It is not yet active in Italy and the European Union, but Google SGE (ie: Google Search Generative Experience) is already getting a lot of buzz, mainly because of the way it will change the search experience for users on search engines.
The introduction of generative artificial intelligence, in fact, is an important feature that stems from the need to offer more comprehensive, personalized and informative answers to people’s questions and needs. Currently being tested in America, Google SGE promises a major revolution at the SERP level, validating the importance of SEO. A transition that, in particular, will change the approach of marketers, communicators and strategists who will have to optimize brand content to make it increasingly relevant and effective.
Find out in this article:
- what is Google SGE
- Differences between Google SGE and Google Gemini
- What will change with the arrival of Google SGE
- Practical tips to prepare for change
- Start working as early as now
What is Google SGE?
Google SGE is an AI-based feature released by the search engine of the same name, which analyzes information generated from a variety of sources (including social media) and processes and uses only those that are most relevant, complete, and full of useful information for the user. The results chosen based on thesearch intent are then presented in a box, which includes a summary and a number of additional resources-including videos, images, and multimedia content-to offer increasingly timely and accurate answers.
Still in its beta version, the feature is mainly activated by specific searches on facts, products, guides, tutorials and comparisons.
Please note: Google SGE and Google Gemini are not the same thing!
Before we move on and better understand how Google SGE works, we need to make a necessary point about Google SGE and Google Gemini (formerly Bard). While both working with artificial intelligence, and owned by the well-known American multinational, these two tools are not implementations of each other; rather, they are designed to fulfill two different roles. Specifically:
- Google SGE: is a feature designed to better understand people’s search intent and improve their enjoyment of content on the Web. It has access to many sources (including Google search results, knowledge graph, and social media).
- Google Gemini: this is a tool based on a language model that offers a text response to specific user queries, even complex ones, simplifying information quickly and accurately. Sort of Google’s answer to ChatGPT for short.
Do you already use AI in your strategy? If you need some inspiration you can read:
How to use artificial intelligence in marketing
What will change with the arrival of Google SGE in Italy?
Since its release in the United States, SGE has attracted considerable interest in Italy as well, especially for those who already have a website or e-shop and do not want to run the risk of penalties. Let’s see what are the major changes to be addressed when the implementation reaches our country.
Content? Look for quality first
SGE represents an opportunity, especially for those involved in SEO, i.e., optimization of sites and content on the web (for every device, including mobile).
The evolution of the Google search engine, in fact, shows the best content based on theauthority of the sources and their position in the SERP. To rank, therefore, in SGE’s generative box, websites must be:
- Authoritative
- Optimized
- Valuable (with quality and valuable content)
Did you know that Google is already rewarding useful and authentic sites? Read about it here:
The March 2024 Google Core Updates: what changes with the new update
E-commerce: put the customer at the center of your strategy
Is Google’s generative artificial intelligence also useful for those selling online? Of course it is. On the contrary, the results returned to users will become increasingly accurate, reliable and comparative, giving people a complete picture to help them make quick and informed decisions.
Google SGE, in particular, relies on Google’s Shopping Graph to offer the user a precise snapshot, selecting only the most suitable results based on the search performed. The box, in this case, includes a selection of specific products, images and videos to support the buyer’s choice, as well as a series of reliable reviews, prices, detailed product descriptions and updates (on quantities, colors, etc…). The feature also manages to compare different products based on their features, highlighting benefits, differences and prices, offering the possibility to filter the results obtained based on budget or specific requirements. The advantages for the user? Speed in choosing the right product and reliability.
How to prepare for Google SGE: some practical tips
To increase the chances of ending up in the generative box, it is ideal to study a strategy that meets the experience, expertise, authority and reliability criteria of Google’s EEAT guidelines. What does this mean?
Simplifying, those who are already working well from an SEO perspective, have a well-optimized website, perhaps with an active, interesting, and quality blog (and an editorial plan crafted to meet people’s needs and respond to their search intent), then they don’t have to worry about penalties. In fact, the advice is to work even harder in this direction.
Those, on the other hand, who have an outdated site, for example, one that has not been SEO-optimized, or an e-commerce site with sparse product sheets lacking information, should act fast . How? By improving their corporate website and online store, equipping it with all the information needed to climb the SERPs, complete product sheets, rich in photos and original content, as well as a website enriched with useful and relevant guides, articles and news.
What to do to successfully overcome the arrival of Google SGE
There are other things to do to be prepared for the arrival of SGE.
In particular, one can:
- Publish content that is accurate, authored by experts or from authoritative sources in the field, avoiding generic and shallow text
- Choose the right images that reflect the central topic of the text and can capture the user’s attention
- Pay attention to the titles, so that they are interesting, capable of conveying curiosity, but above all appropriate
- Work on structured data (useful for letting Google understand the information on your site) and search intent
- Creating multimedia content
- Improve brand credibility and reputation for the engine to trust what you post on the Internet and share it
- Use long-tail keywords (including in e-commerce product sheets, as well as in blogs and website pages)
- Optimize your online store’s product pages by offering descriptive, useful and always up-to-date content (with guides and supporting buying tips, comparisons, related tips)
- Collaborate (with influencers, bloggers, video content creators…) to get quality external links
- Opt for Google Ads online advertising because the ads will always be placed before the SGE box
Don’t be afraid of Google SGE: work on your success now
As we have seen, Google’s generative artificial intelligence is an interesting resource for users to improve users’ online searches. When activated in Italy as well, this feature will allow for truly relevant and interesting results capable of meeting expectations.
Don’t want to miss this opportunity? Do you want to keep climbing the SERP and perhaps aspire to the SGE box? In this case, you can rely on anexperienced web positioning agency that will advise you on the best actions to implement to achieve your goals, putting in place
Targeted technical SEO strategies, both on-page and off-page. And if you have an unoptimized site, now is a good time to start working on it and make it functional.
Want to find out how to grow on the web and get to the Google SGE breakthrough the best you can?
