Get up to speed–Google’s Search Generative Experience (SGE) is just around the bend.
When Google introduced Search Labs on May 10, 2023, the tech giant proved that experimentation and ensuring excellent user experience is tethered to its DNA.
Through this initiative, users can test Google’s new search features for a limited time. One of these features is its AI-powered search engine called Google SGE. Although still in its testing phase, the larger population can anticipate embracing and adopting this technology in early 2024.
However, its implementation changes the game for the practitioners of Search Engine Optimisation (SEO). Websites are foreseen to receive less organic traffic as users will get an overview of answers to search queries they entered using SGE.
As a result, they won’t see the need to jump from one website to another to find the information they need.
Undoubtedly, competition to rank higher in results pages gets fiercer with Search Generative Experience.
But here’s a silver lining. There are a few linked slots in the SGE panel where you can still aim to rank, and fortunately for you, we have the answers to how you can make your website appear in Google SGE results.
In a rapid rundown, here’s how you rank in Google’s Search Generative Experience.
However, we are here to deliver extended insights into what SGE is about and how to use it to your advantage.
Stay with us and learn more.
What is SGE?
Search Generative Experience is a new way to search with generative AI. Simply put, it is a search engine from Google that uses artificial intelligence to answer a user’s search query.
Using generative AI in search, people can delight in the following privileges:
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- Understand the gist of a topic faster
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- Ask follow-up questions to discover more about the topic you have searched
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- Explore other ideas or questions related to the search query
Generally, here are the top elements of Google’s Search Generative Experience:
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- The answer to your search query provided by the Google AI search
- Dropdown links/thumbnails of websites that corroborate the answer generated by AI
- Follow-up questions users can ask to start a chat with AI
Here’s a quick visual to help you imagine what searching using Google SGE is like.
From the results, you may notice that Google has given a corroborated answer at the top. The website links on the right and the dropdowns for each paragraph contain links supporting the answers. That whole area is called the SGE panel.
Meanwhile, the regular organic search results are still there, but the SGE panel has pushed them down.
How to enable Search Generative Experience while browsing?
Curious and ready to try SGE? You are not alone. Here’s how you can enable this AI while browsing your devices.
Whether using your computer, Android, iPhone, or iPad, here are the things you’ll generally need.
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- Get the latest version of Chrome browser if you are using your computer and an updated Google application for Android, iPhone & iPad devices.
- A personal Google account
- You have to be 18 years old and over.
- Turn on the Web and app activity if using an iPhone or iPad.
- If using an Android device, ensure Chrome sync is on in your account.
How to turn on SGE
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- Open the Google App (if using Android, iPhone, or iPad devices) or Chrome (if using a computer; additionally, you should set the default search engine to Google). Ensure you sign in to your Google account, and if using an iPhone or iPad, turn off the incognito mode.
- Go to www.google.com if using a computer, then select the ‘Search Labs’ icon at the upper right of the page. You can directly tap the lab icon at the page’s top left corner if using the other devices.
- Turn on SGE, and hit ‘Try an example’. For instance, here’s what it looks like after tapping the ‘Search Labs’ icon using a computer browser.
Which Searches Trigger an SGE Result?
At the time being, here are the searches we’ve tried that prompted different options to navigate in search generative experience results.
1. Usually, the SGE panel displays a “Show more” button when you enter a search query.
2. Some searches do not immediately flash an answer. SGE results may show an option to click the ‘Generate’ button. Clicking the button will produce an SGE panel to deliver results.
3. There are some instances where the SGE panel does not appear upon entering the query. However, users can still ‘Converse’(the tab beside “All”) and engage with an AI to learn more about the topic.
4. Google has initially said that search generative experience will not be available for queries related to finance, medicine, law, etc. But we have tried searching for medical-related topics, and results have shown up. Check this one out.
Although results have been displayed, Google has written a disclaimer at the beginning, saying that it’s still best to seek help from medical professionals, and the information written in the panel does not make up a diagnosis or medical advice.
How To Rank in Google’s Search Generative Experience
Now that you’ve got what you need before riding this new AI wave, here are some valuable tips to rank in the current features of SGE.
Engage in audience research and discussion
Search Generative Experience can bring back SEO players in the traditional lane.
With SGE threatening website clicks, keyword research may become less relevant in driving organic traffic.
If you rely on keyword research as the foundation for creating content, it’s time to consider an old-fashioned approach. Discuss with your customers and conduct audience research to know more about their pulse and what they are interested in. Use Google’s “People Also Ask” feature on results pages to get an accurate view of what people seek.
Leverage the E.E.A.T. principles
What doesn’t change in the search engine ranking game is Google’s requirement to share high-quality content. It needs to feed compelling material into its AI system, so creating website content and blogs that establish credibility and topical authority within your niche is imperative.
Latch the E.E.A.T. principle onto your content marketing strategy to raise brand awareness, leadership, and visibility in your industry. The ideology stands for Expertise, Experience, Authoritativeness, and Trustworthiness.
Consider taking your revenue reporting to another level
As Google prepares to launch its Search Generative Experience, it is crucial to revisit your SEO metrics.
An SEO expert should expect decreased clicks, organic traffic, click-through rates and impressions. If you are solely using these metrics to track the progress of your KPIs, consider revenue-based reporting. The most commonly followed conversion-related indicators are visit duration, URL destination, pages per visit, and event.
Don’t beat around the bush—be straight to the point
Going around in circles won’t make your content rank in SGE. Give the users the information they need on the page quickly–deliver it with simplicity and high readability.
Make use of middle and bottom funnel content
Top-of-the-funnel aims to attend to customers interacting with your brand for the first time. SGE quickly answers top-of-the-funnel queries.
However, it may be worthwhile to prioritise content that is below the funnel because there will be less competition and higher chances for increased brand visibility. The key is to be specific when choosing a topic to write about.
Elevate your linking strategy
Ramp up your link-building efforts because links and external authority signals will determine how Google chooses its source in its generated results.
Use techniques that follow Google’s guidelines, like collaborating with influencers for product reviews, working with local online communities or using programs to share your brand’s specialisation.
Conclusion
From user behaviour to optimisation techniques, Search Generative Experience is on its way to hugely shifting the SEO paradigm.
While Google is still experimenting with this feature, it is essential to prepare, test, and think of strategies as early as now to maintain content authority in the industry.
iFoundries is an expert in powering through change. We are equipped to adapt, grow, and thrive to any transformation happening in the digital marketing and business landscape.
As a digital marketing agency, we are actively on the lookout for SEO evolutions and are evaluating SGE’s effects on the current optimisation practices. We will help you wind through this new AI tech and strategise a campaign to retain or establish a firm footing in the search engine optimisation arena.
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