In May 2023, Google introduced its experiment with Generative AI in Search Labs, welcoming users to experience the next leap in SERP. In December 2023, it rolled out the experiment, now calling itself Search Generative Experience (SGE), which is available to all users via a simple toggle in Search Labs.
Amidst all the excitement, there are questions around how this will impact brandâs visibility on Google.
Since SGE is still in its infancy, there are not a lot of details to help brands with an idea of what can be expected in the future in terms of their current SEO practices.
Ever since the beginning, the Google Search Engine Results Page (SERP) has always had a traditional look with 10 blue links.Over the years, technology advancements have upgraded the SERP with Featured Snippets, Knowledge Panes, Ratings & Reviews, etc. Gradually, the 10 blue links trimmed down to 7, yet they have remained ever present. Now comes the next leap in human technology â Generative AI. Is the SERP landscape about to go through its greatest shift since the advent of the SERP? Or will it be just another enhancement like the ones discussed above? How does this impact the Insurance players on SERP? Read on to find out more.
At a very basic level, you can switch to SGE via the âbeaker logoâ on the top right of Google. With recent updates Google has also began triggering the SGE without the need to switch it on.
SGE does not get triggered by default for all queries although recent tests in the USA have made it trigger by default. For example, when you search for âbackpackâ, you are less likely to see the SGE landscape. But for a query like âhow to pick an everyday backpackâ, the generative AI tool gives the below output.
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Currently, SGE gets triggered for more informative queries containing question-related words like âHowâ, âWhatâ, âWhyâ, etc. This clearly shows Googleâs intent to focus more on user education rather than selling, and it can significantly impact brand strategy moving forward.
Below are some key observations to give us a general direction of where Generative AI is heading and how our content can be better prepared to be future ready
4.1 Featured Snippet 2.0
Basis the new UI/UX, Generative AI lets the user get an answer to their query with minimal effort in researching via multiple sites. This is clearly an add on to the current Featured Snippet being triggered for certain queries with information beyond 50 characters.
SGE takes bits and pieces of information fromselectedpages and presents it to the user in 2-3 distinct sections or more, also giving the user the option to check which site it has picked the information from.
Why should we care?
The bot not only selects information and displays it to the user but also rephrases it in its own words. Therefore, the content curated by brands needs to be of high quality and accurate for Google to even consider referencing it.
4.2 Selective triggering
SGE gets triggered for more informational queries such as âare north goa beaches better than south goaâ and not for generic words like âbeachesâ. The more precise the query the better.
Why should we care?
If SGE gets triggered for only selective searches, it may be worth focusing only on queries around which we are likely to get a click on your website, as the goal of SGE is to provide users with a direct/to-the-point answer without any in-depth research. After all, Google itself being a website wants users to stick to its page and not go to any other domain.
4.3 SGE #1 may be different from SERP #1
The URL appearing at #1 in the SGE carousel is not always the same as the #1 URL on SERP. In fact, for the query âwhat is comprehensive insuranceâ, the URL at #1 on SERP does not even appear in the SGE carousel. The SGE carousel does refer to authoritative sources from Page 2 of SERP as well.
Why should we care?
Going by the previous SEO logic, if you were able to rank at #1 on SERP, it means the Google algorithm values your page and deems it the best to educate the user for the given query. This doesnât seem to be the case with SGE as the page ranking on SERP is not what appears on SGE, indicating the difference in the quality of content being valued. Larger, well-established websites like Quora and Reddit will likely perform better in SGE results than smaller websites and lesser-known brands.
4.4 Provide direct & additional information to a user query
The answer curated by SGE addresses the direct query while providing additional information which may be useful to the user.
For the KW â âhow to book a flight ticketâ, SGE gives the output basis 3 distinct sections:
Part a) – SGE answers the user query in the first para, referring to the content on Ease My Trip.
Part b) – For the subsequent information like âSteps to bookâ, SGE refers to another source.
Part c) â Finally, it gives the user the chance to ask additional questions around booking flights, like âWhich flight booking site is best?â or âHow to check flight prices?â.
Why should we care?
The above pattern has been observed basis our analysis on more than 20 queries, all of which generate 2-3 distinct sections or more. This showcases that the end goal is still to educate the user with all the relevant information regarding the query instead of providing a simple answer to their query first.
Undoubtedly, SGE will shape the way a brand goes about creating content to rank on Google. Broadly, each brand needs to focus on the following pointers going forward:
Google SERP, as a Pull marketing platform, has always helped brands create a better user engagement than the traditional Push marketing platforms. Users are more interested in the sites they visit as it requires some effort on their part.
Google SERP, as a Pull marketing platform, has always helped brands create a better user engagement than the traditional Push marketing platforms. Users are more interested in the sites they visit as it requires some effort on their part.
SGE introduces new competition from unexpected sources, as most SGE links come from domains outside the top 10 organic results. This means businesses may need to compete not only with their traditional rivals but also with a broader range of websites that gain visibility through SGE.
The key element to content today in the time of fast-moving content is how efficiently brands can convey the information to the user. SGE allows brands to get the message across in the most efficient way possible, with minimal words and more valuable information. This builds greater user engagement and brand presence in the userâs mind.
Enriching your content with images, videos, and other multimedia elements may help capture the attention of both users and the SGE algorithm.
Considering Googleâs focus has always been on consumer education, brands should prioritise creating content thatâs informative alongside selling to their user base. A brandâs blog section, therefore, is its most valuable asset seeing the way SGE works.
The bottom line is, building a strong brand presence across multiple channels, including social media, industry forums, and relevant websites, can increase your chances of appearing on SGE.
Basis what we have seen of SGE, how exactly can brands ensure their links appear on SGE and continue to drive organic performance? At the initial stages, any brand can look at focusing on the following pointers:
For a start, brands need to note the following pointers as a blueprint for their content strategy:
The end goal for content creation remains the same â provide as much information to the user in the most concise way possible.
For being SGE ready, just like withstanding any algorithm update, itâs important to continue focusing on core E-E-A-T and quality content factors, as that is the best way to avoid traffic losses.
Simply put, preparing for the SGE landscape involves prioritising on the following:
1. SGE doesn’t limit itself to sources from Page 1 of Google. This highlights the necessity of an extensive study of the Search Results.
2. It brings in newer competition. As a brand, you may have to compete with websites like Quora and Reddit too, apart from the regular competitors.
3. In-depth and informative content, which provides value to users, may have to be given more importance.
4. Brands need to ensure all the content on your website is crawlable
Performics India strives to stay ahead of the curb and make clients SGE ready. We leverage generative AI tools to enhance our processes and workflow, ensuring our clients receive optimal outcomes and relevance aligned with the trajectory of the Performance Content industry. There is a lot more that AI can offer to content writers, read more @Generative AI Application To Boost Content Creation
