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What is it? How can brands eliminate the threat, turn it into an opportunity and become the front-runner in the new Google Search?
What’s changing?
On 10th May 2023, Google announced they will be improving Search with generative AI (ChatGPT-equivalent in search results). This will introduce a new, prominent, AI-generated feature in search results.
For now, this is just an experiment in Google Search Labs, called SGE – Search Generative Experience (available to testers in the US only). However, it is very likely it will eventually be rolled out globally.
What is Search Generative Experience (SGE)?
In a nutshell, Search Generative Experience (SGE) is a new Google Search feature that uses AI systems to summarise search results for you.
The concept revolves around eliminating the need to navigate through a series of links or input additional search terms. Instead, Google aims to provide direct answers to your queries. This approach allows for more intricate and conversational search queries, as Google strives to deliver the information you seek without requiring additional actions from you.
Why is Google launching SGE now?
Google has worked hard on improving user engagement in Search. However, at the same time, they’ve been trying to keep users within their ecosystem/walled garden. They now face an increased threat from TikTok search, Amazon and others.
The introduction of ChatGPT within Bing Search has forced them to launch their ChatGPT equivalent (Google Bard) and, subsequently, announce SGE.
They need to make Search cooler and more visual while staying helpful and profitable.
What does the SGE result look like?
The SGE result will likely be displayed between the Ads component (at the top) and the traditional Organic listings (below).
While SGE results vary depending on the type of search query, most of them will feature the following elements:
- SGE informational answer (text, lists)
- SGE source site carousel (with links to sources used to generate the answer)
- Detailed source attribution toggle (showing exactly which part of the answer came from what website)
- SGE additional and optional results (products, local etc.)
- SGE follow-up conversation button
- SGE feedback form
How can I prepare for Google’s Search Generative Experience (SGE)?
Strategically, there are three types of challenges and opportunities the brands should consider and adapt to in order to prepare for the launch of Search Generative Experience:
1. SGE and Brand searches
Challenge: SGE might not include the official brand website as an answer source for (previously) established branded keywords. It might use informational sites like Wikipedia or affiliated sites.
Goal: Don’t lose any traffic from brand terms.
Action: Get your SEO team to conduct an in-depth impact audit report that will identify brand term gaps in your SGE results. Or get in touch with us and we can help with that.
2. SGE and Non-Brand searches
Challenge: SGE might be looking for a specific type of content/format for non-brand, informational keywords, e.g. styling or trend information. If you don’t have that content, you won’t even stand a chance of ranking within the SGE results.
Goal: Become the source of the AI answer for competitive non-brand keywords. Also, don’t lose traffic from search terms that have worked hard for you to date.
Action: Build SGE requirements into new (informational) content briefs. Update your existing content with SGE in mind. Make sure your headlines adhere to the new SGE headline limits and structure – you can use our tool for that. If you’re an e-commerce business, optimise your Merchant Centre product feed specifically for Free Listings (not just paid product ads). Get in touch with us and we can help with that.
3. SGE and Reputation Management
Challenge: SGE tries to be your trusted assistant, often providing the pros and cons of a brand/product or suggesting alternative providers. You can see where this might go wrong for an established brand. It may also use less favourable reviews/press as an answer source for branded keywords.
Goal: Ensure your brand SGE results feature trusted and favourable reviews, ratings and press coverage.
Action: Ongoing brand reputation monitoring, feedback submission, and creating new, better content. We can help with that as well.
Frequently Asked Questions
Will Google link to my website if they use it to generate the SGE result?
Yes, Google will link to your website if they use it to generate the SGE result. They usually use 3-7 websites to generate the AI answer. This is made up of content sites, brand/commercial sites, aggregators, FAQs, forums and Wikipedia. They list links to the first 3 source websites (others require an interaction with the carousel). This could be both a threat and an opportunity.
When will Google’s SGE launch?
Firstly, SGE is to be launched to a subset of users in the US, then globally. Google has not provided a timeline for the launch of SGE so far.
Will Google show SGE results for all searches?
No, SGE won’t be displayed for more sensitive topics, e.g. health, finances etc. They want to focus on what they call NORA queries (No One Right Answer).
Are SGE results better than traditional results?
SGE results are generally useful but Google sometimes misses the point/search intent or tries to be too objective (creating potential brand reputation challenges).