Google’s Search Generative Experience, or SGE, is shaking up the world of SEO as we know it. Companies are now investing in AI content, but that doesn’t mean readers will be satisfied with the low-quality, generic output. With Google’s own generative AI on the rise, marketers must adapt to ensure their content stands out.
Investing In Quality Content: How to Stay Ahead of the Curve
Google’s Helpful Content System update aims to detect real experience and expertise and improve how search results are ranked.
To ensure your content stands out, focus on creating information gain, offering an opinion, quoting experts, and telling stories that show first-hand subject knowledge.
Human Experience: Where Brands Can Win
To make your content more appealing than AI-generated articles, focus on social signals, comments, graphic and web design, and leveraging existing brands.
Additionally, B2B decision-makers will still seek real experience and expertise, so curate content from a variety of sources to satisfy readers.
Longtail Queries Going Away: Time to Adapt
According to Daniel Foley Carter, SEOs must be prepared for traffic to reduce due to “Above the fold SERP noise” and that CTRs must be improved in order to capture traffic.
One strategy that is particularly effective for small brands is targeting low-competition, long-tail keywords.
However, generative AI excels at answering nuanced queries which could make these keywords obsolete.
