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Latest Emerging Marketing Technology Trends 2024: SGE, AI & More

In the ever-evolving world of search, Google continues to push the boundaries with its latest innovation, the Google Search Generative Experience (SGE). This ground-breaking experiment utilizes the power of generative AI to enhance the search experience for users. As we enter 2024, it’s important to understand the impact of SGE and what it means for the future of generative AI in search.

Here’s the experienced Digital marketing agency “Digital Nomads HQ” take on how SGE and AI will impact search and consumer adoption.

The Growing Demand for AI-Powered Search

According to a recent survey, it’s clear that consumers have a strong interest in AI-powered search. In fact, search was identified as the AI-powered product that people are most interested in. This aligns with the increasing reliance on search engines to find information, products, and services.

The survey also revealed that over 25% of users trust AI-powered search results, brand recommendations, and ads. This level of trust indicates that users see the value in AI-powered search and believe in its ability to provide unbiased and relevant information.

The Adoption of AI-Powered Search

As we look towards the future, it’s essential to consider the adoption of AI-powered search. A significant percentage of millennials, around 40%, are willing to make the switch to an AI-powered search experience like Google SGE. This indicates a growing acceptance and interest in the benefits that generative AI can bring to the search process.

Google’s Commitment to the Evolution of Search with AI

During a recent earnings call, Google CEO Sundar Pichai emphasized the company’s commitment to the evolution of search with generative AI. He described SGE as a major evolution that makes search more natural and intuitive for users. The feedback from users has been overwhelmingly positive, highlighting the effectiveness of generative AI in answering queries and providing new paths for exploration.

SGE not only improves the accuracy of search results but also enables users to explore topics in greater depth. Generative AI connects the dots for users, helping them weigh multiple factors and personal preferences when making decisions. This enhanced search experience opens up new possibilities for users, making it easier for them to find the information they need.

Advancements in AI Response Speed

Google aims to continually improve the speed of AI responses in search. Since the launch of SGE, the company has made significant progress in boosting serving efficiency, reducing the time it takes to generate AI snapshots by half. This increased speed allows users to receive faster responses, improving the overall search experience.

The Role of Ads in the SGE Experience

Ads continue to play a crucial role in the SGE experience. Many of the queries generated by SGE are inherently commercial in nature, presenting opportunities for advertisers to reach their target audience effectively. Google has over 20 years of experience serving ads relevant to users’ commercial queries, and SGE enhances their ability to deliver even better results.

As part of their commitment to advertisers, Google is testing and evolving new ad placements and formats. These new formats, native to SGE, leverage generative AI to create relevant and high-quality ads that are customized to every step of the search journey. This ensures that ads are not only helpful but also provide users with useful options to take action and connect with businesses.

The Importance of Organic Search Traffic

While SGE opens up new possibilities for advertisers, Google remains committed to driving organic search traffic to websites. The company recognizes the value of a healthy and open web ecosystem and continues to prioritize approaches that support valuable traffic and uphold the integrity of the search experience.

SGE surfaces more links and sources on the results page, creating new opportunities for content to be discovered. This expanded visibility benefits publishers and website owners, providing them with the opportunity to reach a wider audience. As SGE evolves and expands into new markets, Google will continue to prioritize approaches that add value for users, send valuable traffic to publishers, and support a healthy, open internet.

Generative AI Use Across Industries

Generative AI is not limited to the search industry. According to a report by McKinsey & Company, over 20% of people use generative AI regularly, both at work and outside of work. This highlights the widespread adoption and acceptance of generative AI across various industries.

Google’s Dataset Advantage and Competition

Google’s dataset advantage positions the company as a leader in search. With access to a vast amount of consumer data, Google maintains its lead over competitors in delivering relevant search results. This advantage extends beyond search and into domains such as maps, images, videos, audio, home devices, mobile phones, travel, and retail.

While competitors are still trying to catch up to Google’s traditional search capabilities, Google continues to innovate and stay ahead of the curve. The introduction of Gemini, a new family of large language models (LLMs), has further enhanced the performance of SGE. Gemini, powered by internally designed TPUs, plays a crucial role in improving the speed and accuracy of AI responses.

SGE’s Impact on Local SEO and Content Formats

An analysis of SGE by BrightEdge reveals the impact of SGE on local SEO. Over one-third of SGE results include local packs, highlighting the importance of localized content and SEO strategies for businesses.

BrightEdge’s analysis also highlights the top content formats presented in SGE responses. These formats provide valuable insights for marketers and content creators, allowing them to optimize their content for maximum visibility and engagement.

