How to leverage Google’s Search Generative Experience (SGE) in B2B marketing
It may feel like the landscape of digital marketing is ever-evolving. The reality is, it is – and keeping up to date is crucial for B2B marketers.
There was a lot to take in at this year’s BrightonSEO conference (catch up on our key takeaways here) back in April, but something we’ve been keeping a close eye on is Google’s Search Generative Experience (SGE). As one of the latest innovations that promises to reshape how we interact with search engines, leveraging generative AI, SGE is poised to transform traditional search practices and user experience. As with all changes, it offers both opportunities and challenges for B2B marketers – especially those targeting a niche. Here’s what you need to know:
What is SGE and when does it come into play?
Google’s SGE is an AI-powered tool designed to enhance search results by providing comprehensive, conversational responses directly within the search interface. Unlike traditional search, which requires users to sift through various links to find relevant information, SGE uses advanced AI algorithms to generate concise summaries from multiple sources. This feature is currently available as part of Google’s Search Labs initiative on an opt-in basis, allowing users to experiment with this new search experience.
It’s predicted to positively impact UX for search – particularly if a user seeks complex or nuanced information. For instance, if someone searches for “how to improve customer retention in B2B,” SGE can pull insights from various articles, offering a consolidated overview right at the top of the search results. This ability to distil information quickly and clearly makes SGE a powerful tool for answering multi-faceted questions, fast.
What does SGE mean for B2B marketers?
For B2B marketers, the introduction of SGE brings both opportunities and challenges. One of the most significant shifts is the potential reduction in organic traffic. As SGE presents detailed responses directly in the search results, users may find all the information they need without ever clicking through to the source websites. This could reduce the number of visits to company blogs, product pages and other content-rich resources.
However, whilst it may sound like it, this isn’t necessarily a disadvantage. Bear with us. Whilst the volume of traffic may fall, the quality of visitors reaching your site through SGE is likely to be higher, as it almost acts as a qualifying stage. It is likely that these visitors will be more interested in your content as it is perceived to be more relevant to them. Moreover, SGE’s focus on providing accurate, trustworthy information aligns with Google’s broader emphasis on Expertise, Authoritativeness, and Trustworthiness (E-A-T). This means that content demonstrating these qualities is more likely to be featured in SGE responses, reinforcing the importance of high-quality, authoritative content in your marketing strategy.
How can you use SGE to Elevate your marketing?
- Focus on high-quality content: speaking of which…to capitalise on SGE, prioritise creating content that offers an in-depth insight with a clear stance, demonstrating your expertise in your niche. This could include white papers, case studies, or even detailed blog posts that address common pain points and questions from your target audience.
Given that SGE is designed to surface the most relevant and authoritative information, content that showcases deep knowledge and practical solutions will stand out. - Optimise for conversational search: as SGE is geared up to handle conversational queries, optimising your content for natural language and long-tail keywords becomes essential. Think about how your target audience phrases their questions and structure your content accordingly. Think: how would you ask the question offline? This approach will help ensure your content is featured in SGE’s summaries, increasing your visibility – even if users don’t click through.
- Embrace multi-format content: SGE isn’t just about text; it can also pull from various content formats – including videos and infographics to name just a few. Multi-format is your friend. Diversifying your content types can increase your chances of being featured in SGE’s responses. For example, including a well-produced video tutorial or an infographic in a blog post can enhance the overall value of your content, making it more likely to be included in a synthesised answer.
- Leverage first-party data: despite Google’s U-turn on the demise of third-party cookies, there is still undoubtably an ongoing shift towards a privacy-focused world online. First-party data is becoming increasingly valuable. Used well, it is powerful. The other ‘p’ is personal. This data can be used to create personalised content and targeted marketing campaigns, drawing on insights you gather from your audience’s behaviour to inform the creation of content that resonates with them. Not only can this further boost your authority and relevance in the eyes of search engines, but amongst the users, too.
- Stay agile and monitor trends: déjà vu alert…the digital landscape is constantly changing, and SGE is just one of many innovations shaping the future of search. It’s more important than ever for B2B marketers to stay informed about the latest developments in AI and search technology and be ready to pivot and adapt strategies accordingly to maintain a competitive edge.
While Google’s SGE is still in its experimental phase, its potential impact on the world of B2B marketing is undeniable. By focusing on high-quality content, optimising for conversational search and leveraging first-party data for a more personalised approach, marketers can not only navigate the challenges posed by SGE but seize new opportunities to connect with their target audience. As B2B marketers, staying proactive and adaptive will be key to navigating the capabilities that come with generative AI in search.
If this has left you with more (search) queries than answers about the evolution of search and how it can directly impact your activity, speak to our MarketingOps team here. We’d love to help.
