We are living in an exciting and turbulent time in the world of SEO, as OpenAI, which burst onto the scene just two years ago, has significantly disrupted the world. The latest and most exciting development is the introduction of Google AI responses, also known as the Search Generative Experience (SGE).
This new technology not only revolutionizes the search experience but also fundamentally changes SEO strategies. In this article, we will introduce what Google SGE is, how it works, its impact on search engine optimization, and how you can leverage these opportunities.
Let’s take a look!
The role of AI in SGE
At the core of the Google Search Generative Experience (SGE) is, of course, artificial intelligence (AI). The essence of SGE is to use AI to provide clear and detailed answers to complex questions, drawing on information from reliable sources.
Understanding Intent and handling context
One of the most important roles of AI is its ability to understand the intent behind search queries. It not only analyzes the keywords entered but also considers what the real question behind the search might be, taking the entire context into account.
This is especially useful when users ask complex or multi-step questions.
Imagine you want to go on vacation with your whole family (including the dog). You then enter the search query: “What is the best vacation spot for kids and dogs?”
The AI does not only analyze the words but also understands that you are looking for a family-friendly place where both kids and pets can have a good time.
Then the “magic” happens
The AI gathers information from various sources it deems reliable, such as travel blogs (e.g., The Blonde Abroad, Nomadic Matt), tourism websites (e.g., Lonely Planet, TripAdvisor), and review sites (e.g., Yelp or Google Reviews).
It then summarizes this data and provides comprehensive answers. For example, it might present several places that are specifically family-friendly, with kid-friendly activities and pet-friendly services.
With the AI Overview feature, you’ll receive a quick summary of the best vacation spots.
This summary includes the most popular locations, along with links where you can find more information about them, such as accommodations, activities, and reviews.
Multi-step reasoning and planning
Let’s stick to the vacation theme, as it’s currently in season. For example, if you inquire in detail about “What activities are available for children on the Adriatic?”, the AI is capable of gathering all relevant information and providing a comprehensive answer. It will detail child-friendly programs, such as beaches, adventure parks, and family restaurants.
The AI continuously learns from user feedback and new data. This means that the more people search for similar topics, the more accurate and relevant the AI’s responses will become in the future.
Ai and content creation
AI can be excellently used in content creation as well. Nowadays, there are many AI-based tools that help with finding topics, selecting keywords, and even writing text.
A teljesség igénye nélkül ilyen eszközök például:
- Frase.io:This tool helps you figure out what questions people are asking about a specific topic, allowing you to write more targeted content. It also shows you which keywords are being searched for, making it easier to build a blog post from scratch.
- MarketMuse: If you’re aiming for detailed, in-depth content, MarketMuse is a fantastic tool. It analyzes what you’ve written so far and shows where there are gaps, as well as which topics are worth exploring further.
- Clearscope: This tool helps ensure that your content is not only relevant but also SEO-friendly.
- Surfer SEO: With Surfer SEO, you can easily optimize your content. It analyzes the search results on the first page of Google and shows what length and structure work best—helping you write your article along those lines.
- Grammarly: Primarily a spell checker, Grammarly also offers AI suggestions on how to make your text smoother and more readable. It helps you maintain your unique tone and style while fixing grammatical errors.
- Copy.ai: This is an AI-powered writing tool that generates ideas and outlines. It’s great for inspiration, but be sure to rephrase the final text to match your style.
- Writesonic: Similar to Copy.ai, it allows you to create various types of content, be it blog articles, social media posts, or even ads.
As you can see, these tools are capable of analyzing market trends, suggesting topics, and even helping to identify which keywords are worth focusing on.
Many of the tools mentioned above can even generate entire paragraphs on a given topic, making content creation much more efficient.
AI tools are worthless without human input
However, it’s important not to let these tools take full control.
AI will never be able to replace your unique style. Moreover, AI can make mistakes, such as logical inconsistencies and hallucinations, which always need to be corrected by humans. Additionally, prompts must also be provided by people, so the “human resource” cannot be removed from the equation.
It’s therefore worth using AI more as a crutch. For example, you can use the keywords or topics suggested by AI, but write the content yourself.
