The Search Generative Experience (SGE)
Google has taken a bold step forward with the development of its new search engine, known as SGE, or Search Generative Experience. This move comes as a response to emerging competitive threats and changing user behavior, particularly driven by advancements in generative AI technology.
To simplify the transition, let’s refer to the existing Google we are all familiar with as “Old Google” and the upcoming SGE-powered search as “New Google.” The New Google is currently available in Search Labs as a preview experience, allowing users to adapt to the significant changes before a wider launch.
Why the Change?
- Competitive Threats
One of the driving forces behind the development of SGE is the rising competitive threat posed by generative AI, specifically GPT (Generative Pre-trained Transformer). Historically, Google has been synonymous with delivering the most accurate and relevant search results. However, GPT, in certain scenarios, has demonstrated the ability to provide better answers, challenging Google’s search supremacy.
While it may not immediately impact Google’s dominant market share, acknowledging and addressing this competitive threat is crucial for the company’s long-term relevance and user trust.
- Shifting User Behavior
Google is also responding to the changing habits of users, especially among the younger demographic. With platforms like TikTok and Instagram gaining prominence, Google has observed that 40% of Generation Z is utilizing these platforms for search rather than relying on traditional search engines. Recognizing the importance of video search, Google aims to enhance its capabilities to meet the evolving preferences of users.
- Competition from Other Platforms
Another significant factor driving the change is the competition posed by platforms like Amazon. In the past, Google was the go-to destination for product searches, but recent data indicates a shift. Now, a substantial 66% of product searches begin on Amazon, posing a challenge to Google’s dominance in this space. The introduction of SGE is a strategic move to regain lost ground and offer a more compelling product search experience.
The SGE Solution
SGE, powered by generative AI, represents Google’s answer to these challenges. The new search experience aims to provide more precise and contextually relevant answers, especially for complex and niche queries. By incorporating generative AI technology, Google intends to stay ahead of the curve and maintain its position as the leading search engine in an ever-evolving digital landscape.
Google’s AI-Powered Search Takes Zero Clicks to New Heights
SGE provides AI-generated overview answers at the top of search results pages that summarize information from multiple sources to answer search queries directly.
A key update to SGE is that Google has added links within these AI-powered answers that cite the web pages used as sources. The links allow users to click and view the actual sites if they want more details. This provides attribution to content creators.
Initially launched in the US, SGE answers now have down-arrow citation icons that users can click to see webpages that were compiled to generate that part of the response. Google plans to expand this to other countries like Japan and India in the future.
SGE results aim to provide tailored, relevant information to searchers. Google may test different formats over time while focusing on continuing to send traffic to third-party sites that enhance answers. As search evolves, SGE marks a shift toward zero-click searches and AI summarization of content.
TIPS FOR SEO IN THE GENERATIVE AI SEARCH
- Optimize for featured snippets.
Featured snippets present a huge opportunity to gain visibility in the search results, even with the rise of generative AI answers. Optimize pages and content to target key questions and effectively summarize information up top to be featured. Add schema markup for extra richness.
2. Leverage schema markup for rich results
Proper schema markup, especially FAQ schema, can help pages stand out with rich results and structured data. This clearly displays your expertise and credibility on topics. Ensure accuracy, as incorrect data may negatively impact rankings.
3. Improve overall user experience and site quality.
With the ability for users to get direct answers, you must double down on site-wide user experience to drive traffic and engagement. Enhance page speed, navigation, mobile optimization, core web vitals, and more. Every page matters, not just the homepage.
4. Adapt to changes in search behavior and queries.
Understand and adapt to how search intent and queries are evolving with AI influence. Support conversational, natural language queries as well as niche long-tail queries. Identify gaps in your content coverage.
- Establish expertise, authority and trust (EATT)
EATT is more critical than ever. Demonstrate in-depth knowledge with robust content. Build domain authority through links/mentions from quality sites. Encourage reviews and testimonials to develop consumer trust in your site.
- Focus on voice search optimization
With the rise of voice assistants, ensure content is optimized for spoken voice search queries. Use natural language, and avoid excessive keywords. Expand potential query variations covered in the content.
- Revamp content strategy for long-tail queries.
Identify precise long-tail queries that searchers turn to AI for and create focused, authoritative content to meet demand. Become the source rather than ceding ground to AI-compiled responses alone.
- Secure top search spots and track new metrics.
Aim to consistently secure the top organic spot or featured snippet position to remain visible. With evolving SERPs, the standard rankings carry less weight – track new metrics like ranked spots, impressions, and click-through rates.
Learn more about SEO tips for Google’s new SGE here..