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20.11.2023 Search Engine Land

Preparing for Google SGE: Essential guide for marketers

Uncover insights and actionable tips on how to adapt and thrive in the dynamic landscape of AI-driven search experiences. The post Preparing for Google SGE: Essential guide for marketers appeared first on Search Engine Land. - After months of seeing Google’s Search Generative Experience (SGE) in action, it’s not the digital marketer’s apocalypse many thought it would be. Despite some hiccups, it has presented several opportunities for those who have gained a deeper understanding of the experiences SGE seeks to provide users – giving perfect answers right on SERPs. Here’s how marketers should prepare for Google’s SGE. Understanding Google SGE SGE is Google’s AI-driven initiative to provide personalized and conversational answers to user search queries. Google’s Search Generative Experience uses natural language processing (NLP) capabilities to understand complex topics and detailed search queries better.  But what does this mean? Simply put, imagine asking your friend about their favorite restaurant – you’d expect them to give its name and share details like location, ambiance, best dishes, etc., right?  That’s exactly how Google aims at answering through SGE – providing complete information without needing follow-up questions. The dawn of Google’s Search Generative Experience, or SGE, marks a significant shift in how users interact with search engine results pages (SERPs). This new paradigm leverages generative AI to provide personalized answers to user queries.  A key aspect differentiating SGE from traditional Google search is its focus on conversational queries and featured snippets. These are more likely to appear as AI-generated text rather than typical web content and may increase the time users spend on SERPs. In the past, position zero (the featured snippet) was a snippet of information from the website Google deemed to offer the best information on the topic. With SGE, Google’s AI parses different sites to develop a single comprehensive answer to a search query.  Unlike the featured snippet, this answer has links to the articles the AI engine pulled from to generate the SGE snapshot. Contrary to popular belief, this means SGE won’t steal your traffic. If anything, it’s giving publishers more ranking opportunities.  So, instead of anticipating a drop in website traffic, marketers and content creators should look for ways to increase it by leveraging the ranking opportunities presented by Google’s generative AI. However, SGE is still experimental, so this may change. SEO experts agree that the change to SERPs has an intriguing result – users will spend more time on search result pages thanks to SGE.  The reasoning?  It provides comprehensive responses akin to a real human conversation. Get the daily newsletter search marketers rely on. “> “> “> Processing…Please wait. SUBSCRIBE See terms. function getCookie(cname) { let name = cname + "="; let decodedCookie = decodeURIComponent(document.cookie); let ca = decodedCookie.split(';'); for(let i = 0; i

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