What brands need to know about Google Search Generative Experience (SGE)

Google Search Generative Experience (SGE) refers to a new AI led technology that Google is rolling out within its search results to collate information from a variety of sources to provide the user with an answer for their search query directly within the SERP. 

Google’s Search Generative Experience (SGE) is revolutionising search engines, and the way users interact with search results. The AI powered search is currently in its beta phase, meaning it is still being tested and trialled. The aim of the interface is to provide easily accessible and personalised responses based on users search queries.  

Let’s use a real-life example based on a search query (e.g. what does a SEO agency do) from a user who is interested in SEO services, the screenshot below shows the output that SGE produces.  

The Google AI output produces an overview which is based on content that is pulled from what we can assume a database, an overview of sites that the interface deems relevant to the search query, and finally some additional elaborative details are provided.

Before, search experience could be defined as a passive interface however, with the SGE update it now produces active search results where the AI interface pulls content that it defines as most relevant to the user’s search.

Why is it important for brands to consider SGE?

For brands, understanding the SGE meaning, and its implications is vital when adapting marketing strategies to increase and maintain visibility in this evolving search interface.

How SGE is changing the game for brands

There are several things that brands should be aware of as SGE moves on from the beta trial.

• Enhanced AI powers search results: search results are no longer passive. SGE pulls information from various sources that it assesses as directly answering searched queries
• Brands can improve user engagement: by understanding how SGE works, brands can create a content strategy so that the pages are likely to appear in SGE and in turn be relevant to information that the user is looking for
• Staying updated with Google SGE services and tools: just as SEO continuously updates, we can expect SGE to have the same

SGE has rolled out in the US and has started to be released in the UK. So, these are still the early days for SGE. Research has found mixed results in users’ experience. A LinkedIn poll found that 38% preferred SGE results, 49% traditional results and 12% showed no preference.

Due to its convenience and utility, it is likely that more users are likely to SGE in relation to websites ranking on the first page. Just as in SEO people are more likely to click on a link that is at the top of the page, we can expect the same type of results with the introduction of SGE.

How brands should be preparing for the SGE roll out

Whist Google ai search is in its beta phase, it is the prime time for brands to trial their strategy. An important SEO strategy brands should be taking onto consideration is analysing how and when brand information appears in SGE results versus traditional SERP results.

Some examples of SEO strategies that brands want to be focusing on include making your website as crawl friendly as possible. Like existing technical SEO strategies that have been implemented for traditional SERP rankings, sites should be easy for AI interface to find/crawl your website.

And, clear EEAT signals should be shown throughout the site, this will increase your site’s authority and increase the likelihood of it featuring in SGE. If you take a look at the screenshot that was shown earlier, you will notice that the pages that appeared in the SGE output were informational, so brands should focus on producing more informational content.

What should brands focus on as SGE rolls out?

Here’s some of the things that brands should focus on as search generative experience rolls out:

• Target long-tail keywords – SGE acknowledges that search queries are now more conversational than ever so headings incorporated into pages should target this
• Avoid focusing on niche topics – specific topics may not trigger SGE results, so it’s better to identify topics that will be searched. Similar to how with traditional SERP’s, SEO experts target keywords with high search volume
• Update outdated content – a content audit should be carried out and the existing copy on the site should be optimised with SGE in mind.

The future of brand visibility in an SGE-dominated AI-powered search era

As Google Search Generative Experience continues to evolve, brands need to adapt their marketing strategy to remain visible and relevant. Collaborating with SEO experts who specialise in AI-powered search optimisation can help you understand and adapt to this new ear of AI-enhanced search.