le Search Generative Experience: What AI means for you on the SERP
Do you want to make a marketing professional nervous? Tell them that Google’s search results are going to undergo some major changes. You might be shaking your head a bit since Google announced the AI-powered Search Generative Experience.
Are you asking yourself a lot of questions? Will AI-generated responses decrease site clicks, for example? How will SGE pages perform in terms of search ads?
SGE is an experiment in progress. We do not have all the answers. We can learn some key details from Google’s previous statements. Good news: Google, the world’s biggest search engine, says it’s still focused on driving website traffic and maintaining search ads as “a native part of SGE.”
We’ll look at what SGE means for advertisers and marketers of all sizes and how Google will deliver on its promises.
What is Google Search Generative Experience (SGE)?
SGE, an experimental version Google’s search engine, uses artificial intelligence (AI) to provide contextual answers to questions.
SGE utilizes AI in three different ways to improve the search experience.
- AI snapshot Creates a unique summary of some long queries
- Conversational Mode: Answers questions in the context of your original search.
- Vertical Experiences: Provides more details about products and a list of preferred features in commercial search
Next, we’ll dig a bit deeper into each piece.
What is Google’s Search Generative Experience (SGE)?
All of these features were designed to not only help users find answers more quickly, but also to encourage them to explore online content.
AI Snapshot
Google will quickly provide a reliable article that states 1.5 million visitors to Bryce Canyon National Park every year. Ask Google if Bryce Canyon National Park or Arches National Park would be better for a family with a young child and a dog and it will give you a list of articles that answer parts of your question.
SGE draws information from multiple sources to create a unique answer to your multi-angle question. Google calls it a screenshot.
The snapshot was designed to provide a quick answer to long-tail queries, such as “what is the best restaurant near the Empire State Building for a family that has peanut allergies and doesn’t require a long waiting time?”
SGE’s goal is not to simply answer your question. Google states that its focus is on bringing attention to web-based content. Google says that it will continue to send valuable traffic to websites across the web as we integrate generative AI in Search.
Google’s strategy to keep clicks coming is to place three prominent links on the right side of each image. The thumbnails will draw the viewer’s attention.
Google calls this icon the “bear’s claw” and it’s located just above the featured links. The snapshot will expand when you click it, revealing all the sentences that were used to create the image.
Trust is a benefit of such transparency. Each sentence is backed up by a third party. That’s important since other AI tools like Bard don’t have the best reputation for accuracy.
SGE may decide to not provide a snapshot at times. For example, if it does not have enough information or if the question is sensitive (YMYL –Your Money, Your Life) you will likely see no AI answer.
The bottom-line: Search Engine Optimization is a new search experience. A changing SERP may affect your ranking, traffic and advertising cost.
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Conversational mode
Google searches do not always end with the first query. SGE’s Conversational Mode is designed to allow users to ask follow-up queries while still maintaining the context of their search.
You can enter conversation mode by tapping on “ask for a follow up” or any of the suggested steps below the snapshot.
Kathy Edwards , Google’s , recently demonstrated at Google I/O. Edwards searched “why do whales sing” and then typed “plush toys for kids under 40 dollars.”
Google would not have known that she was looking for whale stuffed toys if it had just done a normal search. SGE’s AI knew the task because it had context from past searches. Edwards was able to see a list of stores that sell plush whale toys a few minutes after asking.
The bottom-line: That product links appeared in the middle of a conversational search indicates that businesses have a huge opportunity. You could get more qualified traffic if you optimize the content for these searches. How can you achieve this? Barry Schwartz writes on Search Engine Land that Google prioritizes “high-quality sources” for now. He writes that “Google uses many of the indicators Google have had in place since decades to understand quality information.” It is important to create content that aligns your website with E-EAT.
You’ll have to adjust your paid campaigns for these conversational searches. Mark Irvine, Director Paid Media of SearchLab said that these long-tail searches will naturally lead you to use phrase keywords and broad matching keywords in your account more actively to capture these new searches.
These long-tail search terms will likely explode in the coming years.
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Vertical Experiences
SGE is also reshaping vertical searches like shopping and finding local businesses–especially when those queries have multiple angles to them. Here’s where things start to get interesting for online businesses who advertise and sell.
Here’s an illustration. You have decided to cycle to work instead of driving. You need a bike that can handle your hilly, five-mile commute. SGE searches 38 million products from Google Shopping Graph and returns this result.
SGE also generates a summary of information, similar to the vacation search. It’s an overview of the aspects to consider when buying a new bike. You can refine your search by asking a question to see if there are any red bikes that meet the criteria.
SGE creates a list based on the fact that this is a commercial search. Each option has a description generated by AI, along with reviews, a price, and a thumbnail. You’ll get a bigger image, as well as information about the stores that sell it, including their prices and if they stock it.
The bottom line:Shopping recommendations are not new to Google. It will be fascinating to see how these suggestions are integrated into the AI snapshot.
Mark said that Google has made it clear to retailers that performance max, and shopping feeds play a major role in the new search experience. Mark said that other advertisers should prepare for visual searches sooner than later by using image extension in their ads.
What does Google’s Search Generative Experience Mean for Businesses?
Google stated that they will continue to test and improve the SGE experience. This means more changes are likely.
Here are some immediate implications of SGE on businesses.
New place to display ads
Google’s only comment on ad placement in SGE is that it will “continue to appear in dedicated slots throughout the page.” However, we do get a glimpse at a commercial query result. Ads are placed across the top of the page, before the AI-generated snapshot.
Google has labeled these links “Sponsored” to ensure transparency.
Advertisers are not able to opt out of these ads because they are from an existing campaign.
But there is no way to measure them
The tracking is also somewhat of a mystery at the moment. You can’t choose to have your ads appear in SGE results. You can’t separate SGE SERPs from regular searches to see the performance of ads. All data will be grouped together.
Loss of organic traffic
The new interface could throttle organic traffic if it prioritizes AI-generated responses. The AI snapshot takes up most of the mobile screen and forces users to scroll in order to view the 10 familiar blue links.
We don’t yet know how many clicks the source links will get. There are still no details on how these new features will be ranked.
Google’s SGE is designed to do “heavy lifting” on behalf of searchers. However, some fear that users may not click through to the original websites, but instead rely solely on the results compiled from various sources.
Alex Kantrowitz writes for CMSWire.
AI-qualified traffic
We see a potential for greater conversion rates, both for SEO and paid traffic. When a shopper can refine and learn about their search before they click, they will likely have a greater intent to buy by the time they arrive at your website. SGE is a kind of sales bot in this case. It helps shoppers qualify before they enter a store.
Google has said that they will monitor the impact of SGE on ad traffic, and adapt as necessary. Alphabet earns 80% its revenue from search ads. It’s safe to assume that they will ensure advertisers’ success.
What can you prepare for SGE in advance?
For now, the best thing you can do is sign up for Search Labs and opt in to the waitlist for SGE. If you notice a drastic change in the results of a campaign, then you can check to see if a Keyword is getting SGE treatment. Stay tuned to WordStream’s blog and Newsletter. We’ll keep you informed as Google’s SGE evolves.
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