Preparing for Google’s SGE

Google Search, and therefore SEO, is headed towards a transformative period with Google’s announcement to integrate Artificial Intelligence (AI) into SERPs. While new and exciting, the change is reminiscent of past innovations such as the Knowledge Graph, Question and Answer boxes, or even “People also searched for” prompts. These features, once novel, are now integral to our search experience, guiding users to more informed and efficient outcomes. The introduction of AI-generated answers will shake up the ecosystem in similar ways. As such, we anticipate the upcoming changes will have a similar effect to what we saw with the addition of Google’s Knowledge Graph.

Preparing for Google’s SGE

Our SEO team is ready to guide our clients through these changes. The evolution of SEO tactics is not unfamiliar territory; we’ve adapted our strategies multiple times over the past decade. Each milestone initially stirred concerns among SEO professionals about the relevance of traditional SEO. Yet, repeatedly, SEO proves indispensable as a digital marketing channel.

This latest advancement is no exception. It signals a shift towards more efficient, AI-driven search experiences, which, rather than rendering SEO obsolete, only transforms its methodologies. Not all queries will be affected similarly, and we predict “business as usual” for large portions of search traffic relevant to our clients. Particularly a split between how different search intents are handled. For example, informational vs commercial or transactional searches. Despite these AI integrations, the fundamental need for informative, engaging, and expertly crafted content remains a top priority.

While AI snapshots and conversational modes revolutionise how users interact with search, the underlying principles of SEO—authority, relevance, and user experience—hold steady. For instance, the shift towards AI-generated responses and the potential relegation of traditional search results underscore the urgency for businesses to innovate their content strategies and focus on originality, depth, and user engagement. As mentioned, we’ve seen similar practices with Knowledge Graph and zero-click results. SERPs for specific search queries did shift, and there was a race to achieve what people in the SEO industry call “position zero” – the featured snippet that appears above traditional results.

The AI-driven search landscape will favour those who continue producing compelling, authoritative content and preparing for AI algorithms but focus on human engagement. In doing so, strategies ensure businesses remain visible and relevant, regardless of how search technologies evolve. We recognise that the expertise in navigating these changes, understanding Google’s evolving algorithms, and crafting content that resonates in an AI-enhanced search environment will distinguish the leaders in the SEO space.

Evolution of Google Search

We want to highlight that introducing AI into Google Search is not a threat but an evolution—an opportunity to leverage new technologies to refine and advance SEO strategies. Herdl is already ahead, fine-tuning our approaches to ensure our clients’ content remains impactful and visible. We’re not just reacting to changes but staying two steps ahead, making certain our clients lead their industries. We’ve learned from past developments, such as Google’s Knowledge Graph and others, and have a proven history of adapting well to similar changes.

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If you’d like to learn more about Google’s SGE, our SEO approach or anything else related to digital marketing, please get in touch.

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