{"id":1528732,"date":"2023-10-24T08:41:49","date_gmt":"2023-10-24T12:41:49","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1528732"},"modified":"2023-10-25T06:16:28","modified_gmt":"2023-10-25T10:16:28","slug":"seo-for-sge","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/seo-for-sge","title":{"rendered":"SEO for SGE"},"content":{"rendered":"<p>Google&#8217;s Search Generative Experience provides AI-generated answers to queries. It&#8217;s conversational AI search, in other words, an AI-driven answer engine. Bard, Google&#8217;s AI chatbot, powers SGE.<\/p>\n<p>Google launched a limited SGE trial in May 2023 and has since finetuned the layout and responses. A full worldwide rollout is coming, making SGE the future of search.<\/p>\n<p>With that in mind, here are my observations based on extensive SGE testing.<\/p>\n<h3>Organic Results<\/h3>\n<p>Google&#8217;s organic results are not going anywhere, although AI-generated responses:<\/p>\n<ul>\n<li>Push organic results further down the page,<\/li>\n<li>Include visual elements such as related images and videos,<\/li>\n<li>Add links as references for additional info.<\/li>\n<\/ul>\n<p>SGE&#8217;s AI answers are <a href=\"https:\/\/www.practicalecommerce.com\/seo-for-featured-snippets\">featured snippets<\/a> on steroids. The answers include &#8220;Ask a follow-up,&#8221; encouraging searchers to explore the topic further.<\/p>\n<p>Unlike featured snippets, SGE&#8217;s answers:<\/p>\n<ul>\n<li>Include products, maps, and other info based on the perceived search intent,<\/li>\n<li>Surface <a href=\"https:\/\/www.practicalecommerce.com\/ai-pushes-seo-to-social-and-more\">user-generated content<\/a> such as Reddit threads, Quora answers, and customer reviews.<\/li>\n<\/ul>\n<p>Moreover, SGE answers don&#8217;t always answer the query. For example, searching for &#8220;best laptops&#8221; in SGE includes results such as:<\/p>\n<ul>\n<li>&#8220;RAM vs. Processor \u2014 Which Is More Important to Your Business?&#8221;<\/li>\n<li>&#8220;What is the importance of a keyboard mouse with a computer?&#8221;<\/li>\n<li>&#8220;Computer Basics: Laptop Computers.&#8221;<\/li>\n<\/ul>\n<p>Those results may help a searcher make an informed decision, but they don&#8217;t directly respond to the initial query of recommending a laptop.<\/p>\n<div id=\"attachment_1528753\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/1-SGE-results-laptop.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1528753\" class=\"wp-image-1528753 size-large\" title=\"Screenshot of SGE search results for &quot;best laptops&quot;\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/1-SGE-results-laptop-570x432.jpg\" alt=\"Screenshot of SGE search results for &quot;best laptops&quot;\" width=\"570\" height=\"432\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/1-SGE-results-laptop-570x432.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/1-SGE-results-laptop-300x227.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/1-SGE-results-laptop-768x582.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/1-SGE-results-laptop-1536x1164.jpg 1536w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/1-SGE-results-laptop-150x114.jpg 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/1-SGE-results-laptop-500x379.jpg 500w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/1-SGE-results-laptop.jpg 1876w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1528753\" class=\"wp-caption-text\">SGE&#8217;s results for &#8220;best laptop&#8221; include responses unrelated to purchasing. <em>Click image to enlarge.<\/em><\/p><\/div>\n<p>In June, <a href=\"https:\/\/www.practicalecommerce.com\/ai-search-engines-for-content-marketing\">I reviewed AI-powered search engines<\/a>. Instead of simply ranking results based on their relevance to a query, AI search provided a wider range of answers. That, I concluded, was the future of search. The latest version of SGE confirms that prediction.<\/p>\n<h3>SEO for SGE<\/h3>\n<p>SGE uses Google&#8217;s existing framework and infrastructure, such as:<\/p>\n<ul>\n<li>Indexed web pages,<\/li>\n<li>Knowledge graph, including known entities and associated concepts,<\/li>\n<li>Shopping results from Google <a href=\"https:\/\/www.practicalecommerce.com\/success-with-google-shopping-part-3-merchant-center-setup\">Merchant Center<\/a> using sellers&#8217; <a href=\"https:\/\/www.practicalecommerce.com\/real-time-seo-create-a-google-product-feed-from-an-xml-sitemap\">product feeds<\/a>,<\/li>\n<li>Map results from Google Business Profile, formerly <a href=\"https:\/\/www.practicalecommerce.com\/google-my-business-what-you-need-to-know\">Google My Business<\/a>.