Search Generative Experience: Google’s New Feature and Its Impact on SEO
Google is renowned for its ability to provide users with relevant and accurate information. One of its latest innovative steps is the introduction of a new feature called Google Search Generative Experience (SGE).
This feature, launched in around 120 countries in November 2023, has transformed the way users interact with Google Search. Currently, SGE is available on the Google app for Android and iOS platforms, as well as on the desktop version in select countries.
This article will explore Google SGE and how this new feature impacts SEO (Search Engine Optimization). Additionally, we will review a digital marketer’s perspective on the effects of SGE on SEO.
Let’s begin by diving deeper into SGE and what users can expect from this innovation.
A Closer Look at Google SGE
In essence, Google SGE (Search Generative Experience) is an AI-driven innovation launched by Google. The feature aims to provide users with a more personalized search experience. After initial trials in countries like Brazil, India, and Japan, SGE is now available in Indonesia and other regions, offering more advanced and relevant search results.
According to Victor Iwan, the CEO and Founder of Doxadigital, search relevance in this context stems from user behavior on search engines. For example, two users searching for “Digital Agency” might receive different results based on their individual search habits and preferences before inputting the same keyword. Google reads this behavior and tailors the displayed results accordingly.
Here are some of the key advantages and functions of Google SGE:
- It provides more accurate and relevant search results, thanks to generative AI technology.
- The feature is accessible via the Google app on Android, iOS, and the Chrome desktop version.
- SGE generates detailed information, allowing users to further explore topics by following up on AI-generated answers.
- It enhances the user experience by presenting direct answers in the search results, complemented by images, animations, and videos that are both engaging and informative.
- SGE can also act as a chatbot, offering answers to user queries and providing updates on current events through news integration.
With this new feature, users can enjoy improved searches, access more accurate information, and experience better overall interactions with Google Search.
Read Also: How to enable Google Search Generative Experience
How Search Generative Experience (SGE) Impacts SEO
The introduction of Google SGE has brought significant changes to SEO practices and the way websites are ranked in search results. Below are some critical aspects of its influence:
Impact on Website Ranking in Search Results
Google SGE has altered how the search engine evaluates and ranks websites. Its advanced AI algorithms analyze and understand website content more thoroughly, enabling it to assign rankings based on content quality and relevance.
This change requires digital marketers to put in more effort, as the default layout of Google search results has also evolved.
What Was the Default Google Layout Before?
Before the introduction of the Google Search Labs program or the SGE (Search Generative Experience) feature, the layout of Google’s search results was as follows:
The initial view was dominated by paid or sponsored articles. To the right and at the bottom of the screen, you’d find organic SERP (Search Engine Results Page) features, followed by organic content further down.However, after the introduction of the SGE feature, this layout underwent significant changes.
Now, the default view is primarily occupied by the Search Generative Experience, pushing organic SERP features and organic content further down the page—effectively below the fold.
This shift poses new challenges for SEO professionals. With the generative content provided by SGE occupying the prime real estate on the screen, users might be less inclined to click on articles to explore further, as much of the information they seek is already displayed at the top.
Assessing Content Quality with Google SGE
With Google SGE, website content is evaluated more comprehensively. Generative AI allows Google to produce relevant and in-depth information.
As a result, high-quality and informative content is rewarded with better rankings. This also means that even though SEO has become more challenging, creating content that is both engaging and informative can lead to opportunities for it to be generated by Google for relevant search queries.
Impact on User Experience
A primary focus of Google SGE is improving the user experience when browsing search results.
SGE enables users to receive more complete answers and gain deeper insights through features like chatbots, related links, and supplementary information. This enhanced search experience encourages user satisfaction and loyalty to Google Search as their preferred tool.
Digital Marketer’s Perspective on SGE’s Impact on SEO
With the SGE feature now available in Indonesia, it is undeniable that it will capture the attention of Google search engine users. In the context of digital marketing, SGE brings a new impact. However, the question remains: will it have a positive effect or a negative one?
