Let’s talk about Google’s AI. What is it? How does it impact your marketing strategy? What should you be doing for your website and socials to appear on SERPs?
Keep reading, and we’ll answer all of your questions (and more!) in this blog.
In Canada, we had a bit of an advantage when Google launched their AI, called Google SGE. Why? Because it rolled out in the United States first. We were able to get an idea of what it was, how it worked, and what we could expect in the future.
We knew a year ago that Google’s AI would change the way we surfed the web. Finding information was supposed to become easier, and limit a user’s need to click through Google’s pages to find the results they’re looking for.
Google SGE, or “Search Generative Experience” is a type of generative AI designed to streamline the search experience.
Their goal? To decrease organic web traffic. That’s right, Google actually wanted to send less people to your website.
Why would they do this intentionally? Wouldn’t that hurt businesses?
As we mentioned above, Google SGE was designed to make the users search experience more streamlined. This results in getting the answers they’re looking for faster, and needing to do less research before making a purchasing decision.
While there could have been a decrease in web traffic, Google anticipated a rise in leads that are willing to convert. This is because they aspired to shorten the marketing/sales funnel.
Google made the discovery and research phases condensed, bringing the customer to the intent, evaluation, and purchase stages quicker.
Google SGE is more particular with keywords. Before SGE was introduced, Google would show results that might not have directly included the keywords you searched. Now, Google SGE shows only the most accurate and relevant results.
The good news? This provides you with more direction when choosing keywords to include.
Remember: don’t load your webpages with keywords. Google SGE still looks for, and avoids, webpages with keyword stuffing. This means that your content needs to provide value and information, and your chosen keywords must be relevant.
In short, yes!
Certain social media platforms, including Instagram, YouTube, Reddit, and LinkedIn, can appear on SERPs.
Businesses should focus on their keyword strategy across platforms. It’s how you can organically drive traffic to your website and generate leads.
Know what your audience is searching for. We find Answer The Public to be a great resource! The free version can be limiting, but it resets on a daily basis.
We recommend keeping up with this monthly, because you want to stay ahead of any changes in what your target market is searching for. Use the results from Answer The Public to guide your keyword use, and ensure the same keywords appear across any platforms that can appear on SERPs. Consistency is rewarded, both by the algorithms and our own subconscious minds.
Generating monthly reports to see how your website and content are performing, and creating a benchmark for yourself while also setting goals, is crucial. The last thing you want to be doing is spending time and effort without tracking your progress.
We know that this can sound like a lot of work, because it is. But the effort you put into your SEO and keyword use will come back to you in results down the road! Just remember – Organic SEO is a long-term strategy. While it’s possible to see results quickly, don’t be discouraged if it takes a few months.
If you’d prefer to focus on running your business, and you’d like to partner with a marketing agency to support your efforts, you can fill out the contact form on our website to request a free consultation.
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