SGE & The Future of Search for Publishers

by Kapwom Dingis

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SGE & The Future of Search for Publishers Kapwom Dingis SEMETRICAL Speakerdeck.com/kapwomd @Kapwom85

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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

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What is SGE?

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…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

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5 SGE - Summary I Expected release date: Q2 - Q3 2024 Possibly to be announced at Google I/O 14th of May 2024

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SGE - Summary II AI Powered Overview Quick overview / summary on a topic (from multiple sources)

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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

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8 Google Testing SGE Designs Snapshot of how SGE previously looked

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9 Accessing SGE SGE is now available in in 120 countries UK Users — Access via VPN until recently Google Labs signup

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Why SGE is a Game Changer? 10

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SGE - A Game Changer “Search traﬃc clicks could decline as much as 30%”

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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)...”

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Key SGE Challenges

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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

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15 15 Legal Concerns

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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)

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17 Process for ranking in SGE Hints from looking at results and identifying patterns = Volatile state means product released could be completely diﬀerent.

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18 No SGE performance tracking Only manual checks of what’s currently appearing - not currently scalable

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19 Paid Ads / Monetization

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SGE - Insights & Trends

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22 Spike in eCommerce Queries Products are prominently displayed in the AI overview Unique images - increased importance for conversions

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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

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24 Things are always changing- keeping up to date is key Everchanging SGE Landscape

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SGE - Actions to take

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Ensure content is “helpful” to users Depth of knowledge and ﬁrst hand experience Give opinion diﬀerent from other websites Google Helpful Content Documentation: LINK

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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

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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

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29 Use the power of digital PR to build your brand Trusted brand = Improved E-E-A-T Build Your Brand

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Include attractive images/media Images will be part of SGE The right image/video can improve CTR signiﬁcantly

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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.

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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

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33 Pay attention to what’s happening Run some tests for priority queries ● Any competitor patterns? ● Can you improve your site/content/UX?

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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

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