SGE is Google’s biggest change to the search engine since it began. It’s a huge leap forward. People have grown up with Google, and it’s evolved from nothing to a noun to a verb to an everyday action. Everyone knows what Google Search looks like. Google SGE is about to change everything about Google.

Search Generative Experience uses AI to respond to user queries more intuitively, helping you find what you’re looking for faster and more easily. AI also allows you to ask follow-up questions to your initial query, letting you get closer to what you’re looking for more efficiently than before

How will it work?

When you search for a specific query such as “which trainers will help me run a faster 10k?” The user will receive a paid ad listing that’s relevant to the query. They’ll see informational content, statistics and imagery relevant to the query, that directly addresses the questions

You can then ask follow up questions such as “are they comfortable?” essentially starting a conversation. Every time you go a layer deep with the question, you will receive a new set of results most relevant to your query. No more clicking through multiple links or opening multiple tabs until you find what you are looking for.

How can brands prepare? 

To prepare for Google's Search Generative Experience (SGE), brands should focus on specificity, authoritativeness, granular answers, and video content in their content strategy. This new AI-driven feature will prioritise high-quality, informative search results before organic listings, impacting rankings and traffic. Brands can adapt by creating content that answers long-tail queries precisely, includes creative video content, and establishes authority in their niche. Additionally, optimising for images, videos, messaging, and chatbot content can enhance visibility in SGEs. As SGE evolves, businesses must be willing to experiment, measure results, and adjust strategies to align with this new search experience. By staying adaptable and prioritising user experience across various platforms like TikTok and Instagram, brands can navigate the changing SEO landscape and ensure sustained visibility and growth.

Expanding your content

It’s not enough to just describe your product any more, you’ve essentially got to think about how a conversation may play out and find all the strands that could come off your product and what users may want to know. Think of it like a decision tree for your content and how you can cover every angle of your product and category 

Optimise merchant centre

Incorporating all of the available features within the merchant centre & search console such as adding lifestyle images, videos, expanded product descriptions will help you capture those truly specific searches. Paid ads have already become more creative led through PMAX, but this will become even more prevalent with SGE. Leverage every aspect of the merchant centre to enhance your visibility.

Ad placements

Expect new ad placements to become available that we haven’t considered yet. Google would not make a change without protecting their ad business. Getting the fundamentals in place now through PMAX, consent mode and broad match will help control performance when the full roll out happens in 2024.

If you're keen to delve a little deeper, you can access Google's own SGE overview here!