking follow-up questions in the box at the bottom.
- Get key points of a webpage: By enabling “SGE while browsing”, you can generate a summary of the webpage you’re browsing.
- Add search results to sheets: Turn on “Add to sheets” to directly add the search results to your worksheet.
- Get better shopping results: Google’s SGE enhances shopping results, offering improved product suggestions and more relevant options for users seeking online purchases.
- Create images: You can generate images using tools for creating visuals tailored to your specific needs.
How Will Google’s SGE Impact SEO?
There are potential upsides and downsides when it comes to generative AI and its impact on SEO. While it may reduce organic traffic for basic search results, like, “what is a project management tool,” it also has the potential to send more qualified traffic to your site. For example, someone who wants to get more in-depth information on the different kinds of features in a PM tool and the various options.
While Google still cites sources in its answer, how and which ones people will click on and explore further still remains to be seen.
We predict that articles that answer basic questions may see a lot less traffic than ones that go in-depth on a particular topic.
Here’s what one user has to say about “SGE while browsing”.
How to Optimize for a New Era in Search?
Instead of fighting this new technology, as marketers and SEO specialists, here are some things we can focus on to get our pages featured in SGE answers.
1. Align your content with the search intent
SGE is focused on providing users with the information they want. To ensure that your content gets featured in this answer, it should immediately address search intent.
By keeping the adage, “Content for humans first, then search engines,” you can get the most benefits. For example, if your article is on “what is social commerce,” first dive into the definition instead of beating around the bush.
You can even get inspired by the follow-up questions provided in SGE and include those in your content.
2. Leverage long-tail keywords
Google’s SGE is motivating people to search for detailed queries instead of short phrases. This typically means going after keywords with less search volume but higher conversions.
As more people start using SGE, understanding the different long-tail keywords people search for would become key to attracting them to your website.
For example, apart from “how to create social media posts”, your blog should answer specific questions like, “how to create good social media posts that get traffic?”
3. Use natural, conversational language
With users now being able to converse with Google’s SGE, we will see the use of simple and everyday language being promoted more. With users being able to chat with Google’s SGE, we’ll see the use of interactive language. That means, moving from more formal language to natural, conversational language.
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For example, instead of using jargons and presenting information in a complex way, simplify and present the concept in a digestible manner.
4.Focus on middle and bottom of the funnel content
Most top-of-the-funnel queries will be easily answered with Google’s SGE now. For example, a query like, “what is project management?” will get answered. But someone searching for content like, “asana alternatives,” would likely want to read in-depth articles to aid their decision.
That’s why we recommend our clients to fight for these less-competitive terms and get more qualified traffic to their sites. It also gives your content a better chance to shine.
5.Create thought-leadership content
The only way you’re going to get more people to visit your content is if you’re putting out solid, opinionated content. This means going the extra mile to gain inputs from subject matter experts, getting advice from people on Twitter or Reddit, different perspectives on a topic, what people can expect moving forward, etc.
So, if your content has unique data, in-depth information on the topic, rich media, opinions from employees, experts, and real people, you’re on the right path.
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SEO and marketing is not going to be the same anymore. Whether you’re doing keyword research or putting together a brief for you content writers, you need to consider generative AI and its implications.
To have a proper strategy in place and keep winning at SEO and ads, reach out to our experts at Intent Farm. Work with Intent Farm, India’s best Google ads agency to optimize your digital marketing efforts and achieve outstanding results.
