Search Generative Experience: Transforming SEO, SERPs, and the role of websites

Introduction to SGE

Search Generative Experience (SGE) represents a significant shift in digital search as we know it.

By utilizing generative AI and LLMs, SGE will provide personalized search results based on a retrieved set of pages that we might traditionally talk about as 'page one results’.

These results are used as the data source for a response created on-page in SERPs, in real-time, based on the data crawled as part of the SGE process.

Understanding and adapting digital content for SGE may become crucial for businesses aiming to remain competitive in search.

Impact on SEO

SGE is likely to reshape core aspects of SEO.

Keyword strategies

With SGE, the emphasis is on the intent and context of queries, moving away from traditional keyword optimization that returns a link to a website. The focus moves from lexical to semantic and natural language processing to generate a response in SERPs.

Content generation

SGE will value content depth and relevance, so high quality, accurate, and well-sourced content becomes crucial, overshadowing less sophisticated SEO tactics like keyword stuffing and farming content for every conceivable long-tail query.

Influence on website traffic and journeys

SGE will potentially influence website traffic and journeys in several ways.

Reduced referral traffic

Features like answer carousels within SERPs already answer some user queries directly, potentially reducing the volume of referral traffic to websites. SGE takes this further; users are not presented with snippets that ‘potentially’ answer their query - rather, the SGE response is akin to asking an LLM a question, but the retrieval’s data source is the entirety of the indexed internet.

User engagement and expectations

Despite possible declines in referral traffic, the precision of SGE can yield more relevant and targeted user interactions - it’s an enabling technology, allowing the user to get to what they want faster. User expectations are already shifting towards finding immediate answers on SERPs, and with the increased use of LLMs, this shift will only accelerate.

Traffic source and journey shifts

The advent of SGE might change the nature and source of website traffic. The click-through might come after multiple SGE prompts, reducing bounce rates on the eventual click-through, and increasing the expectation that the destination offers very high quality content or a more specific, brand-owned LLM experience.

Decision-making processes across a journey

Access to personalized content can streamline decision-making, affecting sales funnels and marketing strategies. Users might complete their entire ‘journey’ through a thread of prompts and queries within the SGE.

Overall user and brand experience

Audiences will still want engaging, branded, on-site experiences. Google’s SERP is an intentionally clean, branded experience and won’t adapt to become a visually stunning, image-led experience that captures the essence of Nike, VW, or Pepsi. There’s an IP issue and click-through is a core part of their business model (for now, at least… I do wonder how that will evolve). The on-site experience will still exist as a branded engagement channel.

Websites as data retrieval sources for SGE

In the era of SGE, websites need to evolve in several ways in order to serve as effective, well structured data retrieval sources.

Primary information sources

Websites must provide easily accessible, high quality content, transitioning into essential information sources for SGE. SEO principles are strengthened and refined.

Increased importance of data classification

To enhance content interpretation by AI, the role of data classification becomes more crucial, to help identify, organize, and present content in a way that's easily digestible for both AI and users.

Keeping content current

It's imperative to regularly update content to reflect an organization's latest thinking, policies, and offerings. This ensures that the information provided by an SGE is not only accurate, but also a true representation of the organization's current stance and services.

Sustaining relevance

Despite the challenges presented by SGE, websites maintain their crucial role. They act as repositories of essential up-to-date information, catering to the evolving needs of AI-driven search queries.

The rise of Search Generative Experience will significantly impact the digital marketing landscape, affecting SEO, website traffic, and user journeys. Challenges such as reduced referral traffic and changing user expectations will be coupled with opportunities for more precise engagement and improved content strategies.

For businesses and content creators, adapting to these changes will be critical to remaining relevant in this new wave of search. Embracing the subtleties of SGE will be key to securing a competitive edge in an AI-enabled data landscape.

This is my own opinion not that of my employer.

Please do comment if you agree / disagree / have more thoughts.