The Google SGE Rollout & what it means for SEO
There’s significant buzz in the marketing/SEO world about Google’s new AI Search tool, SGE (Search Generative Experience), which is currently in the Google Labs testing phase (and speculatively launching in the U.S. in Q1 2024).
As we prepare for this new phase of “googling” results, this evolution in Google Search will require marketers and business owners to refine their approach to SEO in order to keep their website at the top of Google’s SERP (search engine results page).
After doing some basic testing and research of the SGE tool, these primary takeaways and recommendations will help businesses prepare for its launch. Keep in mind the platform in its current iteration is constantly changing and being updated as they test numerable capabilities and sourcing options, so very little is set in stone just yet - except the fact that it’s happening. Sometime.
What’s Different?
In addition to pulling and listing web sources based on keywords, SEO ranking scores, and sponsored/paid ads, the top of the SERP will soon provide its own AI-generated summary by aggregating information from numerous sources across the web that best answer each specific and unique query. It will then provide recommended links that may align with the sources in the summary, or may be completely different (time will tell…).
With this new capability to integrate multiple, in-depth perspectives and context into search results, queries will likely become longer, as the tool is growing its potential to dissect complex questions (i.e. from Google: “What's better for a family with kids under 3 and a dog, bryce canyon or arches?”).
It’s estimated that website clicks will decrease (and competition for ranking will increase), as users will be able to find more comprehensive answers at the top of the SERP without clicking through to a specific website.
A carousel of AI-generated follow-up questions will display at the bottom of the summary, helping to “lead the witness,” per se, in finding the exact answer they need.
This may replace (or create cause to modify) the “People Also Ask” section - just a speculation.
For commercial/product queries, below the ad carousel that currently shows up at the top of the SERP, there will be AI-generated content that goes more in-depth to include reviews (user-generated content, or UGC), ratings, prices, images, and other popular purchasing factors to consider.
They may also include comparisons in that space, making it easier for buyers to decide on products without even clicking into a website.
Local queries (i.e. “shoe stores near me”) may include a dropdown that links to other review sites where the product or service has been reviewed (such as Yelp).
Google My Business activity and reviews (UGC) will be a more significant factor in ranking for local businesses.
Featured snippets currently shown at the top of Google’s SERP may or may not continue; it’s unclear whether these will be replaced by the SGE summary or not.
More informational/lifestyle posts (dubbed YMYL - Your Money Your Life) that could contain controversial or potentially detrimental information will include disclaimers below the SGE content.
While browsing, some webpages may include AI-generated page summaries so readers can quickly ingest the key points.
The schema will play a large part in how sites rank; completion and accuracy of information will be extremely important.
What Will Stay the Same?
The current organic search results will remain but display lower on the page, and therefore keywords are still vital to SEO efforts; however, they should be refined for a more conversational tone and optimized for AI website crawls (more on this below).
Paid search will continue and will display at designated spots on the page. Keyword bids and the process may change, but businesses can still utilize ads to reach a larger audience.
Google may still provide “featured snippets” below paid ads; these summaries provide concise content from a specific website in response to a query.
The “People Also Ask” dropdown section may remain, or it may be replaced by the AI-generated Follow-Up questions.
Local searches will still result in a map and the top 5 (or so) featured businesses matching the query.
Product searches will still produce sponsored ads at the top of the page, but will also include more various consideration factors.
How do you prepare for SGE?
Format Your Content for AI
Think about your audience: What are people who want or need your specific services really asking - especially in light of current trends? The new search queries will lean toward a more conversational tone (i.e. your prospects are sitting down with an AI “advisor” of your industry), so matching that tone in the content on your site is going to be vital.
Once you know what topics your prospects are focused on, become a content machine: build original and unique content around trending topics (and sub-topics) and in a variety of formats (video, infographics, blogs, images, etc.), as that diversity of content will be more highly rewarded in the results.
Additionally, use bullet points, lists, and tables as often as appropriate, as AI will pick up on these more easily.
Prioritize Reviews.
The current SERP prioritizes top results by E.E.A.T.: Experience, Expertise, Authoritativeness, and Trustworthiness; now, it will prioritize what content is included in its AI-generated summaries by these same factors, and a major component of these is reviews. The more positive reviews you have, the higher your ranking.
Start now! Go back to your clients, customers, partners, sponsors, followers, etc. and ask them to write Google/Yelp reviews so you have higher rankings as soon as the new tool rolls out.
Adjust Your KPI Expectations
With this advancement in more in-depth AI-generated content, users will be less likely to click through SGE results to your webpage (especially those in Gen Z and younger, as their readiness to adapt is historically higher), therefore clicks and website visits are likely to decrease. These are still important KPIs to track, especially in relation to keywords and keyword phrases.
Instead of relying solely on those variables, however, go deeper into your insights to track not only clicks and pageviews, but which content on your site is tied to those metrics, and use that data to inform how you present your content moving forward.
That said, while website visits may decrease overall, it’s not all bad news. There also may be an increased opportunity with AI-generated summaries. Think about your TikTok or YouTube use: how often do you start on one topic, only to be distracted by another video or hashtag, and end up one hour later viewing videos of a completely different topic? Some experts expect SGE - and especially the Follow-up Question tool - to have a similar effect on search: users may start with one question but continue to dive deeper into the topic, and related topics, as they’re presented with questions they may not have thought to ask.
This means your content has more of an opportunity to rank as long as it is relevant, interesting, and provides value.
Test the Platform
Google users with personal accounts (not Google Workspace) are able to become a test user of SGE through Search Labs; simply turn on “SGE, Generative AI in Search,” and “SGE While Browsing.”
Take the time to play around and get used to the user experience so you can understand how your current and prospective clients will experience searching for your product or service once SGE rolls out.
Want to learn more? Much of the information from this post was derived from our own time spent “playing” on Google’s SGE, as well as articles and webinars from experts at the Digital Marketing Institute, and CMSWire.
Get in touch today if you need support and guidance in preparing for this upcoming change; we at RIZU would be happy to partner with you to ensure your business stays (and grows) visible to your audience!
