Inside Search Lab, Google is currently testing a groundbreaking feature called Search Generative Experience (SGE) that harnesses the power of AI to revolutionize its search engine.
This upcoming change is poised to be the most significant shift in the search engine platform since its inception. As SGE prepares for its official launch, it is crucial to understand how it will impact your SEO results, even if you have previously achieved high rankings for your targeted keywords.
While there is much speculation and discussion among SEO experts about the future implications of these changes, no one can provide definitive answers. However, one thing is certain—Google remains committed to its mission of “presenting helpful and reliable results to searchers” through the SGE.
Understanding Google’s Search Generative Experience (SGE)
Google’s SGE leverages its AI content creator, Bard, to generate AI-generated answers directly on the Search Engine Results Page (SERP). After providing the AI-generated response, Google will cite the sources it used to create that answer.
For example, when you ask, “What are the best dog-friendly parks in Savanah, Georgia?” Google will present an AI-generated response followed by a list of sources it used to create the response. This new feature resembles a Wikipedia page, with sources listed like footnotes at the end.
While this feature has been rolled out to some users, it has not yet been implemented universally, so you may notice these changes on your SERP as it progresses through the Search Lab.
Google’s Approach to SGE Google has established five core principles that guide its approach to SGE: information needs, information quality, safety constraints, ecosystem, and ads.
- Information Needs: With a focus on providing helpful and reliable results, Google’s SGE aims to streamline the search experience by reducing the steps required for searchers to obtain accurate answers.
- Information Quality: Google emphasizes that the SGE algorithm enhances its ability to evaluate content accuracy and quality by verifying information from multiple sources. This commitment ensures that searchers receive reliable information.
- Safety Constraints: When integrating SGE into its algorithm updates, Google takes into account considerations for the safe and responsible use of information. They avoid providing AI-generated responses for questions with fluid answers and instead focus on questions that have more static responses.
- Ads: Within the Search Lab, Google is exploring how to deliver ads effectively alongside the new SGE experience. They aim to present additional and relevant information to searchers while maintaining a seamless search experience.
What SGE Means for SEO and Organic Traffic
The full impact on SEO and organic traffic remains uncertain as SGE is still in the development and testing phase within Google’s Search Lab. At Great Things, LLC, we will stay informed about these changes and will keep you updated as SGE moves closer to adoption by Google.
However, here’s what we do know:
- Evolving Search Results Page: The search results page will undergo significant changes to provide even more helpful and reliable results, as deemed by Google.
- Prioritizing High-Quality Content: Google’s SGE will continue to prioritize high-quality, in-depth, trustworthy content. Producing high-quality, unique content that targets your ideal audience remains as vital as ever, especially in an era where generic AI-generated content grows.
- Importance of SEO Strategy: A robust SEO and keyword strategy for your brand is more critical than ever. Be prepared for significant changes to SEO best practices, which may require updates to your website, including content writing, metadata, backlinks, and growth across platforms.
Other Algorithm Changes That Prepare for SGE
This spring, Google made substantial changes to its core algorithm to address the influx of AI-generated content on the internet. These changes aim to bolster the search engine’s ability to rank and reward original, high-quality content when SGE officially launches.
Google introduced an additional component to its ranking acronym, E-E-A-T, which now stands for expertise, experience, authoritativeness, and trustworthiness. Previously, the algorithm did not consider the experience of the author when ranking content.
Preparing for Google’s SGE
To prepare for Google’s SGE, follow these guidelines:
- Develop a Content Strategy: Focus on creating content that meets your audience’s needs and provides value. Conduct thorough keyword research to understand your audience’s search habits and preferences.
- Diversify Your Content: Create a comprehensive content strategy that includes various formats such as articles, podcasts, YouTube videos, and press releases. This approach will expand your reach beyond your website and enhance your platform.
- Grow Your Reviews and Platform: Focus on growing your reviews across platforms. Strengthen your platform by engaging in activities like maintaining a YouTube channel, social media presence, guest appearances on podcasts and blogs, press releases, and featured articles in reputable publications.
- Quality Content is Key: Regardless of SGE, quality, in-depth content remains paramount for search engine ranking. Concentrate on producing valuable content that establishes you as an authority in your niche.
The good news is that our Great Things, LLC team has the knowledge and experience to help you navigate the Search Generative Experience—even before its official launch. Schedule a consultation today to get ahead of the Search Generative Experience (SGE).
She is also the owner of Open Roads, a writing coaching and editing agency.
