How To Adapt Your SEO and Content Strategies for SGE and AI Experiences

Google's Search Generative Experience (SGE) is a new feature that integrates AI-generated content into Google's search results. It provides AI-curated summaries and allows users to ask follow-up questions directly within the search interface. SGE represents a fundamental shift in how Google responds to queries by asserting an evaluative perspective before presenting traditional search results with links.

To adapt content strategies for AI-impacted search experiences, brands should:

• Focus on SEO and website fundamentals: Ensure your website is user-friendly and meets Google's Core Web Vitals, Helpful Content, and EEAT guidelines.
• Understand new search behaviors: Analyze user intent and conversational context to create content that addresses specific queries and their broader context.
• Align content with marketing disciplines: Work closely with teams across marketing, content creation, digital strategy, brand management, and PR to create cohesive strategies.
• Optimize for trusted sources: Produce authoritative content that AI can draw from as a reliable source.
• Monitor changes in customer journey control: Be prepared for less control over the customer journey due to the prominence of trusted sources and consumer reviews.

The rollout of SGE is expected to impact every industry and content marketer. It could affect over $40 billion per year in ad revenue on Google, according to BrightEdge estimates. Brands may experience reduced traffic but higher quality and better conversion rates, as consumers are more likely to act on information provided directly by Google's AI-curated content.

To optimize content for Google's SGE, brands should:

• Optimize for trend relevance: Align category pages with current trends to increase the chance of inclusion in SGE dynamic displays.
• Incorporate product reviews: Displaying product reviews on your site can enhance credibility.
• Present clear pricing information: Use schema markup to ensure pricing details are highlighted.
• Use location-based keywords: For travel, restaurants, and local businesses, include location-specific terms in your content.
• Monitor SGE displays: Keep an eye on how SGE displays local modules and adapt your strategy accordingly.

For an AI-first future in search, brands should:

• Focus on providing the best experience: Prioritize third-party content reviews, social media presence, PR, and brand authority.
• Be aware of the competitive landscape: New entrants may disrupt market share, so stay informed and ready to adapt.
• Optimize for multiple AI search experiences: Prepare for changes in SEO thinking and optimize for the various ways AI may present search results.