Over the past decade, online marketing has undergone significant transformations due to technological advancements. Artificial intelligence (AI), especially generative AI, has been one of the most debated innovations, generating mixed opinions about its impact on the Internet.
Some experts and media outlets have raised concerns, suggesting that AI could radically transform the way we interact on the web. With Google launching its Search Generative Experience (SGE), it is vital to understand how this technology could redefine SEO and search traffic over the next ten years.
What is Google SGE?
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Google’s Search Generative Experience (SGE) is Google’s latest attempt to integrate generative AI into its search algorithm. Using SGE, Google delivers an “AI-powered snapshot” of the requested information, presented at the top of the search results (SERP). This snapshot provides a quick overview of the topic, compiled and organized by AI from the best available results.
Reactions to Google SGE
The introduction of Google SGE has raised both expectations and concerns. According to a Wall Street Journal source, content publishers fear a potential decline in traffic to their websites, estimating losses of between 20% and 40% of traffic generated by Google. However, some analysts suggest that appearing in SGE-generated roundups could improve publishers’ reputations, although a decline in organic traffic is inevitable. Despite these challenges, it is important to assess how to adapt to these changes within an effective SEO strategy.
SEO strategy in the era of AI
The integration of AI into search engines requires a thorough overhaul of SEO strategies. Below, we explore how AI will redefine SEO and what tactics businesses can employ to stay competitive.
Positioning in SERPs
With the introduction of SGE, AI summaries take the top spot in SERPs, displacing traditional organic results. This means that web pages that previously appeared on the first page could be relegated to the second. Therefore, it is essential for brands to adapt their strategies to ensure that their content is relevant and authoritative enough to be included in these AI-generated summaries.
Importance of authoritative and in-depth content
Google has established its leadership in the search engine market by providing high-quality and relevant content. In this new era, it will be crucial to incorporate EEAT (Expertise, Expertise, Authority, and Trustworthiness) principles into all content. SEO techniques such as link building and the use of semantically related keywords will be essential to demonstrate authority and achieve positioning in AI digests.
Opportunities for B2B creators
Google SGE presents a unique opportunity for B2B content creators. There will be a growing demand for content that explores B2B topics in depth from an expert perspective. Useful, expert-sourced content will stand out and have a higher chance of being included in AI-generated digests, thereby improving brand visibility and authority.
Know your audience
As generative AI continues to evolve, it is vital for brands to understand and adapt to changes in user search intent. Staying aligned with Google’s guidelines and priorities will allow businesses to continue building their authority and attracting high-quality visitors. Additionally, exploring other channels as part of a comprehensive marketing strategy will be key to maintaining a strong presence in the digital landscape.
There is no doubt that AI will redefine search traffic, and those who adapt and take advantage of these new tools will be able to continue to stand out in an ever-changing digital environment. SEO will continue to be a crucial component of digital marketing, and with a well-designed strategy, businesses will be able to successfully navigate this new era of AI-powered search.
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