If AI generates text, always review and modify it to reflect your own style and unique insights, whether it’s your subjective (or better yet, objective) opinion on the given topic.
Always make the final decisions, as you know your audience best and what resonates with them.
The impact of SGE on SEO
The introduction of SGE brings significant changes to the world of SEO. While we previously focused on the user side, let’s now turn the tables and examine how this technology impacts search engine optimization strategies.
Comprehensive and in-depth content
SGE favors content that thoroughly covers a given topic. It’s no longer enough to touch on a subject superficially; your content must delve deeply and examine all relevant details.
For example, if you’re writing an article about brewing coffee, don’t just list the different methods.
Dive into the details: what types of coffee are best to use, what is the ideal water temperature, how does the grind size affect the flavor, and so on.
Focus on the topic, not (just) the keywords!
This is closely related to the previous topic as well.
If you remember, in traditional SEO, the common practice used to be focusing on keywords: we selected the most important phrases and tried to include them as many times as possible in our content.
However, with the advent of SGE, this strategy is no longer as effective. AI algorithms no longer focus solely on keywords
but also assess how thoroughly and comprehensively you cover a given topic.
It’s therefore better to focus on topics. If you approach a topic from multiple angles, explain it in detail, and present it in context, you’ll be seen as an expert by AI. This increases your chances of having your content included in AI-generated responses.
For example, travel blogs usually focus on keywords like “best vacation spots,” “best beaches in X place,” and so on. Instead, you should elaborate on the entire topic of the destination.
Write about the history and culture of the place, showcase the landmarks, but don’t forget the lesser-known spots either. (This will give the reader – and the AI – the feeling that you’ve actually been to that place.)
Share tips about local food, restaurants, markets, and provide practical advice regarding accommodation or transportation.
This comes with numerous advantages.
For example, it increases your website’s visibility, as you’ll provide relevant content for various searches. Additionally, users will appreciate that they can find everything they need in one place, making them more likely to return and recommend your site to others. A bonus is that your expert status will also strengthen, which can bring significant long-term benefits to your website.
Question and answer format
SGE often answers questions, so it’s beneficial to structure your content to address frequently asked questions.
That’s why you should use FAQ sections or incorporate question-answer blocks into your articles. For example: “What is the ideal water temperature for brewing coffee?” — and provide a detailed, factual answer.
Structured content
AI processes and interprets well-structured content more easily. Use clear headings, lists, and tables to facilitate quick information review.
Multimedia content
Although SGE primarily provides text-based answers, Google also considers multimedia content when determining relevance. Use relevant images, infographics, and videos to enrich your content.
Here, however, it’s worth pausing for a moment and spending more time on the topic, as it’s crucial how you optimize video and other multimedia content (such as infographics) for SGE.
Video content optimized for SGE
If you’re creating videos, it’s not enough to just upload them to YouTube and wait for something to happen.
AI is increasingly taking video content into account, so it’s important to optimize them as well.
But how can you achieve this?
First, give your video an attention-grabbing title: include a hook that draws in visitors, make sure the title reflects the video’s content, and include the appropriate keywords. In the description, provide a detailed explanation of what the video is about and use phrases that help AI better understand the content. Don’t forget about tags, as they make it easier for algorithms and viewers to find your video.
For example, if you’re a personal trainer and creating a video, the title could be: “Simple Home Workout – Lose Weight Fast Without Equipment.” This title clearly shows what the video is about and includes keywords people might search for, such as “simple workout” and “without equipment.”
The description could say: “In this video, I’ll show you a quick and effective home workout that you can do anywhere without equipment. It’s ideal if you don’t have much time but want to stay in shape!”
Captions are also very important. AI can’t “watch” your video, but if it has captions or a text transcript, it will better understand what it’s about. Plus, your viewers will appreciate it, especially if they’re in a noisy environment or don’t quite understand what you’re saying as a narrator (for example, if you spoke too fast or quietly).
It’s also worth embedding your videos into related articles or blog posts. This way, visitors can find all the important information in one place, which not only improves the user experience but also increases the time spent on your site.
