The future of search is almost upon us. Google’s Search Generative Experience (SGE), which launches in the UK soon, isn’t just a new toy in the digital playground; it’s a game-changer.
You’ve probably heard the buzz about SGE, but what does it mean for you and your business? In simple terms, SGE is an advanced AI-driven search system designed to enhance how we find and interact with information online. It’s like having a super-smart assistant who finds answers to your queries and understands the context behind them.
Now, you might be thinking, ‘that’s all well and good, but what does it have to do with my business?’. Quite a lot, actually.
SGE’s introduction will shift the digital landscape, changing how your audience finds, reads and engages with your content. Understanding and adapting to these changes before SGE launches is essential.
SGE will primarily affect informational web searches – those made by people who want to learn something.
What does this look like in practice?
Imagine you’re looking to improve your SEO knowledge or fact-check something. You type in your query – ‘How does SEO work?’, or ‘Beatles albums by year’.
Instead of sifting through pages of search results, SGE will provide a concise, context-rich, AI-generated answer. That’s SGE in action.
In a business context, informational searches are mainly ‘top of funnel’. They’re essential for three reasons.
First, informational queries make up a significant proportion of searches in Google. If you want people to find your website, you must create quality content that matches informational intent and answers some of your visitors’ questions.
Second, providing helpful information, sharing your expertise and insight, and educating your audience helps to build trust – with them and with Google.
Third, informational searches attract users to your website who might not be ready to buy anything from you yet. Once on your site, you can start the process of capturing their data and nurturing a relationship with them until they’re ready to buy.
So, in the new era of SGE, informational searches will be more crucial than ever. Also, although SGE is primarily geared towards answering informational search queries, in reality, it’s answering lots more than that. Some search queries are yielding information and recommendations about specific products and services.
Now, think about your content. Is it ready to be picked up and showcased by this new AI-driven system? This is where your journey in adapting to SGE begins. The goal here is not to outsmart the AI but to work with it to ensure your content aligns with what this new platform is looking for.
It’s about providing content that isn’t just seen, but also understood and valued by both the AI and your potential customers.
With SGE, search results are about to get a lot more sophisticated. We’re moving beyond the days of keyword-stuffed articles and generic content. The AI-powered SGE is looking for relevant, authoritative and engaging content. It’s about quality over quantity.
But don’t worry, you don’t have to be a tech whizz or a seasoned wordsmith to get this right, although it will help if you know what you’re doing and understand the changes SGE will usher in, and how these could impact your business.
In this blog, we’ll look at some of the practical strategies you can implement right now to make your content SGE-ready. We’ll talk about everything from optimising for AI-generated summaries to leveraging the power of multimedia and user-generated content.
Ready to get your website content up to speed for the SGE era? Then let us show you how to ensure your business stands out in this new, AI-enhanced digital landscape.
Understanding Google SGE and its impact on content
Google’s Search Generative Experience is a bit like a master chef who knows exactly what ingredients to pick for a gourmet dish. In this case, the dish is your search results, and the ingredients are the pieces of content from across the web.
SGE uses advanced AI to find and understand relevant information, before generating content that relates to search queries in a much more nuanced way.
What does this mean for your website?
It means the bar has been raised. Your content needs to be findable, valuable, informative and contextually rich. It’s no longer about just answering a question; it’s about providing depth, insight and comprehensive understanding.
Gone are the days when a few well-placed keywords would do the trick. SGE is looking for content that speaks the language of the user’s intent. It’s about creating content that doesn’t just match keywords but aligns with the context and purpose of the search.
This shift towards AI-friendly content requires a deeper understanding of your audience and their needs.
Optimising for AI-generated summaries
AI loves clarity and structure. When writing, think about how you can make your content easily digestible for both AI and human readers:
- Get straight to the point: Start with a clear article summary to help the AI understand your content’s primary focus and context.
- Use subheadings wisely: Break your content into well-structured sections with descriptive subheadings to help readers skim through and aid the AI in grasping the key points.
Remember, the goal is to communicate, not complicate. Your writing should be clear, concise and logically structured. It doesn’t mean oversimplifying your content; it means making it accessible and easy to understand.
Why detailed content matters
In-depth, long-form content will give the AI more to work with. It’s about providing a comprehensive take on a topic that offers your audience more value. Longer content means more context, and that’s precisely what SGE’s AI is looking for.
However, longer doesn’t always mean better. The trick is to balance depth with readability.
