With everyone talking, thinking and using various forms of AI within day to day lives as consumers, marketers, and businesses, its no wonder that Google are continuing to roll out what they call Google Search Generative Experience (SGE).

In simple terms, Google SGE is a new type of search experience within the search engine results page (SERP) that provides a user with a clear, detailed answer to their query, collated from various sources online using AI, so that the user doesn’t have to click or visit on a result necessarily.

As per this example from our friends at SEMrush, the US SERP has been trialing the AI experience for some time now and can offer a user results like this:

As you can see from this example, the search query entered is highly specific, and as we know in the SEO world, “Longtail”. Previously for this type of search, Google would have returned a set of results offering the user a list of sites that could be visited for ideas on what to do on a rainy day. Now, with Generative AI, Google is enhancing the user experience of the results page by pulling the information into the results set, meaning a user doesn’t have to click necessarily.

Generative Artificial Intelligence refers to machine learning based models or algorithms that can create content. Generative AI models run on what are called Large Language Models (LLM’s), which use deep learning, and large amounts of data to understand and produce human text. This is the core technology behind the experience.

But is Google SGE good for brands and retailers?  What will be the impact on SEO campaigns?

Google SGE has been trialed in the US for some time now, and is now starting to be rolled out in the UK. Many brands across different verticals are considering the impact of SGE in varying ways, depending on the nature of their business.

Considering your existing content strategy, a focus on how users needs are best met with your business’ expert advice and EEAT principles is the best place to start. As marketers, Google SGE continues to drive us to think about user intent, and how we can best serve that intent when both sides are a natural fit for each other.

If your considering how to continue to increase your exposure through SEO or content Marketing this year and want an expert evaluation of what you could achieve get in touch.

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