Novacom | Award-winning digital marketing and customer experience agency
Novacom | Award-winning digital marketing and customer experience agency
Transforming Search: How Google SGE Could Revolutionise the Digital Landscape

Transforming Search: How Google SGE Could Revolutionise the Digital Landscape

Today’s digital landscape is constantly evolving, with generative AI at the forefront of digital marketers’ minds, monitoring how new advances in technology can help boost, but also affect long-standing marketing activities.

Google's Search Generative Experience (SGE) is one such innovation that promises to revolutionise the way users interact with search results. We've taken the time to explore what Google SGE is and delve into how brands could harness its power to supercharge their marketing efforts if it is rolled out in the near future.

Understanding Google SGE

Google SGE, or Search Generative Experience, is a cutting-edge technology that enhances the search experience by providing users with more refined and contextually relevant results.

Here are the key features that could make SGE a game-changer:

  1. AI Snapshot:
    Google SGE harnesses the power of artificial intelligence to provide users with concise and tailored summaries for longer search queries. This means that users can quickly grasp the essence of a web page without having to click on multiple links, making search results more efficient and user-friendly.
  2. Conversational Mode:
    With Conversational Mode, Google SGE takes search a step further. It not only provides answers to initial queries but also understands and responds to follow-up questions. This feature retains the context of the original search, creating a more conversational and personalised search experience.
  3. Vertical Experiences:
    For users interested in commercial searches, Google SGE offers vertical experiences. This means it provides a curated list of features and additional product details for specific queries. This is especially beneficial for e-commerce brands looking to showcase their products effectively.

How Brands Can Leverage Google SGE

Crafting Compelling Summaries:
To make the most of Google SGE's AI Snapshot feature, brands will need to ensure that their content is well-structured, informative, and relevant to user queries. High-quality, concise content that provides answers to common user questions is more likely to be featured in Google SGE-generated summaries.

Enhancing User Engagement:
Conversational mode opens up new possibilities for brands to engage with their audience. By anticipating follow-up questions and providing relevant, value-added information, businesses can create a more interactive and personalised experience.

Optimising for Vertical Experiences:
For e-commerce businesses, it's essential to ensure that product listings are comprehensive and include all relevant details this will involve optimising product listings with detailed information, high-quality images, and customer reviews. This will increase chances of being featured in Google's preferred list of features in commercial searches.

Stay Up-to-Date with SEO Best Practices
As with any Google update, staying abreast of SEO best practices is crucial. Brands should keep an eye on industry trends and adapt their strategies to align with SGE's capabilities.

Regularly analysing how SGE affects search rankings and user behaviour will be essential. This allows brands to make necessary adjustments to their strategies and content to stay competitive in the evolving search landscape.

Google's Search Generative Experience represents a significant leap forward in the world of online search. By understanding and harnessing the power of SGE, brands will be able to position themselves at the forefront of user engagement, providing a seamless and dynamic search experience.

Embracing this technology will not only enhance a brand's visibility but also strengthen its connection with its target audience, ultimately driving growth and success in the digital age.

Unfortunately, this new feature is only available in America for selected users as it goes through test phases. But we’re keeping a close eye on this advancement as it develops!

Will Yates
written by Will Yates
Client Services Director at Novacom




San Francisco

New York