SGE provides a better search experience for users, encouraging marketers to create more Creative and quality Content. This will lead to increased Google usage and website traffic.
About SGE
SGE – Search Generative Experience (translated as Innovative Search Experience), this is an experimental tool of Google Search Labs to provide AI-generated answers from multiple sources. Helping users to search for information in a more comprehensive and complete way. In addition, SGE also helps optimize user experience time.
However, this tool is only in the testing phase and users need to register to experience it.
SGE’s outstanding features will enhance users’ search experience
If in the normal version of Google Search, when users search for a certain problem, the results that Google returns will be rambling and unclear. In addition, users also have to spend time reading and searching for more information on different websites to find the answer themselves.
With this new technology, Google Search can answer entirely new types of questions that users never thought Search could answer. At the same time, integrating AI also changes the way information is organized, helping users organize and understand topics faster, discover new perspectives, and complete tasks more easily.
For example, the platform Reddit has also reached an agreement with Google to provide content from the platform to train Google’s AI models. From there, users will easily see more content from Reddit through Google search engines.
If a user searches for “is Volvo a good car?”, according to traditional search engine results, Reddit content will be ranked 3rd.
And when using SGE, search results will include a summary of information from AI and then a discussion from the Reddit platform. Discussions on Reddit will be shown by Google more about user reviews and opinions.
Two different search results of Google Regular Search and SGE.
In addition, below the AI-generated information, users can also ask more questions related to the topic they are searching for, the context will be transferred from one question to another to help users continue to explore information more naturally. In addition, users will also easily find websites that provide relevant information and can explore many different perspectives on the issue when using SGE.
Marketers across industries are likely to be impacted by the SGE feature.
Additionally, as SGE is rolled out in the future, marketers across all sectors and industries will likely be impacted in their SEO optimization.
According to the data report of BrightEdge Company (According to a report by the company that provides SEO solutions for businesses, the Healthcare industry will have the biggest impact, with 76% of searches being affected by SGE. In contrast, queries about the Finance industry will only be affected by 17%. In addition, other industries that will be significantly affected by the appearance of SGE include: E-Commerce (49%), B2B Technology (48%), Insurance (45%), Education (44%), Restaurants (36%), Entertainment (36%), Travel (30%).
SGE could also impact Google ad revenue by more than $40 billion a year for marketers, according to BrightEdge estimates.
Marketers need to change search behavior to prepare for SGE
Changes in AI in search engines will result in less traffic to websites but the quality of content will be increasingly improved. Besides, the conversion rate of brands will probably be better.
However, marketers will need to quickly adapt to the new search engine environment. Here are some tips on how to prepare.
Focus on the Basics
Marketers need to solidify their SEO foundation, ensuring their website is optimized to be user-friendly and compliant with Google’s guidelines. Rules can be used EEAT (Experience, Expertise, Authoritativeness and Trustworthiness) for your content, to increase visibility both on traditional search engines and SGE.
It is known that through the latest update of Google, this “giant” will block websites with low-quality content, often websites with AI-generated content.
In addition, Google also wants content to be created by humans. This is to bring experience to users, the displayed content will have professional knowledge and high reliability.
Gain insight into new search behaviors to create useful content
Marketers need to capture and analyze the necessary data about customers’ desires and what information they are looking for on the internet. This helps staff create quality content that is relevant to consumers’ search needs.
In addition, staff must also ensure that their content meets the broad questions of a topic, to be displayed more results with long search questions.
Additionally, AI-generated content must be informative and from reliable sources, to increase brand credibility.
Adjust content to suit various marketing formats
Search engine results provide a variety of media formats such as News, images, videos, etc. Therefore, staff in departments such as Social Media, Content, Strategy, etc. need to be closely linked.
Because users now expect to see more results from a variety of media, rather than the usual websites in search results: reviews from other users, latest news and content from social networks, etc.
Therefore, marketer teams need to work together to ensure that their content appears diversely in search results, thereby increasing the chance of attracting customers and creating positive interactions.
Strategy to Prepare for AI Search Engines in Different Fields
According to research by BrightEdge98% of enterprise organizations say they will prioritize SEO by 2024. And 94% of organizations are looking to integrate SEO into all multi-channel marketing strategies.
Strategies for adapting your content approach to the new search experience will vary by industry. Here are a few examples for a few industries:
E-Commerce Industry:
When users search for products on Google, they often see results displayed in the form of product images. SGE helps provide users with product information in a more intuitive and attractive way.
Here are some suggestions to help users refine their content to meet the new search engine:
- Flexibly change product categories to suit current trends to increase visibility through SGE.
- Add consumer reviews for added credibility.
- Present pricing information clearly so users have a better overview.
Tourism and Restaurants:
Currently, about 45% of Google search results display location information. Therefore, users must ensure that they use location-related keywords to optimize their search results. Here are some suggestions for optimization:
- Monitor and respond to customer reviews.
- Customize valuable information and content, so that your website appears highly in search results in specific areas.
- Track how and where Google displays information about places in search results.
Entertainment:
When searching for entertainment information on SGE, the results are mostly news and useful information. However, recently, users have been seeing more and more age-appropriate content ratings and warnings appearing both in regular search results and on SGE. This shows that users are also interested in and sharing comments about entertainment content online.
According to The Verge: “SGE could be the biggest change in the history of Google Search, it could have a huge impact on how people search and could even completely change the SEO industry. Because everyone will be fighting to get to the AI summary instead of the top links on the search results page.”
According to contentmarketinginstitute.com
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