AI values this positively, as it sees that you’re providing useful and valuable content to your visitors, and ta-da! You have a good chance of climbing higher in the SERP, or Google’s search results.
Infographics and Visual Elements
Infographics and other visual elements can be real trump cards in content creation. Not only do users love them, but AI also appreciates it when you make information more digestible in this way.
AI algorithms are increasingly able to interpret images and their content, especially if you optimize them properly. Don’t forget to use alt tags and provide detailed descriptions for your images. This way, AI will more easily “understand” what your infographic is about and will consider your content more relevant.
Freshness and timeliness
The SGE favors fresh and up-to-date information. Regularly update your content, and if possible, date it so that both the AI and users can see how current the information is.
Expert perspective
SGE highly values expert opinions. If you are writing about a specific topic, try to incorporate expert opinions or quotes into your content, or if you are an expert yourself, emphasize that. (This will be discussed in more detail later in relation to E-A-T.)
Contextual relevance
This seemingly complex term essentially means that SGE is capable of understanding search intent and context. Therefore, it is important that your content not only reflects keywords but also addresses the underlying intent and context.
Longer, more comprehensive content
Although quality is more important than quantity, in the era of SGE, longer, more comprehensive content generally performs better. This is because such content is more likely to cover all the relevant aspects that AI is looking for.
Readability and user experience
Finally, don’t forget that although you are optimizing for SGE, it is ultimately people who will read your content. Pay attention to readability, use short paragraphs, highlights, and a language that is easily understandable for your target audience.
Since we’re discussing user experience, let’s explore the topic in more detail.
User experience (UX) as a ranking factor
In the era of SGE, user experience (UX) has become more important than ever. Google not only evaluates the quality of content but also how users navigate your website. This shift in perspective fundamentally changes SEO strategies.
But what exactly is the role of UX in SGE?
Essentially, this means that Google AI now evaluates not just the textual content but also the entire user experience of the page. This includes the page load speed, mobile-friendly design, ease of navigation, and much more.
When a user wants to find more information about a new product, for example, the SGE not only aims to find the best content but also ensures that the user can easily access this information on a fast-loading, well-structured page.
The SGE algorithms take into account factors such as Core Web Vitals (LCP, FID, CLS), mobile-friendly design, secure browsing (HTTPS), and the use of interstitials. It combines these data points with content relevance to determine which page provides the best overall experience for the user.
For the AI Overview feature, UX is critically important. If your page loads quickly, is easy to navigate, and is well-structured, it has a higher chance of being included in this summary, which can drive significant traffic.
However, SGE does not only affect general searches, but it also significantly influences local searches. Let’s take a closer look at how this new technology is changing the world of local SEO.
The impact of SGE on local searches
Thus, SGE has a significant impact on local searches as well. This is especially important for small and medium-sized enterprises, which are fighting for survival, as their traffic heavily depends on local SEO.
More accurate and personalized local results
One of the biggest advantages of SGE in local searches is its ability to provide much more accurate and personalized results. Imagine typing into the search engine: “where can I eat pizza near me.”
In this case, one might think that SGE would simply list nearby pizzerias. However, it does not; it also takes into account factors such as:
- Your exact location
- The current opening hours
- The ratings and reviews of the restaurants
- The current traffic and expected arrival time
- Potential special offers or promotions
- Food allergies or dietary preferences (if you have searched for these before)
- The restaurant’s popularity among users with similar profiles
As a result, SGE provides relevant suggestions that truly match your needs and current situation. For example, if you are a vegetarian and have indicated this in your previous searches, SGE might prioritize pizzerias that offer a wide selection of vegetarian options.
Integration of contextual information
SGE is also capable of integrating contextual information. This may sound complex, but it’s actually quite simple. Let’s look at an example.
Let’s say you search for “best bars near me” on a Friday evening. In this case, SGE takes into account:
- The current weather (e.g., recommending outdoor or indoor places)
- The day of the week (e.g., special Friday programs or extended opening hours)
- Your previous searches and preferences (e.g., if you like craft beers, it will prioritize these places)
- Current events in the area (e.g., concerts, festivals)
- SGE typically ranks places that are popular on social media higher (though this is not a hard and fast rule).
