Want to make a digital marketer freak out? Then tell them there are huge changes inbound to Google search pages. Since Google recently announced their AI-powered Search Generative Experience (SGE) is on it’s way to disrupt SERPs. Sweaty palms and tapping feet perhaps.
Want to make a digital marketer freak out? Then tell them there are huge changes inbound to Google search pages. Since Google recently announced their AI-powered Search Generative Experience (SGE) is on it’s way to disrupt SERPs. Sweaty palms and tapping feet perhaps.
But that’s why as a leading Sydney digital marketing agency you can learn about search generative experience with COG Digital. We’re here to help!
Here we will try our best to make it simple so you can easily learn about search generative experience with COG Digital. SGE is an experimental version of Google’s search engine that uses artificial intelligence to generate contextual answers to complex questions. Think of SGE as a set of search and interface potentiality that unites generative AI-powered results into Google search engine query responses. The Google search engine is the core product from Alphabet’s Google division, providing users with responses to queries.
There are three ways SGE uses AI to enhance the search experience. The first is AI Snapshot which delivers a specific summary for some more lengthy queries. The second is Conversational Mode that answers follow-up questions while retaining the context of the original search query. And then the third way search generative experience uses AI to enhance the search experience is via Vertical Experiences that provides a preferred list of features and more product details in commercial searches.
We know search will never be the same again. The old era is ending. SEO as you know it is leaving us. Over the last few months, we have seen several big changes transforming the search landscape such as Google search losing traffic to ChatGPT and Bing. With Search Generative Experience, people will be able to ask entirely new types of questions that you never thought Search could answer. Also quickly get the lay of the land on a topic, with links to relevant results to explore further. Plus ask follow-up questions naturally in a new conversational mode.
So establishing that organic search optimisation is here, the big questions is what is the difference between SEO and SEM?
The main difference is that Search Engine Optimisation (SEO) is focused on optimising a website in order to get traffic from organic search results. Whereas the focus of Search Engine Marketing (SEM) is to get traffic and visibility from both organic search results and paid search results.
SEO: Vertical search rankings.
OSO: Horizontal and Vertical search rankings.
Think width not height. With perspectives, discover, videos and SGE, you’ll be able to reach more people through content designed to rank.
SEO: Keywords and queries.
OSO: Content based on emotional need states.
Research shows that people go to the internet in emotional need states (ie: quickly help me find a digital marketing agency like COG Digital near me). Impress me, educate me, reassure me etc. Brands can reach more people by creating and ranking content that matches those needs. Reach as many people that aren’t in the market at the least cost.
SEO: Brands want ROI and short term sales.
OSO: Brands want to increase their share of search.
SEO always struggles to justify itself, because of an obsession with Google analytics and ROI. OSO is all about increasing a brands share of search. And other channels assist with this. If share of search is down, a PR or TV ad campaign might be needed. If the competition are reaching more people with content, a content gap reduction strategy might be needed. Share of search is the key measurement as that dictates better long term sales potential.
SEO: Your website is the obsession.
OSO: Mental and Physical Availability are the obsession.
More people will start to check out on other platforms. Tiktok shop, Amazon, Instagram, indeed how long before you can book consultations directly through LinkedIn? Yes, your website is still hugely important (more on that in a moment) but reaching as many people as possible is key. This will require brands to think differently and invest accordingly. Build a search world.
SEO: Traffic and Rankings.
OSO: Be your own search engine.
Aim for topical authority. When they land on your site, be so useful that they’ll want to stay. This is how you counter SGE…by being a high quality information source.
SEO: Traffic focused
OSO: Performance focused
OSO is aligned with both performance marketing and brand. It’s PR, brand advertising, purchase intent rankings, the messy middle, reaching buyers not in the market…and yes PPC. Expect seasoned search professionals to examine budgets, optimise for sales and reach. The days of channel segregation are over. OSO brutally examines performance and optimises for this.
SEO: Requires SEO practitioner.
OSO: Requires commercially savvy marketers who understand SEO, strategy, organic search, network science, content, social media, UX, marketing science, PR/DPR, brand marketing, PPC and sales activation. This doesn’t mean to say they need to be experts in everything, but an understanding is required.
SEO: Campaign dependent
OSO: Infinite game.
You don’t stop organic search optimisation. You can learn about search generative experience with COG Digital. Simply reach out to us via calling (02) 9523 6007, or email using through the form here: https://cogdigital.com.au/contact-us/
