Google Launches Generative AI Search – but what does this actually mean?

The new Google Search Generative Experience (SGE) is finally here, and it's ready to shake up the way we interact with search engines.

The world of Search is never a dull place: Microsoft have recently planted their flag that its LLM-powered Bing chatbot, integrated with its recent acquisition/investment in ChatGPT, will help it to level the playing field on which Google currently enjoys around 85% of market share. Meanwhile, Google still maintains that its own chatbot, Bard, isn’t a replacement for a search engine and remains a little used, and even less understood, tool to most of the wider world.

Amidst this context, the focus of the tech industry shifted to Mountain View this week for Google I/O, the company's yearly developer conference, in anticipation of learning more about its strategies for keeping up with the fast-evolving landscape of AI search competition.

At I/O 2023, the search engine giant finally announced that Google Search will also be gaining AI capabilities that will help users search more efficiently, comprehend complex topics quicker, and deliver various insights to users. Google has dubbed these new capabilities as Search Generative Experience – or SGE for short.

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How does SGE work?

Google chose to showcase how SGE can simplify the search process by providing an example query to the audience. Normally, a query like “Where’s better for a family with kids under 3 and a dog, Bryce Canyon or Arches?” would require breaking it down into smaller chunks to receive a valuable, tangible result for the user. However, with the help of their new generative AI, Google will soon be able to handle such queries effortlessly by providing a “snapshot with key information to consider, with links to dig deeper.”

For instance, in response to the above query, using SGE, Google was able to generate a view of relevant information, including a snapshot titled “How long to spend at Bryce Canyon with kids?” as a follow up question. Tapping on this then activated a new conversational mode, allowing users to ask Google more about the topic they’re exploring.

Context is carried from question to question to help you continue your exploration in a more natural conversational way. “You’ll also find helpful jumping-off points to web content and a range of perspectives that you can dig into,” adds Google.

In addition to enhanced search capabilities, Google’s new AI will also help users make purchase decisions faster, even complex ones. When searching for a product, users will get a snapshot of factors to consider and products that fit the bill. For example, if you search for "how to make a cake," SGE might show you a recipe, a video tutorial, AND a list of ingredients all in one place!

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What do I need to know about SGE and my SEO strategy?

At the moment there’s not a lot you can do to experience the impact of SGE. For starters, this is all rolling out in the US first. Some of it, like the aerial views and Perspectives, is live and available to play around with. However, for the full impact of SGE you’ll need to wait a little longer to truly see it live and in action, regardless of where you are.

If you’re in the US you can request to join the waiting list for Google Search Labs, which will give you access to play around with the new SGE before it goes live.

Let’s speculate a little though, shall we?

By ‘understanding’ the intent behind user queries and providing intelligent answers in a conversational tone that mimics human-like interactions, SGE has the potential to rewrite the way users navigate Google, and subsequently the route taken to your website/products.

One notable (and potentially very important) feature of SGE is the ability to display AI-generated answers ABOVE traditional search results. This feature is touted to be called the "featured snippet" or "position zero" and is based on Google's algorithmic assessment of the content's relevance to the user's query. It's designed to provide users with quick answers to their queries, and it could have significant implications for traditional SEO and paid advertising.

Impact on Traditional SEO and Paid Advertising:

While the full potential, and the pace at which AI is adopted into the main search function remains unclear, what is clear is that Google SGE has the potential to have a significant impact on traditional SEO and paid advertising strategies.

With the prospective introduction of AI-generated answers above search results, businesses may no longer be able to rely solely on traditional SEO and paid advertising to attract new customers. The journey of a Google user could drastically change in terms of where they choose to focus their attention, and subsequently be led off to.

It’s likely that business will need to optimise their content for Google SGE to improve their online visibility. In simple terms this means that businesses need to begin focussing their intent on creating high-quality content that is optimised for natural language processing and provides users with the information they need (not just the information they want to give!). Failure to adapt to this update has the potential to tank your previous SEO strategies and cause severe harm to your ranking potential.

Good news for High Quality Content - The Helpful Content System is also Getting an(other) Update!

Google has been hard at work fine-tuning the algorithm since last year's rollout, and this latest update is set to highlight content that may have been previously overlooked.

The focus is on individual contributors' expertise and experience, which sounds like a boost to the already popular E-E-A-T ranking signals, which can only be a good thing for quality content producers.

Conclusion:

In conclusion, Google SGE has the potential to be a game-changer for the way we use search engines, as well as shaking up the traditional SEO methods that many businesses have long used to improve their online visibility.

Its sophisticated AI technology generates accurate and relevant answers to search queries, providing users with an improved search experience. However, it's crucial for businesses to begin to optimise their content for Google SGE and adhere to information quality and safety constraints to avoid losing out on potential business opportunities. As we continue to witness advancements in search technology, it's essential for businesses to stay up to date with the latest trends and make necessary adjustments to their digital marketing strategies, including better quality content and site infrastructure to maintain their online presence and continue to attract high quality web traffic.

To learn more about The Underdog Agency and how our Underdog Nexus SEO Content Plan? aims to keep you ahead of the curve and help you create a lasting, sustainable, and successful brand, drop us a message and let’s catch up…