Prepare Your Blog for Another Big Change Coming From Google: The SGE
Google has just made another change to its algorithm.
As a blogger or SEO specialist, you should be aware of Google’s whims.
AI, EEAT, CHERP, AEO, and SGE are all changes that Google has made to its algorithm in recent times.
How can you respond to things that may change in the future? Well, by applying SEO in such a way that you benefit from it now and become visible in different ways.
Take control of your online visibility
SEO is mainly about controlling whether and how you appear in search results.
Are you doing nothing?
Then you give Google control over your visibility. This doesn’t have to be a bad thing. For example, Google can also generate a meta description.
You probably recognize that your meta descriptions are often not shown initially. It is annoying, but not a reason to stop paying attention to it.
I think it’s advisable to keep as much control as possible over your visibility on the search results page (SERP, for short). And to see what else is possible.
Why isn’t a meta description shown?
There’s a good chance that the proposed meta description isn’t good enough. There are several reasons:
Your meta description is too long, too short, or you’re using keywords. This doesn’t help your visitor, and Google thinks it knows better.
Your meta description doesn’t match the search intent (enough). A page can be visible for several search intents. You can only optimize for one search intent. Google will then look for an alternative on your page that fits.
Your visibility in the SERP will become even more important when Google launches the Search Generative Experience.
What is Search Generative Experience (SGE) again?
The Search Generative Experience (SGE) is a new development from Google that will change the way we search on Google. Instead of a list of blue links, rich snippets, and SERP features, SGE offers an AI snapshot above the organic results.
In the AI snapshot, the answer is generated continuously by AI.
In addition, there is the option to ask a follow-up question or choose from 3 suggested answers.
By applying AI, the SGE can better understand the users’ search intent and thus provide a more relevant answer.
It looks useful. Unfortunately, it is not yet known when SGE will be launched. Google is currently testing it in the United States, among other places.
At the end of last year, I tested the Generative Search Experience myself to see what we could expect.
The future of the SERP with the arrival of SGE
The Search Generative Experience is a development with major consequences for the future of SEO. You have an advantage if you know what to expect and how to prepare.
It is important that you can properly analyze the current SERP and that of the SGE. There are elements of the current SERP that you recognize in the AI snapshot. If you see what on-page optimizations you can make now to be visible on the SERP, you’ll be ready for when the SGE launches.
Let’s take a closer look at the current SERP and the possible new variant within the SGE.
The current SERP analyzed
Are you looking for the distance to Mars? Then you’ll immediately see the answer in the featured snippet. You can also see more information in the knowledge panel on the right. Do you have more questions? Then there are suggestions in People Ask tab. Google also makes suggestions about the distance to other planets.
In the current SERP, you will receive an immediate answer to your question, and you can delve even deeper into your search query.
We’ve been used to the SERP format as it is now for a few years. All these SERP features still rank above organic search results.
The AI snapshot in the generative Google Search experience
So let’s take a look at the AI snapshot for the same question. It’s noticeable that the answer is a little more nuanced. Although the actual SERP clearly mentions a number, SGE explains that it varies and depends on various factors.
You’ll also see images that illustrate this. In the top right-hand corner, you’ll see three more potentially interesting search results. At the bottom, you’ll see 4 options for follow-up questions. You can ask a follow-up question yourself or choose from three suggested questions. If you look closely, you’ll see another ‘Chat’ button in the top left-hand corner. This is another option for starting a conversation with AI.
The AI snapshot is a mix of different SERP features.
The current SERP vs SGE
We can clearly see that featured snippets, knowledge panels, and questions from people also return in the SGE, but in a different way.
Summary of the most important similarities and differences:
The similarities:
Google tries to give the best possible answer and does so in a variety of ways.
There is room in the search results to go deeper or wider. Do you want to know more or know something else? That’s not a problem in either the SERP or the SGE.
The differences:
The AI snapshot doesn’t always immediately indicate where Google got this information from.
SGE is more interactive than the actual SERP. You can start the conversation.
SGE is still a Google experiment, so the format of the AI snapshot has yet to be determined. The answers may also not always be completely correct.
It is not known when SGE will be implemented or whether it will be in the form that we can experience SGE now.
Improve your current visibility and prepare for SGE
So we see that the current form of SERP resources will probably return to SGE. By finding out now where there are opportunities for you to be visible in a featured snippet, in people’s questions too, or the knowledge panel, you can prepare for the future. And you’re already increasing your visibility.
But how do you find out where the opportunities are in this area?
Look for SERP resource opportunities
Use an SEO tool like Semrush to find out which keywords currently have SERP features.
1. Look at the Organic Search report in Semrush
Under Top Keywords, you can see which SERP features you are already visible for. Scroll further down for a more detailed overview of the SERP features.
Under the heading link to a domain, you can see which SERP resources you are visible for now. Without linking to the domain, you can see which other SERP resources are possible. This is where the opportunities lie.
2. Focus on a SERP resource
Click on a SERP resource to see for which keywords this SERP resource is possible and where you are not yet visible. You now open a report with keywords where, in this example, a featured snippet is possible.
3. Filter and choose the SERP features that are relevant to you
In this step, you analyze where the opportunities are for you. Review the list of keywords and ask yourself the following questions:
Which keywords are suitable for your organization, service, or product whose visibility you want to improve?
Which keywords have a good search volume so that you can make the biggest impact?
Who is now visible in the featured snippet? And with what response?
Do you have any content that also answers this question? If so, make sure you give a short and concise answer to the search question.
Tips for claiming a featured snippet
Featured snippets come in several fixed formats:
The short, concise paragraph
A summary or a step-by-step plan
A video
Don’t be surprised by the arrival of AI in search results
SEO always remains unpredictable. What works now may not work in the future. We know that for sure. But this unpredictability is what makes SEO so interesting.
You certainly don’t need to wait until Google launches Search Generative Experience to be prepared for the addition of AI to Google. With an in-depth knowledge of current SERP features and an insight into Google’s Search Generative Experience, you can better prepare for the future.
Quality content is more important than ever to appear at the top of search results. At the same time, a lot is changing at Google. EEAT, SGE, and People First Content.