How marketers can leverage Search Generative Experience

The way we search for information is constantly evolving. Simple keyword searches are becoming a thing of the past. Today, users expect a more nuanced and interactive search experience.  This is where Search Generative Experience, or SGE, comes in.

What is Search Generative Experience?

SGE is an experimental program by Google that uses generative AI to enhance your search experience. It goes beyond only providing links; it aims to understand the user’s intent and deliver a comprehensive overview of the search topic.

This is how it works: 

  • AI-powered overviews: Imagine searching for a new laptop. SGE might give you a summary highlighting key factors like processor type, RAM, battery life, along with popular options and their price points.
  • Conversational follow-ups: No more starting from scratch for follow-up questions. SGE understands the context and generates summaries based on your previous search. Ask for example “why is this important?”, and SGE might provide relevant technical details.
  • Rich product information: For product searches, SGE can create summaries that include up-to-date reviews, ratings, and images, all in one place.

What does this mean for marketers?

SGE presents a unique opportunity for marketers to reach their target audience more effectively, and here’s how.

Optimize for search intent

Keyword research is still very important important, but SGE requires a shift in focus. You’ll need to create content that addresses the user’s overall search goal, not just specific keywords. When people search for information, they have a reason. Think about the questions your target audience might ask throughout their research journey. Answer those questions in a comprehensive and informative way throughout your website and content.

For example, if you sell athletic wear, creating content that goes beyond just product descriptions is key. Include blog posts with workout routines, guides on choosing the right activewear for different activities, or answer common questions about material types and their benefits.

Embrace new content formats

If you know us a little bit, you know we put a lot of emphasis on content marketing. And with AI, content is evolving rapidly. Gone are the days of only relying on long-form blog posts. SGE thrives on a variety of content formats that are easily to digest and integrate into SGE summaries. Consider creating short explainer videos that highlight product features or benefits. Develop infographics that visually represent key data points or buying considerations. User testimonials can also be a powerful tool, showcasing the real-life experiences of satisfied customers. When you incorporate these elements into your marketing mix, you increase the chances of your content being featured within SGE summaries. That’s how you get valuable space in front of potential customers.

Prioritize user experience

We’ve been posting already about the importance of offering a great customer journey. With SGE aiming to provide a comprehensive search experience, users might spend less time navigating your website. This makes a seamless user experience even more critical. Ensure your website is mobile-friendly and easy to navigate. Key information about your products or services should be readily available, with clear calls to action that guide users towards the next step in their buying journey.

The future of search

SGE is still under development, but it represents a significant shift in search. By understanding SGE and adapting your marketing strategy, you can stay ahead of the curve and ensure your brand reaches the right audience at the right time. That is after all why we do content marketing.

As search continues to get smarter, marketers who embrace these changes will be in pole position to thrive in the digital world. By focusing on the user’s intent, creating a variety of content formats, and prioritizing user experience, you can ensure your brand remains visible and keeps on getting a healthy ROI on your marketing activities.

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