Changing Face of SERP: Explore Google's Generative Experience and Its Impact on SERP

Impact of SGE on Search Engine Results Page and its Implications for SEO, Marketing, Advertising, and ROI

The emergence of the Google Search Generative Experience (SGE) introduces a new dimension to search engine results page (SERP) with AI-generated summaries powered by generative AI. This development holds significance for SEO, brand strategies, and user search behaviors, as every update to Google's algorithms impacts these areas.

SGE results now feature an AI-generated summary section accompanied by images on the right side, followed by links for further information. Below the summary, sponsored links, organic links, the Featured Snippet, and the People Also Ask dropdowns are displayed. 

This article explores the influence of SGE on the SERP and its potential implications for SEO, marketing, advertising, and ROI.

Key points:

1. AI Influence: SGE's AI-powered summaries may reduce user interactions with both organic and sponsored links, requiring brands to adapt their strategies accordingly.
2. Content Importance: In the era of generative AI, unique and authoritative content becomes even more crucial to stand out amidst SGE search results.
3. SEO Adjustment: Brands may need to reevaluate and adjust their SEO strategies to align with SGE's AI-driven search format and ensure better visibility.

SGE's integration into search results represents a disruptive change, highlighting the need for businesses to stay ahead of these developments and adapt their approaches to maintain their visibility, reach, and effectiveness in the evolving digital landscape.

What Does SGE Actually Do?

Understanding SGE: Enhancing Search with Generative AI

SGE, or the Google Search Generative Experience, leverages generative AI to enhance the search process by providing additional context and information. This enrichment allows for a deeper understanding of topics, offering fresh perspectives and streamlining the search experience. However, the reception of generative AI-driven summarization by search engine users remains to be seen.

It's worth noting that SGE was recently made available to testers, and interested individuals can sign up for access, although acceptance is not guaranteed.

According to Erez Lotan, VP of research and development at Skai, an omnichannel marketing platform provider, generative AI has the potential to revolutionize our interaction with computers and the internet. Its impact and ultimate trajectory, however, are yet to be fully determined.

Lotan envisions conversational search evolving to include higher levels of context and personalization, leading to increased targeting capabilities. By considering not just specific search terms and keywords, but entire conversations as context, there could be room for sentiment analysis or other indicators of intent strength.

While the exact implications of the conversational search for businesses, marketers, advertisers, and SEO are still uncertain, it is recognized that it could potentially reduce the frequency of consumers scrolling down to click on organic or sponsored links. If users find their queries adequately answered by the summarization, they may not feel the need to continue searching.

The process of using SGE is similar to regular Google search. Users enter their queries into the search box as they normally would.

Display Of SERP With Generative AI Summary

Upon clicking Google Search, the search engine results page (SERP) swiftly presents the generative AI summary following the display of sponsored or organic results.

The generative AI summary appears prominently above the sponsored and organic links, providing users with a concise overview of the search query.

Users have options to engage further with the summary by clicking "Show more" for additional information or "Ask a follow-up" for related inquiries. Additional queries related to the search are also displayed below the summarization.

To the right of the summary, relevant images accompany article titles, along with the website's name and logo where the articles are published.

Beneath the summary, four sponsored links are showcased, and if applicable to the query, a Featured Snippet is displayed for quick access to relevant content.

Following the Featured Snippet, the "People Also Ask" section appears with four dropdowns, providing users with additional related questions. Finally, the organic search results are displayed.

It's important to note that not all queries include sponsored links or Featured Snippets, but when available, they follow the mentioned order.

Impact Of SGE SERP On User Search Behavior

The introduction of SGE to the SERP is expected to significantly influence user search behavior. By consolidating multiple sources into a summarization, SGE enables users to find answers to their queries with fewer searches. As a result, their inclination to scroll down the SERP and explore further websites decreases. Particularly, Gen Z users are likely to adapt quickly to this new AI-driven search paradigm and embrace the utility of SGE and other generative AI solutions, cementing their preference for these advancements.

As the era of AI unfolds, users are unlikely to revert to previous search methods once they experience the efficiency and effectiveness of SGE. This transformation in user behavior will undoubtedly impact clickthrough rates and decrease page views. However, it's worth noting that summarizations are well-suited for answering questions rather than facilitating product or service discovery, providing a potential opportunity for marketers and advertisers.

