The SEO revolution: Google's Search Generative Experience requires these adjustments

Search engine optimisation (SEO) is facing a revolutionary change, triggered by Google's latest development: the Search Generative Experience (SGE). In this article, Evernine shows what the new technology entails in concrete terms and what adjustments marketing managers need to make now.

Search engine optimisation, or SEO for short, is a fundamental tool for marketing managers. Because in the digital world, where most interactions and transactions take place online, visibility on search engines is crucial for the success of companies. SEO includes, for example, adapting keywords and improving the website structure to satisfy both search engine algorithms and user needs.

With the introduction of Google's Search Generative Experience (SGE), a development based on generative AI, SEO experts are currently facing a new challenge. SGE is revolutionising the way Google processes and answers search queries and therefore requires an adaptation of traditional SEO strategies. How is Google's Search Generative Experience changing the practice of search engine optimisation in 2024 and what adjustments are needed to succeed in this new era of digital marketing? Evernine has the answer!

 What Google's Search Generative Experience brings

The Search Generative Experience represents a significant advance in Google's search capabilities. It offers users precise, summarised answers to their search queries, transforming Google from a pure search engine into an answer engine. In concrete terms, this means that users no longer have to go directly to websites after a search query, but the content summarised by an AI appears directly as answers on Google.

 Realignment of the SEO strategy required

Marketing managers must therefore urgently adapt their tried-and-tested SEO strategies so that their content can continue to be found and achieve the desired effect. Evernine recommends: The main focus here should definitely be on creating high-quality content, away from pure keyword optimisation! Because only content that really answers user queries in detail will still be taken into account by the algorithms in the future. Marketers must follow Google's E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) guidelines closely to ensure the quality of their content.

However, companies that prepare their websites for SGE today should not be surprised that they lose mainly unqualified visitors in the short term, who would not have converted anyway, due to this more specific, specialised, high-quality content. Instead, they should concentrate their efforts on longer, conversion-promising enquiries.

In this new world of digital marketing with a strong focus on high-quality content, companies need the support of a partner with strong implementation skills and strategic thinking. Evernine is focussing on its own content-based approach. We combine creativity and experience with technology-driven strategies to create high-quality content that effectively achieves your communication goals.

You can find more information on this in our CXO Masterclass.

 Quality is king in times of SGE and AI

Google's SBU requires companies to do more than just adapt their existing SEO strategies. Rather, the technological advancement requires a fundamental rethink with regard to the creation and placement of content. In addition, in times of generative AI, the flood of content continues to increase. Marketing managers must therefore ensure the quality of their content in order to stand out from the crowd. This is the conclusion reached by Evernine in this article on the three most important trends in digital marketing for 2024.

The future of the digital marketing landscape therefore depends on how well we can adapt to these new, AI-driven changes. Evernine supports you as a strong and experienced partner at your side.Get in touch with us!