People searching Google on their iPads.
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Digital marketers and content creators have been grappling with Google's ever-changing algorithms for years. But now you can decipher the tech giant's Search Generative Experience. In case you haven't heard, Google's SGE is a new way of delivering search results. That feature provides a snapshot of AI-generated results based on the information people search for.
From a user's perspective, a snapshot provides an overview of what the user wants to discover. No more scrolling through endless results or guessing which links to click. For digital marketers, this can mean your content receives fewer clicks and gets buried further in search engine results. Some experts call this a zero-click world and predict that web traffic will drop by 15% to 25%.
Some see the search generation experience as a challenge to create more relevant, engaging, and targeted content. As with all previous Google changes, this new development will require online marketers to adapt. Although SGE is still in the experimental stage, here are some ways it will change digital marketing.
1. Unique and authoritative content stands out more
Digital marketers already know that unique and fresh insights help their content rise to the top. At SGE, it is imperative that we create work that has great audience value. While AI can generate content such as search results, it is notoriously generic. It answers superficial questions, but doesn't actually provide detailed analysis or exclusive observations from human experience.
At least AI has not yet demonstrated these capabilities. Although the overview provided by the SGE feature is condensed, some users may want to know more. If someone is going to click on more detailed content, it needs to be near the top of the organic search results. SGE has less space to store these results and they appear after a paid AI-driven summary.
As a result, the world of organic search will become more competitive than ever before. Deeply understanding your audience's search intent and needs can go beyond keyword optimization. So does leveraging first-party sources and subject matter experts you can't find elsewhere. Content creators should start thinking about optimizing their work for AI algorithms. and Provides information that is uncommon and difficult to reproduce.
2. Search queries become conversational
Those who remember the early days of search engines will remember that they had to learn query techniques such as Boolean operators. Using “and” and “or” between different terms will give you different results depending on what you are searching for. These techniques are still useful even as users shift to queries that include multiple keywords.
However, the sentences and search terms that people type into search engines aren't necessarily conversational. These are not complete sentences and bear no resemblance to the way individuals speak to each other in real life. Voice search and search generation experiences are about to change that. You can use natural speech to say what you're looking for. Additionally, you can continue asking as many follow-up questions as you like for more refined results.
They will no longer type in “Pizza restaurant with salad bar near zip code 80919.” Instead, a user might say, “I want to eat at a pizza place near my house that has a salad bar.” You can also add context to your search regarding price range and quality rating. Digital marketers need to anticipate their audience's conversational queries, including follow-up questions. There will be a shift towards content that can support virtual conversations.
3. Diverse content is more likely to appear in results
When digital marketers find a successful content format, they want to keep that format a constant focus. If it works, why not replicate it? But sticking to one type of content format may not work well with Google's search generation experience. AI algorithms tend to collect results from a variety of sources, and this trend also applies to content formats.
The more diverse a brand's content formats are, the more likely that content will appear in search results. Create blog posts, videos, case studies, podcasts, and infographics to enrich your brand's content portfolio. This also allows you to appeal to different target market segments with different preferences in consuming online information.
At the same time, one of the known problems with SGE is the lack of attribution. This can create visibility, copyright, and legal issues. Excerpts from company case studies may be included in the information provided by the search generation experience. However, if users do not know the source of the content, its authenticity may be questioned. This is a concern for Google to address as the technology moves out of the experimental stage.
Prepare for SGE’s impact on digital marketing
AI-driven content and search engine algorithms have made their debut. The question is not if digital marketers will adapt, but when and how. As Google perfects the technology that powers the latest search innovations, online marketers must raise the bar for content quality.
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