Prepare for a Searchquake

Recent research from BrightEdge shows that Google's Search Generative Experience (SGE) is going to fundamentally change the way we search, a "Searchquake" in the digital world! It is critical that companies prepare for the impact SGE will have on brand visibility and customer behavior.

SGE allows you to perform searches more efficiently by instantly providing comprehensive answers, reducing the need for multiple searches and clicking through to websites. In this regard, AI acts as a bridge between your content and the Google user.

For example, we are going to see that AI can simulate a complete shopping experience, guiding visitors step by step without requiring them to leave the search engine.

The rise of zero-click experiences has far-reaching implications for search behavior and Google ads.

The study shows that 84% of Google searches will be affected by SGE and that the healthcare, e-commerce and B2B technology sectors will be most affected.

SGE makes the visibility of Web sites in search results more complex, which can lead to a decrease in the number of visitors to your Web site through search engines. However, the visitors you still attract may be more valuable and engaged.

The shift to SGE is not just Google's next algorithmic change. It is the most significant search engine change ever and represents a profound change that will affect every industry, every business and every marketer.

It is essential that you adjust your SEO strategy and website experience accordingly. To prepare for SGE, here are some action items:

Strengthen E-E-A-T (Expertise, Experience, Authoritativeness, Trustworthiness):
- Expertise: Show that the content on your website was created by people with in-depth knowledge of the topic. For example, share extensive biographies of authors and relevant qualifications.
- Experience: Share evidence of practical and relevant experience, such as case studies or customer stories.
- Authoritativeness: Gain authority through recognition from leading websites and achieving certain certifications or standards.
- Trustworthiness: Secure your website, be transparent in communication and collect positive reviews.
Optimize for conversational search and long-tail keywords:
- Use natural colloquialisms in your content.
- Anticipate literal questions from your audience and integrate them into your content.
- Write in the second person to create a personal dialogue.
- Enrich your content with storytelling and interactive elements such as chatbots.
- Be clear and concise in your message.
Integrate multimedia content:
- Use videos, podcasts and infographics to make answers more lively.
Analyze search intent:
- Track how search intentions change and adjust your content strategy accordingly.
Build your online reputation:
- Collect customer reviews and mentions in leading publications.
Provide contextual relevance:
- Create in-depth and informative content that not only answers questions, but also understands the broader context.
Stay flexible:
- Be prepared to adapt your strategies to the rapidly evolving digital marketing world.

By applying these recommendations, you will ensure that your SEO strategy and website experience are ready for the future of search with SGE, and provide a more valuable experience to your visitors.

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