Search Engine Recap - Week 13/14 (2024)

Welcome to this week's recap (including week 13 and 14) - the first after Easter - where we will review exciting new developments in structured data, a new version of ChatGPT, and insights into the Search Generative Experience. We'll provide an overview here.

Google Adds Structured Data for 3D Models

Google has introduced a new "3DModel" markup type to its structured product data, enabling a connection between 3D models and products via the "subjectOf" property.

This update aims to improve the visibility of products on websites by incorporating 3D models, which could benefit merchants worldwide.

Although it's not yet clear if this will lead to new types of rich results in search, the addition could enhance how products are displayed and understood by Google, potentially affecting search results.

This only makes sense as people today want to access products and information in multiple formats.

Google Tests New AI Chat Feature

Google is beta-testing an AI chat feature, called Side Panel Chat, on its developer pages to answer questions about SEO, structured data, and ranking documentation.

This feature, available only through desktop and requiring a Google Developer Profile, provides personalized responses based on the user's profile, including elements like achievements and badges.

Although the goal is to provide relevant information, the AI's responses can sometimes be questionable, so users are encouraged to provide feedback to improve it. The chat is further limited to topics within developer documentation.

OpenAI Launches 'Open' Version of ChatGPT

OpenAI has released a version of ChatGPT that can be used without signing up or logging in, making it as accessible as a search engine. This move is part of a larger effort to make AI technologies more accessible to the public.

The free service retains much of the functionality of the previous version but lacks features such as viewing chat history. This development also raises questions about the potential to challenge traditional search engines by making information more universally accessible.

New SGE Study Provides Insights into the Future

We conclude with a study from the analytics tool Authoritas, which has looked at potential disruption of brands and traditional search results by integrating the Search Generative Experience, abbreviated as SGE.

SGE could significantly impact brands' visibility and organic traffic in the future, as test studies show that traditional results we know today can drop more than 1200 pixels when generative responses are expanded.

The study further found that 62% of SGE links come from domains outside the traditional top 10 we know today. This implies that companies broadly need to prepare their SEO strategies for these types of results, expected to become part of Google universally in 2024.

At Bonzer, we have conducted studies with Authoritas, where we see many of the same trends. However, this does not necessarily mean that companies will lose traffic if they are well-prepared and optimized.

What needs to be understood here is that when a generative response is activated, the search intent typically expands to be more informative and commercially investigative than the classic results.

In our studies, we see that the companies that have managed to build informative and guiding content around their products - with perspectives from users - are those that perform today and when SGE results are rolled out.

This can also be translated to mean that as a company, one should follow the E-E-A-T guidelines in their entire SEO strategy.

Takeaways and Recommendations

Google continues its great journey on the possibilities with structured data. As a merchant, it is therefore important to embrace these if you can. Especially 3D models will be interesting to follow in the coming time, as search results are filled with more and more content formats.

Furthermore, ChatGPT's 'open' version leads to greater competition with search engines, as they make information more accessible. However, one should still remember the difference between them and a real search engine like Google.

Finally, it will be exciting to follow Google's ongoing tests of tools like Side Panel Chat and most of all SGE technology. A technology that experts around the world expect to be integrated soon and which will have a major impact on search. Therefore, it is recommended to start working with it now, so as not to lose essential traffic from Google.

If you need sparring and guidance to work with SGE and other updates mentioned above, you are also welcome to reach out to Bonzer. As a specialized SEO agency, we optimize companies' positioning daily, so they stand as strong as possible in the search engine.