The Google Search Generative Experience (SGE) introduces a fresh set of search features that incorporate results powered by generative AI into Google’s search engine responses. Each update to Google’s search engine algorithms has an impact on SEO, brand strategy, user search behaviors, and the integration of generative AI into search results.
SGE search results include an AI-generated summary section, accompanied by images on the right-hand side and links to additional information below. Below the summary, there are sponsored links, organic links, the Featured Snippet, and finally, the People Also Ask dropdowns. This article will examine how SGE influences the search engine results page and its potential impact on SEO, marketing, advertising, and ROI.
What is the Function of SGE?
Essentially, SGE enhances the search process by leveraging generative AI to provide additional context and information within search queries. By enabling a deeper understanding of topics, presenting fresh perspectives, and simplifying the process, SGE aims to improve the search experience for users. However, it remains to be seen whether search engine users will embrace AI-generated summarizations.
Specifically, the impact of conversational search on businesses, marketers, advertisers, and SEO is yet to be fully determined. It is acknowledged that it may reduce the frequency with which consumers scroll down to click on organic links or even sponsored content. If their query is answered by the summarization, they may not feel the need to continue their search. The process of using SGE is not significantly different from using a regular Google search.
How Will It Affect User Search Behavior?
Due to the accumulation of multiple sources into a summarization, users are likely to rely on fewer queries to find answers to their questions. As a result, they are less inclined to scroll down the search engine results page (SERP) to explore additional websites. Many users, particularly those from Generation Z, are expected to adapt swiftly to this new AI-driven search paradigm. Once the utility of SGE and other generative AI search solutions becomes evident through repeated usage, users are unlikely to revert to previous methods.
Undoubtedly, clickthrough rates are likely to be affected, and page views may decrease as a result. Fortunately for marketers and advertisers, summarizations are more suited for answering questions rather than locating specific products or services.
This may lead to a shift towards consuming condensed information. Moreover, the conversational aspect of SGE encourages users to ask follow-up questions, retain information better, and engage for longer. Specialized techniques and other formulated processes are the keys to utilizing this technology in the most effective way. Online presence management agencies like us here at your Online Capital Group can help make advancements like these in the digital landscape.
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