Digital marketing is about to undergo a radical change. Welcome to Google’s Search Generative Experience.
Anyone working in the world of digital marketing knows and feels the frustration of keeping up with the ever-changing Google algorithm. The latest iteration will, however, prove to be a game changer.
Google’s Search Generative Experience (SGE) will transform the delivery of search results.
SGE will provide AI-generated search results based on the searched-for information.
Now, users will be offered an overview of their intended search. This will remove the long-standing scrolling through a multitude of search results.
The impact on digital marketing is simple: Fewer clicks on content links and, worse, less visibility.
Are we entering a zero-click world?
In our opinion, SGE is a challenge for digital marketers to evolve their processes and create better content.
Fresh content must now be target-focused and more relevant and engaging.
Content will have to demonstrate authority AND be unique.
AI systems can generate content. However, it is all too often generic and more of an overview response to a question without true depth.
The Search Engine Result Page (SERPS) will deliver less space for more in-depth content, and indeed, these results will be placed after paid listings and AI-driven content.
Organic search is going to be far more competitive.
Marketers will need to embrace more research to clearly establish their target market and their audience search intent. Keyword optimisation will become a lesser focus.
Voice search and SGE will require more natural human conversational interaction. Search keywords or phrases are not conversational. They are not complete sentences and are certainly not how people speak.
There will be a major realignment of search results delivering content based on conversational ‘spoken’ searches.
Moreover, AI algorithms will obtain content results from many content formats, i.e. content posts, videos, podcasts, images, infographics, and case studies.
The time for digital marketers to act is now. Quality content is more important than ever. If you need assistance with creating quality content on a consistent basis or need help understanding these Google changes, contact the IHS Marketing team today. We’ll be happy to help.
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