The introduction of Generative Search Experience (SGE) elements by Google is expected to have a significant impact on the Search Engine Results Pages (SERPs), how users engage with the results, and the way automotive SEO is managed.
Here are some examples of how these changes may develop and their potential impact. This is also a great example of how Dealer Teamwork’s dynamic model-specific landing pages work within Google’s new SGE.
Preparing for Success: Transitioning from SEO to Generative Experience Optimization (GEO)
- Enhanced Organic Results: The SGE aims to display the best organic results that effectively answer users’ questions and solve their problems. This means that high-quality content within landing pages will become even more crucial. Websites will need to ensure that their landing pages are accurate, up-to-date, and tailored to specific locations to match local intent. Local search will continue to be a significant portion of search activity, and Local SEO will remain a priority.
- 46% of all Google searches have local intent. These searches are for local businesses and services.
- Local searches have higher purchase intent and a higher conversion rate.
- 78% of local mobile searches result in an offline purchase.
- Local and organic searches together make up 69% of overall digital traffic.
- 42% of local searches involve clicks on the Google Map Pack.
- Better Integration with Search Campaigns: Landing pages must continue to integrate seamlessly with search campaigns to maintain the highest possible quality score and overall performance. Dealers will need to pay more attention to their paid search efforts and the content within their landing pages. This will help deliver more relevant user experiences.
- Inclusion of Google Ads: Although Google Ads are currently not part of the SGE, it is anticipated that they will eventually be incorporated into the new search results. This could involve displaying ad links, images, videos, or other formats that enhance the overall user experience. The exact format and implementation are yet to be determined.
- “Ask a Follow-up” Button: The introduction of the “Ask a follow-up” button opens up new opportunities for providing more relevant and specific content. Users can ask additional questions related to their initial query, leading to a deeper exploration of the topic. This feature has the potential to address the long-standing issue of searching through multiple SERPs for the best answer. Nobody enjoys searching Google, then having to search the SERPs. It’s time for search innovation, and it’s finally happening.
- Impact on PAA Results: It remains to be seen whether the “Ask a follow-up” button will replace the People Also Ask (PAA) section or work in conjunction with it. The additional buttons that link to pages with answers to more relevant questions could potentially complement or replace the PAA section. Google may refine its approach based on user feedback and the effectiveness of the new features.
- Generative Experience Optimization (GEO): With the introduction of SGE elements, the traditional focus on Search Engine Optimization (SEO) may transition to a new form called Generative Experience Optimization (GEO). Marketers and car dealers will need to adapt their strategies to optimize their content for the evolving search landscape and leverage the new SGE features effectively. Marketers love acronyms; I’m no different.
via GIPHY
FAQ – Generative Search Experience (SGE)
Q: What is the SGE?
A: This is Google’s latest evolution in search results using AI, building upon Autocomplete and Featured Snippets. The goal is to display the best organic results that effectively answer users’ questions and provide solutions to their problems. To access these AI results, you’ll need to select the new feature, Search Generative Experience (SGE), by clicking on the beaker icon in the top right corner on desktop, top left on mobile. Not every search triggers an AI response. The AI content only shows up when Google’s algorithms think it’s more helpful than the regular search results we’re familiar with.
Q: How does SGE differ from traditional search results?
A: SGE focuses on providing highly relevant and specific content to users. It relies on high-quality content within landing pages, ensuring accuracy, currency, and location specificity. SGE also introduces features like the “Ask a follow-up” button to provide even more relevant information and address the age-old problem of searching through multiple SERPs.
Q: Will Google Ads be included in SGE?
A: While Google Ads are not currently part of the SGE, it is anticipated that they may be incorporated into the new search results in the future. This could involve displaying ad links, images, videos, or other formats that enhance the overall user experience. The exact format and implementation are yet to be determined.
Q: How should businesses optimize their online presence for SGE?
A: To optimize for SGE, businesses should focus on Generative Search Optimization (GEO). This involves creating high-quality, accurate, and location-specific landing pages that align with users’ local intent. Integrating search campaigns with landing pages is crucial to maintaining the highest possible quality. Regularly updating content and ensuring it addresses users’ queries effectively will also contribute to better visibility in SGE.
Q: Will SGE replace the People Also Ask (PAA) section?
A: It is unclear whether the “Ask a follow-up” button will replace the People Also Ask (PAA) section or work alongside it. Google may refine its approach based on user feedback and the effectiveness of the new features. The additional buttons that link to pages with answers to more relevant questions could potentially complement or replace the PAA section.
Q: How will SGE impact search engine optimization (SEO)?
A: SGE is expected to transition the focus of SEO into Generative Search Optimization (GEO). This shift emphasizes creating content that aligns with the evolving search landscape and leverages the new SGE features. Marketers and businesses will need to adapt their strategies to optimize their online presence for the best visibility and relevance in SGE. Regular monitoring and adjustment of content based on user behavior and feedback will become crucial for success.
Have questions about Google’s Search Generative Experience? Contact Dealer Teamwork today.