- Places liked or checked into by your friends (if your social media account is connected)
This means that the responses will be much more relevant and personalized than traditional search results. For example, SGE might suggest a nearby craft beer bar that has live music and where several of your friends are currently present. It’s both eerie and brilliant at the same time, isn’t it?
But it gets even more interesting, so let’s continue.
Multilingual and cultural context
A major advantage of SGE is its ability to handle multilingual and cultural contexts. This is especially important in multilingual countries like Switzerland or Belgium, but it can also be useful in countries like Hungary, Romania, or elsewhere for tourists. For example, if a German tourist searches for “traditionelles ungarisches Essen” (traditional Hungarian food) in Budapest, SGE is able to:
- Interpret the search in German
- Understand the cultural context (the tourist is likely looking for an authentic Hungarian restaurant)
- Provide local results in Hungarian, but with summaries and information in German
- Take into account the tourist’s location and recommend the most authentic restaurants in the area
- Provide cultural background information about the recommended dishes or restaurants
This significantly enhances the user experience and helps local businesses reach an international audience. Moreover, SGE can potentially consider nuances such as regional differences in dishes or local specialties, providing an even more authentic experience for tourists.
Changing SEO strategies in local searches
It might seem complicated or daunting at first. But don’t worry, consider it an exciting opportunity instead! Let’s take a closer look at what you should pay attention to.
Optimizing your Google my business profile
Since SGE heavily relies on Google My Business information, it’s crucial that your profile is complete and up-to-date. But what does this mean in practice?
- Accurate opening hours: Don’t just list the weekdays! Include holiday hours, special summer or winter hours as well. Trust me, your customers will appreciate not going somewhere only to find closed doors.
- Detailed description of services: Don’t just settle for “hair salon.” Describe the types of haircuts and coloring you offer, and specify the price range. The more detailed you are, the more likely SGE will recommend you.
- Regular updates: Google loves active profiles. Post new menus, promotions, and events. This is not only beneficial for SGE but also keeps your customers informed with up-to-date information.
- Quality photos: A picture is worth a thousand words. Upload professional photos of your premises, products, and services. Be honest—avoid using stock photos, as your customers will see through them!
- Q&A section: Put yourself in your customer’s shoes. What questions would you ask? What are the frequently asked questions you receive? Collect and answer these questions in the Q&A section. This not only helps SGE but also saves you time by reducing the number of phone calls with the same questions.
Using structured data
Structured data is a kind of secret language between SGE and your website. By using this language, SGE will better understand what your business is all about.
- Restaurants: If you own a restaurant, use the “Restaurant” schema. It’s like giving SGE a digital menu. Include your menu, prices, and the type of cuisine you offer. Trust me, SGE will love it!
- Events: If you are hosting an event, it’s worth choosing the “Event” schema. Provide the exact date, location, and ticket prices. This way, SGE can easily include your event in local recommendations.
- For products: The “Product” schema helps your products stand out. Include the price, availability, and don’t forget about the reviews!
Local keywords and long-tail phrases
SGE not only understands your words but also grasps the underlying intent. Therefore, it’s worth writing your content as if you’re conversing with a local resident. Use phrases that people would actually type into the search engine, such as:
- “Where can I find gluten-free pizza in Budapest?” – If you sell gluten-free pizza in Budapest, you need to incorporate this exact question into your content.
- “When is the next yoga class in District XVII?” – If you have a yoga studio in District XVII, answering such a question can be incredibly valuable.
- “How do I get to Városliget by public transport?” – If your business is near Városliget, providing such a guide can attract many potential customers.
User reviews and ratings
SGE loves reviews because users look for them too. But how do you collect and manage reviews?
- Ask for feedback: Don’t be shy about asking your customers to write a review. You can send an email or SMS directly after the service. However, make sure not to be intrusive!
- Respond to every review: Yes, every single one! Whether it’s positive or negative, this shows that you care about your customers’ opinions.
- Learn from feedback: If multiple people complain about the same issue, it’s time to make a change. And once you’ve made the change, communicate it! Customers appreciate seeing that you listen to them.
