As we all learn to adapt to the new Artificial Intelligence driven era it’s easy to forget Tech giants must also embrace change and evolve with the changes governed by AI. Google is no exception, and as they turn 25 they continue to stay at the forefront of the world’s technology landscape, by continuously improving their service and developing ways to embrace AI. One of their cutting-edge tools is the Search Generative Experience (SGE), a tool set to revolutionise how the eponymous search engine works. Promising to harness AI and ‘understand a topic faster, uncover new viewpoints and insights, and get things done more easily’, it also means the types of content that encourages traffic to your website will change tremendously. SGE is currently running global pilot. Staying on the front foot, we’ve put together the A&E Guide to Google’s SGE to share how to boost your online presence and reach a wider audience with content in the new, Google SGE world.
1) Focus on Personality Driven Content
Human connection will be imperative across the marketing landscape. Robots are extremely useful in many ways, but they fundamentally lack personality, and more importantly perspective. In an era where information is abundant, people seek out content that resonates with them on a personal level. By ensuring your content has personality, by using unique perspectives, the content will be infused with emotion, relatability, and authenticity.
2) First Person Narratives are Key
The AI evolution has resulted in an exponential increase in the amount of AI-written, low-value content. Google is prioritising first-person, credible, personality-driven content in response. Make sure you use case studies, relative experiences, and expert thoughts or opinions within your writing will make sure it has the added value a reader needs today as well as ensuring Google pushes your content nearer the top of their search results. Sharing an example of when a customer utilised your product, advice, or expertise and overcame a challenge will be a much more valuable way of sharing content and will resonate better with your audience. For example, if you are writing about the topic ‘How Hybrid Working Increases Productivity’, using just facts and figures that AI could easily write, won’t be as successful as sharing your teams’ first-person examples of how hybrid working is successful for them.
3) Experience, Expertise, Authority, and Trustworthiness (E-E-A-T)
Google’s Search Quality Evaluator Rating Guidelines see E-E-A-T, as crucial factors for ensuring your content ranks on Google. This will become even more imperative. Following these headers will ensure you are creating really strong content that will resonate with both human readers and Google’s search engine.
Experience: Using first person examples will show Google you have experience threaded through your content.
Expertise: Continuously improve your expertise in your niche or industry. Stay updated on the latest trends, research, and developments. Showcase your expertise through high-quality, well-researched, and authoritative content.
Authoritativeness & Trustworthiness: Build your authority by earning high-quality backlinks from reputable websites and sources within your industry. Collaborate with experts, influencers, or other authorities in your field, which can enhance your credibility and your trust with the audience.
4) Prioritising long-tail queries
Rather than focusing your content on overpopulated search queries, such as ‘Furniture’ focus on long tail queries like ‘Which furniture is right for my office?’, resulting in more value for your audience. Long-tail keywords are easier to rank for and tend to attract searchers with more specific intent, which can help with your SEO. Use keyword research and competitive analysis tools to help you find long-tail keywords, such as Keyword Explorer. Simply pop in the word you are looking to focus on and it will show you a report to help you choose the right long-tail query for your content.
5) Be Adaptable
However you decide to focus on content, one thing is certain – it will change how your audience find and search information. So it will be critical for your team to be adaptable and be prepared to experiment to determine which updated content strategy works best for your business.
Following the above tips in the A&E Guide to Google’s SGE will help ensure you can optimise your content to rank higher on Google’s search results and drive more organic traffic to your website, showcasing humans are still imperative to great content marketing.
If you need help curating human generated content, that future proofs your business and gets you found on Google, get in touch with us today.