Google’s human content raters use in-depth guidelines, called E-E-A-T, to assess how accurate the search results it recommends are. Published in 2014 and updated last year, Google’s raters use E-E-A-T to establish:
- Experience – The author (or business) has first-hand experience of the subject matter
Expertise – The author has the knowledge, credentials and experience required to give reliable information
Authoritativeness – The author’s (or business’s) overall reputation in their industry
Trust – How accurate, honest, reliable and safe the website is.
E-E-A-T doesn’t just apply to SGE. It cuts across the whole of Google. So, it’s vital that all your content – informational or otherwise – is engaging and insightful without overwhelming the reader.
However, longer doesn’t always mean better. The trick is to balance depth with readability. Make your content engaging and insightful without overwhelming the reader. Use examples, case studies and stories to illustrate your points and keep the reader engaged.
Interactive content like quizzes, polls and surveys can be a game-changer. They engage readers and provide valuable insights into their preferences and behaviours. Plus, interactive content stands out to AI as it often results in higher user engagement and longer time spent on the page. When users interact with your content, it sends positive signals to AI algorithms, indicating that your content is engaging and valuable. So, think about how you can make your content more interactive and engaging.
Incorporating various media types – videos, podcasts, infographics – can greatly enhance your content’s appeal. Not only does it cater to different user preferences, but it also makes your content more dynamic and engaging from an AI perspective.
But remember, each media type has its own SEO rules. For videos, it’s about compelling titles and descriptions; for podcasts, it’s about clear, keyword-rich summaries; and for infographics, it’s about the right balance of visual and textual information.
User-generated content, like reviews and testimonials, also add a layer of credibility and authenticity to your brand. So, encourage your customers, website visitors or social media followers to share their experiences and make it easy for them to do so. User-generated content is a goldmine for AI. It provides genuine, real-world insights into your products and services, which can significantly enhance your content’s relevance and credibility in the eyes of the AI and your potential customers.
Remember, adapting your content for SGE isn’t just about keeping up with the latest tech trends; it’s about making sure your content remains relevant, engaging and valuable in a constantly evolving digital landscape.
Key SEO considerations in the SGE era
Keywords and metadata will still play their part in the new era of SGE, but it’s not the same old song. Your keywords will need to be more contextual and aligned with the intent behind the search. It’s not just about having the right keywords; it’s about having them in the proper context.
Focus on long-tail keywords that reflect your audience’s specific needs and questions. Craft your meta titles and descriptions to be more informative and engaging. They should give a clear preview of the content’s value.
And don’t throw out your traditional SEO playbook just yet. It’s about striking a balance between the tried and tested and the new wave of SEO trends.
Continue to build quality backlinks. They’re like votes of confidence in the eyes of both AI and traditional search algorithms. Keep optimising your on-page elements like URL structure, image alt texts and internal linking.
How you structure your content can also make a huge difference in how SGE perceives and presents it. Structure your content logically. Think of it as telling a story – it should have a clear beginning, middle, and end. Use descriptive headers to break your content into digestible sections. It helps both AI and human readers to navigate through your content.
Bullet points help break down complex information into bite-sized pieces. They’re easy on the eyes and help in emphasising key points. And FAQs are great for directly addressing common queries. Plus, they align well with voice search and featured snippets.
You may already be using some of these techniques with your website content. If so, great. These basics still matter and will become even more critical when SGE arrives.
"Effective SEO in the SGE era is the key to unlocking your digital potential. The rules of engagement are evolving, and your success hinges on your ability to keep pace."
Maintaining the human touch
AI is changing the face of content creation, but let’s get something straight – it’s not a replacement for human input. The creativity, insight and emotional depth you bring to the table are irreplaceable.
AI can process information, but understanding the subtle nuances that make content truly resonate with readers is a human forte. After all, you know your audience better than any algorithm. Your insights drive content that connects and engages.
Remember, it’s not AI vs. human; it’s AI + human. The trick is to find the sweet spot where AI’s efficiency meets human creativity.
Your content shouldn’t just inform but also evoke emotions. AI can provide the data, but you bring the heart. Personal stories and unique perspectives are your secret weapons. AI can’t replicate the authenticity of personal experiences and unique viewpoints.
And your brand voice is your identity in the digital world. AI tools might help generate content, but ensuring it sounds like ‘you’ is crucial. So, if you use AI tools, regularly review AI-generated content to ensure it aligns with your brand’s tone and style. Infuse your brand’s personality into AI-generated content. It could be a characteristic turn of phrase or a consistent thematic approach.
