Google's Search Generative Experience (SGE): What You Need to Know

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Google is rolling out an innovative new approach to search called the Search Generative Experience (SGE). This uses generative AI to provide AI-powered summaries at the top of the search results aimed at quickly answering queries.

So instead of just the traditional "10 blue links", some searches will trigger an AI-generated snapshot with key information, links to explore further, and suggested follow-up questions. It's designed to help you understand topics faster and get tasks done more efficiently.

How Will SGE Affect SEO?

The impact of SGE on SEO and organic traffic is still quite uncertain. Some believe it could reduce clicks to websites for simple informational queries, as people get answers directly in the search results.

However, Google says SGE is intended as a "jumping-off point" to drive traffic to quality content on the web. They remain committed to rewarding expertise, authoritativeness and trustworthiness with search visibility.

So while basic "what is" queries may see less traffic, commercially-driven searches should be largely unaffected. Those who do click through are also likely to be higher-intent visitors.

How Can You Prepare for SGE?

While a drop in organic traffic isn't inevitable, there are some steps you can take to optimise for SGE:

  • Create comprehensive, multimedia content that demonstrates your expertise on topics to increase chances of being cited as a trusted source.
  • Optimise for natural language queries and long-tail keywords as users may ask more conversational follow-up questions.
  • Keep publishing fresh, up-to-date content as SGE will highlight sources with recent publish dates.
  • Monitor your analytics and search rankings to identify any impact SGE has on your visibility and traffic levels.

The Key Takeaway

Google's Search Generative Experience is an evolutionary step, not a reason to panic. By continuing to create high-quality, in-depth content that answers your audience's needs, you can thrive in an AI-powered search landscape.

SEO fundamentals like delivering expertise and understanding user intent remain crucial. Be prepared to adapt your strategy, but don't sacrifice creating value for quick AI optimisation wins. Those staying ahead will seamlessly blend good SEO practises with new opportunities SGE presents.

For more information on SEO read our blog post ‘Maximise Online Visibility with Content & SEO: Unlock Free Advertising’

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