As we sunset the year and enter 2024, the way we interact with search engines is going to be evolving.
The introduction of Google’s Generative Search Experience (GSE) is set to revolutionize how search queries are answered and displayed. This change has significant implications for organic search results and presents new challenges and opportunities for brands.
Today we are guiding you through what GSE means for your brand and how you can prepare for it.
The Impact of GSE on Organic Search Results
GSE aims to provide direct, contextually rich answers to search queries.
These AI-generated results will appear prominently, potentially pushing organic listings lower. Adapting to this change involves creating more detailed and specific content, particularly for long-tail, context-rich queries.
Google GSE and the New “Top 3”
The traditional goal of ranking number one on Google is evolving. The introduction of Google’s infinite scroll in 2022 started this change, and GSE is continuing it.
Despite these changes, ranking higher still holds significant value. In GSE, the “3-pack” concept remains crucial, likely determined by sites with high engagement and click-through rates.
A Fresh Opportunity for Google Advertisers
Google Search Labs’ new feature, the Search Generative Experience, integrates ads seamlessly into AI-driven search results.
This offers a new way for advertisers to reach their audience, with ads clearly marked as “Sponsored.” Despite a potential decrease in organic traffic, GSE opens up innovative advertising avenues.
Your 2024 GSE Preparation Checklist
To make the most of GSE, it’s essential to be proactive. Here’s a checklist to help your brand prepare:
- Focus on Conversational Content: Develop content that answers specific questions in a conversational tone.
- Optimize for Long-Tail Keywords: Use long-tail, conversational keywords that align with GSE queries.
- Enhance Your Local SEO: Update and optimize local business listings for better visibility in local search results.
- Implement Structured Data: Employ schema markup for better content categorization and understanding by search engines.
- Create Rich, Informative Content: Develop in-depth content that thoroughly addresses user queries.
- Leverage AI for Content Optimization: Use AI tools to fine-tune your content for the nuances of generative search queries.
- Optimize for Voice Search: Adapt your content for voice search, which often intersects with GSE.
- Monitor Search Trends: Keep an eye on evolving search trends and adjust your strategy accordingly.
- Improve User Experience (UX): Focus on delivering a stellar UX to engage users effectively.
- Engage in Continuous Learning: Stay informed about GSE and AI in search as these technologies rapidly evolve.
Don’t Sleep on GSE in 2024!
The introduction of Google’s Generative Search Experience represents a significant shift in digital marketing and SEO strategies. By preparing your brand with the steps outlined above, you can ensure that you stay ahead of the curve and leverage the full potential of this new era in search technology.
National Positions has been lucky enough to be in the beta test group for this update and has insights (and strategies) prepared for 2024. Contact our team of experts today if you are ready to take advantage of Google’s GSR update.
Don’t forget to subscribe to our newsletter to get more insights like these delivered directly to your inbox every week!