AI has been behind the evolution of Google Search for a decade. So what’s new? Google’s Search Generative Experience (SGE) has been designed to transform the Search experience into something more personalised and intuitive, connecting users to ‘the best of the web.’ It was launched in March 2024 along with Google’s Core Update. Contentworks Agency works with brands to improve their content marketing, search engine ranking and brand awareness. Here’s what you should know about Google’s Search Generative Experience.
What is SGE?
Currently in the ‘experimental phase,’ SGE is a new approach to search results. It helps people find what they’re looking for in a much faster, way. With the help of generative AI, Google brings together the most helpful and relevant information for any given search, offering search topic overviews without the need to click through to any of the sites listed on the SERP itself. With more links and access to a wider range of sources, users can benefit from multiple perspectives and embark on an interactive content journey.
How Does SGE Work?
SGE uses a variety of AI-based technologies. This includes natural language processing, machine learning and deep learning. These technologies are used to process Google Search queries and deliver content like never before. Unlike a traditional search engine response, SGE understands search queries in a more nuanced and context-aware way.
- AI refers to algorithms or models that can create content, including text, images, audio and code.
- Generative AI systems run on large language models (LLMs), which are trained on vast amounts of data. Eg, an LLM called GPT-4 powers Bing and ChatGPT.
- Google uses an LLM known as the Pathways Language Model 2 (PaLM 2). This is the same technology Google uses in its other products that have adopted generative AI.
- Google’s generative AI search uses AI-based technologies, including natural language processing, machine learning, and deep learning.
- These technologies enable the search engine to understand a user’s search query, process relevant content, and formulate an appropriate response.
An Example
If a user searches for ‘best forex broker,’ for example, SGE technology is able to bring up multiple brokers with a brief summary of each. You can also venture further into your specific search by accessing content you might not have even thought of. This is because SGE prompts the user to get answers to follow-up questions. When you click on one of the suggestions, Google will present a summary of ideas without the need to access additional links or lose focus. You can also type your own follow-up question. Every result is assembled live, meaning you’ll only get the most up-to-date information going. This is particularly helpful if you want to compare results before making a decision. And with AI-based SGE technologies this is perfectly possible. And you can keep adding to your query for a fast, interactive approach to Search. Whatever you’re looking for, SGE provides easier ways to search.
What are the Benefits of SGE?
As the world’s largest search engine, Google is experimenting with AI-enhanced Search for a reason. Benefits of SGE include:
- A simple overview of complex topics. This prevents people from getting distracted by unnecessary details.
- An interactive experience. SGE takes you on a content adventure. It evolves your query where necessary and allows you to take your Search even further. As well as providing helpful follow-up questions, you can also take the content down the route of your choice.
- Fast and direct information. Users can find what they need instantly, without streaming through multiple websites. Content is presented in the most appropriate forms, be it text, imagery, video and more. Summaries are also provided depending on your needs as well as side-by-side comparisons.
Are there any downsides to SGE?
SGE is incredibly new and only available to those with a Google Account and a Chrome Browser. You have to opt in to use it currently and Google SGE displays the disclaimer, “Generative AI is experimental. Info quality may vary.’ While the technology is compatible with many languages including English, Hindi, Japanese, Spanish, Portuguese, Korean and Indonesia, inaccuracies can occur. So, for the time being it’s important to realise that SGE is a new development and might not be perfect.
SGE occupies a prime position at the top of SERPS, paid search results might be affected on a long-term basis. Ad format and placements are sure to change as Google experiments with generative AI ads. So watch this space.
How to Optimise for SGE
SGE revolves largely around summarising content. So when it comes to web content and optimising for SGE, it’s important to write high-value content that will appeal to those already interested in what you have to offer. Here are some Search Generative Experience optimisation tips.
Create Accurate, Informative Content
Search results are live so up-to-date information is necessary. Google will not present old, inaccurate or irrelevant content.
Consider Search Intent
For your content to be pulled by Google’s Search Generative Experience AI, optimise for user intent. Understand why someone might search for your content and how you can be useful. Include information that’s helpful, throw in how-to lists and step-by-step instructions where necessary which can easily be scooped up by AI tools. Look at what your competitors have done and go a step further. Google will pull the most informative snippets into its SGE responses.
Target Long-Tail Keywords
Google’s Search Generative Experience wants to match search intent directly. So the more specific your content, the better. Use long-tail keywords to show Google’s AI technologies exactly what your content is about. This is likely to have a better outcome than more common short-tail keywords.
Utilise Natural Language
SGE is designed to be conversational and interactive, so optimise your content using natural human language where possible. Instead of optimising for ‘best bakery in London’ for example, think of how people might ask this question when talking. Something like, ‘where is the best bakery in London? might get better results.
Ready to optimise your content marketing for Google’s Search Generative Experience? Our expert team can assist you with SGE and website optimisation. Book a free Zoom call with us now.