Preparing for the Future of SEO: Optimization Tips for Google’s Search Generative Experience
Google’s new Search Generative Experience (SGE) leverages AI to provide snippet-style answers directly on search engine results pages. Underneath the SGE snippet, users will still see the typical ranked list of search results links that they are accustomed to on Google currently. The difference is that now the topmost slot is occupied by this new AI-generated text summary. The SGE snippet also includes clickable attribution links on the right side that allow users to access the original sites that the content was summarized from for additional context or information.
When enabled, SGE will display an AI-generated content snippet at the top of the search results page. This hints at the future of search. While still in development, savvy SEOs should start optimizing for SGE today.
Here are 5 key strategies to employ:
Own Your Niche by Building Comprehensive, Authoritative Content
Aim to be the go-to resource for your entire niche, not just high-volume keywords. Publish in-depth, comprehensive content addressing all facets of your industry. Cover related topics that you have expertise around.
Interlink internal content to form clusters. This boosts their relevance and authority signals. An organized site architecture centered around pillars and clusters demonstrates your capabilities across niches.
Continue earning backlinks too, as external references add validity and trust. High-quality sites that comprehensively own their topic areas—supported by clustered content and external links—are primed for SGE visibility.
- Target Long-Tail Informational Keywords with Clear, Actionable Content
Long-tail queries allow AI to generate personalized SGE answers by pulling details from multiple quality pages. You want to be one of those go-to informational resources.
Create content specifically around question-style long-tail keywords. Ensure you answer these queries thoroughly and provide value.
Include structured data like FAQs, videos, and visual aids to completely satisfy user intent. Highly relevant, multimedia long-tail content stands out.
These queries also convert better due to clearer user intent. So, comprehensively answering long-tail searches drives qualified traffic and conversion.
- Develop Expertise and Authority by Demonstrating E-A-T
Mastering E-E-A-T Signals for Visibility in Search Generative Experience
As Google rolls out more AI-powered features like Search Generative Experience (SGE), exhibiting strong E-E-A-T signals will become even more vital for ranking visibility. E-E-A-T stands for Expertise, Experience, Authoritativeness and Trustworthiness. This is Google’s framework for assessing content and site quality. Sites that demonstrate high levels of E-E-A-T will have the best chance of being surfaced prominently in AI-generated search result modules.
Here are some key ways to build out E-E-A-T to maximize visibility:
Showcase In-Depth Experience
Share author backgrounds, credentials, and first-hand topic experience up front. This lends credibility and differentiates it from AI-written content. Feature team/individual qualifications prominently.
Publish Industry Expertise
Reinforce depth of knowledge via educational/career histories of writers. Let Google know you have niche competencies. Quoting and linking out to known industry experts also helps.
Establish Thought Leadership
Publish widely shared guest posts highlighting your expertise. Be active on industry forums and social. Speak at conferences. Efforts that disseminate your authority help strengthen E-A-T signals.
Architect Authoritative Content Clusters
Build out topical pillars demonstrating capabilities across sub-topics. Interlink these content clusters to reinforce site-wide authority and topical relevance.
Earn Relevant Backlinks
Secure links/mentions from trusted industry sources. This validates your content as quality and boosts the perception of niche authority. But ensure link sources relate closely to your focus areas.
Actively Manage Your Online Reputation
A good reputation implies reliability—exactly what Google wants from SGE information sources.
Actively manage online reputation via reviews, social media, PR efforts, etc. Respond genuinely to feedback. Push positive brand stories through marketing campaigns.
Monitor brand mentions, including potential negative reviews. Look to resolve issues or inconsistencies. This level of care for your reputation helps build overall domain authority and trust.
The end goal is signaling to search engines through user engagement and online visibility that your brand produces valuable, accurate content.
Double Down on Technical SEO and Site Infrastructure
With Google likely pulling SGE responses from quality websites, now is the time to perfect site infrastructure.
Reduce crawl errors, eliminate duplicate content, implement site maps, optimize page speed, enhance accessibility features, etc. Technically, sound sites have an edge.
Also, double down on page experience optimization. With E-A-T and page experience going hand-in-hand for search quality analysis, improving these factors indicates your capabilities and authority.
Polish website infrastructure to eliminate any friction points or limitations that might prevent Google from leveraging your content assets for SGE responses.
Ready for the Future
While SGE is still in development, getting a head start on optimization will pay dividends down the road. Competing in 2023 and beyond requires embracing AI-powered search. Companies that take action early on these key strategies separate themselves going forward.