SGE & The Future of Search for Publishers

Transcript

1. SGE & The Future of Search for Publishers Kapwom Dingis SEMETRICAL Speakerdeck.com/kapwomd @Kapwom85
2. 2 1. What is Google’s Search Generative Experience (SGE)? 2. Why SGE is a game changer 3. Key SGE Challenges 4. Insights & Trends from SGE 5. Actionable tips - preparing for SGE Agenda
3. What is SGE?
4. …uses artificial intelligence to generate contextual answers to complex questions. Example Search: What shoes are better for playing basketball in, the Jordan 4’s or 12’s? What is SGE? Google’s Search Generative Experience
5. 5 SGE - Summary I Expected release date: Q2 - Q3 2024 Possibly to be announced at Google I/O 14th of May 2024
6. SGE - Summary II AI Powered Overview Quick overview / summary on a topic (from multiple sources)
7. 7 What is SGE? - An AI Snapshot How SGE uses AI to enhance your search experience: • AI Snapshot • Conversational mode • Vertical experiences • Videos incorporated in results
8. 8 Google Testing SGE Designs Snapshot of how SGE previously looked
9. 9 Accessing SGE SGE is now available in in 120 countries UK Users — Access via VPN until recently Google Labs signup
10. Why SGE is a Game Changer? 10
11. SGE - A Game Changer “Search traffic clicks could decline as much as 30%”
12. 12 SGE - The Way We Search In the long-term could change how search is made. Google reported: “highest satisfaction scores among younger users (18-24 year olds)...”
13. Key SGE Challenges
14. 14 Paywall content challenge Paywall content still appearing in GenAI results Google-Extended robots.txt instructions to block Google AI tools does not include SGE results
15. 15 15 Legal Concerns
16. 16 Volatile state of SGE Recent changes: • Queries that trigger AI overview - sometimes don’t generate the AI summary • SGE response layout (final layout could still change)
17. 17 Process for ranking in SGE Hints from looking at results and identifying patterns = Volatile state means product released could be completely different.
18. 18 No SGE performance tracking Only manual checks of what’s currently appearing - not currently scalable
19. 19 Paid Ads / Monetization
20. SGE - Insights & Trends
21. More 0 click searches
22. 22 Spike in eCommerce Queries Products are prominently displayed in the AI overview Unique images - increased importance for conversions
23. 23 More media being displayed in results Images and then videos have been added to SGE GenAI results. Use of tables, charts and diagrams…etc
24. 24 Things are always changing- keeping up to date is key Everchanging SGE Landscape
25. SGE - Actions to take
26. Ensure content is “helpful” to users Depth of knowledge and first hand experience Give opinion different from other websites Google Helpful Content Documentation: LINK
27. 27 Build a strong E-E-A-T score Does Google trust your website enough to show information in SGE? • Up to date content • Author profiles and socials - showcase their experience and expertise • Ensure content/data is correct • Link to studies and data/research
28. 28 Put important words / KW early in title An engaging title is key First 1 or 2 paragraphs of content should also be engaging - consider adding statistics
29. 29 Use the power of digital PR to build your brand Trusted brand = Improved E-E-A-T Build Your Brand
30. Include attractive images/media Images will be part of SGE The right image/video can improve CTR significantly
31. 31 Optimise with the right markup Structured data or Schema Markup helps: • train search engines on quality data, • improve the accuracy of their answers, • and give you a control point to inform generative AI on your web content.
32. 32 Do a mini audit Identify top keywords: • Select 1 or 2 key topics for your website • Identify a handful of keywords to search for • Check consistency of results and identify patterns for content appearing
33. 33 Pay attention to what’s happening Run some tests for priority queries • Any competitor patterns? • Can you improve your site/content/UX?
34. 34 While SGE is currently volatile and hard to predict GOOD NEWS = A lot of the best practices for SEO performance apply Search Generative Experience
35. Thanks for your time today. Get in touch Call Us: 020 3198 9963 Email Us: kd@semetrical.com Follow Us: Facebook.com/semetrical Twitter.com/semetrical Please get in touch if you have any questions, comments or feedback.