What is SGE? What is the difference between SGE and SEO? Should we say goodbye to website SEO with the advent of SGE? Is the website SEO process going to change after this? How can the SEO specialist optimize the website based on SGE?

In this article, we will answer all these questions.

What is SGE?

SGE or Search Generative Experience is a new way to search the Internet. In this method, by searching for a phrase, instead of facing a list of websites, the user receives the answer directly from Google’s artificial intelligence.

In other words, Google’s SGE produces answers to users’ questions using artificial intelligence. SGE results are not only textual, but AI also uses images to respond to the user.

One of the interesting and useful features of SGE is that it allows users to have a continuous and natural conversational interaction with the search engine. Google artificial intelligence can answer consecutive questions related to a specific topic.

For example, suppose you want to know which is the strongest bone in the human body. Google’s artificial intelligence examines the content of all the websites that have discussed this topic and generates the user’s response from them. The answer generated by artificial intelligence is displayed at the top of the search results in a section called AI Spotlight. In this section, the user can talk to the artificial intelligence about that topic, and the user can ask the artificial intelligence questions related to that topic. The list of websites is placed after this section.

SGE, an alarm for SEO

Google’s SGE is probably the most significant change seen in the world of search to date. Google has always said that its only goal is to respond to user needs. In other words, Google wants users to get the highest quality search results in the shortest possible time.

With the appearance of AI Spotlight on the search results page (SERP), a lot of space is taken up on the page, which makes Google’s organic and even paid (Ads) results placed below this section. In this case, the probability of users clicking on the website link decreases. Because Google’s artificial intelligence has answered users’ questions and users no longer need to click on website links. This causes website traffic to decrease significantly.

“In such a situation, even if you rank 1 in Google, your website traffic will drop.”

However, as mentioned, in the text it produces for the user, Google uses high-quality content from authentic pages and links to those pages so that the user can click on it to read more.

Will SGE completely change the Google results page?

Maybe you have the question that if Google is going to generate the answers to the users’ questions, what is the need to display the list of websites in the SERP?

Google will most likely not remove the links in the search engine. The reason is very simple: money!

Google has a very high income from Google Ads. And for that reason, he never wants to eliminate one of his big sources of income. As a result, the search results page displays the list of websites as before, but a little lower and after the AI ​​spotlight section.

How does SGE work? (a closer look)

SGE is still a part of Google Labs, that is, it is in the early stages of development and has only been activated in a few countries, and has not yet been fully released to the public.

As mentioned, Google’s artificial intelligence examines the top content on the search results page (SERP) and based on that, produces a specific answer to the user’s question. The user can click the “Show more” button to expand that section and ask the AI ​​more questions.

Another very important thing is the search term. SGE comes into action when the user has asked his question completely. For example, if a user searches for the term “jungle park”, artificial intelligence does not understand what the user means by searching for this term and what exactly he is looking for. But if the user says “Which is the best forest park in the north in spring?” search, the artificial intelligence will understand what the user is looking for and generate the appropriate answer for this question in particular.

Weaknesses of SGE

SGE also has its weaknesses. One of these weaknesses is that Google’s artificial intelligence, like artificial intelligence such as ChatGPT that has been introduced to date, may produce false or unreal information. This misinformation sometimes causes problems when the user’s question is about medical or financial issues (YLYM).

Another weakness of SGE is that the AI ​​may use invalid sources to respond to the user.

Also, with SGE enabled for all users in the world, it is not possible to disable it.

With the advent of SGE, what will happen to SEO?

SGE significantly reduces organic site traffic, click-through rates, and conversion rates. However, there are ways that SGE can be used for the benefit of website SEO, which we will explain below.

The SEO expert should plan the SEO strategy and create website content in such a way that Google’s artificial intelligence uses the content of that website to generate answers to the user’s questions.

But how can this be done?

Effective techniques for ranking in SGE

1. Attention to the user’s intention (User Intent)

Since Google’s artificial intelligence approach is the exact answer to the user’s needs, it is necessary to consider the user’s intention in creating website content and try to answer the user’s question at the very beginning of the content. The more the website content is optimized for the user’s intent, the more likely Google’s artificial intelligence will use that content.

2. Generating relevant and useful content

SGE uses relevant and useful content in the top results to generate its answers. Therefore, you need to optimize your site content so that it ranks among the top Google results.

3. Using structured data

Structured data helps AI models to obtain accurate and useful information about the brand and website content.

Structured data is the type of information that is placed in the website code so that search engines like Google can easily read and understand it. This data can include information such as price, inventory, rating, and other product details.

For example, if you use structured data for website products, Google can extract the following information from the website:

  • Price: product price,
  • Inventory: inventory of products,
  • Rating: Product rating by customers.

The use of this type of data helps Google to better understand the content of the page and use it in SGE.

4. Optimize content for longer and more specific phrases

Long tail keywords are generally more accurate than one-word or two-word keywords. These words clearly express the purpose and intention of the user to search, and at the same time, they have less competition, so the chances of ranking in these words and attracting users are very high.

Many SEO experts think that keywords only mean single-part words or eventually two-word phrases. While phrases that express the user’s needs in detail, Google has a much higher value.

5. Using high-quality images and video on pages

Using visual elements such as images, infographics, and video is one of the most powerful strategies for ranking website pages.

Although SGE is only active in the text search section of Google and the image and video search section has not changed, as a result, with the help of attractive and high-quality images and videos, you can still attract high organic traffic and compensate for the drop in site traffic caused by the presence of SGE.

6. E-E-A-T signal

E-E-A-T stands for Experience, Expertise, Authority, and Trust and is one of the SGE ranking factors. Of course, these signals do not directly affect the ranking, but considering the purpose of Google’s Helpful content algorithm (which is the SGE ranking factor), improving E-E-A-T can play an important role in increasing the credibility and quality of content.

 

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