Our Guide to Maintaining Revenue Through Changes in Google Search
In May 2023, Google quietly released a new internet search option. This new offering, Google’s Search Generative Experience (SGE), changes how content is experienced and created. Without modifying your approach, this could disrupt digital revenue. However, with preparation, this shift offers an opportunity to improve search rankings greatly. We’ve outlined three ways to update your web presence for improved searchability on this new search engine. Find answers to your questions and tips for success below.
What is Google’s Search Generative Experience?
This new approach to search results uses generative artificial intelligence to provide quick overview lists on your search. These lists won’t require users to leave the browser to find results. For instance, if you use SGE looking for information on a given topic, it will compile a list of answers pulled from multiple sources within the browser. Users can follow links within that list if they find that content engaging. SGE will use AI to help you continue your search, giving follow-up prompts that could help refine your results.
How can you access SGE?
Right now, you can only use SGE with a Google account. If you have an account, you can access SGE through the Labs section on your Google home page or by following this link and selecting “turn on.”
What are the potential downsides of SGE?
There are a few limitations as this search method is still in its infancy. It’s only available in a few languages and locations, so global campaigns have limited reach. Another issue is that because there is no human to vet the results, there is the risk of receiving inaccurate information and results.
While many of these issues will likely be resolved as Google continues to refine SGE, the biggest concern for companies is the potential revenue interruptions. With the current lack of transparency and guidelines for using SGE, it can be difficult to understand how to navigate.
Optimize your site for long-tailed queries
While short-tailed keywords are common and typically one to two words, SGE calls for long-tailed keywords. Long-tailed keywords are more specific than their shorter counterparts, with three or more words. Though these long-tailed keywords might not get as many searches, they tend to provide more targeted results. So, it can be helpful to include answers to more specific questions that cater to long-tailed keyword searches. Long-tailed keywords will help your content work with SGE’s more detailed and personalized answers.
Create structured content
Having detailed and structured content creates interest for readers and is important for allowing the AI algorithms to sift through and pull summarized content from your web pages. Offering clear, brief answers distinct from the rest of the article can make placing your content in SGE results easier. Examples of SGE-optimized text include lists, bullet points, bolded answers, and separate text boxes. In essence, create content that can be easily pulled into a list with content from other sites.
Focus on high-quality, original content
From the SGE perspective, content is more likely to be placed in search results if it cannot be found anywhere else on the web. This means emphasizing original images, videos, and infographics. Using your images instead of stock imagery, creating infographics, and giving answers not found elsewhere make it more likely that your content will be shown in an SGE search list.
Technology is always shifting, and understanding and preparing for changes can help you prevent loss in digital revenue while improving discoverability online. Working with a skilled team excited about new developments like Russell Herder can help you find further opportunities in those challenges. If you’d like to spend some time with enthusiastic experts who are experienced and energized by this shifting digital landscape, drop us a line here.
Subscribe to our newsletter to keep up to date on industry knowledge and stay connected.
