In 2023, Google unveiled the Search Generative Experience (SGE), revolutionising how users interact with search results. SGE leverages generative AI to provide summaries and insights — a major departure from the traditional list of links. Are you ready to adapt to this major SEO transformation?
We’re working with clients to understand what these changes mean for their businesses and how to capitalise on new opportunities. In this article, we share what we’ve learned about strategic SEO adaptations, exploring the future of search and how to effectively influence the SGE narrative.
What is Search Generative Experience (SGE)?
The Search Generative Experience (SGE) by Google marks a significant evolution in search technology, fundamentally changing how users access and interact with information online. Exploring the technology behind it, the reasons for its development, and its implications for content creation and SEO are crucial to understanding its true impact on your business.
What technology is behind SGE?
Generative AI integration:
At the core of SGE is the integration of generative AI. This advanced AI technology goes beyond basic keyword matching and link ranking. It employs sophisticated algorithms capable of understanding context, interpreting user intent and generating coherent and concise summaries directly from a vast array of web sources.
Unlike traditional search results that provide a list of links, SGE presents AI-generated summaries. These summaries are designed to give users a quick, accurate snapshot of information, answering queries directly within the search interface. This approach leverages natural language processing (NLP) and machine learning to synthesise information to mimic human understanding and communication.
Source: Alphabet Inc.
Why did Google develop SGE?
Enhancing user experience:
Rapid access to accurate and relevant information is the cornerstone of search. SGE was developed to enhance user experience. As online information grows exponentially, users need more efficient ways to navigate and extract knowledge. SGE addresses this need by providing concise, relevant answers to queries without forcing users to sift through multiple web pages.
Adapting to evolving search behaviours:
Users are shifting towards more conversational and complex queries, and traditional search engines face significant limitations. SGE is Google’s response to these evolving user behaviours, offering a more intuitive and responsive search experience that aligns with the way users think and enquire today.
Transforming content creation and optimisation
SGE will have a significant impact on content strategy and production.
Redefining content strategies:
SGE is not just altering the presentation of search results; it’s redefining the essence of content creation and optimisation. The focus is now on developing content that aligns with the way SGE interprets and represents information. This means moving away from traditional keyword-centric approaches to creating content that addresses user queries in a comprehensive, direct and contextually rich manner.
Dynamic, real-time content ideation:
The rise of SGE signals the end of traditional keyword research as we know it. In its place, content strategies must embrace more dynamic, real-time ideation based on user intent and conversational queries. This shift demands a deeper understanding of the target audience and the ability to quickly adapt content to meet their evolving needs.
How SGE is Changing SEO
The introduction of SGE is set to transform SEO in several ways.
A shift from content to narrative
SGE isn’t just assessing the quality of content; it’s evaluating the broader narrative about a brand across the web. This holistic approach considers how a brand is discussed across online platforms, not just on its website. There’s an inherent shift here to what sentiment 3rd parties have of a brand. SGE shifts the significance towards the collective narrative that press, reviews and social media commentary build for a brand.
The impact here is twofold. Firstly, businesses must ensure that their digital marketing strategy is all-encompassing, covering aspects like PR, social media, and customer experience. Secondly, there’s a heightened need for creating content that resonates with and engages the audience, creating positive and relevant commentary and contributing positively to the brand’s overall online narrative.
Reduced visibility of external links
SGE’s AI-generated summaries are designed to provide comprehensive answers directly within the search results. This change is significant because it may reduce the need for users to click through to external websites for more information. The result? A potential decrease in organic traffic to individual websites.
Businesses need to optimise their content for visibility within these AI-generated summaries. This means prioritising concise, informative and engaging content that can capture the essence of what your website offers, right at the search results level.
The Importance of reviews and real-time feeds
For transactional queries, SGE emphasises local search results, reviews and retailer lists more than ever before. This approach reflects a deeper focus on providing the most current and relevant information to users.
The direct implication is that businesses must manage their online reputation meticulously. Encouraging positive reviews and keeping real-time information up-to-date become essential strategies. These elements will directly influence how SGE perceives and ranks your business, impacting consumer decisions at the search level.
Source: Alphabet Inc.
Influencing the SGE Online Narrative
In the SGE-driven landscape, effectively managing your brand’s digital narrative is non-negotiable. The way your brand is perceived online directly influences how SGE interprets and represents your business in search results. Here’s a deeper look at why these strategies matter and how they align with the nuances of SGE:
Digital PR: Enhancing brand authority and shaping your story
SGE places a significant emphasis on the overall credibility and authority of a brand. Digital PR strategies that amplify your brand story and increase your presence across various platforms can significantly boost how SGE perceives your brand.
By increasing your brand’s visibility and authority through Digital PR, you’re more likely to be featured in SGE’s AI-generated summaries. This visibility is essential for capturing the attention of users who increasingly rely on these summaries for quick information.
Content marketing: Developing engaging content that resonates
With SGE, the focus is not just on what information is provided but on how it connects with and serves the user. Content that incorporates E-E-A-T (Expertise, Experience, Authoritativeness, Trustworthiness) principles and resonates with your audience helps build a positive brand image and authority.
Engaging content is more likely to generate user interactions, shares, and backlinks, all of which signal to SGE the relevance and authority of your content. This kind of content is crucial for standing out in SGE summaries and for being the go-to source in your industry.
Technical SEO: Adapting for SGE compatibility
Technical SEO, particularly focusing on EEAT and schema integration, ensures that SGE can accurately interpret and showcase your content. It’s about making your site and its content easily understandable and categorisable by SGE’s AI.
Websites optimised for EEAT and using schema markup are more likely to be accurately represented in SGE’s AI-generated summaries. This accuracy is vital for driving relevant site traffic and enhancing the user’s search experience.
Shifting the content focus to middle and bottom-funnel
As SGE starts to handle top-of-funnel queries with its AI-generated summaries, the focus should shift to content that addresses more specific, intent-driven queries typical of middle and bottom-funnel stages.
This shift means creating content that is more likely to be sought after by users who have moved past the initial discovery phase and are looking for more detailed, specific information or are closer to making a decision.
For instance, instead of general introductory posts about ‘The Benefits of Cloud Computing’, a business could focus on comprehensive guides like ‘Choosing the Right Cloud Computing Services for Your Business’ or detailed case studies showcasing their solutions in action.
Such content not only addresses specific queries of users who are evaluating options but also positions the business as an expert, directly influencing the decision-making process.
Are you ready for the SGE revolution?
Businesses must now focus on creating a compelling online narrative that transcends traditional SEO tactics. It’s about building a story that is authoritative, engaging and aligned with the intent and needs of your target audience. This approach will enhance your visibility in SGE’s AI-generated summaries and strengthen your connection with customers, fostering trust and loyalty in a market that values authenticity and relevance.
The journey through the SGE landscape is complex, but with the right partner, it is ripe with opportunities.