Google's groundbreaking AI technology, Search Generative Experience (SGE), currently in an experimental phase for selected users, is not only a game-changer for internet users but also for digital marketers.
While Google has not yet released a roll-out date for all users, we do know SGE will change how people search and how marketers execute strategies in SEO, content creation and digital advertising.
Beta testers have noticed that Google has scaled back SGE from its initial rollout, where the AI-powered search result took over most of the Search Engine Results Page (SERP). Regardless, we still expect AI-powered search results to be a transformation for users and marketers alike.
What is Google SGE?
SGE is an AI-powered search technology that combines data from multiple organic search results to provide answers directly on the SERP. There may be no need to click through to a website.
Here is an SGE example provided by Google:
Without having to click through to various websites, users get detailed information, images and charts all together on the SERP, making it quicker and easier for users to understand complex topics. Recent updates also included allowing for follow-up questions right in the SERP to provide a conversational search experience.
As SGE rolls out, zero-click searches are expected to increase. 2022 data from Semrush shows that 25% of Google searches already were zero clicks, meaning the user did not click through to a website to get the information they searched for.
Also, because SGE results are more detailed and take up more space, this could lead to less real estate for organic and paid search results.
This is where marketers will be faced with taking a new approach to both organic and paid search strategies.
Launched at the Google I/O event in spring 2023, SGE is still in beta testing. It’s been released to a limited number of users in 120 countries via Google’s Search Labs. Those who do gain access agree to provide feedback to help Google learn, improve and innovate the technology.
Advantages of Google SGE
Initial feedback touts that SGE:
- Provides quick, detailed results.
- Simplifies comprehension of complex subjects.
- Allows for conversational search or back-and-forth exchanges to refine what the user is seeking.
- Saves valuable time.
Disadvantages of Google SGE
Some of the disadvantages being reported about SGE include:
- Potential inaccuracies and biases in results due to the limitations of AI understanding context.
- Contradictions or confusion in results when SGE and featured snippets show up together, but with different outcomes.
- Opinionated responses based on the data the AI technology accesses.
Impact of Generative AI on Marketing Strategies
While SGE is still in experimental mode, the expectation is that some form of SGE will become a normalized part of the search experience. Therefore, digital marketers are bracing for a potential decline in website traffic as zero-click searches go up, as well as a shift in how they execute SEO, content and paid advertising.
Proactive digital marketers are already adapting their strategies for SGE, just like they do for algorithm changes.
SEO will become more about owning the SERP real estate, not just keyword rankings. Content will need to be both useful for end-users and AI-comprehensible. Understanding how the large language model works and identifying gaps in AI-generated answers will be crucial. Structured data, which is easy for Google to digest, and pillar pages that cover topics in-depth and act as a resource will be key.
The SGE layout will likely also change advertising placement. The new SGE layout will incorporate search ads in prominent placements as always, though exactly how they will appear is not yet clear. Reports are that shopping ads will be seamlessly integrated into AI-generated responses in a new comparison-style layout. Conventional search ad placements have not yet been revealed by Google.
Google has stated that ads will continue to include indicators that they are paid placements rather than organic listings.
How to Prepare for SGE
To help navigate the changing landscape of search in the era of SGE, here are the strategies we are following for our clients and recommend to all:
- Stay Informed: Regularly follow industry news and updates to stay informed about the latest developments in SGE.
- Understand SGE's Impact: Recognize that SGE is a significant shift in SEO, content and paid advertising and be prepared for its evolving nature. Keep an eye on how users are responding to these changes.
- Focus on Quality Content: Produce content that is not only AI-friendly but also valuable to the end-user. Follow Google’s E-E-A-T guidelines, producing content that has a high level of Experience, Expertise, Authoritativeness and Trustworthiness.
- Leverage Structured Data and In-Depth Content: Use structured data to make content easily digestible for Google's AI. Create comprehensive pillar pages that serve as thorough resources on specific topics.
- Understand and Fill AI Gaps: Develop an understanding of how large language models work. Identify and address the gaps in AI-generated answers with human insights, personal opinions and experiences.
- Track and Analyze Data: Keep detailed records of changes in Google's landscape and your SEO, content and advertising strategies to identify trends and adjust tactics accordingly.
- Emphasize Human Insight: Recognize the importance of authentic human insight in adding value to content and enhancing the user experience. Words have the power to inspire and effect change, something AI can not produce on its own.
In a world where AI is rapidly reshaping search dynamics, staying ahead of the curve is crucial. By embracing the changes brought about by Google's SGE and adapting strategies accordingly, digital marketers can not only survive but thrive in this new era of search technology.
