In an interview with DAC Group’s Thom Lodge, the existential problem facing those who want search users to visit their websites is discussed. Last year, Google launched Search Labs, a program for experimenting and providing feedback on Google search experiences. One tool gaining attention due to the popularity of GPTs is Search Generative Experience (SGE), which utilizes AI to scan SERP content and generate a text summary for search results.
While still in beta in the US, Google is rumored to be preparing to test generative search experience queries for a “small portion” of Chrome users in the UK. However, Google may be hesitant to fully launch SGE due to wanting to maintain its established business model. SGE could potentially be a defensive move against companies like ChatGPT that offer quick responses, posing a challenge to Google’s search platform.
The impact of SGE on content marketing is a concern, as it could reduce website traffic by providing quick, bite-sized answers to queries. Users may not click through to websites if SGE already delivers the necessary information. The context in which users utilize search engines varies, with SGE better suited for quick answers on smartphones or through voice search.
Content marketers must consider the value of their content in an SGE era and adapt their strategies accordingly. Providing high-quality, human-generated content that aligns with Google’s algorithm is essential for visibility in search results. The anxiety surrounding SGE and AI tools stems from fear of the unknown, as seen previously with concerns over “zero click” search results.
While generative AI may impact organic search results to some extent, focusing on core search and engagement strategies is advised. Rather than spending time worrying about potential effects of emerging technologies, marketers should concentrate on enhancing their content strategies and understanding their audiences better. Experimenting with beta technologies may not always be the most productive use of time compared to refining existing SEO practices and content creation.
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https://www.thedrum.com/opinion/2024/06/19/it-time-panic-about-google-s-sge