In this article, we will delve into the evolving landscape of Google’s Search Generative Experience (SGE) and its potential impact on marketing in 2024. Google’s focus on enhancing search with AI has been evident through various developments, including faster response times and new ad formats. We’ll explore the implications of these changes, AI-powered search trends, SGE in SERPs, and its potential influence on organic traffic.
The Evolution of Google's Search Generative Experience
Initially, the Google Search Generative Experience (SGE) was an experiment in Google Labs with an expected end date in December 2023. However, recent changes in the Google Labs website have left us wondering about the future of SGE. What does this mean for the world of generative AI in search?
Consumers have shown a keen interest in AI-powered search, with surveys revealing that AI-powered search is among the most sought-after AI products. This interest extends to AI-powered smart assistants, shopping recommendations, and ads, highlighting the importance of AI in modern search experiences.
Trust in AI-Powered Search
Another crucial aspect is the level of trust users have in AI-powered search results. Surveys indicate that over 25% of users trust AI-powered search results, recommended brands, and ad relevancy. Notably, nearly a third of AI-powered search users believe that the results are factual, emphasizing the role of trust in the AI search ecosystem.
Will Users Switch to AI-Powered Search?
A significant statistic from surveys is that 29% of adults are willing to switch to AI-powered search, showcasing the potential for a shift in user behavior towards experiences similar to Google SGE.
Google's Prioritization of AI in Search
During a Q2 earnings call, Google CEO Sundar Pichai emphasized the importance of generative AI in search, positioning it as one of Google’s top priorities. SGE, powered by generative AI, aims to provide a more natural and intuitive search experience. User feedback has been positive, with SGE helping users explore topics, weigh factors, and make informed decisions.
Google is committed to increasing the speed of AI responses in search, with a focus on serving efficiency and faster response times. Additionally, Google recognizes the importance of ads in this new search experience, with ongoing testing and evolution of ad placements and formats.
Expanding Availability and Enhancing Organic Traffic
Google’s efforts include expanding the availability of SGE to new markets and languages. As they add features and expand, they aim to support a healthy, open web ecosystem and prioritize approaches that add value for users and publishers. Generative AI applied to search offers the potential to serve a wider range of information needs and answer diverse questions, contributing to content discovery.
Positive Response to Ads in AI-Powered Search
The response to ads in AI-powered search has been positive, as they provide valuable options for users to take action and connect with businesses. Advertisers can expect native ad formats customized to each step of the search journey, leveraging generative AI to create relevant and high-quality ads.
Generative AI in the Workplace
A report from McKinsey & Company highlights that over 20% of people use generative AI tools regularly, indicating the growing acceptance and utilization of AI in various domains, including the workplace.
Google's Data Advantage in Search
Google’s vast dataset gives it a significant advantage in search. With data from over 90% of broad search queries and interactions with billions of consumers globally, Google is well-positioned to maintain its leadership role in search, surpassing its competitors.
Gemini and SGE Performance
Google introduced Gemini, a family of large language models (LLMs), which has been instrumental in improving SGE’s performance. Experiments with Gemini have enhanced response speed and introduced features like Gemini Pro in SGE’s companion, Bard.
Local SEO Impact
An analysis of Google SGE by BrightEdge revealed its impact on local SEO, with over one-third of SGE results including local packs. Additionally, we can see various content formats presented in SGE responses, highlighting the diverse ways users interact with this AI-powered search.
Gemini and Competition
While Google’s Gemini offers significant advancements, it faces competition from OpenAI’s GPT-4, considered the highest bar in the industry. Despite this, Google’s AI advancements, leveraging advanced hardware like TPUs and GPUs, position it well to compete and continue improving.
Google DeepMind's Role
Google DeepMind plays a vital role in advancing AI, emphasizing the use of large language models (LLMs) to elevate search. LLMs help organize information effectively and enable more conversational and interactive search experiences, transforming the role of search engines.
Concerns Over Copyright and Organic Traffic
As Google SGE evolves, concerns have arisen over copyright issues, with instances where content from publishers is used in SGE responses without further research. These concerns have led to legal actions, including class action complaints.
The Verdict: SGE Is Here To Stay
Despite concerns, the demand for generative AI tools and AI-powered search, coupled with monetization potential via Google Ads, makes it likely that SGE will continue to be a part of Google search results. This underscores the importance of securing the top spot in organic search.
Marketing Strategies for Google SGE and Generative AI Search
With the evolving landscape of AI-powered search, marketers need to adapt to new trends. Strategies include:
- Shifting towards more long-tail and conversational keywords.
- Learning from AI search assistants and observing how questions transform into search queries.
- Monitoring keywords for changes in intent and considering question-based and conversational phrases.
- Diversifying content types to improve visibility.
- Creating “Helpful Content” that satisfies E-A-T (Expertise, Authoritativeness, Trustworthiness).
- Using proper markup schema on text, image, and video content.
- Including citations and links to original sources.
- Preparing for potential loss of organic search traffic with zero-click answers.
- Continuously monitoring analytics and the evolution of SERPs for top search terms.
Most importantly, marketers should experiment with Google SGE and AI in search, testing its impact on their brand, products, and customer engagement.
In conclusion, Google’s Search Generative Experience is poised to have a significant influence on search and marketing in 2024. Its evolving capabilities and impact on user behavior and content discovery highlight the need for marketers to adapt and experiment with AI-powered search to stay ahead in the digital landscape.
