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Google has flourished with many new AI tools to make the reader's journey better and easier. Undoubtedly, these new tools have attracted many of the audience to Google. But, here it is important to ensure your brand is one among the Google rankings. So that your site or brand becomes easily and primarily accessible to the customers. Old SEO traditions we usually follow seldom match these new AI-generated results. Considering the infusion of AI tools, SEO writers are forced to move forward with these traditional methods of writing.
Search Generative Experience (SGE) is one such AI-powered tool recently launched by Google. The test version is running successfully under a limited number of people. It impacts the organic search rankings in higher standards.
A new study by Authoritas reveals that SGE has a great impact on brand visibility and search traffic. It also leads to the rise of new competitors. This is because 62% of these links are not from the top 10 organic rankings. When SGE becomes accessible to a wider range it may result in a reduction of organic rankings by 1200 pixels on average. It significantly affects the visibility of the brand. It equally impacts brands of any domain. However, electronics, fashion and E-commerce searches have seen greater damage. So by introducing new tactics, SEO writers can check on it.
The study analyzed 2900 keywords from 15 different domains and found that SGE search results are viewed by Google for 91.4% of searches. This consistency of SGE results impacts various brands and industries. The study also revealed each SGE element contains 10-11 links from only four different domains. So You must be wise enough to create multiple links with the keywords curated from SGE search. This would help to balance the stable visibility and traffic of your brand.
The first search page of the SGE box is occupied by websites from unexpected sources in SGE search. The study also unveiled the fact that only 20.1% of these search results match the links from organic Google results. Whereas 17.9% of links of these results are from the same domain as organic searches which were placed on different pages. However, the major part of the remaining 62% of SGE links is generated from sources that are not related to the top results of organic search.
Eventually, websites that top the results in organic search may face a crucial destruction in their traffic and click rates. This is because, in SGE search, websites ranked number one in organic search results may drop down to 1255 pixels. Therefore #1 ranked website is pushed to the second page due to the emergence of SGE results.
The study also shows that the SGE results for branded terms may reveal the competitor's websites rather than the brand’s site. Even when a user searches for a specific product from a specific brand, SGE results can showcase the competing local brand. This increases the competitor’s brand visibility. So maybe your competitors are enjoying the fruits of your yield.
From the insights of Authoritas analysis, the destruction of traditional search and traffic patterns is abrupt. This has created certain limitations to the traditional strategies followed by SEO professionals. Brands in top search rankings may find annihilation in their brand visibility and traffic. It paves the way for many newer brands. So traditional business rivalries may experience competition with a wider range of brands that gain visibility through SGE results.
Since Google is a primary source of search engines, changes in its search results will have a greater impact on brand popularity, revenue and business statistics.
Facts from Authoritas study also unveil the space for the incredible growth of the brand in SGE search results. This can be achieved by adapting some modern tactics in SEO. Below listed are some of the advantages of SGE search, keeping Authoritas study in account.
SGE contributes to the success of well-researched factual content. Your content must be informative and add value to the users to achieve top rankings in SGE results. You should also be smart in choosing keywords. This also makes your brand user-friendly which develops your business.
Including famous quotes, images, videos and interviews from a verified source may increase your chance of featuring in top SGE results.
Your brand must be strongly viable and transparent through various channels like magazines, journals and other social media sites. Well-established sites like Quora and Reddit also perform better in SGE results. It is also important to be legit and trustworthy. So that your online reputation is not affected.
Deviation from any of these points may lead to a change in business dynamics, as SGE results feature competitor brands besides its websites.
In the meanwhile of its introduction, this AI tool has created adverse effects on the search ecosystem. However, its long-term impact is in the hands of SEO professionals and marketers. By prior attention to the challenges and awareness of innovative opportunities, we can make the best use of SGE search results.
