Ryan Simmons
The digital landscape of 2023 has been dominated by one predominant theme: the rapid advance of artificial intelligence. After the launch of OpenAI’s ChatGPT, tech giants like Microsoft and Google haven’t been left behind, with Google introducing two new products: its Bard chatbot and the Search Generative Experience. This innovation marks a fundamental change in digital marketing and the way users search the web.
SGE is an AI-based chatbot built into Google Search, ready to redefine how users interact with search engines and search engine optimization. This new search feature is designed to answer queries with AI-generated answers, placed prominently above traditional search results.
The introduction of Google’s SGE comes at a crucial time where estimates find that Google already has roughly 90% of the search engine market share in the United States. Any changes that Google implements, such as SGE, have far-reaching implications for most Internet users and businesses.
Given Google’s market position, how it chooses to integrate and prioritize AI-generated responses will fundamentally change SEO strategies and how information is accessed and consumed at scale.
Significant changes in the design of search results mean that the blue hyperlinks that once dominated will now be secondary to AI-provided information and sponsored advertising. Users can engage in a more interactive search experience with follow-up questions, improving the usability and value of search results.
The introduction of SGE heralds a seismic shift in the SEO landscape. Early indications suggest a spectrum of impacts on website traffic: some sites may see dramatic increases, while others could face a sharp decline. While much is unknown about how SGE will display websites moving forward, it is believed that much of the website’s traffic will come from a so-called snapshot carousel rather than organic links. Carousel results can vary widely, as some sites will appear that are not shown in traditional searches. It’s all based on what Google determines are the most credible and authoritative sites for a particular query.
This unpredictability underscores a vital need for adaptability and strategic foresight in SEO practices.
To navigate this new terrain, it’s essential to focus on Google’s updated content guidelines and a framework called EEAT, for experience, expertise, authority and trustworthiness. Websites should prioritize content that is authoritative, credible, deeply engaging, and useful to users. This implies:
Showing knowledge and experience. Make sure the content is written by expert professionals and backed by credible sources.
Building trust. Use customer testimonials and up-to-date, accurate information to establish your site as a trusted resource.
Improved metadata. Create compelling and concise meta titles and descriptions that accurately reflect your page content.
Using schema markup. Implement structured data to provide search engines with more detailed information about your content, improving visibility and user experience.
A strategic approach is key to adapting to the SGE. Start by analyzing individual pages that generate significant organic traffic using tools like Google Search Console to identify the top keywords on each page and come up with a plan to optimize them. In this process, AI tools like ChatGPT can be invaluable allies, providing information for optimization and comparing your pages with that of the competition.
As we approach the general release of SGE, expected in late 2023 or early 2024, the only certainty is that there will be an impact on SEO. However, the fundamental principles of good SEO remain as relevant as ever. These foundations have guided us through two decades of continuous evolution in the digital world, and will be crucial to navigating the changes brought about by SGE.
The imminent arrival of SGE represents not only a challenge, but an opportunity: to refine our SEO strategies, embrace new technologies, and prepare for a future where artificial intelligence is integral to the way we search for information online.
It’s a future that demands our attention, adaptability and a firm commitment to quality in the ever-evolving field of digital marketing.
Ryan Simmons is the SEO Manager at Campaignium LLC, a digital marketing agency in Springfield. He can be reached at ryan@campaignium.com.
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