Google’s Commitment to Advancing Generative AI

Google’s commitment to advancing generative AI is evident through its various initiatives. The inclusion of SGE as one of Google DeepMind’s top AI advances showcases the importance of LLMs in elevating search. LLMs not only organize information effectively but also provide a more conversational and interactive model for users.

Google’s ongoing experimentation with Bard, a conversational LLM interface, further demonstrates the company’s dedication to boosting creativity and productivity. Bard serves as a complementary experience to Google Search, providing users with a direct interface to a conversational LLM. This integration allows users to seamlessly connect with their Google Docs and Gmail accounts, enhancing productivity and streamlining workflows.

Concerns and Verdict

While SGE brings significant benefits to the search experience, concerns have been raised regarding copyright infringement and the potential loss of organic search traffic. Content from publishers is sometimes utilized in SGE responses without proper attribution or further research, raising issues around copyright.

Despite these concerns, the growing demand for AI-powered search and the monetization potential through Google Ads outweigh the negatives. It is safe to assume that SGE will continue to be a part of Google search results, much like other SERP features. Marketers need to adapt their strategies to embrace generative AI in search and optimize their content for maximum visibility.

Marketing Strategies for SGE and Generative AI Search

As marketers navigate the world of SGE and generative AI search, it’s essential to adapt their strategies to align with this evolving landscape. Here are some key strategies to consider:

Shift towards Long-Tail and Conversational Keywords

With the rise of AI-powered search, there is a shift towards long-tail and conversational keywords. Users are more likely to ask questions and conversationally phrase their queries. Marketers should optimize their content to target these types of keywords and provide relevant answers.

Learn from AI Search Assistants

AI search assistants, such as Perplexity, can offer valuable insights into the transformation of questions into search queries. Marketers should observe how these assistants interpret questions and use that knowledge to refine their keyword strategy.

Monitor Keywords for Changes in the Intent

Generative AI in search can lead to changes in user intent. Marketers should closely monitor keywords and search trends to identify shifts in intent and adjust their content strategy accordingly. This will ensure that content remains relevant and meets the evolving needs of users.

Aim for a Diversity of Content Types

To improve visibility in generative AI search, marketers should aim for a diversity of content types. This includes text, image, and video content. By offering a variety of content formats, marketers increase their chances of appearing in relevant AI responses.

Create “Helpful Content” that Satisfies E-A-T

Creating “Helpful Content” that satisfies expertise, authoritativeness, and trustworthiness (E-A-T) is crucial. Generative AI search prioritizes content that is informative, accurate, and trustworthy. Marketers should focus on producing high-quality content that demonstrates their expertise and builds trust with users.

Use Proper Markup Schema

Proper markup schema is essential for ensuring that text, image, and video content appear in relevant AI responses. By implementing schema markups, marketers can provide additional context to search engines, improving the visibility of their content in generative AI search results.

Include Citations/Links to Original Sources

To uphold the integrity of content and give proper credit to publishers, it is important to include citations and links to original sources. This not only benefits publishers but also enhances the credibility and trustworthiness of the content.

Diversify Traffic Sources

To prepare for the potential loss of organic search traffic with zero-click answers, marketers should diversify their traffic sources. This includes investing in other channels such as social media, email marketing, and paid advertising to ensure a steady flow of traffic and reduce reliance on organic search.

Monitor Analytics and SERP Evolution

Marketers should closely monitor their analytics and the evolution of search engine results pages (SERPs) for their top search terms. This allows them to stay informed about changes in user behavior and adjust their strategies accordingly to maintain visibility and drive traffic.

Test AI-Powered Search Engines and Assistants

To fully understand the impact of generative AI in search, marketers should test AI-powered search engines and assistants. By searching for their brand name, products, and customer’s top questions, marketers can assess how their content is presented and optimize their online presence accordingly.

In conclusion, the future of generative AI in search looks promising. Google’s SGE experiment has demonstrated the power of generative AI in enhancing the search experience for users.

As marketers adapt their strategies to align with this evolving landscape, they can leverage the capabilities of generative AI to improve visibility, provide valuable content, and connect with their target audience effectively.

By staying informed and embracing the opportunities that generative AI offers, marketers can position themselves for success in the world of AI-powered search.

About author

Richa Pathak is Founder & Editor at SEM Updates – The Digital Marketing Magazine. She is an emerging digital marketing influencer, a creative consultant & a corporate trainer. With a decade of experience in working with B2C & B2B brands across the globe, she is also a featured author in top-10 marketing magazines globally. She offers various consulting, training, & mentorship programs to share her knowledge. Richa's principle - Plan, Execute, Learn, Implement, Repeat! Digital marketing is Richa's passion & love. She is an innovator & wants to explore more, learn more, try different tools, hacks with various campaigns. She loves reading non-fiction books and does nature photography.

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