Google made a significant impact in the world of search engine optimization (SEO) by announcing its plans to integrate AI-generated answers into search results.
This move, known as Search Generative Experience (SGE), predicts a significant shift in how users interact with search engines and, consequently, how SEO strategies must adapt to remain effective.
What is Google’s SGE
SGE (Search Generative Experience) represents Google’s generative AI search to provide users with quick, concise answers to their queries directly within search results. Through AI-powered snapshots, vertical experiences, and conversational modes, users receive information without having to click through websites.
This is great and effective for users to get answers straight away, however, it’s not good for website owners who need traffic on their sites.
No visits to your website mean no clicks to your affiliate links, and of course, no profits.
So, what happens with SEO if traffic is turned over by Google AI?
Well, before you freak out, let us share the good news. In fact, websites will still get traffic!
Here’s why.
- If websites stop producing content, AI cannot be “fed” with information. As a result, it won’t give users the answers they are looking for online.
- Google makes money out of search result ads and ads bit. In 2023, Google’s ad revenue amounted to 237.86 billion U.S. dollars and if websites don’t get traffic, Google will basically miss on getting profits from them.
- People prefer to read human-written content. Publishers, creators, businesses, or even people who love writing know what they’re doing when posting valuable content online and that’s what users seek: authenticity and engagement.
Websites will still lose some traffic, because of some queries answered by AI. However, we must also keep in mind that as a language model, AI does have a lot of limitations, and it cannot replace the authenticity of humans.
How Can SEO Professionals Benefit From This
For SEO professionals, Google’s SGE announcement was concerning at first. However, the great part about all of this is that in their guidelines, Google says they’ll still reward high-quality content, despite how it is produced.
So, even though some traffic might go down, they can still use AI to make even better content.
In fact, lots of SEO experts have been using AI to improve their websites for a while now and it seems like it has worked great as websites can still get thousands of visits each month and earn a lot of money.
How Can Users Drive Traffic to Their Websites
Here are some tips for users to continue driving traffic to their websites despite the changes brought about by Google’s SGE:
Create Exceptional Content
Good content will never be out of style. Yes, AI can be helpful as it generates answers quickly and directly, however, there is a lot of value in original and well-written content.
Focus on publishing content that offers unique perspectives, good analysis and well-researched facts. Authentic content will attract organic traffic and help you establish an authority for your website.
Optimize for Long-Tail Keywords
Instead of competing for broad, generic keywords, you should target long-tail keywords that are more specific and have less competition. Long-tail keywords often indicate higher user intent and can attract more qualified traffic to your website.
Check out this article where we shared exactly how to use Reddit for your SEO objectives.
Use Social Media Platforms
Maintain an active presence on social media platforms such as X, Facebook, LinkedIn, and Instagram. Share your content regularly, engage with your audience, and participate in relevant conversations. Social media can drive significant traffic to your website and help you connect with your target audience.
Engage in Online Communities and Forums
Participate in online forums and communities related to your industry or niche. Engage in discussions, answer questions, and provide valuable insights. Platforms like Reddit, Quora, and niche-specific forums are excellent sources of targeted traffic and can help you establish credibility and authority in your field.
Guest Blogging and Collaborations
Collaborate with other bloggers, influencers, and websites in your industry through guest blogging, podcast interviews, and co-hosted webinars. This will help you expand your reach, drive traffic to your website, and build valuable partnerships.
Email Marketing
Build an email list of subscribers who are interested in your content. Send out regular newsletters, updates, and attractive offers to keep your audience engaged and drive traffic back to your website. Personalized email campaigns can be highly effective in driving conversions and repeat traffic.
Optimize for Voice Search
With the rise of voice search, you can optimize your content to voice queries. Focus on answering conversational questions and providing concise, informative responses. Voice search optimization can help you capture traffic from users using voice-enabled devices like smartphones and smart speakers.
Conclusion
Google’s implementation of AI-driven search experiences marks a significant milestone in the evolution of SEO. While the changes may pose a threat to website owners and SEO experts, they also present opportunities for brand innovation and growth. If creators benefit from these opportunities and use them effectively, they can optimize their presence online, instead of being left behind and not getting engagement from the audience.