Victor Iwan, a seasoned Digital Marketer and Founder of a Digital Marketing Agency, shared his insights on this new feature and his expectations for the future. He outlined several predictions regarding the impact of SGE on SEO in the upcoming years.
From Keyword to Passion: The Impact of SGE on SEO
With the introduction of the SGE feature, which generates information through AI, user behavior is also evolving in terms of how they craft search queries. Previously, users would simply enter specific keywords, but now, this feature encourages users to write longer, more detailed queries, much like issuing commands to a chatbot to receive relevant results.
This shift is due to SGE’s ability to understand context and process more complex questions. With SGE, users can ask more specific and detailed questions and combine multiple pieces of information into one query.
For example, users can now ask questions like “What are the best Italian restaurants around area X?” or “Can you provide a step-by-step tutorial on how to bake chocolate cake using a convection oven?”
The impact on SEO is clear: strategies for content and keyword optimization must now focus more on long-tail queries and frequently asked questions. Website owners and digital marketers need to factor these elements into their efforts to improve their rankings and relevance in SGE search results.
A Shift Toward Media Consumption
In the new Google SGE feature, users will notice a greater focus on media, including videos and images. This is driven by the advanced AI integration within SGE, which allows Google to better understand and analyze visual content.
As a result, the search results will feature more relevant videos, which users can watch directly within the search results without needing to click through to a separate link. Additionally, Google SGE enables users to view larger thumbnails of images, with more visual content appearing in the search results.
The SEO implication here is clear: optimizing video and image content is becoming increasingly important for improving rankings and visibility in search results. Digital marketers and website owners should develop strategies focused on visual content to fully leverage the new capabilities of Google SGE.
The Shift Towards Commerce
With SGE, users can see product information directly in the search results, including prices, reviews, and current offers. Google also provides direct links to e-commerce platforms, allowing users to purchase products directly from the search results.
This has significant implications for SEO, especially for online business owners. Ensuring that their products are well-optimized to appear in SGE search results will be crucial. This includes using relevant keywords, providing complete product information, and having good reviews and ratings.
For digital marketers, understanding the growing commerce trend within SGE can present opportunities to increase sales and visibility. By leveraging SGE’s commerce features, they can enhance the user experience and optimize transactions.
Challenges for Marketers and Businesses with SGE
While SGE offers numerous benefits, it also presents several challenges for marketers and businesses, particularly in the SEO landscape.
Declining Organic Traffic
The new Google SGE feature has the potential to reduce organic traffic to articles or content that appear below the default search results. This is because the SGE feature presents relevant information directly on the search results page, meaning users may not need to click through to a link or article.
Users are increasingly attracted to the instant information provided within the SGE results, such as text snippets, videos, or images, and may no longer feel the need to click through to view the full article, as their informational needs are already met.
This could impact organic traffic, especially for articles or content that do not rank highly in SGE results. Digital marketers and website owners need to develop new strategies to maximize the visibility and appeal of their content within the SGE feature.
Businesses Must Work Harder
With SGE, competition for appearing in the default recommendation positions has become even fiercer. As a result, businesses and website owners must work harder to ensure their articles are generated by Google and appear in the recommended positions in search results.
Staying updated with trends and developments in your industry is crucial. Creating content that aligns with popular topics and is highly searched by users increases the chances of your article appearing as a recommendation in SGE results.
Adapting to the Changing Search Engine Landscape
Google’s SGE feature has a significant impact on SEO and the way websites rank in search results. By using generative AI technology, SGE delivers more complete and relevant information to users, changing the way they interact with search results. However, this also presents new challenges for digital marketers to maintain visibility and relevance in this new era.
In this ever-changing landscape, digital marketers must stay current with trends, new developments, and changes in Google’s algorithms. Innovating and proactively improving SEO and content marketing strategies will help maintain relevance amid these changes.
Understanding and adapting to new features like SGE is essential for continued success in digital marketing. With flexibility, strong knowledge, and a willingness to innovate, digital marketers can successfully navigate and remain relevant in this evolving landscape.
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