In the fast-paced and ever-changing world of search marketing and SEO, Google is continuously pushing boundaries to enhance its user experience. This past year has seen major transformations in AI in digital marketing and tech, with Google seemingly at the forefront. They have now taken a dive into search marketing with the creation of Google’s Search Generative Experience (SGE).
Let’s take a look at what this generative AI tool in search marketing and SEO brings to the digital marketing table.
SGE: What is it and How Does it Work?
Google’s Search Generative Experience can be understood as the platform’s upgraded version of the traditional SERPs (search engine results pages) where it uses AI search to produce a clear and quick overview of its user’s search queries, removing the time of clicking through to individual websites.
SGE is still in the experimental stage as it only operates in 120 countries currently, and you have to opt in to use it, as it doesn’t currently work for all search queries. However, the process behind it focuses on the ease of information retrieval for their user experience, using a variety of AI-powered technologies, such as language processing and large language models, machine learning, and deep learning to understand the search query.
Key Features of Google’s Search Generative Experience
The features of Google’s SGE aim to better understand the user’s search query, process relevant content, and formulate an appropriate response by providing access to overviews users won’t need to sift through, clear instructions on how to perform tasks, quick and ready formulated answers to questions, and summarised key takeaways. It’s also possible for users to ask to follow-up questions based on the answers that are generated to get product recommendations.
How Will AI-Powered Search Affect the Search Marketing Landscape?
At Run2 we think Google’s SGE sounds like a big step in the advancement of digital marketing, however, the impacts it will have on the digital marketing landscape need to be considered.
Impact on SERPs.
It is expected that this new model of generative AI will lead to a more conversational, voice-search-dominant experience, which could impact the way SERP results are shown, causing potential challenges for advertisers and marketers running ads and ranking content on Google. It is also possible that the new summary option will remove the need to click links if information is provided without doing so, which could lead to a decrease in organic traffic. Keyword research will also likely evolve into a greater understanding of search intent rather than specific keywords, the four main types of search intent to consider are:
- Navigational Intent (a need for a specific page)
- Informational Intent (a need to learn about something)
- Commercial Intent (a need to research before purchasing)
- Transactional Intent (a need to complete a purchase)
Will it Change PPC?
Search ads are likely to become more visual and more descriptive, with the addition of a conversational mode and the creation of interactive ad copy, which for marketers, will require adapting their messaging to fit the new search landscape. PPC ads will also place more emphasis on visuals, keyword intent, ad placements, ad format testing, and increased ad space.
Image Generation.
Google’s Search Generative Experience will allow its users to generate AI images directly from the search bar, including metadata labelling and embedded watermarking, part of Google’s effort to bring state-of-the-art AI image generation to app developers.
Potential Challenges with Google’s SGE
Like any language model in the early stages of development, there is room for incorrect information to be produced with SGE, there is also an element of a lack of transparency when it comes to how AI arrives at its generated information, and it is also yet to be launched in Europe, besides being available in 7 languages and available in over 120 countries.
Google plans to see these challenges through by providing a disclaimer with information, “Generative AI is experimental. Info quality may vary.” As well as planning to expand its generative AI experience to more countries in a way that is consistent with local AI principles and regulations.
Digital Marketing Agency: How Run2 Could Help You
Understanding AI and how to correctly use it within Digital Marketing can be a game changer, especially for content creators, SEOs, and search marketing. It is a forever-changing landscape that is overwhelming to keep up to date with but with the help of a digital marketing agency, you may be able to do just that.
RUN2 is a multi-award-winning digital marketing agency in Manchester and we believe that keeping ahead of the curve and grasping new technologies by the horns, is the best way to ensure not only we, but our clients businesses can thrive in this fast paced environment. Get in touch with our expert digital marketing agency today and see how we can level up your business.