Google’s Generative Search Experience (GGSE) has sparked various reactions and speculations within the SEO community. GGSE is a new feature that integrates generative AI capabilities with Google Search, aiming to provide users with efficient, AI-powered answers to complex or multi-step searches. Here are some key observations and impacts of GGSE on SEO for content creators:
Snippet Dominance and Organic Traffic
Initial analyses indicate that GGSE snippets, which often contain a large number of characters, could dominate search results pages (SERPs). This might lead to regular organic results getting less visibility and fewer clicks. It was found that nearly all searches triggered snippet generation, implying a significant impact across various niches and websites.
Inclusion of Diverse Sources
GGSE doesn’t necessarily rely on top-ranking search results to generate responses. Instead, it often pulls data from a broader range of sources, including those not ranking highly. This includes smaller websites and sometimes even questionable sources. This approach contrasts with the generation of traditional featured snippets and may impact how content is prioritized and displayed in search results.
Personalization and User History
Google has indicated that GGSE results are not personalized based on individual search history. The responses are generated based on the context of the conversation and vary with previous queries, but the search history does not influence the SERP.
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Challenges and Opportunities for SEO
While there’s optimism about the potential benefits of generative AI in search, there are concerns, too. Some SEO professionals are worried about the impact on website visibility, given the dominance of AI-generated responses in SERPs. However, many believe that generative AI-integrated searches will positively impact web traffic, with a significant number predicting increased traffic for their blogs.
Content Strategies
In light of GGSE, SEO and web professionals are adapting their strategies. Many are integrating AI into their workflows and content creation processes. There’s a focus on creating content that performs better in the evolving landscape of AI-integrated search engines.
Google recently announced that we should be focusing on providing value in our content, rather than metrics. SGE is looking for answers, so content that offers value to searchers will be prioritized by the search engine. Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) are integral to Google’s guidelines for assessing the quality of web content.
Emerging Features and Future Impact
New features like “Perspectives,” which emphasize user-generated content, videos, and images, might influence how businesses approach content creation. As GGSE is still in its experimental phase, its full impact and the strategies for adapting to it are still being explored by SEO professionals and marketers.
Ongoing Evolution
The GGSE functionality and its impact on different types of queries, including local, travel, product reviews, and informational queries, are still evolving. The way GGSE displays results for these queries varies, affecting how different websites might benefit or face challenges.
Overall, GGSE represents a significant shift in how search results are generated and displayed, presenting both challenges and opportunities for SEO professionals. As the feature evolves, DriveTraffic is here to offer advice on the strategies you need to optimize your web content in response to these changes that will likely continue to develop.
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Darlene is a search marketer, analyst, speaker, trainer, and owner of DriveTraffic Digital Marketing. She has been working in the digital marketing industry since the mid 90s and has narrowed her specialty to SEO, Google Ads and Google Analytics. She is especially interested in Google’s new Search Generative Experience and how businesses will need to adapt to remain visible. Want to see how DriveTraffic can help? Let’s chat!