Rachel Hernandez, director of brand strategy at The HOTH, a digital marketing firm, emphasizes the positive impact of SGE on search and user engagement. She highlights how SGE streamlines the search process, allowing users to quickly access concise summaries and snapshots instead of navigating through extensive search results and multiple pages. This shift towards consuming condensed information may lead to increased retention and engagement through more follow-up questions and longer search sessions.

In conclusion, the implementation of SGE in the SERP is poised to reshape user search behavior, promoting efficiency, convenience, and enhanced engagement.

Reign Of Content In The Age of AI

Content continues to be of paramount importance, evolving from being king to becoming the very kingdom itself. The rise of generative AI underscores the significance of original, informative, entertaining, and unique content for brands striving to maintain a competitive edge.

According to Ryan Rottman, co-founder and CEO of Online Sports Database, AI technology presents a challenge by leveling the playing field for marketers. While AI may appear as a blessing for those seeking intriguing content, it won't take long for similarities to emerge as AI draws from existing but often dated information. Rottman suggests that Google will consider this aspect in its algorithms.

To stand out amidst the uniform content generated by AI, brands are encouraged to seek information from non-traditional sources and consult with experts and specialists. By accessing insights from community groups, chatbots, and social media engagement, marketers can discover original content ideas that differentiate them and deliver value-rich information promptly, keeping them ahead of AI-generated content.

The importance of social content is set to increase, much like Google's Featured Snippets section. Pages that effectively answer specific questions will drive more traffic. Hernandez emphasizes that generated summaries and snapshots rely on existing content sources, urging content creators and publishers to optimize their content for generative AI algorithms while ensuring its value and informativeness.

John Faris, president of Red Door Interactive, highlights the challenge of capturing users at the top of the funnel unless a brand possesses high authority and is a key source in the generative AI section. Faris suggests that brands shift their SEO efforts towards providing fresh and comprehensive content on topics where they possess true authority. By leveraging their expertise, brands can publish premium, unique, and proprietary content, acknowledging that the significance of this approach has intensified as generic content creation has become easily accessible through tools like ChatGPT.

In this era of AI, the content remains a crucial asset, and brands must adapt their strategies to deliver exceptional, authoritative, and relevant content that captivates audiences and distinguishes them from AI-generated counterparts.

Preparing Brands For SGE: Strategies & Likely Scenarios

To proactively prepare for the impact of SGE, brands should focus on optimizing their online presence and considering how their content will be consumed and interpreted by AI. This includes structuring information clearly, using metadata effectively, and aligning content with the topics and keywords that SGE may generate snapshots for. Brands can also explore conversational search optimization strategies to enhance discoverability in SGE's conversational mode.

It is crucial for B2C brands selling products to influence Google's "Shopping Graph" as it plays a critical role in surfacing relevant generative AI results for commercial and transactional queries. Marketers have the ability to shape the Shopping Graph by utilizing Google Merchant Center, Google Manufacturer Center, and implementing Schema.org.

Adjusting SEO strategies to cater to generative AI algorithms is another essential step. Crafting content that generates accurate and relevant summaries, focusing on conversational keywords and long-tail queries, can help brands align with SGE's search format.

Regarding likely scenarios with SGE, condensing the customer journey and helping consumers make faster decisions are expected outcomes. This could result in fewer wasted clicks, higher conversion rates, and shorter time-to-purchase. However, it's important to note that the number of brands surfacing in generative results will be limited compared to traditional search results. Brands relegated to sponsored ads or organic results below the fold may experience lower click-through rates, but conversion rates should remain steady.

As users provide feedback and Google gathers more data on SGE's performance, iterative updates to enhance functionality and accuracy can be expected. These refinements will ultimately empower users, putting them back in control of their online experiences and delivering search results aligned with their preferences and needs.

Closing Remarks on Google's Search Generative Experience

With the introduction of Google's Search Generative Experience (SGE), the integration of generative AI into search results heralds significant changes in the realms of SEO, marketing, and advertising. The emergence of AI-generated summaries has the potential to influence user behavior, potentially affecting clicks on both organic and sponsored links. In order to stay competitive, brands must be proactive in adapting their content to cater to the demands of conversational search and generative AI algorithms. By embracing these changes, brands can position themselves for success in this evolving landscape of search.

Source: CMSWIRE