Download as PDF, PPTX
![“We've obviously been focused on
bringing [SGE] and making sure it
works well for users.
- Sundar Pichai, Alphabet 2023 Q2 Earnings Call
And it's very clear to me, first of all, as a
user myself, there are certain queries
for which the answers are so, so
significantly better.
It's a clear quality win.
And so I think we are definitely headed
in the right direction, and we can see it
in our metrics and the feedback we're
getting from our users as well.”](https://image.slidesharecdn.com/sgenewfeaturesingooglesearchhowtorespond-230814210708-860a0a14/85/SGE-New-Features-in-Google-Search-How-to-Respond-pdf-21-320.jpg)
![“We've obviously been focused on
bringing [SGE] and making sure it
works well for users.
- Sundar Pichai, Alphabet 2023 Q2 Earnings Call
And it's very clear to me, first of all, as a
user myself, there are certain queries
for which the answers are so, so
significantly better.
It's a clear quality win.
And so I think we are definitely headed
in the right direction, and we can see it
in our metrics and the feedback we're
getting from our users as well.”](https://image.slidesharecdn.com/sgenewfeaturesingooglesearchhowtorespond-230814210708-860a0a14/75/SGE-New-Features-in-Google-Search-How-to-Respond-pdf-21-2048.jpg)
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Similar to SGE, New Features in Google Search & How to Respond.pdf
SGE, New Features in Google Search & How to Respond.pdf
- 1. SGE, New Features inGoogle Search & How to Respond Aug 2023 | |
- 3. AI entering theSEO discussion in 2023…
- 4. How it feelsto keep up with AI developments this year.
- 5. GoogleIO Keynote: Introducing SGE (SearchGenerative Experience)
- 6. Important Disclaimers AboutSGE: • SGE is still being tested, and is changing and improving every day • Google is actively collecting feedback from SGE testers • SGE is only available to a select number of testers in the U.S. (Chrome desktop / Google App on iOS & Android) • SGE data does not appear to show in Search Console (yet)
- 7. Google Actively CollectingSGE Feedback
- 8. Feedback in SGE https://searchengineland.com/snippets-link-attribution-sge-search-430235 Thesereviews are GBP reviews of the Portland Airport 🙄
- 9. Feedback in SGE Nooption to leave feedback just about this feature 🙄
- 10.
- 11.
- 12. How SGE Works Loadsautomatically for some queries “Opt-in” for other queries
- 13. Pulls images fromGoogle Business Profile Even for non-localized queries (Connects entities across Google products) SGE combines information from multiple Google products
- 14. Using SGE (beforelinks were added)
- 15. Google Is NowTesting Links in SGE!
- 16. How is SGEBeing Received?
- 18. Do you findSGE to consistently provide a significant improvement to Google search, compared to non- SGE search results? @lilyraynyc Twitter survey | August 2023 281 responses 54% Meh 36% 10% Significant improvement No improvement
- 19. 90% of respondentsdon’t think SGE is a significant improvement to search. In other words:
- 20.
- 21. “We've obviously beenfocused on bringing [SGE] and making sure it works well for users. - Sundar Pichai, Alphabet 2023 Q2 Earnings Call And it's very clear to me, first of all, as a user myself, there are certain queries for which the answers are so, so significantly better. It's a clear quality win. And so I think we are definitely headed in the right direction, and we can see it in our metrics and the feedback we're getting from our users as well.”
- 22. 5.7% increase instock price overnight
- 23. Actual footage ofme hearing Sundar call SGE a “clear quality win”
- 24. When Does SGEAppear?
- 25. Impacted Categories* • Informationalcontent • Review content • Shopping & commerce queries • Location & maps content • Branded keywords • Travel content & things to do • Many health & wellness queries *changes all the time
- 26. Review Content • Productreviews
- 27. Review Content • Productreviews • Reviews of people, places and things
- 28. Shopping & CommerceQueries • Often shows localized results (where to buy)
- 29. Shopping & CommerceQueries • Google seems to be testing a connection with Merchant Center/shopping • Not working consistently
- 30. • best coffeeshops near me • restaurants in Madrid • things to do in Brooklyn Maps & Travel Queries
- 31. Branded Queries: disruptiveto navigational search
- 32. When Does SGE*Not* Appear?
- 33. When SGE Won’tShow: According to Google
- 34. Sidenote: Google IsStill Showing SGE for This YMYL Query
- 35.
- 36.
- 37. There are some questionsit would rather not answer
- 38.
- 39. Sidenote: Google just addedautomatic SafeSearch blurring for some adult images
- 40.
