The search engine landscape is constantly changing, and Google is always pushing the boundaries of what's possible. One of the most significant changes to come out of Google's AI and ML research is the introduction of the Search Generative Experience (SGE) project. It isn't just another routine update. It's a revolution powered by advanced Generative AI that is set to change how Google delivers and understands search results, how businesses optimize content for search, and how users experience search forever.

In this blog, we will understand the intricacies of Google SGE, exploring what it means for businesses and how they can sail smoothly through these changes. Remember, the Google SGE landscape is constantly evolving, and as we gain more knowledge, our insights will too. So, let's embark on this journey of discovery together.

What is Google SGE?

SGE is a new way of indexing and ranking search results that uses AI and ML to account for a wider range of factors than the traditional SEO and SEM methods, such as the quality of the content on a website, the user experience, and the social signals associated with a website. With this, Google aims to deliver a personalized search experience to users, tailoring results to the searcher's intent with a deep understanding of the context and intent behind the query.

What are the search results changes announced by Google?

• 1. AI-powered search: SGE uses generative AI to provide more information and context to search queries, enabling new types of questions to be answered. For example, when a user searches for "How to make a cake," SGE might generate a response that includes a step-by-step recipe, as well as links to relevant videos and articles. Users can ask follow-up questions, and SGE will maintain context to help continue the exploration in a more natural conversational mode.





Source: Google

• 2. Perspectives filter: The new experiences prioritize and drive attention to web content, allowing users to explore different perspectives on a topic by viewing social and user-generated content. For example, if users search for "climate change," they can use the Perspectives filter to see how different people on social media are talking about the issue.


• 3. Shopping Assistance: SGE enhances the shopping experience by providing snapshots of noteworthy factors to consider and offering product descriptions with reviews, ratings, prices, and images. This generative AI shopping experience is built on Google's Shopping Graph, a vast dataset with over 35 billion product listings, updated hourly for fresh and reliable results.





Source: Google

Although still in early stages of development, SGE is already having a significant impact on SEO and SEM, which means that businesses need to adapt their strategies quickly if they want to stay on top of their audience’s minds and search results. Keep reading to see how.

How will Google SGE impact SEO?

• Intent-driven content: In the era of SGE, creating high-quality content that resonates with the user's intent will be more crucial than ever. The only SEO strategies that will thrive are the ones that will think beyond keyword optimizations, focus on understanding user intent, and build topical depth by creating engaging content that addresses specific concerns and provides value at every step of the customer journey.


• Voice search: SGE's conversational mode aligns with voice search patterns. SEO practitioners must optimize for voice search queries and consider natural language usage in their content.


• Structured data: Implementing structured data markup will become more crucial. By providing clear signals to search engines about the content's context, it becomes easier for generative AI to understand and present relevant information in response to user queries.


• User experience: Google's new SGE prioritizes the user experience. Websites that are mobile-friendly, have personalized content, fast loading times, and are easy to navigate will have a significant advantage. Technical SEO aspects, including Core Web Vitals, will likely be more critical in the SGE era. Read this e-book to optimize your website for better performance.


• Social signals: SGE also considers social signals when ranking websites. This means businesses need to build a strong social media presence. They can do this by creating and sharing high-quality content on social media, and by engaging with their followers.


• Evolution of SERPs: As Google continues to utilize AI for a more semantic, context-driven search, we expect changes in how the Search Engine Results Pages (SERPs) are displayed. Elements like featured snippets and knowledge graphs will become increasingly accurate and prevalent.

How will Google SGE impact SEM?

• Ad relevance: Google's SGE allows for more precise targeting, as it better understands the users’ intent. Advertisers will need to get smarter about their targeting and create more comprehensive ad copies that address specific queries directly. Ads should be concise yet informative to capture user attention.


• User engagement: Advertisers should focus on creating ads that encourage user engagement, as SGE's conversational mode may prompt users to ask follow-up questions or seek more information.


• Leveraging shopping graph: Advertisers can benefit from SGE's integration with Google's Shopping Graph, which provides up-to-date product information. This allows for more targeted and relevant product ads based on user preferences.


• Ad experience: Using generative AI in Google's SGE means ads will likely be more seamlessly integrated into search results, leading to a more organic and less intrusive ad experience for users. This could be up for debate from the user's POV, and we will particularly keep an eye out for updates in this space.


• CPC and ROI: As SGE becomes more sophisticated in understanding user intent, ranking for generic keywords, and competing for the most relevant ad placements will become more challenging, resulting in higher Cost Per Clicks (CPCs). Businesses will have to target specific long-tail keywords to enhance their ROI. Nevertheless, this increase should be offset by higher returns due to the improvement in conversion rates.

Conclusion

The introduction of Google SGE represents a tectonic shift in SEO and SEM practices. Businesses must respond by focusing on crafting high-quality, relevant content and optimizing for long-tail keywords, aligning their goals with Google's vision of enhancing user experience.

As we brace for this shift, it's crucial to proactively anticipate and adapt to the changes that lie ahead. This will be key to maintaining visibility, engagement, and overall success in the evolving search landscape. Remember, this is only the beginning, and staying on top of it is not just an advantage- it is necessary.

If you are interested in knowing how your business can adapt to this shift, book a 1:1 no-obligation consultation with our experienced digital strategists today.