What does Google’s new search generative experience mean for businesses?

After Google launches its search generative feature, one thing becomes evident: The nature of content that attracts website traffic will undergo a significant transformation. 

Conventional and simple subjects such as “Top things to do in the Sunshine Coast” may no longer be as effective in driving traffic to your site. Instead, users will discover answers to such queries directly on Google, courtesy of the generative AI snapshot.

What is Google’s new search generative experience?

Google is introducing a feature called “SGE while browsing.” This feature utilises generative AI to help users navigate complex web content more efficiently. When visiting certain web pages, users can tap to view AI-generated key points of an article, complete with links to relevant sections, making it easier to find specific information. 

Additionally, an “explore on page” option provides related questions and allows users to dive deeper into the content. This feature is intended to assist users in learning new topics, researching, and more, focusing on freely available web articles. 

Whilst that all sounds great – how does this affect businesses and their traffic? Their new feature allows users, like your potential clients, to discover responses to such inquiries directly on Google through the generative AI snapshot. This raises concerns: If generative AI renders some of your content obsolete, what might be the implications for your website’s traffic and lead generation in a post-SGE era? In simple terms – you could have less traffic to your website. 

So the question is, how do we provide content that Google will send traffic to? Quite simply, do what AI can’t. 

1 . Write ‘personality driven content’

Whilst AI is pretty amazing, it’s still a robot at the end of the day. So what does it lack? Personality, perspective and the ability to provide thought-provoking content. This is where a business when writing your content, lean into content that only you could provide. Give examples, ask thought provoking concepts, provide valuable lessons and insight. 

2 . The rise of ‘first person’

Again AI is great… but it lacks the ability to provide firsthand viewpoints. So how do businesses do this?  As writers and content creators, we need to immerse ourselves in the subject that we are writing about and touch on our own personal exploration. 

3 . Follow EEAT Guidelines

This is Google’s Search Quality Evaluator Rating Guidelines: E-E-A-T, which represents Experience, Expertise, Authority, and Trustworthiness. What does this mean? It means that these essential elements are what Google uses to determine the ranking of your content on their search engine. (Remember you want to be number 1!)

Now breaking the guidelines down and what you can do as a business to follow them. 

Experience

The first-hand experience of the creator is considered here. This can be determined by the perceived significant amount of effort, originality, and talent or skill to create the content. So be original, be thought provoking, provide examples and don’t be afraid to talk in the first person. 

Expertise

This comes down to Google perceiving the ‘expertise of the creator.’ This is where providing credentials of the author, using ‘in my expert opinion’ and delving into your company’s qualifications can enhance the perceived expertise recognised by both search engines and users. 

Authority

This is determined via the authoritativeness of the creator, the main content itself and the website. So how do we gain authority? Backlinks are still just as important as ever – so building them is a must!

Trustworthiness

This is judged to the extent to which the page is accurate, honest, safe, and reliable. Look if you don’t have a harmful website, are not providing spam or are not giving unsolicited medical advice – you should be fine. But we could always appear more trustworthy, right? We recommend incorporating social validation or testimonials directly onto the page. This practice contributes to the establishment of credibility and trustworthiness in which Google rates your content. 

The introduction of SGE will transform how users search for and discover information. Consequently, as SGE becomes available, it becomes imperative for your SEO and content strategy to be ready to make adjustments to your old content and consider the new type of content you can create in alignment with Google’s ranking process.