How Search Generative Experience Will Change Digital Marketing
While SEO constantly changes, what we’re now seeing with AI feels like we’ve entered a different ball game altogether. The change rate is substantially higher than the typical rate digital marketers are used to. This is especially true when we consider the core aspects of SEO – content creation and optimization.
Google is the industry leader in search, not by chance, but due to its commitment to innovation. It has continuously explored the limits of search capabilities, always keeping a step ahead in the game.
Now, Google has again decided to lead the pack by embracing the era of Artificial Intelligence, introducing its novel concept of Search Generative Experience (SGE). This latest development harnesses the capabilities of AI, pushing the boundaries even further, and promises to shape the future of digital marketing significantly.
Search Generative Experience or SGE, is Google’s latest experiment in its expansive search engine landscape.
Essentially, SGE employs artificial intelligence to generate context-driven responses to intricate queries. This cutting-edge generative search taps into the prowess of generative models, including language models, to fabricate synthetic content crafted to match users’ specific search queries.
Currently, access to SGE is not a default feature. It is available exclusively through Google’s recently launched Search Labs, a hub for Google’s newest and experimental features. This means you’ll have to explicitly enable it if you want to experience this experimental version of Google’s search capabilities.
Let’s look at how SGE will impact the landscape of digital marketing.
Concise and straightforward queries typically yield excellent responses, complete with citations to their original sources. This is much like the featured snippets we’re accustomed to with Google Search.
For instance, if someone asked, “What are the top tourist attractions in Paris, France?” the SGE would quickly produce a precise answer and offer links for further details.
However, for longer, more nuanced queries, SGE does not offer an immediate detailed answer. Instead, it redirects users to various websites to gain comprehensive insight.
For example, a question like, “What is the best time of the year to visit the Louvre Museum and avoid crowds?” may yield this response: “There are various factors to consider including weather, holidays, and local events. Click here for more information.”
In the realm of commercial searches, SGE ushers in a new era of presenting additional product features, along with innovative approaches to integrate advertisements. Now, alongside the generative search area, users are greeted with visually striking sponsored shopping ads.
This is yet another testament to Google’s persistent emphasis on search results pages as the prime location for such advertisements. Not only does this enhance the visibility of products, but it also provides an efficient channel for businesses to reach their target audience.
The SGE areas on the search results page unveil more in-depth product details alongside the contextual answer. Here, you’ll find pricing, rates, descriptions, and product images drawn from the extensive Google Merchant Center database.
When you click on these details, it generates a popup with shopping results for the product. This layout prominently showcases the tried-and-true Google Shopping experience, putting it front and center on your screen.
Ultimately, it ensures that the information consumers want is effortlessly within reach, enhancing the overall shopping experience.
As SERPs evolve, we’ll continue witnessing a parallel transformation in content creation approaches. With the rise of generative AI, we’re poised for a veritable explosion of digital content. When machines are capable of churning out content at a pace far exceeding human capabilities, it’s inevitable that the volume of content will surge.
However, an important caveat to remember is that an increase in content quantity is not necessarily synonymous with improved quality.
The digital landscape has seen a recent influx of AI-powered tools aiming at automating the content creation workflow, ranging from ideation to SEO optimization. While these tools can streamline processes and boost productivity, they also introduce an increased level of ‘noise.’
As a result, your unique, original marketing and PR content risks getting lost in the crowd unless you optimize and give it the right attention.
We may see more changes to SERPs and the emergence of new ad formats, specifically tailored to the Search Generative Experience (SGE). However, Google’s underlying objective remains the same: providing the optimum answers to user queries.
Consequently, marketers must maintain a laser focus on the creation of high-quality, authoritative content. In the SGE era, this commitment becomes even more critical, ensuring that your website earns its deserved placement among the sources within SGE results.
At The Hoyt Organization, our finger is persistently on the pulse of the ever-changing landscape of SERPs. We are dedicated to helping you navigate each evolutionary stage in the digital marketing arena. Contact us and take your digital presence to the next level.