- 41. 1. Redundancy &Unhelpfulness
- 42. SGE Is OftenRedundant With Other SERP Features (Maps, Featured Snippets)
- 43. The SERP FeaturesBelow SGE Stay the Same Tom Capper @thcapper The SERP is Dead, Long Live the SERP Mozcon 2023
- 44. Tries To BeHelpful, but Isn’t Always Helpful
- 45.
- 46.
- 47.
- 49.
- 50. SGE Often CombinesInformation About Entities That Share the Same Name
- 51. SGE Often PullsFrom Results Not Ranking in Top 10 Tom Capper @thcapper The SERP is Dead, Long Live the SERP Mozcon 2023
- 52.
- 53.
- 54. Plagiarism Concerns? (+Google’s Response)
- 55. More Plagiarism Concerns (h/t@gregoryflorin)
- 56. Provide Google WithFeedback About SGE Links (And Click on Them!)
- 57.
- 58. When SGE DoesInclude Links: • The link sourcing is not always intuitive • Inconsistent linking • Whether users click on them is still to be determined
- 59. Link Mismatch Issues (Linksdon’t point to the place to download the font)
- 60. Excessive Linking • 27links to the same source (*not complaining!)
- 61. 5. Links toOther Google Products
- 62. Google Often Linksto Itself as a Source • Links to Google Maps locations • References to Knowledge Graph results • Links to Google shopping h/t Glenn Gabe & Barry Schwartz
- 63. 7. Ethical Concerns& Bias in AI
- 64. Apparently, all thebest musicians, hip hop artists, rock stars, CEOs and chefs are all men.
- 65. Risk of demonstrating subtleopinions and biases, not always facts.
- 66. 8. Lack ofClear Reporting for Sites
- 67. SGE is notyet showing in GSC at all. Shows up in GA as google/ organic.
- 68. Sidenote: Bing HasBeen Solving for This
- 69. 9. Feasibility &Profitability for Google
- 70. SGE Is Expensive,Plus: If users won’t click on an organic result after reading SGE… …why would they click on an ad?
- 71. Tom Capper @thcapper TheSERP is Dead, Long Live the SERP Mozcon 2023
- 72.
- 73.
- 74.
- 75. The selected results are filledwith fake GBP reviews.
- 76. Important: It’s stillearly. SGE changes every day.
- 77.
- 78. Is promoting consistent& reliable answers for AI the new linkbuilding?
- 79. Process: • Collect frequentlyasked questions about yourself or your brand • Answer questions clearly and concisely on your site(s) in FAQs, About page, homepage, etc. • Support facts with structured data (you can use AI tools) • Leverage IndexNow for instant indexing in Bing (Yoast premium) • Submit URL in GSC; ensure content is crawled/indexed by Google • Monitor SGE & Bing Chat results
- 80. Generate Person/Organization structureddata with ChatGPT plugin Webpilot, Claude or ChatGPT browser mode
- 81. Affecting SGE Answers Beforewebsite change After website change Website change (1 week after)
- 82. Affecting SGE Answers Beforewebsite change 2 weeks after website change Website change
- 83. Affecting AI Answers Beforewebsite change After website change (Bing
- 84. SGE Finally GotIt Right (Yesterday!)
- 85. Provide clear and directanswers to questions
- 86. SGE Is ConfusedBetween Multiple Lily Rays NOT MY DAD! MY DAD
- 87. SGE Can “Know”About Complex Queries (Sufficient mentions on 3rd party sites)
- 88. Monitor how yourpages appear in SGE & include optimized featured images
- 89. One answer onone page might not be sufficient.
- 90. Promote consistent &reliable information across mentions on external sites.
- 91. 1. Collect relevantquestions about your brand (People Also Ask, question research) 2. Provide clear, concise and consistent answers to these questions wherever possible 3. Pay attention to GBP photos and reviews 4. Monitor 3rd party mentions & set up brand alerts Steps to Respond Now 4. Ensure information accuracy across 3rd party sites whenever possible 5. Try to build additional mentions to promote consistency in answers 6. Use high-quality imagery on every page you want to appear in SGE 7. Remember that AI can pull from Twitter, LinkedIn & other social sites
- 92. Be everywhere searchengines can find you.
- 93. SEO Is MoreThan 10 Blue Links • Create short videos (Google Perspectives, TikTok, YouTube, video tab, Discover) • Analyze your Discover performance & drive more traffic and visibility on Discover • Consider podcasts, audio recordings, interviews - upload to Soundcloud, Spotify, Bandcamp etc. • Focus on your expert contributors and authors - build out their online presence
- 94.