Creating local content
Here comes one of the best parts! Create content that is truly interesting to the local community. Some ideas:
- Blog about local events: Write about upcoming festivals, fairs, and other events. This shows that you are a part of the community.
- Guide to local attractions: Be a tour guide in your own city! This is especially beneficial if you work in the tourism sector.
- Interviews with local personalities: Interview local celebrities, entrepreneurs, and other notable figures. This not only creates interesting content but also helps in building connections.
- Historical curiosities: Dive into the history of the area, as people love these kinds of interesting facts.
- Seasonal Guides: Create lists such as “Top 10 Spring Activities in Szeged.” These are always popular and can be easily updated year after year.
The impact of SGE on “near me” searches
“Near me” searches have become extremely popular in recent years. Therefore, SGE has also focused on this. In practice, this means that SGE:
- More accurately interprets the intent behind the “near me” phrase
- Considers the user’s current location and movement (e.g., whether they are walking or driving)
- Provides real-time information about opening hours and traffic conditions
- Predicts the user’s next step (e.g., if you regularly search for a coffee shop after work, SGE might suggest one)
This means that local businesses need to pay even more attention to mobile optimization and local SEO. To achieve this, you should:
- Ensure that all information on your website is up-to-date and easily accessible on mobile devices.
- Use local keywords in your content, including the name of the city or district.
- Incorporate a map on your website that shows your exact location.
- Ensure that your address and opening hours are accurately listed on Google Maps.
The future of SGE and local searches
Reading the above, you might wonder what’s next. But believe me, SGE is constantly evolving and is expected to have an even greater impact on local searches in the future.
Although we are not fortune tellers, there are a few trends that, based on current developments, seem quite likely.
Integration of voice searches
The integration of SGE and voice searches could revolutionize local searches. Imagine driving and simply asking, “Hey Google, where can I eat pizza nearby?”
SGE not only lists nearby pizzerias but also considers your previous preferences, current traffic conditions, and even the type of pizza you like.
The response could be: “Your favorite Neapolitan-style pizzeria, Pizza Paradiso, is a 10-minute walk from you, and they currently have a special offer on Margherita pizza.”
This integration means that local businesses need to rethink their content optimization strategies.
Instead of just keywords, businesses should optimize for full sentences and questions.
For example, on a pizzeria’s website, it’s worth answering questions like “What types of pizzas do you offer?” or “Do you have gluten-free options?”.
Additionally, it’s important to consider local words and dialects during optimization.
Integration of augmented reality (AR)
The integration of SGE and AR technology opens up exciting possibilities for local searches. Imagine looking around a street with your phone, and SGE showing in real-time through an AR overlay which restaurant has what rating, what the daily menu is, or what promotions are available. This isn’t science fiction; this technology is practically knocking on our door.
Or imagine you’re looking for furniture – the SGE AR feature could show you how a couch would look in your living room before you even go to the store – this technology already exists as well.
This integration presents new challenges for local businesses. For example, they need to have 3D photos of their products or 360-degree images of their premises.
Real estate agencies should already consider offering virtual property tours, where SGE can instantly compare prices and local amenities. Therefore, local businesses need not only to optimize their websites but also to prepare for their products and services to be virtually experienced.
Predictive searches
The essence of predictive search is that the system predicts what you might need based on your previous searches, location data, and other behavioral patterns, even before you search for it.
For example, if you go to the gym every Monday after work, SGE might automatically suggest a new gym if you’re in a different city. Or if you regularly search for vegetarian restaurants, SGE could proactively recommend a newly opened vegetarian place in your area.
This feature provides an opportunity to attract new customers who might not have sought them out on their own.
On the other hand, this means that businesses need to pay even more attention to their online presence and user reviews, as these factors will influence whether SGE recommends them. Therefore, regular content updates, posting current events and offers, and continuously monitoring and improving customer satisfaction are crucial.
Personalized pricing and offers
Similar to the previous case, the key here is that the system takes into account the user’s previous purchases, preferences, and even factors like current weather or local events. For example, if you frequently buy sports equipment and there’s a running event happening nearby, SGE might show you a personalized offer for running shoes from a nearby sports store.
