Hello Hello Marketers, Welcome to the special edition! ✨🙌

Guess what? 

Google's throwing a game-changer into the SEO scene with its snazzy new search thingy, the Search Generative Experience (SGE). Hold onto your hats, because these SGE trends are like a rollercoaster for your website traffic – some twists and turns ahead, not all sunshine and rainbows. Whether you're an SEO pro, a marketer, or a digital whiz, it's time to perk up and pay attention. 😬

But fear not! 

At How to e-commerce we've been digging into how Google's SGE is shaking things up for our e-commerce buddies since day one. Today, we're spilling the beans on what we found and tossing some tips to keep your SEO game strong in this SGE world. 

Stick with us for the lowdown on tackling the SEO future with a dash of hope! 🚀

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SGE And What It Means For Your Website 🧐

Understanding the Search Generative Experience (SGE) 📊

Why You Should Care About SGE (Search Grid Experience) 🚨 

Building Your SGE Strategy 📚

Optimize Your Ecommerce Site For SGE 📈

SEO: Only One Piece Of The SGE Puzzle🧩

SGE And What It Means For Your Website 🧐

Google's Search Generative Experience (SGE) is like Google's Search Labs' cool AI experiment. Picture this: when you search on Google, SGE pops up with a snazzy AI-generated snapshot right at the top, giving you key info before the regular results. 🌟 Click on the top one, and voila! More responses appear below, with webpages, product links, and whatnot.

But, here's the twist—SGE has this chatty mode. You ask a question, and it's like having a convo with Google. Ask more, and you get even more answers. 🗣️

Now, while SGE is stepping up its game from its predecessor Bard by tossing in website links, it's also hogging most of the space at the top of the results. Not great news for most websites trying to score big on SEO. 📉

Understanding the Search Generative Experience (SGE) ✨🧩

The Search Generative Experience is a game-changer in how search results are presented, offering a revolutionary shift alongside traditional organic search. This marks a significant advancement in search technology, turning search results into a more conversational and responsive experience. With SGE, Google not only understands but also expedites your search process.

Incorporating SGE into hotel and resort SEO strategy brings a profound enhancement to the guest experience. Unlike conventional search algorithms that depend on predefined criteria, SGE utilizes sophisticated machine learning models. These models dynamically generate results, considering a user's context, preferences, and search history. This represents a departure from static searches, offering a more personalized and responsive search journey for users.

Let’s take a breakdown of what an SGE search looks like:

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Integrating SGE into hotel and resort SEO strategy will enhance the guest experience. Unlike traditional search algorithms that rely on predefined criteria, SGE leverages advanced machine learning models to dynamically generate results based on a user's context, preferences, and search history.

1. Converse Feature: The converse feature enables you to engage in a conversation with Google, facilitating the retrieval of desired information and retaining context from previous interactions.

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1. Authoritative Sources: Google's SGE doesn't autonomously generate these responses. It leverages high-authority and well-ranked content within its index to inform its AI generation, guiding users effectively. Essentially, it offers SEO experts insights into what Google deems as exceptional content beyond organic search results.

1. Related information: Google will suggest related search items that might pique your interest based on your query. It can also provide additional information on those suggestions and other related searches. However, the most crucial aspect is the option to express approval or disapproval of responses. This not only aids Google in optimizing SGE, but it also has the potential to learn from your preferences and dislikes in order to deliver the most personalized and optimal results for you.

🚨 Why You Should Care About SGE (Search Grid Experience)

📉 Traffic Drop for Organic Listings: SGE might lead to a decrease in traffic for all organic listings. Expect a hit on eCommerce category pages, but well-optimized product pages may see a boost.

🌐 Increased SERP Competition: Resellers of branded products might dominate the new SGE SERP features, taking up space and potentially diverting traffic from your site.

😓 AI Fatigue and User Frustration: SGE involves more steps before reaching a product listing, causing potential frustration. Users might opt for quick purchases on platforms like Amazon, leading to a loss in website traffic.

🔄 Ever-Changing Nature of SGE: Optimizing for SGE boxes will be challenging, as the beta version is continually evolving. Planning strategies based on the current iteration may not be effective in the long run.

🚀 Uncertain Future: The final version of SGE is unknown, and it will keep evolving even after its full launch. Planning an optimization strategy based on the latest iteration might be a futile effort.

Adapting to SGE requires a flexible approach, considering potential traffic shifts and evolving user behaviors. Keep an eye on developments, but don't invest too heavily until SGE's final form is clearer. 🌐✨

Building Your SGE Strategy 📚

So, what should you do instead?

Below, we’ve outlined a few key perspectives to consider as you update your site’s SEO strategy for the Search Generative Experience.

