In the dynamic space of digital marketing, staying ahead of the latest trends is crucial to help your potential customers be able to find and connect with your business online. Google’s recent rollout of what it’s calling Search Generative Experience (SGE) in over 120 countries marks a significant shift in how search results are generated and presented. We are yet to see this update in Australia though it’s coming, so we’ve provided an overview of what to expect and how to adapt your business.
What is Search Generative Experience (SGE)?
Search Generative Experience (SGE) is Google’s newest innovation designed to make search more intuitive and personalised. Moving beyond traditional keyword matching, SGE uses cutting-edge AI and machine learning to understand user intent and deliver results that are more contextually relevant.
How SGE is Transforming Search
- Contextual Relevance: With SGE, Google has upped its game in understanding the context behind search queries. For instance, a search for “best shutters for sunny climates” will now yield results that consider the specific needs for sun protection, durability, and style, rather than just a generic list of shutters.
- Personalised Search Results: By analysing a user’s search history and preferences, SGE offers highly personalised results. This means your potential customers are more likely to see content that resonates with their specific interests and needs.
- Enhanced Content Generation: SGE’s AI capabilities allow for the generation of comprehensive and nuanced answers. Rather than just linking to relevant website, SGE can provide direct answers and consolidated information within the Google Search results window, creating a more user-friendly search experience.
- Advanced Visual Search: With improvements in image recognition, SGE enhances visual search functionalities. Users can search using images, and SGE will understand and generate relevant results based on visual content. This opens new avenues for engaging potential customers through visual media.
So what does this mean for your business?
The Google Search results display is set to completely change and your business search ranking will likely change as a result.
See example following in the US based on someone searching for holiday ideas.
- Generative Answer provided to the user takes up significant real estate on the google search results page. This answer is taken from a range of websites as source data, shown to the right.
- A follow up button below the answer allows the user to refine or expand on the answer in a conversational way.
- Additional traditional organic search listing results are shown below the Generative Answer much further down the page.
From data in the countries already using Google SGE, these changes have resulted in people spending far more time in google reviewing content that answers their search queries right in the google search results window, and far less time clicking through to websites to find the answers.
This is resulting in less traffic to business websites, though the research has also found that when people do click through to a website, they are more targeted customers and much further along in their decision-making process.
Think of it this way
Currently you conduct a Google Search and are provided with a page of 10 possible options and blue links to websites that may or may not answer your question. You then go into some of the websites, review the content, gather information and then decide which ones you will engage with some more and from a business perspective – enquire or buy.
Google SGE is getting AI to do this initial search and review of content across the websites for you. They aim to answer your queries faster and more effectively without you even needing to review a range of websites.
Adapting Your Marketing Strategy for SGE
So, what can you do to ensure you still receive a steady stream of customers from your website?
- Craft High-Quality, Contextual Content: Content quality and relevance are now more important than ever. Focus on creating detailed, valuable content that addresses specific user needs and queries. Use natural language and think about the topics that matter most to your audience.
- Leverage Structured Data: Implement structured data (schema markup) on your website. This helps Google better understand your content and can enhance your chances of appearing in rich snippets and other advanced search features.
- Optimise for User Intent: Shift your SEO strategy to be intent-centric rather than purely keyword-focused. Understand the different types of user intent—whether informational, navigational, or transactional—and tailor your content to meet these needs effectively.
- Enhance Your Visual Content: With SGE’s improved visual search capabilities, optimising your images and visual assets is crucial. Use high-quality visuals, descriptive filenames, and alt text to make your visual content more searchable and appealing.
- Stay Ahead with AI Trends: As AI technologies continue to evolve, staying informed about the latest developments will give you a competitive edge. Use AI tools to enhance your content creation, keyword research, and overall SEO strategy.
- Consider your promotional mix: With a reduction in traffic to your website you may need to consider a change in the mix of your marketing spend across social media, email marketing, digital advertising and offline promotions.
SGE is a Gamechanger for Business
Google’s Search Generative Experience (SGE) is a game-changer in digital marketing. By focusing on contextual understanding, personalisation, and enhanced content generation, SGE is setting a new standard for search.
For businesses, this means evolving your strategies to prioritize high-quality content, user intent, and visual optimisation, and reassessing your overall promotional mix to ensure potential customers can still find and engage with your business.
This article was provided by MJJ’s Digital Marketing Agency Converge Marketing.
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