“Will SEO change in the future?”—is perhaps one of the biggest questions in the industry. With the boom of more sophisticated AI technology, it’s easy to imagine how it will influence SEO. One of the recent biggest news to hit the industry this year is the announcement of Google SGE and its eventual rollout plan for search results. Will it affect SEO in the Philippines? Will marketers need major alterations to their approach and strategies?
Without further ado, let us learn what Google SGE is all about and what you can do to prepare and take advantage of it.
What is Google SGE?
Google’s Search Generative Experience (SGE) is the platform’s upgrade and newer approach to search results using generative AI to provide users with quick information snippets on every search query without clicking individual website links on search results.
With it, users can experience a much quicker way of finding answers and information directly, summarizing points, and learning new topics. For example, if you’re searching for different “birthday party ideas for kids,” using SGE, Google gives you a compiled list of suggestions from various sources. You do not need to visit multiple websites to get answers and suggestions.
As of July 2024, SGE is still an experiment, and users can only access it via the “Search Labs” icon at the top right of the Google website page using Google Chrome. Google SGE is only available in selected regions and is not supported currently in the Philippines.
To access and use this feature, simply click the flask icon on the top right corner of the page.
Once you have clicked the flask icon, you will be brought to a new page. Under the AI experiments section, click the “Start searching” button.
How Google SGE Works
Google SGE relies on the power of generative AI—a deep-learning AI algorithm model that can generate texts, images, codes, and other forms of content in response to prompts. Generative AI runs on large language models or LLM while using more advanced AI technology, such as deep learning, natural language processing (NLP), etc.
Google SGE Vs SEO – How It Will Affect SEO
Website Content
With technicalities out of the way, it is time for marketers to relate—how does it work in contrast to SEO? Traditionally, SEO relies on keywords and uses them to optimize its content. SEO vendors and marketers optimize keywords to their website content to position their content as relevant to targeted user searches.
ALSO READ: Is SEO in Demand in The Philippines?
With SGE, using NLP technology dives deeper to learn the whys of every search intent. It would mean, for marketers, a conscious and deliberate content crafting that only targets the user’s keyword but focuses on providing and addressing their intent.
Conversational queries are among the major possible points and center stage for AI-generated content to address more in-depth queries and follow-up questions from users. It would mean summarizing key takeaways in a snippet form, while, on the other hand, translating to less directed traffic to your website.
User Engagement & Voice Search
With featured snippets and conversational queries, users were likely to spend more time on search result pages with SGE without constantly clicking through several websites. Deeper dives on search pages are done on behalf of the user to provide rich content previews and can affect a website’s click-through rates (CTR).
On the other hand, voice search is still a primary method of search for some users and SGE can take advantage of this, thanks to its ability to understand natural language, allowing users to search with conversational queries.
Voice search remains integral to AI tool technology, as seen on ChatGPT and Perplexity, despite being a preference for some users. It supercharges searches online for better accuracy and higher context-aware results. Businesses must optimize their content for voice search compatibility to stay relevant.
Will SGE Replace SEO?
Unlikely. Businesses need to be found. For them to achieve this, they require online visibility, and being featured on AI-featured summaries is only one of the many routes. What SGE does is different from the purpose of SEO. SGE, at its premature state, is unlikely to topple SEO. Nevertheless, it still affects SEO on a level that encourages more high-quality and helpful content. In the end, companies will still outsource for SEO solutions or SEO packages.
ALSO READ: DIY Vs SEO Agency In The Philippines: Is Paying An SEO Company Worth It?
How to Prepare for Google’s SGE – Quick Tips for Marketers
While Google’s SGE is still in its experiment phase, marketers can prepare to adapt to the possible changes. If you want to stay more competitive by riding the SGE wave, here are tips for you to consider:
Focus on High-Quality & In-Depth Content
It may seem easy to spawn content online thanks to AI tools. However, with SGE, websites with more in-depth content that showcases expertise in specific topics and niches than pumping out surface-level content, are much more favored by the algorithm. Marketers and SEO specialists must prioritize well-crafted, detailed, up-to-date, and authoritative content more than ever in clear and concise language to increase the chance of being featured on generated snippets.
Use strong call-to-actions within your content and be on the lookout for any possible latest information to include.
Use Long-Tail Keywords
SGE promotes accuracy to provide detailed queries to users, which is why long-tail keywords are a better choice over shorter ones. Longer keywords reflect how people naturally ask questions and tend to be more specific. You can incorporate them simply by:
- Using specialized keyword research tools for identifying better long-tail keyword choices
- Integrating questions and phrases that your target audience might use
- Creating well-structured content that directly answers those questions in a comprehensive fashion
Staying Ahead of the Curve
Following and reading industry publication articles about SGE will help you develop ideas for tailoring better strategies and approaches. Attending marketing conferences also lets you stay aware of some of the best trends in the industry in a more in-depth fashion in certain areas of SEO and content optimization for SGE, from keyword research to content planning and production.
Use the E-A-T Principle
E-A-T stands for content that demonstrates expertise, authoritativeness, and trustworthiness. E-A-T serves as a guideline principle to boost your credentials and ability to link to authoritative sources, which helps build trust not only in your content but also in your brand. A brand that is credible and trusted means that the content materials it puts out are more recognized and highly regarded, demonstrating quality and expertise.
Conclusion
Google’s SGE, without a doubt, will be a game-changer in search engines where there will be a shift in how we find information online. Being prepared and knowledgeable can be an enormous online boost for marketers intending to ride the wave.
For better online visibility and better strategies for higher organic traffic, consider partnering with an SEO consultant in the Philippines. Contact us today, or call us at (02) 8283 3168 for comprehensive SEO solutions and consultations.