{"id":5938,"date":"2023-06-01T08:45:19","date_gmt":"2023-06-01T13:45:19","guid":{"rendered":"https:\/\/www.stratospherenetworks.com\/blog\/?p=5938"},"modified":"2023-06-01T08:45:19","modified_gmt":"2023-06-01T13:45:19","slug":"what-googles-search-generative-experience-could-mean-for-the-future-of-seo","status":"publish","type":"post","link":"https:\/\/www.stratospherenetworks.com\/blog\/what-googles-search-generative-experience-could-mean-for-the-future-of-seo\/","title":{"rendered":"What Google\u2019s Search Generative Experience could mean for the future of SEO"},"content":{"rendered":"

\"ASince OpenAI introduced ChatGPT<\/a> in November 2022, generative artificial intelligence has become a hot commodity, with all kinds of companies racing to incorporate it into their products and services. Subsequently, it\u2019s no surprise that the tech giant Google is looking to leverage the power of AI to revolutionize how we search. Last month, Search Engine Land reported<\/a> that Google was crafting an \u201call-new search engine\u201d featuring AI as part of Project Magi. This month, Google confirmed that drastic changes are in store by announcing plans to incorporate generative AI into the search engine experience.<\/p>\n

In a May 10 blog entry on the Keyword<\/a> titled, \u201cSupercharging Search with generative AI<\/a>,\u201d Google Vice President and General Manager of Search Elizabeth Reid wrote that the company was once again revamping the inner workings of their search engine.<\/p>\n

\u201cWith this powerful new technology, we can unlock entirely new types of questions you never thought Search could answer, and transform the way information is organized, to help you sort through and make sense of what\u2019s out there,\u201d Reid wrote.<\/p>\n

The new search will feature an \u201cAI-powered snapshot,\u201d offering an answer to your query at the top of the page. To the right of that snapshot, you\u2019ll find links to sources. It\u2019s similar to the featured snippets we\u2019re already accustomed to seeing in search results, except the snippet is AI-generated instead of pulled directly from a web page.<\/p>\n

Beneath the snapshot, you\u2019ll find suggested follow-up questions and next steps. Clicking on these will offer a new conversational search engine results page (SERP), and the engine will remember the context as you continue your journey from query to query.<\/p>\n

While Google\u2019s utilization of generative AI is currently only available if you sign up for the Search Generative Experience (SGE) experiment in Search Labs<\/a>, it\u2019s only a matter of time before the new technology has its public debut and dramatically changes search as we know it. If you\u2019re a marketer and\/or business leader, you\u2019re probably wondering what the updated Google experience means for you and your efforts to reach prospective clients.<\/p>\n

Keep in mind that there\u2019s no way to say for sure what the future of Google will look like. The Search Generative Experience is still experimental. As Search Engine Journal<\/a> notes, \u201cWe don\u2019t know what Google will eventually launch in the future, but this is the direction Google is thinking about now.\u201d<\/p>\n

However, while the AI and search landscapes change rapidly and nothing is set in stone, industry experts have still offered the following predictions and insights into how generative AI is changing SEO and what the SGE could mean for marketers and content writers.<\/p>\n

1. High-quality content creation will matter more than ever.<\/h2>\n

Google\u2019s AI will likely prioritize thorough and authoritative content that can be transformed into accurate and detailed snapshots, Thomas Smith, CEO of Gado Images and editor for The Generator<\/a>, predicts in a Medium article titled \u201cWhat Google\u2019s Generative AI Announcement Means for SEO<\/a>.\u201d If your site caters to E-E-A-T<\/a> (Experience, Expertise, Authoritativeness, and Trustworthiness), you\u2019ll increase your odds of showing up at the top of the page as one of the sources for the AI-crafted summary.<\/p>\n

2. The emphasis on AI-generated responses could lead to less organic traffic to links on the first page\/scroll.<\/h2>\n

On a smartphone, the AI-constructed snapshot will dominate the screen, according to the WordStream article \u201cGoogle Search Generative Experience (SGE): What AI on the SERP Means for You<\/a>.\u201d Even if you\u2019re in the No. 1 spot in the linked results listed below, that could mean a loss of visibility when people search on mobile devices.<\/p>\n

3. Targeting conversational long-tail keywords will likely help your content appear in Google\u2019s responses.<\/h2>\n

Regarding the keywords you choose to target, you might need to adjust with a more conversational style in mind. SearchLab Director of Paid Media Mark Irvine told WordStream that it would make sense to focus on phrase and broad match keywords to show up at the top of the new Google search experience.<\/p>\n

4. Sites focused on specific topics might fare better.<\/h2>\n

Because Google wants to synthesize detailed information to help searchers on a journey where context carries over to follow-up questions, authoritative sites that provide comprehensive information on many aspects of a single topic will appeal to the search engine more than those that skim the surface of various subjects, according to Smith.<\/p>\n

5. Informational content could take a harder hit in terms of traffic than material that targets navigational and transactional keywords.<\/h2>\n

In a comment on a LinkedIn post about Google\u2019s SGE<\/a>, Shopify Chief Growth Officer Luc Levesque predicted that people posing informational queries will get their answers directly from the SERP, meaning a drop in organic traffic for the sites linked on the page. Graphite CEO Ethan Smith, the author of the original LinkedIn post, replied in agreement but added that this drop-off probably won\u2019t be as severe for \u201cinformational queries that are complex, high stakes, and benefit from personal experience.\u201d<\/p>\n

Ultimately, only time will tell how generative AI and Google\u2019s SGE will affect SEO. If you\u2019d like to learn more about how to improve your SEO strategy and offer better customer experiences online and beyond, don\u2019t hesitate to reach out to our team. We have experience assisting businesses across various industries with search engine marketing and optimization.<\/p>\n

Connect with us today by calling 877-599-3999 or emailing sales@stratospherenetworks.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Since OpenAI introduced ChatGPT in November 2022, generative artificial intelligence has become a hot commodity, with all kinds of companies racing to incorporate it into their products and services. Subsequently, it\u2019s no surprise that the tech giant Google is looking … Read more ><\/span><\/a><\/p>\n","protected":false},"author":11,"featured_media":5939,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[373],"tags":[],"class_list":["post-5938","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cmo-insights"],"yoast_head":"How Google\u2019s Search Generative Experience could change SEO<\/title>\n<meta name=\"description\" content=\"Google plans to incorporate generative AI into search. 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