Google looks set to change search engine optimisation forever with its all new Search Generative Experience (SGE). Gulp. That’s right, the Google SGE officially launched to the US public in May 2024 and, while still in the experimental phase, has already made quite an impact. So how can you optimise for the latest updates?
What is Google’s Search Generative Experience?
Before we delve into essential content optimisation tips, it’s important to understand what Google’s Search Generative Experience actually is. Essentially, it’s designed to improve a user’s access to information on the web. It can summarise tricky topics, compare and contrast the most useful and relevant content in numerous formats, pull to-do lists and recommendations, and even lay out multiple recipes side-by-side. So, if you want to cook a bolognese and make this known to Google with a search – expect a multi-choice answer that caters to your exact needs going forward. It’s a bit like your regular Search – but on caffeine.
Other cool features include:
- AI Overviews. These are responses to keyword searches in the form of interactive bubbles. Information is presented based on user search intent.
- Additional responses including relevant webpages, product links and descriptions.
- ‘Ask a follow-up question’ functionality. This allows you to interact with the search engine in a conversational manner for a more helpful response – a bit like you would with a chatbot.
- Integrated rich media such as videos, images and interactive elements.
- Personalised Search suggestions based on a user’s history
SGE content will be pulled to the top of Google before any other result. So if you want to maintain your traffic and continue to thrive in a particular industry, it’s important to be aware of these AI-enhanced changes and generate ‘top response’ content that can be easily grabbed and presented.
Content Optimisation for the all-new SGE
While all the recent AI changes have been tough on SEOs, website owners and content marketing managers, moving with the times is the only option. AI is not going away. So here are some quick-fire ways to make the new search experience work for you.
- Offer High-Quality and Relevant Content
The time for high-quality and relevant content that’s detailed, up-to-date and meets the needs of your audience is now. Google is looking for the very best content for any particular search query so you must know your audience and what they are looking for. Copy and pasting from others, relying on generic AI articles and regurgitating old articles will not cut the mustard.
- Make Your Content Easy To Read and Accessible
Part of the Google SGE involves summarising complex information to make it easier to digest. This ensures complex queries are answered effectively and prevent users from iinfobesity. What this actually suggests to marketers is that all content should be easy-to-read and comprehend. It should be presented in accessible formats such as bullet pointed lists and be divided into small paragraphs topped with explanatory headers. How-to videos, explainers, top-tens and similar content are good as it makes it easier for Google’s AI to extract relevant information.
- Focus on E-A-T
Google has a reputation to maintain and will only deliver content that’s of the very best quality. So, focus on the Expertise, Authoritativeness and Trustworthiness (E-A-T) of your content. Establish yourself as industry experts by citing credible sources and creating author bios that highlight areas of expertise. This lets Google know that your content is worth pulling and isn’t spammy or from a mediocre site. Essentially you want to shout about how good you are and pat your own back whenever possible. This is hard to do if you’re solely using ChatGPT for quick-fire articles – so keep this in mind.
- Answer User Search Queries
Google’s AI wants to make the user experience as good as possible and resolve all search queries by focussing on intent. So, be one step ahead by researching what your consumers are looking for and what questions they want answered. You can then build FAQ sections into your website and at the end of blogs that can be easily identified by AI technology. Providing e-book materials, how-to guides and detailed explanations that match user intent are essential, but you can’t do this without knowing your audience and creating buyer personas. Be sure to cater to different audience sub-sections.
- Integrate Rich Media
When it comes to Google’s SGE, content in many different forms is celebrated and pulled to the top of the page. Sometimes, videos or images explain things better than the written word or can add context and so integrating rich media into your content is a must. A culinary website with recipe ideas, video demonstrations, how-tos, ingredients lists, shopping list suggestions and more will have a higher chance of having content pulled by AI than a website with vague content or a load of irrelevant chat before the recipe.
Preparing for the wider rollout of Google’s SGE is a must. Contact Minerva Creative today for help with your SEO strategy.
