AI is changing the way we search online, and the way digital marketing agencies like us manage SEO. However, whilst some things search-related are shifting, a lot is staying the same – and Google’s new AI-powered tricks still take into account a lot of SEO fundamentals.
What is Google’s SGE?
The latest thing in search is Google’s Search Generative Experience (SGE). This refers to the recent advances Google has made in transforming the search experience using generative AI – including features like AI Overviews.
SGE uses generative AI to provide more in depth answers to search queries – often in so much detail, there is no need to click through to another site (also known as a zero-click search).
How does SGE work?
SGE works by using generative AI to create detailed search query answers. Generative AI runs on large language models (LLMs), trained on huge amounts of data. These LLMs enable search engines to understand the intent of a user’s search, process relevant search results, and summarise the content to create an appropriate answer at the top of the search page.
Why is SGE useful?
Google’s generative AI searches through multiple sources to provide an answer to some search queries. It can answer basic “how to” or “what is” questions, but it can also:
- Provide in depth instructions on how to do something.
- Summarise the key points about a search term or subject.
- Suggest further topics for study.
AI Overviews also cite the sources used to generate the information they provide. If users want to find out more about the subject they’ve searched for, these sources are now often their first port of call.
Why does old-school SEO still have value?
Whilst SGE seems to be here to stay, it doesn’t mark the end of SEO. Instead, it seems to be hailing in the new era of search everywhere optimisation. This is changing things across the digital marketing landscape in lots of ways – but there are still plenty of areas where classic old-school SEO has immense value.
1. Establishing trust
Ranking for the terms your audience search for is as important as ever in instilling trust in potential customers.
If your content is optimised, helpful, and ranks organically alongside fantastic reviews of your business, users will take notice.
2. Local SEO
Ensuring your Google Business Profile is correctly set up and maintained is crucial to successful local SEO. This is especially important for:
- Businesses that operate from a physical location.
- Being visible to users searching on a mobile device.
3. Demonstrating expertise
SEO-focused content is still vital for educating new visitors to your website and demonstrating your expertise as a business.
Middle of the funnel content appeals to users who are at the all-important consideration stage of a purchase. This content should also demonstrate originality, expanding on a hot topic or key subject in your industry and providing unique insights that back up your company’s advocacy of its expertise.
4. Attracting customers who are ready to convert
Well-written, clearly formatted, SEO-optimised content also stands a chance of being cited as a source for relevant AI Overviews.
These Overviews have become a source of increasingly high quality traffic – in many cases, people who are actively searching for the services your business provides. Google’s fancy new AI feature might be able to provide searchers with answers to their questions about a service – but it certainly can’t provide them with the service itself.
