How SGE Works: The Value of Search Intent & Authentic Content

Our digital marketing and SEO experts stay at the forefront of the industry by actively engaging in continuous learning and professional development initiatives. Through attending industry conferences, participating in webinars, and staying up-to-date on the latest research and generative artificial intelligence developments, our team is always learning, gaining knowledge and skills to navigate the ever-evolving landscape of AI-driven SEO. So, hop on board and join us as we explore the fascinating world of Google SGE and see how you can prepare for this feature!

What is Search Generative Experience?

Google Search Generative Experience (SGE) is a new feature, currently in beta, that uses advanced artificial intelligence (AI) to deliver personalized results on the search engine result page (SERP). It represents a significant leap in how search engines operate, signaling a transition from a fact-finding mission to a more interactive and personalized journey. The essence of SGE lies in its foundation of artificial intelligence, which transforms the search process into an experience that feels more intuitive and tailored to individual users. Essentially, Google SGE is a sophisticated, formal extension of what we typically know as AI-enhanced results in Google search.

Before we dive too deep into this topic, we believe it’s important to note that Google is considering charging search users for this premium AI feature. AI results have not been as popular with businesses as it displays much of their original, curated content directly on Google SERP. While the verdict is still out on how Google will implement SGE, there’s value in understanding the basics of how these features work and could impact your business.

How Google SGE works with the Users’ Journey & How Your Business Can Prepare

To succeed in the digital realm, businesses need to craft unique content and establish a prominent online presence. Google SGE enhances this by aligning search results with user intentions, like purchasing or finding information, thus directing higher quality traffic to brands’ websites. Similarly, using long-tail keywords—specific terms with less search volume but high relevance—allows businesses to efficiently target their niche audience. 

This strategy minimizes competition and increases the likelihood of attracting the right visitors, making marketing efforts both effective and economical. By focusing on long-tail keywords, you avoid the costly battle for broad attention and instead connect directly with users actively seeking what you provide. This targeted approach reduces competition, increases content relevance, and significantly boosts your chances of attracting the ideal audience, akin to fishing in less crowded waters for highly prized catches.

Overall, with SGE aiming to keep users on Google's platform longer through enhanced search experiences, the fundamental question arises: How can brands still ensure visibility and relevance to search users amidst these changes? You can prepare for this by creating content that aligns with the user journey stages, optimizing for Google's rich results and focusing on long-tail keywords. You should also ensure your website offers an excellent user experience with mobile optimization, clear calls to action, easy navigation and fast loading times.

How To Write Authentic Content and Follow E-E-A-T Best Practices

Writing authentic content while following Google's E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) best practices is essential for creating valuable and trustworthy material online. High-quality, relevant, people-first, keyword-rich content gives you the best opportunity to appear for relevant queries and hopefully increase website traffic and conversions. Discover the best practices recommended by our SEO experts to enhance your likelihood of appearing prominently on Google's SGE.

Write High Quality, Original and Authentic Content

Writing high-quality, original copy significantly improves Google search engine (SEO) rankings because it adheres to Google's fundamental principles of providing users with valuable and relevant content. When content is original and not generated by AI, it presents unique and fresh perspectives to readers, which enhances user engagement and prompts sharing. This activity signals to search engines that the content is valuable, thus boosting SEO. Google's algorithms give priority to content that genuinely benefits users, and producing original, high-quality, lengthy copy is essential in fulfilling these standards and achieving better search engine visibility.

Google SGE Loves User-Generated Content

User-generated content (UGC) plays a pivotal role in enhancing SEO scores and comes in several forms, like reviews/testimonials, photos, blog posts, videos and social media content. It significantly increases the content volume on a website, giving search engines more pages to index and more opportunities for the website to appear in search results. This content often includes keywords and topics relevant to the site's audience, improving the site's visibility for those search queries. Moreover, UGC, such as product reviews, comments, and forum posts, keeps the website fresh and updated, a factor search engines use to rank sites. This constant stream of new content can signal to search engines that the website is active and valuable to users, potentially boosting its rankings.

Feature Your Employees as Part of the User’s Journey on Your Site

Last but not least, it's time to unleash the secret sauce to supercharging your brand's charm and search rankings: give your employees the spotlight on your website! Everyone brings a unique perspective and skills to the team, so why not show them off? Featuring employees on your site humanizes your brand by making your company more relatable and trustworthy to your audience. Google's E-E-A-T guidelines emphasize the importance of credible and authoritative content, which can lead to increased traffic and improve brand visibility, which can indirectly boost SEO!

Get Support from our SEO Experts to Make Sure Your Copy Has the Right Search Intent

In the rapidly evolving landscape of artificial intelligence, staying ahead of the curve is essential to ensure your business doesn't just keep pace but stands out from the competition. Our team is relentlessly exploring the latest updates and delving deep into AI advancements to unearth actionable tips and tricks that can propel your business forward. By leveraging these insights, you can navigate the complexities of AI-driven changes confidently and distinctly. Whether adopting new technologies or refining your strategies, our findings are designed to give you a competitive edge.

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Digital Marketing, SEO

headshot of Elizabeth Cash.
Elizabeth Cash

Elizabeth, a digital marketing specialist at Blue Compass, graduated from Drake University with degrees in Marketing and Management, concentrating in marketing analytics. She enjoys staying up-to-date on the latest digital marketing strategies to ensure our clients see continued success with their digital campaigns.