Google has spent years enhancing the search experience. Recently, they brought AI into that process with the Google Search Generative Experience, or SGE. This represents a new approach to organizing search results for users. It also promises to provide higher-quality information within those results.
SGE is the newest way generative AI is changing how businesses do business. This is a dramatic shift, though, one that doesn’t necessarily make things easier for business or marketing professionals. For some, it could even influence their revenue stream if they monetize content.
Knowledge makes change a little less impactful. Learning more about SGE can help you get ahead of the process and put it to use for your business needs.
The Backstage of SEO: Behind the Scenes of Google Search Generative Experience
First, let’s answer a fundamental question: “What is Google’s Search Generative Experience?” SGE is an AI-driven search process that supercharges the old way of doing things.
Over the last decade, advancements in natural language processing (NLP) have improved search results. Transformer-based large language models (LLMs) enhance how the system extrapolates information in response to search queries.
The process also includes retrieval-augmented generation (RAG). RAG is a paradigm SGE uses to collect information. You can break RAG down into three components:
- Input encoder: Inputs the prompt into vector embeddings, a numerical representation of the text
- Neural retriever: Retrieves the most relevant information
- Output generator: Creates the final output or results page
This is a highly simplified version of a complex process. What AI delivers is a more robust version of search results called snapshots.
Snapshots include a summary, articles, and products related to the query first, and then you see more traditional results afterward. In addition, AI will offer you follow-up questions designed for a deeper search.
With this evolution, search engines like Google will generate more human-like responses with better context and personalization. That is big news.
Casting Spells: How Search Generative Experience Transforms SEO Strategies
Since Google Search Engine Experience uses AI to transform the search landscape, brands must rethink their SEO strategies to take advantage of these changes. SEO is about improving the user experience. That hasn’t changed with the introduction of SGE.
Businesses should still make SEO a priority as they create content. They may need to take content creation to the next level, though.
Providing concise answers to one or two questions is not complicated with simple searches. With these more complex search options, you’ll want to think beyond the basics. You should explore:
- Build multidimensional content: Create authority and answer multiple questions.
- Add depth to your content: Superficial isn’t going to cut it anymore.
- Plan to demonstrate expertise: All content should demonstrate expertise and establish authority. Those are components that help build trust.
- Expand your thinking: Focus less on keywords and more on topics or answering questions.
- Go from long-tail to hyper-long tail: Expand keyword phrases even more.
- Stay ahead of the searcher: Don’t just answer the question; answer the next five regarding a topic.
Each blog should play a long game. Cover a topic fully to ensure you rank high in SGE.
Search Alchemy: Turning Keywords into SEO Gold with Generative Experience
Keywords are changing with SGE, so you must also change how you create them.
Leverage long-tail keywords
This isn’t new, but it has changed thanks to SGE. Your long-tail keywords now require more detail. For instance, you might currently use “walking shoes.” To optimize for SGE, expand on that idea. Perhaps your long-tail keywords might be “walking shoes for weight loss” or “comfortable walking shoes for everyday use.”
Think like the searcher
SGE aims to provide more in-depth research for search queries, which will translate into more detailed keyword research. You have to spend more time thinking like the searcher.
You can break that down into four constructs based on the intent of the search, including:
- Informational: What does the searcher hope to learn, i.e., “What is cold brew coffee?”
- Navigational: Is the searcher looking for a specific brand? I.e., “Where can I get Starbucks coffee?”
- Commercial: The searcher wants to buy now, i.e., “Where is the best coffee shop near me?”
- Transactional: The searcher wants to buy something online, i.e., “Where can I order specialty coffee online?”
You should build your keywords around the user’s intent. For example, a coffee shop might use super long-tail keywords such as:
- “What is cold brew coffee?” (Informational)
- “Get Starbucks brand coffee” (Navigational)
- “Get the best coffee in the French Quarter” (Commercial)
- “Buy specialty coffee online with free delivery” (Transactional)
Keyword research has always been about determining the most common search phrases and content trends. With SGE, expand on that concept to go deeper.
A Star-Studded Lineup: The Players in the Search Generative Experience Arena
There are many players in the world of search engines. The most obvious one is Google. The fact is that when Google makes a significant change like this, heads start to turn.
Other search engines, including Bing, have used AI for a while. Other search engines are making a name for themselves thanks to AI, such as:
- Andi AI Search: This is perhaps one of the better-functioning AI-based search engines right now. The others still tend to have gremlins. Andi has worked out most of the kinks to provide fact-based search results.
- Metaphor AI Search: This one focuses more on social media and multichannel sources, such as blogs, podcasts, and news sites.
- Brave AI Search Summarizer: Brave creates a summary of web pages for the user and links to sources.
Google and Bing will still be the search engines most consumers use, but AI is opening the door to more specialty options for in-depth research.
Writer Access can help you scale your content production and improve search rankings even in this new era. You can get a 14-day Writer access trial to get the feel of it.
