Expect traffic declines of up to 25% with the New Google (Search Generative Experience)

So what is SGE, and what can you do about it? Firstly, SGE is imminent, and inaction is not an option.

In the ever-evolving landscape of digital marketing and search engine optimization, the future is approaching at lightning speed. You're well aware of the disruptive forces at play, and it's time to delve into the realm of generative AI, SEO, and what every innovative leader should know. Here's a concise breakdown of what's at stake and actionable steps to navigate this changing terrain.

What is a zero-click search? A zero-click search is where users find answers directly on the search engine results page, bypassing the need to click on links. This trend is rising, with approximately half of Google searches falling into this category. Now, generative AI is pushing Google further down the zero-click path. Get acquainted with Google's Search Generative Experience (SGE), as it's shaping the future of search.

The Google results page of the future SGE is transforming how users interact with search results. It compiles information from multiple sources and presents it as a prose answer without the need for clicking. This means less screen space for organic and paid search results, a pivotal shift in the SEO landscape. Notably, only 57% of links cited by SGE come from the first page of organic results, highlighting the need to adapt.

What does this mean for marketers, businesses, brands, and agencies? SEO is evolving, not dying. However, it's morphing into something dramatically different. Content strategy is at the forefront; your content must rank highly in SGE and entice clicks. Expect traffic declines of up to 25%, impacting various aspects of your marketing engine. Paid search, too, will be in flux with increased competition.

What should leaders do? SGE is imminent, and inaction is not an option. Lay the groundwork now, as it's rolling out gradually. CEOs and founders should prepare their organizations, while marketing leaders should direct their teams to understand the impact. Here's a three-step plan:

1. Be Engaged: Test SGE, explore Bing's chat search, and involve your team.

2. Be Proactive: Keep your SEO and SEM strategy current, experiment with other paid channels, and manage your brand's portrayal.

3. Be Real: Quantify the risks to your traffic and revenue. Could you consider the impact on your marketing and sales motion and how you'll react?

The zero-click world is upon us, and it's not just hype. More users will rely on AI-generated results, and your site will see less traffic. Please keep in mind to prepare a coherent plan. In this rapidly changing landscape, clarity and innovation are your allies.

Next Net Media is the world's largest search engine optimization product fulfillment platform. Our approach for over 200,000 clients? Link-building and content that is good for Google, its users, and your brand is the most effective way to navigate these changes.