They say if you don’t innovate, you stagnate.
Google, a pioneer in search engine technology for over two decades, has once again pushed the boundaries of innovation by integrating generative AI into its search algorithm, likely as a direct response to the threat of AI tools like ChatGPT to their market share. Google’s new technology goes beyond traditional keyword-based search results, providing users with more comprehensive and contextually relevant information.
What is generative AI?
Generative AI is a broad term used to describe any artificial intelligence that generates text, images, and other content from data it’s trained on. Breakthroughs in generative AI have opened doors to new opportunities, sparking innovation across various industries and inspiring creative exploration.
At Google’s IO conference in May, the search giant launched its Search Generative Experience (SGE) with the aim of enhancing search results for users by providing more comprehensive answers, exploring diverse perspectives and encouraging follow-up questions. The result? A more engaging search engine results page (SERP).
How will Google’s Search Generative Experience affect small businesses?
Google is slowly rolling out SGE to users, but already we’re starting to see how this could affect businesses that rely heavily on featuring at the top of Google.
With the new layout of search results, organic listings will be pushed below the fold, likely reducing the number of clicks to your website. Even if your business gets featured in the SGE results, it may not result in the click-through you usually receive when featured at the top.
With the changing search experience potentially impacting organic visibility on search engine results pages (SERPs), businesses must reduce their reliance on organic search traffic and focus on cultivating a loyal, returning audience through an integrated marketing strategy. Aim to be searched for, not just found.
But you shouldn’t give up on Google. There are many ways you can leverage this new search experience to increase your visibility online.
Lean into your experience and expertise
One of the most exciting additions to Google’s search experience is the Perspectives feature which shows images, videos and written content sourced directly from real individuals and content creators who actively engage on discussion boards, Q&A sites, and various social media platforms. Business owners should leverage their unique experience and expertise to create interesting content that stands out. Gone are the days of generic, high-level content – it’s time to embrace your distinctive voice and share content that truly showcases your expertise.
Encourage user-generated content
Because Google will show more authentic, real-world perspectives in the new search experience, user-generated content (UGC) will be extremely valuable for businesses. To tap into this potential, you should actively encourage UGC and make it easy for customers to do so. By empowering customers to become content creators, you can capitalise on their SERP appearances and boost your business’s visibility on Google.
Embrace conversational content
SGE revolutionises the search experience by enabling users to ask follow-up questions and engage in dynamic conversational interactions. To make the most of this interactive search experience, you should address common follow-up queries and integrate conversational language into your content by creating dedicated FAQ sections that anticipate and answer the natural progression of user queries.
From a business perspective, Google’s new search experience presents new and exciting opportunities to reach and engage with customers. The most important thing you can do to prepare is to learn to adapt.
