Just when you thought you’d caught up with the latest digital trends, the internet is undergoing another major shakeup, this time powered by generative AI.
At the forefront of this evolution is Google, which has not only introduced its chatbot, Google Bard (now known as Gemini), but is also pioneering AI-driven search through its Search Generative Experience (SGE). While chatbots have made their mark, SGE stands to redefine the impact significantly.
SGE is set to overhaul how users receive answers to their queries and how websites are discovered via search engines. So, how will your business adapt to this new era of search? Being prepared can make all the difference. Let’s explore what this means for you.
SGE Shakes Up Google Search
Gone are the days of endlessly clicking through pages to find what you need. Now, with SGE, Google is cutting straight to the chase, offering up answers directly within the search results.
Image Source: Google
What does this mean for you as a business owner? It’s a game-changer!
Your potential customers might never need to click through to your website to get the answers they’re looking for. This shift requires a fresh look at how you optimise your online presence and engage with users.
[Related Post: Marketing with Generative A.I: 5 Things Australian Companies Must Know]What SGE Means for Your Ads on Google
SGE is set to shake up not just organic search results but also the way ads are placed and perform on Google. This means the strategies that worked yesterday might not be as effective tomorrow.
A recent study by SE Ranking provides some clear insights.
Here’s what you need to know:
- Ads are now more likely to appear at the bottom of the search results, regardless of whether the search includes a quick answer from Google (an SGE snippet).
- However, when there is an SGE snippet, ads that appear at the top of the search results are more common than shopping ads that show products.
- Shopping ads usually show up above the quick answers provided by Google.
The study also highlighted:
- Ads appeared at the top of the search results 23% of the time and at the bottom 35% of the time when there was an SGE snippet.
- There were cases where no ads were shown with the SGE snippets, about 27% of the time.
For businesses, especially in fashion, beauty, ecommerce, and retail, shopping ads are frequently used, and they usually get top placement above the quick answers.
What does this mean for you?
- Your ads might not appear where you’re used to seeing them. Google is testing different spots to see where ads fit best with their new format.
- Understanding these changes can help you better plan where to place your ads so they are more likely to be seen by potential customers.
As Google continues to tweak how ads and answers are shown, keeping up with these changes will help you make smarter decisions about your advertising strategies.
SEO and PPC: Better Together Because of SGE?
In the past, marketers usually focused on their own specialties, such as Search Engine Optimisation (SEO), which helps your website rank higher in search results, or Pay Per Click (PPC), which manages the ads you pay for each time someone clicks. However, with SGE, these roles are merging to better match how people search today.
For example, if you’re running both SEO and PPC campaigns, your SEO efforts could help identify the most effective keywords that not only boost your site’s organic traffic but also refine your PPC ad targeting.
Your ads might appear more often in searches that are highly relevant to your business, improving both click rates and conversions.
Similarly, SEO improvements on your website can make your PPC landing pages more effective. A well-optimised page could lead to higher quality scores in Google Ads, reducing your cost per click and increasing the ROI of your ad spend.
For business owners like you, this closer collaboration between SEO and PPC means that your marketing efforts can be more synchronised, leading to a more consistent and satisfying experience for potential customers.
A more unified approach helps ensure that every touchpoint with your brand is impactful, from the first ad they click to the landing page they visit, all the way to the sale.
The Bumps on the Road to SGE
Adopting SGE isn’t all smooth sailing—there are a few bumps you might hit along the way. As thrilling as it is to explore this new technology, it’s crucial to be mindful of the challenges it might pose to your business and marketing strategies.
Keeping Up with Rapid Changes
The pace of change with SGE can be overwhelming. This technology is evolving rapidly, and strategies that are effective today may be less so tomorrow. This dynamic environment demands that you stay alert and flexible, constantly updating your knowledge and tactics.
Integrating SGE with Your Current Strategies
Making SGE work with your existing digital marketing efforts will likely require some adjustments. You may discover that your traditional SEO tactics or PPC campaign designs need significant modifications to align with SGE’s new approach.
Ensuring Accuracy and Relevance
There’s also the issue of accuracy and relevance. As SGE develops and learns, it might occasionally deliver results that aren’t quite spot on, leading to search results or ad placements that don’t align perfectly with user intent or your business needs.
[Related Post: Digital Advertising on a Budget: How to Maximise ROI with Cost-Effective Campaigns ]Skills to Master for the SGE Future
Whether you’re diving into digital marketing for the first time or you’re an experienced marketer, understanding what competencies to develop can be your game-changer. Here’s a rundown of the essential action steps you should focus on to thrive in an SGE-dominated world:
- Embrace continuous learning to quickly adapt to new technologies and changes in digital platforms.
- Master the ability to interpret complex data to make informed decisions and refine your marketing strategies.
- Learn to merge SEO and PPC strategies, focusing on search intent to optimise your content and ads.
- Develop skills in crafting engaging and innovative content that resonates both with SGE and your audience.
- Enhance the customer journey by managing a seamless, engaging user experience across all digital touchpoints.
- Cultivate a strategic mindset to foresee changes and plan long-term, understanding market trends and consumer behaviour.
By focusing on these skills, you’re not just keeping pace with the changes; you’re setting yourself up to lead in your industry.
Step Up Your Marketing Game with SGE
Feel like the digital world is spinning faster than a Sydney Harbour whirlpool? Google’s Search Generative Experience (SGE) is the new wave, and it’s time to surf it to success.At WebBuzz, we excel in making complex technologies accessible and beneficial for Australian businesses like yours. From integrating SGE into your strategy to revitalising your entire digital presence, we’re here to help you thrive.
