Google’s SGE: Risks, Rewards, and Strategies for Brand Websites

The rollout of Google’s Search Generative Experience (SGE) is set to bring significant changes to how brands and experts manage their websites and rankings on Google.

Search Generative Experience (SGE)

Google’s Search Generative Experience (SGE) is an AI-driven feature designed to enhance search results by providing more personalized, context-aware, and interactive responses directly within the search engine results pages (SERPs).

It aims to understand user queries more deeply, considering context, intent, and even emotions, to deliver more relevant and comprehensive search results. This feature is particularly beneficial for eCommerce businesses, as it can produce more relevant results, generate up-to-date information, and increase website traffic. Here are the potential risks, rewards, and recommended actions for brands:

What are potential Risks for Brands?

Decrease in Organic Traffic

SGE’s AI-generated answers may reduce the need for users to click through to websites, leading to a potential drop in organic traffic. Similar to the impact of Position Zero and Answer Boxes, users might find the information they need directly on Google, bypassing the need to visit external sites.

Increased Competition for Paid Search

As brands strive to maintain visibility, the cost-per-click (CPC) for paid search ads is expected to rise, making it more expensive to achieve the same level of visibility.

Impact on SEO Strategies

Traditional SEO strategies may need to be adjusted as the prominence of AI-generated content changes the landscape of search results.

Possible Rewards your Brand can get

Enhanced User Experience

SGE aims to provide more relevant and helpful information, which can improve the overall user experience and potentially increase user satisfaction with search results.

Increased Visibility for High-Quality Content

Brands that produce high-quality, relevant content may benefit from being featured in SGE’s AI-generated answers, potentially increasing their visibility and authority.

Opportunities for Social Media Integration

SGE can surface social media content in search results, providing brands with additional avenues to reach and engage with their audience.

Recommended Actions for Brands

Optimize for SGE

Ensure that your content is high-quality, relevant, and structured in a way that makes it easy for Google’s AI to understand and use in its generative answers.

Monitor and Adapt SEO Strategies

Keep a close eye on changes in organic and paid search traffic and be ready to adapt your SEO strategies to maintain visibility.

Leverage Social Media

Utilize social media platforms to create engaging content that can be featured in SGE results, thereby increasing your brand’s reach and influence.

Invest in Paid Search

Be prepared for potential increases in CPC and consider adjusting your paid search budget to maintain visibility in a more competitive landscape.

Focus on User Intent

Create content that aligns with user intent and provides comprehensive answers to common queries, increasing the likelihood of being featured in SGE results.

By understanding these risks and rewards and taking proactive steps, brands can better navigate the changes brought by the rollout of Google’s Search Generative Experience.