Artificial Intelligence (AI) has been a big news topic throughout 2023, but Google has been using it for years to make search more relevant and helpful. Currently, and using testing groups across the English-speaking USA, they are experimenting with a Search Generative Experience (SGE), which will:
- show searchers an AI-powered snapshot with an overview of a topic;
- allow users to ask follow-up questions and receive contextually relevant responses; and
- present links to articles for further information.
AI has been part of Google’s User Experience for decades, and SGE is the next step. This article will look in more detail at the features being tested, how SEO will change in the future, and what you can do now to prepare for an inevitable future roll-out.
Table of Contents
A brief history of AI and Google
Google has used Artificial Intelligence to various extents for many, many years, and you may not have even realised. It started in 2001 with a spellcheck that allowed searchers to find relevant results, even if there were spelling mistakes in a search phrase.
In 2019, with the launch of BERT, the quality of search results on Google improved dramatically thanks to AI that understood the context of a search. Since then, further developments have only served to improve the search experience by allowing for more complex and conversational queries. AI powers all sorts of features that we now take for granted, including suggesting related topics and combined text and image searches.These AI developments have also changed the way we work on Search Engine Optimisation. Before Google understood the context of our searches, keyword research was much more literal, and we would have to include the exact search phrase on a webpage in order to show up on Google. This often led to robotic-sounding text that was difficult to read. Now we can write in a much more natural way around our chosen topics and keywords.What is SGE?
SGE stands for Search Generative Experience, but is also referred to as AI in Search. It is not a replacement for Google’s current search experience, but rather an enhancement.At the moment, SGE is in an experimental stage, and only in the USA*. However, there is little doubt that it will very soon appear as part of the everyday search experience over here in the UK.* Google announced on 8th November that Generative AI in search is expanding to more than 120 new countries and territories and four new languages.So what will change?Google is always focusing on user experience, so SGE is there to improve this. It will allow searchers to:- ask more complex questions (and, more importantly, get better and more relevant answers);
- find required information more quickly;
- ask follow-up questions or try suggested next steps; and
- start tasks – such as drafting an article or generating images – directly from a search.
Currently, screenshots shared by Google (see below) show AI-generated information above standard search results. It looks much like a Featured Snippet, but with more information. In the image, you can see text, some images, links to reference websites, and suggested next actions.
Limitations and restrictions
As previously mentioned, SGE is still in a testing phase, which means there are still limitations to it. It’s likely that, even when released to the wider public, SGE will continue to have certain limitations, just like other popular AI software such as ChatGPT.Google also puts in place its own restrictions as part of its commitment to responsible search. Many of the restrictions we currently experience in Google search (such as the filtering out of violent, explicit or hateful content) will continue. And there will be even more regulations put in place to protect users and address the unique challenges that come with AI.The search giant has always used human input as part of its quality control, and this will continue with AI across training (of the AI), analysis and testing. Topics that are more complex or particularly susceptible to inaccurate information – such as health- and money-related topics – will see particular scrutiny.How SGE changes SEO and what you can do
So what does all this mean for SEO and how you optimise your website for search?Ultimately, you should continue using SEO best practices, because the vast majority of these will still be relevant as and when SGE is rolled out. However, there are additional considerations and work you might want to do to prepare for the changing face of search.Here are some ideas, assumptions, and considerations for Search Generative AI, based on what we know so far.Reduced visibility and traffic
Focus on E-E-A-T
E-E-A-T stands for Experience, Expertise, Accuracy and Trustworthiness. These are all things that SGE will be looking for in its AI generated snippets. The more you can demonstrate that these elements inform and fill your content, the more chance you have of being featured as part of the AI Snippet.Fill information ‘black holes’
One of the restrictions Google has imposed on its AI-generated content is on topics where there is “a lack of quality or reliable information available on the open web”. We’re not sure just yet what these topics will be, but if your business is related to them in some way, this is a great opportunity to create content that fills that information.If you are only one of a few websites filling these ‘black holes’ of information, you are more likely to be referenced as part of the AI Snippet.Give a balanced view
There’s a chance that the new AI Snippets will show up alongside other Featured Snippets while displaying different – and sometimes contradictory – information.The difference is that current Featured Snippets are direct extracts from a single website. It could include the writer’s own opinions, perspectives and biases (intentional or unintentional).AI Snippets, on the other hand will take information from multiple sources and aim to present unbiased results.Because of this, if you can reasonably make your relevant content more balanced, this may help it appear in the AI Snippet. Of course, there are still plenty of instances when your opinion is relevant in the context of your own website, and you shouldn’t avoid it completely. In fact, depending on the context, your opinion – especially when backed up by good evidence and your own expertise – could be just what’s required from a search that triggers an AI Snippet.Like many things in SEO, it’s about finding a balance and identifying the relevance of a particular strategy.Customer and content research with SGE
Once launched, there will be opportunities to use SGE as a research tool to improve your own site.Google has access to information that most businesses can only dream of. They have billions upon billions of items of data from which they can extract knowledge, user behaviour, and much more. And, while we don’t have direct access to it, we can analyse what Google is doing and follow suit, knowing that they know a lot more than we do.So, when it’s available, try entering a question into Google Search that’s relevant to your business. If it generates an AI Snippet, take a look at what information is provided to the user, as well as the prompts that Google presents, such as follow-up questions. This information can be used to create, expand and inspire your own content, because it indicates the thought process and user journey of your potential customers.SGE will also allow you to generate AI imagery and this, along with content, can be used to inspire your own future content.Remember, the key word here is ‘inspire’. Don’t copy the information directly, but add your own knowledge and try to improve on the information that is presented.E-commerce sites
SGE will allow users to quickly gather more information about products through the help of AI. It will bring together lots of information including descriptions, key details, and reviews, helping users to make faster purchasing decisions.If you have an e-commerce site, make sure that you have plenty of relevant and up-to-date information, with as much product detail as possible.A note about Search Ads
One thing that we haven’t covered in this guide is how SGE will affect paid Search Ads. And that’s because, at the moment, we don’t really know. There’s not much information available about whether ads will appear above or below AI generated content, only that ad space will still be available in search. It’s likely, however, that you’ll have more opportunity to create better targeted ads based on a user’s location in the sales funnel.
Conclusion
It’s early days for Search Generative AI, and we’re far from knowing everything about it just yet. However, there is information out there that helps us make informed assumptions so that we can start planning ahead for a future roll-out. Carry on following current SEO best practices, as these are likely to be almost entirely still relevant with SGE. Start thinking more about placing yourself as an industry expert, ensure you share plenty of information about any products, and try and understand your customer journey better.
