After testing last year, Google’s AI-powered results page, called Search Generative Experience (SGE), still doesn’t have an official general release date. However, expect that to change all this year, says Jaywing’s Sam Cant.
In 2024, the SEO industry is set for its biggest shakeup in a decade, with the imminent launch of Google’s new AI results page feature, Search Generative Experience (SGE).
SGE promises to revolutionize organic search by introducing AI-generated content directly into search results pages. This increases the chance that users will find the answers they are looking for, when searching for information or products, without even clicking on a link.
This AI-generated content will aim to provide instant and relevant information, which could reduce the traditional click-through rate (CTR) of websites. This change will be a significant challenge for brands that currently rely heavily on organic search traffic for their online presence.
So while some may dismiss the capabilities of AI, Google’s substantial investment in SGE and the recent introduction of Gemini (a significant improvement to the AI model) underscores the inevitability of this transformative change.
Winners and losers
As with any major industry transformation, there will be clear winners and losers in the organic search landscape when SGE lands. The key to staying ahead lies in understanding and incorporating SGE into your ongoing organic strategy.
A significant impact will be felt on product search engine results pages (SERPs), especially in terms of comparison, where Google will generate evaluative content directly into the SERPs. Q&A and editorial content are also prime targets for SGE, as AI will be able to quickly gather information and provide written responses on the SERPs.
Future proof for SGE
There are many things you can do to prepare your website for the introduction of SGE, but a focus on useful and unique content and the principles of “EEAT” (experience, experience, authority and trustworthiness) should be your first priority. your list to come out on top. .
Content grouping involves organizing related topics and keywords into related content groups, making it easier to create comprehensive and authoritative resources that Google can use as supporting material. To reinforce experience (E), in-depth research and topic-focused clusters should establish your domain knowledge. Authority (A) is built by using core targeted content and strong linking strategies within these clusters. Trustworthiness (T) is established through accurate and sourced information, user-generated content, and transparent citations.
This approach to content will not only prepare websites for the challenges of AI-generated content, but also ensure that content remains valuable, reliable and relevant to users.
Browsing performance data
Clickless searches are becoming more common, where users get answers directly from Google search results without clicking a website link. This change challenges SEO professionals to evaluate the success of their content and its impact on branding and reach. Traditional metrics such as click-through rate (CTR) may lose relevance, and search marketers may need to explore more sophisticated attribution models and econometrics to measure the true value of their organic content. It is essential to adapt to these changes in user behavior and find innovative ways to demonstrate the value of your content.
2024 is poised to be a transformative year for the SEO industry, with Google’s SGE reshaping the way organic search results are delivered and consumed. To thrive in this evolving landscape, SEO professionals must stay ahead of the curve by understanding SGE, adapting their strategies, and reevaluating how they measure the success of their content. As the SEO industry continues to evolve, staying agile and informed will be key to achieving organic search success in the years to come.
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