Google unveiled its new AI-powered generative search experience (SGE) on May 25. Search Engine Land’s Barry Schwartz was among the first to test the experience and highlight the clickability of its results.
Our team at Eyeful Media has been actively testing the AI generative search environment. We believe it will provide value to publishers and create SEO opportunities for B2B and B2C brands.
The most significant B2B and B2C SEO opportunity is an AI snapshot carousel position earned with subject matter expert content.
Here’s what you need to know about this feature and four strategies to boost your SEO results.
Capture organic traffic on snapshot carousels with SMB content
Snapshot carousels capture the most organic clicks based on the current construction of the AI-powered SERP in Google’s SGE.
Subject matter expert (SME) content that incorporates the principles of EEAT (Experience, Knowledge, Authority and Trust) delivers value today. This SMB content also features prominently on the Futuristic Carousel.
Here’s an example of the generative AI results carousel and snapshots.
Content strategies for SMBs that are driving results today, and projects to do the same in the future, should be part of your SEO program. The example above is from the search query SMART Goals for Fleet Managers.
The generative AI output provides a list of targets. The AI Snapshot Carousel features clickable cards with SMB content from fleet industry leaders. One such subject matter expert is Azuga, who also owns the traditional ranking of position 1 for this query.
There’s still no definitive timeline on how, if, or when generative AI will become part of our everyday search.
But if you’re not creating subject matter expert content that helps your audience and earn valuable organic rankings now, Google’s latest beta should provide more incentive to do so.
Here’s another example of SMB content with a premium, clickable AI snapshot position.
Reverse Logix currently holds the top position for post-purchase behavior. As a trusted industry authority on logistics, the additional context they provide on the query is earning valuable ratings.
This top-tier SME content is also published in the carousel to supplement the AI-generated result for that query in beta. A closer look at the SERP box above the fold highlights why this carousel position would be critical for SEO.
With follow-up prompts, a multi-card carousel, and generative AI results, hoping users will navigate below the fold may be wishful thinking. The carousel could represent the top 1, 2 or 3 most valuable sites in this unique search environment.
But while AI-powered search may sound scary, the same SMB content strategies that win now will also help SEOs win carousel rankings in this unpredictable future.
Here’s an example of the query API rate limiting, where the top ranking result is also in the carousel.
This API rate-limiting search query example is a top-tier industry leader that Axway currently has in traditional search. This article also captures a valuable AI snapshot position in beta.
Experience, expertise, authority and trust are essential quality signals today.
These factors will also be important in the future. SEO strategies that build on SMB content that includes these principles set their brands up for success.
Here’s another example of top-tier SME content featured in the carousel.
Sumeru Equity Partners has top keyword rankings for growth equity investing related queries.
This growth equity investing article they published expands on a podcast hosted by their SME. The article drives traffic and captures a carousel ranking in Google’s AI generative search experience.
The expertise and depth provided by Sumeru in this query is based on the definition provided by the AI generated result.
The content is valuable today and in this beta because it provides a perspective beyond what an AI can create.
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4 SEO Carousel Strategies for Creating SMB Content That Drives Growth
1. Scale SME content
Use podcasts, webinars, training and demo videos to develop content for SMBs at scale. Create a webinar or evergreen podcast landing pages.
Extend this content by repurposing it into how-to videos, blog articles, or checklists. This will maximize your SME’s time to create the original asset while amplifying the message.
2. Leverage outside SMEs
Content that features subject matter experts in your business is great. But leveraging the insights of outside influencers can fuel SEO wins, too.
Interview SMEs to create content around their analysis. Create resources such as how-to demos, product reviews, or articles that leverage their insights.
3. Complement the results generated by AI
Google includes content for SMBs that goes beyond the AI-generated result in the snapshot carousel. This content is also now classified.
It is critical to include an SME’s perspective, such as how or why an AI-generated result is important. Trusted brands can gain valuable rankings by adding depth and perspective to AI-generated results.
4. Raise the content strategies of SMEs
Authentic content has always been the goal of SEO. In an AI-driven environment, there is even more incentive to produce useful content that stands out from the automated responses.
Content from subject matter experts that follows EEAT principles is a winning formula.
Doubling down on SMB content now is one way to navigate an uncertain SEO future with a proven strategy for success.
The views expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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