<\/li>\n<\/ul>\n<p>Thus optimizing for organic search is largely unchanged:<\/p>\n<ul>\n<li>Create relevant content addressing the needs of your target customers,<\/li>\n<\/ul>\n<ul>\n<li>Optimize product pages and categories based on those users,<\/li>\n<\/ul>\n<ul>\n<li>Structure the site to surface pages based on the audience,<\/li>\n<\/ul>\n<ul>\n<li>Use Google&#8217;s <a href=\"https:\/\/www.practicalecommerce.com\/how-to-submit-a-site-location-products-to-google-and-bing\">submission tools<\/a> to ensure content is indexed and thus visible to Bard.<\/li>\n<\/ul>\n<ul>\n<li>Obtain external backlinks, as they drive Google Discover and the knowledge graph, among other benefits. Backlinks are especially important for <a href=\"https:\/\/www.shoutdigital.com.au\/beyond-link-juice-co-citation-and-natural-language-processing\/\">co-citation links<\/a> in SGE&#8217;s results, which place your site next to known entities, thereby making the association.<\/li>\n<\/ul>\n<p>Google will likely alter SGE many times before the public launch. But SGE&#8217;s fundamentals remain and will continue relying on Google&#8217;s data. It will encourage clicks to external sites. Despite popular belief, it is not in Google&#8217;s interest to keep searchers on its site. Google&#8217;s entire revenue model (advertising) relies on clicks.<\/p>\n<h3>Organic Search Changes<\/h3>\n<p>What will change?<\/p>\n<p>Organic search results will likely become more unpredictable. Thus far, SGE&#8217;s answers differ depending on the searcher, making it seemingly impossible to know what folks clicked to reach a landing page.<\/p>\n<p>Buying journeys will be more complicated. This trend is not new, as Google increasingly serves diverse results that distract searchers from their initial intent. The <a href=\"https:\/\/searchengineland.com\/how-search-generative-experience-works-and-why-retrieval-augmented-generation-is-our-future-433393\">dynamic nature<\/a> of AI answers will extend journeys even more.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google&#8217;s AI-powered Search Generative Experience will soon roll out to all users, replacing the current layout and results. <\/p>\n","protected":false},"author":2425,"featured_media":1528763,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58323],"tags":[],"class_list":["post-1528732","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technical-seo",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>SEO for SGE - Practical Ecommerce<\/title>\n<meta name=\"description\" content=\"Google&#039;s AI-powered Search Generative Experience will soon roll out to all users, replacing the current layout and results.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.practicalecommerce.com\/seo-for-sge\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SEO for SGE\" \/>\n<meta property=\"og:description\" content=\"Google&#039;s AI-powered Search Generative Experience will soon roll out to all users, replacing the current layout and results.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.practicalecommerce.com\/seo-for-sge\" \/>\n<meta property=\"og:site_name\" content=\"Practical Ecommerce\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/practicalecommerce\" \/>\n<meta property=\"article:author\" content=\"https:\/\/viralcontentbee.com\/\" \/>\n<meta property=\"article:published_time\" content=\"2023-10-24T12:41:49+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-25T10:16:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/SEO-for-SGE.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"360\" \/>\n\t<meta property=\"og:image:height\" content=\"240\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ann Smarty\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@seosmarty\" \/>\n<meta name=\"twitter:site\" content=\"@practicalecomm\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ann Smarty\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\/\/www.practicalecommerce.com\/seo-for-sge#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/seo-for-sge\"},\"author\":{\"name\":\"Ann Smarty\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/3a69fefe3edd100f37be8ec78483017e\"},\"headline\":\"SEO for SGE\",\"datePublished\":\"2023-10-24T12:41:49+00:00\",\"dateModified\":\"2023-10-25T10:16:28+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/seo-for-sge\"},\"wordCount\":542,\"publisher\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/seo-for-sge#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/10\/SEO-for-SGE.jpg\",\"articleSection\":[\"Technical SEO\"],\"inLanguage\":\"en-US\",\"copyrightYear\":\"2023\",\"copyrightHolder\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.practicalecommerce.com\/seo-for-sge\",\"url\":\"https:\/\/www.practicalecommerce.com\/seo-for-sge\",\"name\":\"SEO for SGE - 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