Google is testing a new search experience called Search Generative Experience (SGE), which is powered by artificial intelligence (AI). SGE is designed to help users find the information they need more quickly and easily, especially for complex topics.
SGEs provide users with short summaries or brief answers to their questions, as well as links to the original sources for more information. SGEs also take into account Google’s EEAT principles (experience, expertise, authoritativeness, and trustworthiness) when ranking content.
This means that content creators and marketers need to be equipped and willing to experiment with SGEs in order to rank well and engage with users. For example, in the search query “good bike for a five-mile commute with hills,” the AI-generated text highlights the key factors to consider when choosing a commuter bike and concludes that an e-bike is the best option for hilly communities.
It then lists the best e-bikes to consider. All of this content appears before any organic or paid search listings.
The shift in searcher experience and the layout of Google’s search engine results pages calls for a shift in SEO strategy as well. Content creators and marketers need to focus on creating high-quality content that is relevant to their target audience and that meets Google’s EEAT principles.
They should also experiment with new ways to present their content, such as using videos, images, and infographics. Here are some additional tips for optimizing for SGEs:
By following these tips, you can improve your chances of being featured in SGEs and reaching a wider audience of potential customers.
Google’s new SGE is still in its early stages, so it is too early to say for sure how it will impact traffic. However, it is expected that it will have a similar effect to previous zero-click results, meaning that many searchers will get the answer they need without having to click on a link.
This could lead to a decline in top-level traffic, but it could also lead to an increase in conversion rates, as the people who do click on links are likely to be more interested in what the site has to offer. Here are four types of content that you can optimize for to make the most of Google’s SGE:
Visual content often takes precedence in organic search results and SGEs. To enhance your image and video search strategy, consider the following:
Align with Searcher Intent in Conversational Queries:
Optimize Video Content:
Enhance Schema Markup and Structured Data:
Improve User Experience:
By implementing these strategies, you can boost the visibility and accessibility of your visual content in both organic search results and SEGs, ultimately enhancing the user experience and driving better outcomes.
Optimizing your blog content for Google’s helpful content system is a great way to prepare for SGEs. Google prioritizes useful, high-quality content, and SGEs are designed to surface the best possible results for searchers.
Here are some tips for optimizing your blog content for SGEs:
Here are some additional tips:
Schema.org provides a standardized vocabulary for describing the content on your website. This helps search engines understand your content better and display it more prominently in search results.
To optimize your content for Schema, carefully review your content to identify the key elements to highlight, such as the article title, author, date, images, and any other relevant details. Then, choose the corresponding schema types that align with your content.
While you can manually add schema markup to your HTML code, there are also structured data markup tools that can simplify the process and help ensure accuracy.
Schema has become increasingly important with the introduction of generative AI and Google’s SGE. We have seen a fourfold increase in the presence of schema tags in top-ranking positions for all industry categories in 2023 compared to 2022.
As marketers plan for the early holiday season in ecommerce, they are focusing heavily on images and product schema, a trend we are seeing across the board as brands prepare for SGE. They are also ensuring to tag essential organization and company information, such as locations, social media accounts, and third-party reviews.
Use Google’s Rich Results Test and Schema Markup Validator to see which content schema may trigger rich results.
Here are some additional tips for optimizing your content for Schema:
The shift to SGE is designed in part to help searchers find accurate, helpful local business information. To that end, Google began sourcing reviews and photos from Google Business Profiles in June.
This means that your local SEO strategy is now more closely tied to your organic strategy, as the information in your business profile can help you appear higher up and more often in conversational query results. How can you use this to your advantage?
By following these tips, you can optimize your Google Business Profile and improve your chances of ranking well in SGE results. Additional tips:
Chatbots can play an important role in improving your ranking in SGE, even though customer chats are not indexed in Google search results. Here are some ways to use chatbots and messaging content to your advantage:
By following these tips, you can use chatbots and messaging content to improve your ranking in SGE and provide a better experience for your customers. Additional tips:
By using chatbots and messaging content effectively, you can improve your ranking in SGE and grow your business.
Search is becoming more conversational, expanding the potential touchpoints throughout the customer journey. As Google Search increasingly leverages AI, and generative AI in particular, to deliver better results, marketers should evaluate the new opportunities and plan and execute a strategic content strategy that meets the evolving needs and expectations of searchers.
Google Search is becoming more like a conversation and less like a transaction. This means that there are more opportunities for businesses to interact with customers at different stages of their buying journey.
As Google uses AI, and generative AI specifically, to deliver better search results, marketers need to adapt their content strategies to meet the changing needs and expectations of searchers. Here are some things marketers can do to prepare for the future of search:
Wondering how SGEs are going to impact your business? If your website needs to be optimized to work best with Google’s SGE, do not wait to get in touch with SERP Matrix.
We regularly help clients all over the nation with all kinds of local SEO concerns and better yet, we also offer an SEO services guarantee. You can also turn to us for help with mobile app development and pay-per-click (PPC) advertising.
Call (713) 287-1134 or contact us online to set up a free consultation. Our team is ready and willing to do whatever it takes to help you get ahead.
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