How Google’s SGE Will Impact Content Marketing & SEO

With the introduction of AI, comes Google’s Search Generative Experience (SGE), an innovation in the search engine experience. What does it look like? How does it work? And most importantly, how will it affect your business rankings on Google? Digital marketers are busy preparing for what lies ahead and the impact it will have on content marketing and SEO

What is Google SGE?

Google Search Generative Experience (SGE) introduces a fresh, new take on search results. It’s an innovative way to search that uses generative artificial intelligence (AI) to present users with concise and informative summaries of the topics they’re searching. The results are shown directly on the search results page, as opposed to having to click through different pages.

This could be a better way to help users:

  • Get answers faster
  • Explore topic overviews
  • Condense key takeaways
  • Access how-to instructions
  • Ask more complex questions

For example, imagine you’re searching for fun family crafts; SGE would show you a list of curated suggestions sourced from multiple sites right at the top of the search results, rather than directing you to different sites with ideas. The sources for the different sites are still listed to the right of the results. 

It’s like a snapshot of the most relevant answers to your query without having to dig through a long list of sources.

What does this mean for digital and content marketers? 

Original & Trustworthy Content Stands Out

We already know that content that’s unique and provides real value helps you rank higher. But with SGE, it’s going to be even more important to create content that offers your audience exceptional value. Human content creators have the edge here because AI is known for producing content that’s rather generic and surface-level. It doesn’t have the depth of human-created content.

Unfortunately, organic search competition will be even fiercer than it already is, as SGE provides less space for organic results and they’re below paid and AI-powered summaries. This means that content creators will have to dive deep into understanding audience search intent to develop meaningful pieces that people want to click on. 

Content creators should also get prepared to:

  • Go beyond keyword optimization
  • Prioritize first-party sources
  • Utilize subject matter experts
  • Optimize content for AI algorithms 
  • Deliver unique, non-generic & accurate information

Search Queries Will Be Conversational

If you ever learned to properly search Google, you know what you type and how it really matters. Using various terms like “and” as opposed to “or” will present you with very different results. Weeding out unnecessary terms to get more specific results based on relevant key terms. With SGE, this is all about to change.

Using SGE, searchers will be able to type exactly what they want to find out. It will become more of a conversation with Google search where they can essentially write exactly what they’re looking for. Plus, the user can ask as many follow up questions as they want to get more specific answers/results. 

For instance, you would no longer need to type “HVAC providers heat pump installation in Oakville.” Instead, you might say something like, “I need a heat pump installation specialist near me.” You could even add more context with details about price ranges and quality ratings. For digital marketers, this will mean shifting their content to be more supportive of virtual conversation

Diversified Content is Key

Another way Google’s SGE will change the digital and content marketing landscape is by favouring diversified content. Sticking to one content format may not bode well. AI algorithms pull results from various formats, so brands with diversified content are more likely to appear in search results.

That means marketers will need to create a variety of content to increase their presence in search results. Creating blog posts, videos, case studies, podcasts, and infographics will enrich a brand’s content portfolio, as it caters to different audience preferences. 

Preparing for the Evolution of Search: Navigating the Impact of SGE on Content Marketing & SEO

With the advent of AI-driven content and search engine algorithms, the landscape of digital marketing is undergoing a significant transformation. It’s not a matter of if marketers will adjust to this new era, but rather when and how. As Google continues to refine the technology behind its newest search experience, marketers must prioritize enhancing content quality and diversity to stay competitive in an ever-evolving online environment.

iDIG is ahead of the game, already experimenting with different content types, keyword optimization techniques, and raising the bar on the quality of content. As a 20-year old digital marketing company, we’ve been through our share of search engine evolutions, so whatever comes of this new search engine experience, rest assured we’re planning and preparing.

Discuss your content and SEO strategy with us! 

Give us a call or fill out our contact form.

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iDIG is a full-service digital agency that generates meaningful website traffic and drives high-value leads to your organization. By optimizing organic content with paid advertising, our custom methodology is adapted to meet your requirements and exceed your objectives.

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