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In the ever-evolving digital space, Google's Search Generative Experience (SGE) has emerged as a beacon of transformation. As we find ourselves at this critical 'crossroad,' it's essential to delve into the nuances of these changes and highlight the opportunities they provide for the world of SEO.
For 25 years, Google has been at the forefront of search innovation. The introduction of SGE marks a significant leap in this journey, aiming to redefine how we perceive and interact with search engines.
Before diving into the implications of SGE for SEO, let's first understand what it is. Search Generative Experience, or SGE, is Google's latest innovation in search technology. Utilizing generative AI, SGE aims to revolutionize how we interact with search engines.
Unlike traditional search algorithms that simply match keywords to deliver results, SGE understands the context and complexity of queries. It offers AI-curated insights, breaks down complex questions, and even engages users in a conversational mode for a more interactive search experience.
Even though we might see a shift in traffic between informational and transactional keywords, the importance of being visible in both areas is essential. To be the first result for product-led keywords, you must have your informative/support universe in place—and remember, Google will still feature results attached to SGE answers.
In essence, SGE is designed to make your search journey more intuitive, comprehensive, and user-friendly. This technology, therefore, supports the algorithm updates and new technologies of recent years, including MUM, The Helpful Content System, and the E-E-A-T guidelines.
So if you have been keeping up, you should know what I'm talking about. If not, then it's time to do your daily SEO homework.
The talk about SGE has naturally led people to revisit an age-old question: Is SEO dead? The answer, clearly, is no.
It's actually quite simple. What this update has shown through tests - and what it will demonstrate when broadly rolled out - is that SEO is more alive than ever. SGE presents one of our time's greatest opportunities to get ahead of competitors by creating more distance than ever before.
The essence of SGE lies in its commitment to delivering accurate, comprehensive, and high-quality results. This underscores the significance of Google's E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) guidelines. In this new landscape, user engagement and original, high-quality content have become paramount. Websites that align with these principles are set to succeed.
If you follow Google's E-E-A-T guidelines, you will see more traffic coming from both informative and especially transactional searches, both now and in the future. This is also evident based on the latest core updates from Google, the most recent of which occurred in August 2023.
With a more advanced search engine that better serves users, even more people will use it. As we know, most people's needs and demands start with a search on a search engine like Google - or Bing (93% of online experiences actually begin with a search engine).
Based on this, it becomes even more important to be visible on search engines. The competition will only be higher, especially due to the increasing amount of content being produced by more companies. Therefore, it's a matter of creating the best and most unique or original content to serve users and customers/clients. If you manage to do so, SGE will not undermine your market position; rather, it will help you reinforce it.
Google's recent alteration to the visibility of FAQ rich results may initially appear disruptive. However, this could be a calculated move. By limiting direct answers in the search engine result pages (SERPs), Google is encouraging users to explore deeper into the search results, thereby driving organic traffic.
Furthermore, by reserving FAQ rich results for authoritative sources, Google emphasizes the importance of content credibility and quality - something for which they have previously been criticized for lacking, as they tended to keep users within the SERP.
To me, this change also offers a cleaner SERP, a point that Google also emphasizes when questioned about their intent.
The introduction of SGE and the FAQ update are part of a broader narrative that aims to enhance user experience and prioritize quality content. For businesses and SEO professionals, this presents a unique opportunity: an opportunity to stay ahead of the curve by actively engaging with users and clients today while also preparing for the future in a sustainable manner.
Failure to adapt will leave you trailing behind both current and future competitors. By understanding and adapting to these numerous changes, you can not only strengthen your online presence but also pave the way for future innovations.
The SEO landscape is undergoing a renaissance, with SGE at its core. As we embrace these changes and realign our strategies, we're not simply adapting; we're shaping the future. A future that underscores the continued relevance of search engines for humans as consumers and information seekers. It’s not a question whether a channel like SEO is dead or not. In fact, it has never been more alive.
Therefore, your SEO and marketing strategies must be equally alive to beat competitors and meet budget goals. Otherwise, any product you offer will fall behind in the highly competitive market of search results.
It's an exciting time to be in the world of SEO, and the opportunities are boundless. Make sure you take the opportunity while you still can.
CPO & Partner
Thomas er CPO samt Partner, hvorfor fokus til dagligt ligger i evig analyse af Googles algoritme og udvikling af SEO som produkt. Thomas har arbejdet med SEO i flere år med stor passion for at sprede know how på, hvordan man som virksomhed implementerer SEO bedst i sin forretning. Ved siden af Bonzer bidrager Thomas med viden til læserne hos bl.a. Search Engine Journal, DanDomain og Detailfolk. Herudover har han også undervist i Digital Mediestrategi på Copenhagen Business School i København. Har du ønsker eller spørgsmål vedr. SEO universet, kan du altid kontakte ham på [email protected].