This feature allows businesses to implement dynamic pricing and respond in real-time to demand.
For example, a restaurant might offer a discounted lunch menu to people working nearby, or a hotel could provide reduced rates for last-minute bookings. Local shops could send personalized coupons to their regular customers.
Remember, the key is to provide useful and engaging information to the local community. Both SGE and your customers will appreciate your efforts.
However, it’s not only local search that deserves attention; there’s another crucial topic we need to discuss in detail: E-A-T.
E-A-T gains even greater emphasis.
With the advent of SGE, Google E-A-T (Expertise, Authoritativeness, Trustworthiness) principles have become more important than ever. The AI needs reliable sources of information to generate accurate and trustworthy answers. This fundamentally changes how we should approach content creation and website structure.
But how can we strengthen E-A-T in practice? Let’s explore some key strategies.
Expertise
Imagine a young man experiencing persistent numbness in his hand and seeking medical advice online. The SGE (Search Generative Experience) not only aims to find relevant content but also seeks out information backed by genuine expertise. This is crucial because if the answers provided are not from qualified sources, it could potentially endanger lives.
That’s why it’s important to include a detailed author profile with every piece of content, showcasing the author’s professional background, qualifications, and experience. For instance, if a doctor writes an article, highlight their medical qualifications, professional experience, and publications. This not only builds trust with Google but also with users.
But let’s not stop there! Reference relevant professional experiences, projects, or research within the content. Show that you are up-to-date in your field by writing about the latest trends, conference participations, or additional training.
Authoritativeness
SGE not only looks at the content but also considers the credibility of the source’s link profile.
Therefore, it’s worth building a high-quality backlink profile by aiming to get cited by reputable professional sites, universities, or media outlets. Writing guest articles for well-known industry portals not only boosts our credibility but also increases our visibility.
Don’t forget to highlight our professional accolades as well! Display awards, honors, or professional memberships on the website. If we have appeared as experts in the media, proudly showcase that too.
For financial advisory services, for example, highlight the Hungarian National Bank’s license, our professional organization memberships, and any media appearances related to financial topics.
Trustworthiness
Trustworthiness is the pillar on which the entire E-A-T stands; without it, everything falls apart.
Let’s create a detailed “About Us” or “Company” page where we present the company’s history, mission, and values. Include real contact information—company name, address, phone number, and email address.
Privacy is crucial—ensure that we have a clear and detailed privacy policy. Collect and display genuine user reviews and ratings. Regularly update the content and always indicate the date of the latest update.
If you operate an online store, be sure to include all necessary legal information, detailed shipping and return policies, and provide customers with the ability to write reviews.
Structured data is becoming increasingly valuable.
The SGE relies heavily on structured data to provide more accurate and detailed answers. Therefore, using schema.org markup has become even more important.
For example, if you own a restaurant, it’s worth providing detailed structured data about the establishment, including opening hours, the menu, prices, and even images of popular dishes. This increases the likelihood that the SGE will recommend your restaurant when someone is looking for dining options in the area.
You should also pay attention to the long tail keywords
SGE is capable of understanding and answering complex questions, which enhances the importance of long-tail keywords. It’s no longer sufficient to focus solely on primary keywords—optimizing for longer, question-based keywords that SGE can respond to is now worthwhile.
For example, instead of only optimizing for the keyword “Balaton accommodation,” it’s worthwhile to answer questions in your content like “Where can I find family-friendly accommodation with a dog on the southern shore of Lake Balaton?”
Summary
The introduction of SGE undoubtedly presents new challenges for SEO professionals, but it also creates new opportunities. The key to success will be to adapt quickly to the new technology and create content that is valuable and relevant not only for users but also for AI.
Remember: SGE does not replace traditional search results but complements them. Therefore, it remains important for your website to perform well in both organic searches and AI-generated responses.
In the future, websites that will be successful are those that can harmoniously integrate with AI while continuing to provide valuable and unique content to users. The SGE era does not signify the end of SEO, but rather an exciting new chapter full of opportunities for those ready to adapt and innovate.
If you want to take advantage of SGE’s benefits, whether it’s local content or E-A-T, get in touch with us and let’s discuss!