Step 1: Rethink Keyword Research 🧠

Traditional keyword research is losing its edge. The advent of zero-click updates renders many research tools outdated. Shift your focus to more dynamic sources like Google's "People Also Ask" feature for real-time insights. Better yet, delve into audience research and engage in meaningful discussions with your customers to uncover their evolving needs and interests.

Step 2: Prioritize Middle- and Bottom-Funnel Content 🎯

With the Search Generative Experience addressing top-of-funnel queries, redirect your efforts toward users further along the purchase journey. Specific searches offer a better chance for visibility. For eCommerce, optimize high-revenue product pages and consider implementing user-generated content strategies to foster community engagement and trust.

For example, a user who searches for “things to do in Athens” will likely browse their options within Google’s SGE answers.

Because this search is too top-of-funnel, it will be hard to rank with the addition of the SGE results.

More specific searches (like “cheap things to do in Athens with kids”) will give your content a better chance to shine because there will be less competition and more opportunity for individualization — if the SGE even populates at all!

Because this search query doesn’t result in SGE, it’s more likely for your content to get a spot in the traditional SERPs and receive organic traffic (without SGE there to take it away).

From an eCommerce perspective, we’re recommending that our clients focus on their top product pages (by revenue) to maintain any organic rankings, traffic, and revenue they’re currently receiving.

Step 3: Amplify Revenue Reporting 📈

In the SGE era, traditional metrics like clicks and impressions may see a decline. Strengthen your SEO reporting by shifting the focus to revenue-based metrics. Beyond basic SEO tools, explore the capabilities of the GA4 platform for more accurate and insightful data. Metrics such as conversion rates, customer acquisition cost, and return on investment become paramount for a holistic understanding of your SEO impact.

Bonus Tips:

• Diversify Traffic Sources: Explore alternative search engines or platforms to reduce reliance on a single source.

• Interactive Content: Stand out in SGE results by investing in interactive and multimedia content. Visual elements and interactive features can capture user attention.

• Influencer Collaboration: Enhance your brand's credibility and visibility by collaborating with influencers or industry experts. Their endorsement can provide a unique advantage in the SGE landscape.

• Adaptive Strategies: Keep your strategies nimble and adaptive. Regularly reassess your approach based on emerging trends and user behavior.

Optimize Your Ecommerce Site For SGE 📈

We've got a playbook of strategies to elevate your performance. Keep in mind, SGE is a constantly evolving landscape, so staying nimble is key! 🚀

1. Optimize Your Product Pages:

Transform your product pages to align with SGE's preferences. Elevate your eCommerce SEO game by:

• Employing comprehensive schema markup (covering reviews, pricing, descriptions, and rankings).

• Crafting meticulously written product pages with detailed descriptions and specifications.

• Generating supporting content such as buying guides and product comparisons.

• Accumulating customer reviews is a key factor in setting your offerings apart in SGE-generated responses.

Remember, the devil is in the details – the more comprehensive, the higher the likelihood of appearing in SERPs. 📊

1. Focus on Your Topical Authority and E.E.A.T. Principles:

Google still craves top-notch content. Bolster your brand by adhering to E.E.A.T principles:

• Showcasing your Expertise.

• Demonstrating Experience.

• Establishing Authoritativeness.

• Building Trustworthiness.

Craft content that not only speaks to your audience but also aligns with these critical principles. 🧠

1. Improve Your Linking Strategy:

Links and external signals are powerful. Amp up your efforts while ensuring they're ethical:

• Partner with influencers for strategic product giveaways or reviews.

• Collaborate with local online communities, extending your reach.

• Leverage platforms like Help a Reporter Out (HARO) to showcase your brand's expertise.

Internal linking is equally vital – it fortifies your site's credibility in the eyes of SGE. 🔗

1. Set Up Your Google Merchant Center Data Feeds:

Google Merchant Center feeds are more than just routine – they're a game-changer. Optimize them for maximum impact by:

• Infusing them with relevant product information.

• Ensuring they align with the Shopping Graph by incorporating detailed product descriptions, up-to-date reviews, ratings, prices, images, and links.

Your Google Merchant Center becomes a potent tool for SGE-generated responses. 🛒

SEO: Only One Piece Of The Sge Puzzle🧩

There’s no doubt that Google’s Search Generative Experience will throw a wrench in many an SEO team’s strategy, especially as the feature evolves before (and after) its initial rollout. 

Patience will be a virtue here; don’t attempt to change your entire SEO plan to meet SGE where it’s at right now. 

Instead, continue with the path of search engine optimization best practices: Create detailed, high-quality content, and don’t simply chase organic rankings.

Your Voice 🎤

Phew! That was a lot, right? But hey, knowledge is power🌟. We hope this edition gave you some insights and maybe even cleared up a few douDo.

Got questions or topics you'd like us to cover next? Holler at us! We’ll give you a shoutout in our next edition. If you have any questions, reply to this email and share your valuable feedback so we can aim to address them in our upcoming editions!

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