Sometimes, you must dig deeper and go beyond what AI can generate. So, think like a journalist. Use your investigative skills to uncover facts or angles that offer more than basic information.
Do your research to ensure you fully understand what you’re writing about.
Dig deeper to see what lies beneath the surface to give your content more depth and context. Look for new or unique angles to add something to the debate rather than just recycling what’s already out there. Verify any facts or figures with links to credible sources, and use data or evidence to refute fake news or misinformation.
Critical thinking is what sets you apart from AI. While AI tools can analyse information, they can’t evaluate it logically and consider different perspectives, so use these skills to give your content the edge. When you immerse yourself in a topic, your content reflects that depth. It brings a level of detail and authenticity that AI can’t match.
And sprinkle in your personal stories or expert insights. It adds depth and relatability to your content.
Remember, in a world increasingly driven by AI, your human touch isn’t just valuable – it’s essential. It’s the difference between content that fills space and content that inspires, engages and resonates.
So, embrace AI, but never underestimate the power of your creativity, insight and humanity.
Finally, always double-check your AI-generated content for accuracy and relevance. Fine-tune it to suit your audience’s needs.
There are also some ethical considerations to keep in mind when it comes to using AI-generated content. Ensure the content remains true to your values, even when using AI. Be upfront about using AI in your content creation process. It’s about building trust with your audience.
"AI-generated content can be good, but with human oversight, it can be great."
Generative AI – production powerhouse or creative collaborator?
Generative AI is reshaping how we think about content creation. It’s a powerful force, capable of streamlining production and enhancing creativity. On one hand, generative AI is a workhorse, handling the heavy lifting of content production. On the other, it’s a muse, offering a wellspring of creative ideas and perspectives.
A fresh perspective often sparks creativity, and that’s where AI can shine. It can sift through mountains of data, identify patterns you might miss and suggest ideas that could take your content to the next level.
AI can help brainstorm, offering suggestions based on trends, data analysis and competitive insights. Sometimes, all you need is a different angle on a topic. AI can provide that, suggesting new ways to explore and present your content.
AI can also streamline content production to make content creation more efficient.
Think of all the repetitive tasks that eat up your time. That’s where AI can be a game-changer, automating the mundane and freeing you up to focus on the creative aspects of your work.
From initial research to drafting basic content structures, AI can handle these tasks, speeding up the content production process. And if you need to ramp up your content volume, AI can help produce more content consistently and efficiently.
But, while AI is intelligent, it doesn’t have your understanding of your brand, voice or audience. That’s where you come in.
Always review AI-generated content to ensure it meets your standards and maintains the essence of your brand. Use your expertise to steer AI-generated content in the right direction, aligning it with your brand goals and audience expectations.
AI-generated ideas can be brilliant, but they need your human touch to truly shine. Your input ensures that these ideas aren’t just novel but also practical, relevant and resonate with your audience.
Generative AI isn’t an either-or proposition. It’s both a production powerhouse and a creative collaborator, but it achieves its full potential only with your guidance and expertise. Embrace this powerful tool, but remember, your insight, creativity and human touch will make your content stand out in the SGE era.
So, what are the takeaways?
The imminent arrival of Google’s Search Generative Experience (SGE) in the UK signals a sea change in how people consume and value content. It’s an exciting yet challenging time. Your content strategies need to evolve to adapt to this new era.
The digital landscape is constantly changing, but many commentators have called SGE the most significant disruption to internet search in 25 years.
So, keeping yourself updated with the latest trends and technologies and trying new things is vital. Don’t be afraid to experiment with your content strategies. What works today might not work tomorrow, so be prepared to evolve.
Remember, in this new era of SGE, it’s not just about being found. It’s about being relevant, valuable and engaging. It’s about creating content that resonates with both AI and human audiences. So, embrace the change, use the tools and strategies discussed here, and keep pushing the boundaries of what’s possible with your content.
Your adaptability and willingness to learn will set you apart in this ever-evolving digital world. Keep learning, keep adapting and watch your content – and your business – thrive.
About the author
Jon Smart is our Head of Creative Content. He works with a range of QBD clients, producing engaging, SEO-friendly website and digital content to help them reach a wider audience. He does this by gaining a deep understanding of who our clients are, what they do, who their customers are and what makes them special, then helps them to tell their brand story in a way that connects with their target audiences.