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.
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.
Initial feedback touts that SGE:
Some of the disadvantages being reported about SGE include:
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.
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:
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.