In the ever-evolving SEO context, the introduction of the Google Search Generative Experience (SGE) has revolutionized how users interact with search engines. This evolution, driven by generative artificial intelligence, has significant impacts on website optimization and e-commerce. In this article, we will explore in detail the implications of SGE and provide practical advice on how website and e-commerce owners can adapt to maximize results with SEO and artificial intelligence.
Table of Contents
Impact on website optimization
Box SGE
The SGE introduces the concept of “Box SGE” a prominent area in search results that provides direct information to users without requiring a click on organic results. Websites optimized for SGE are more likely to be included in this box, gaining significantly higher visibility.
Conversational search
SGE favors question-based and complete phrase-based searches, requiring SEOs to optimize content to effectively answer such queries. The ability to understand and respond to specific questions will be crucial for success in the SGE-driven search environment. This significantly alters the nature of the work done on website content by publishers and professionals. The longstanding concepts of useful “resources” and “pillar content” will be even more crucial for “SEO success” with SGE.
Personalization of results
SGE personalizes results based on user profiles and preferences, making targeted SEO even more important. Optimization efforts will need to consider this personalization to maximize visibility and impact on the audience. The search intent evolves and becomes more precise and elaborate.
Practical advice for website and e-commerce SEO
Content
The creation and curation of high-quality content, now more accurately referred to as “resources,” remain fundamental for SEO success. Focusing on providing relevant and in-depth answers to user questions, as well as ensuring the accuracy and reliability of the information provided, becomes even more crucial in the era of SGE.
This can only be achieved by delving not only into the quality of the texts and technical work as has been done so far, but especially by considering the potential questions and needs of the users who should visit that specific web page. Useful links, images, infographics, videos, anything that can address a real need useful to respond to needs. This corresponds to work that involves updating the content over time.
Technical optimization for SGE
The use of data structuring and semantic markup becomes essential to facilitate the SGE’s understanding of the content on websites. Furthermore, creating “intelligent” content that can adapt to the diverse needs of users becomes a priority. On the technical side, it is necessary to improve the use of certain meta tags, for example by introducing new structured data and ensuring that technical performance positively and usefully influences the user experience, resulting in comprehensive work oriented towards user satisfaction.
Working on entities, the knowledge graph, and structured data becomes an effective means to succeed in this new search ecosystem. Understanding and optimizing these elements become crucial to maximize SEO work and visibility within the SGE.
Expertise, Authoritativeness, and Trustworthiness (E-A-T)
Maintaining high levels of E-A-T becomes even more critical in the era of SGE, as this can influence inclusion in generative boxes and the overall perception of quality by the SGE. This work includes a series of off-page actions through link building and many other actions that involve various general web marketing, social, and online advertising activities.
E-commerce optimization
In the context of e-commerce, providing detailed and informative product information, including descriptions, prices, images, and relevant and updated reviews, becomes essential to maximize visibility and conversions. Furthermore, focusing on creating high-quality content and optimizing the website for search becomes imperative.
Keeping in mind what we have understood in the previous points, you can understand how making the product page a true resource involves different useful work and generating a convincing user response.
For example, do you want to sell a t-shirt and optimize the specific product page?
After understanding your digital strategy, among the first questions you should ask yourself, putting yourself in the shoes of a potential customer, are:
- What fabric is it made of?
- Where was it made?
- Is there a clear and effective size scale?
- Is there a video of the t-shirt presenting the model?
- Are there enough detailed photos?
- Is there a complete and effective description that conveys the real key features?
Once again, it will no longer be enough to create a “simple” product page with the price highlighted, but it will be necessary to understand even more the potential questions of our users to satisfy their needs and increase our E-A-T.
Constant updates
Maintaining constant attention to the new search methods introduced by SGE becomes crucial to understand how to improve website visibility and adjust optimization strategies accordingly.
As mentioned earlier, this new and incredible innovation that will soon be preponderantly introduced in the search forces us to update the pages of our website according to the same evolution of “intelligent results”, testing the various pages for potential searches/responses that we can present.
Staying ahead in future SEO
Generative artificial intelligence is revolutionizing how users access information online. Preparing for the new Google Search Generative Experience requires a deep understanding of its mechanisms and a constant adaptation to new search methods.
Adopting these practices will enable website and e-commerce owners to gain a competitive advantage in the ever-evolving digital landscape. Staying abreast of SEO evolution and artificial intelligence is essential to thrive in the new digital landscape.
In conclusion, the era of SGE and artificial intelligence requires constant attention and the ability to quickly adapt by industry professionals to fully harness the opportunities offered by these developments.
If you are looking for a way to have an overview of the SEO status of your site, you can contact us for information on professional SEO consulting.
