Managing a website serves a clear purpose — whether it’s collecting contact form submissions, growing an email list, or boosting product sales. Ultimately, websites exist to achieve business goals.
Success, however, depends on the number of visitors. SEO specialists, dedicating years to driving organic traffic, understand that SEO, though labor-intensive, offers sustainable rewards compared to social media or paid ads. The payoff is steady traffic without constant new content — an appealing prospect.
Despite being a strong SEO advocate, SEO has dramatically transformed in recent years. A study reveals that two-thirds of Google searches now end without a click due to SERP features like knowledge graphs and search snippets.
Results of the study conducted by Rand Fishkin
Astonishingly, two out of three users find their answers directly on Google, enhancing user experience but making search visibility increasingly challenging for website owners.
With the introduction of the Google Search Generative Experience (SGE) in 2023, the digital landscape is shifting towards a conversational search era, potentially reducing the importance of individual websites.
What is Google SGE?
Google SGE is a groundbreaking feature that leverages AI to provide summarized answers directly on the search results page. This innovative tool can distill complex topics into easily digestible information, highlight key points from lengthy articles, and even suggest follow-up questions. The result is a faster and more efficient information retrieval process, enhancing the user experience significantly.If you’re new to this topic, check out this brief introduction video from Google:
Launched on May 14th in the USA, Google SGE introduces AI-generated summaries and insights that appear alongside traditional search results. This feature not only streamlines the search process for users but also collects valuable interaction data to further refine and improve search outcomes. By integrating these AI capabilities, Google aims to make finding and understanding information online quicker and more intuitive than ever before.
What changes with the global SGE rollout?
With SGE going global, users will be able to ask complex questions like “What are the best fitness studios in Geneva with beginner-friendly programs?” and receive concise, AI-generated summaries with links.
Web searches will become more conversational, resembling chats with an AI assistant:
Google search ads will remain crucial for businesses to reach customers and generate revenue, maintaining their spots on the search results page. However, the concern is how organic search results will be affected by these AI summaries and ads dominating the top of the page.
One standout feature of SGE is video search. Imagine having a camera issue. Instead of typing out a search, users can film the problem, upload it to Google, and receive step-by-step repair instructions instantly.
People in eligible countries can follow specific instructions to activate the service. Meanwhile, monitoring Google SGE news and user feedback on social media is crucial for adapting to these changes.
Opportunities and risks for website owners
Google's Search Generative Experience (SGE) presents both opportunities and risks for site owners. Experts believe website traffic for informational keywords will likely drop since users will get answers directly from the search result page.
Potential traffic drop for informational keywords
Informational keywords, such as:
- How-to keywords: "How to change a tire," "How to bake a cake."
- Definition keywords: "Photosynthesis definition," "What is the capital of France?"
- Question keywords: "Why is the sky blue?" "What causes the common cold?"
With SGE providing instant answers, websites focusing heavily on these types of queries might see a decline in traffic.
Strategies for adapting to Google SGE
- Target long-tail keywords: Focus on more specific queries that search engines might not answer directly on the results page;
- Balance keyword types: Include transactional and commercial keywords that target users ready to make a purchase, not just informational ones;
- Align with Google’s EEAT: Ensure content aligns with Google’s principles of Experience, Expertise, Authority, and Trust (EEAT). While not a direct ranking factor, EEAT is crucial for content quality and credibility, impacting how Google ranks it.
AI overviews and content strategy
At this stage, there's no action site owners can take to get featured in AI overviews. According to Google:
"AI overviews appear in Google Search results when our systems determine that generative responses can be especially helpful — for example, when you want to quickly understand information from a range of sources, including information from across the web and Google’s Knowledge Graph. No action is needed for publishers to benefit from AI Overviews."
This suggests Google might use information from various search results, not just top-ranking pages, to generate AI overviews. This could lead to more traffic for some site owners, but it also means increased competition for visibility.
Conclusion
The full-scale introduction of Google SGE is set to transform SEO. User behavior and the traditional way of finding information will shift towards conversational search. Since SGE is still experimental, its eventual impact on site owners and specific industries remains uncertain.
Many experts will offer opinions and recommendations on preparing for SGE, but the truth is, no one knows for sure how it will evolve. When Google rolls out SGE worldwide, AI overviews may look and function differently.
Diversify your strategy
Rather than focusing solely on rankings, it’s crucial to diversify your strategy:
- Create High-Quality Content: Ensure your content provides value to users across various marketing channels;
- Leverage Multiple Channels: Utilize social media, email marketing, paid ads, and influencer marketing to reach your target audience.
By diversifying your approach, you'll be better prepared for changes in the search landscape, ensuring your content continues to reach and engage your audience effectively.
