The emergence of the Search Generative Experience (SGE) is disrupting the way consumers interact with information online. Embedded in search engines like Bing and Google, this artificial intelligence (AI)-based technology is opening up new possibilities while posing new challenges for marketing leaders.
This article explores the implications of SGE, its impact on SEO strategies and the actions to be implemented to remain competitive in this new environment.
What is the generative search experience?
SGE leverages advanced AI algorithms to provide complex, contextual answers to user queries. Unlike traditional results, which display a list of links, SGE generates synthetic, personalized answers directly in the search interface. For example, a search for “best marketing strategies for SMBs” could provide a structured answer that includes specific recommendations, infographics, or comparisons.
Why is SGE redefining SEO?
Search engines are no longer simple directories, but interactive tools that filter and present information dynamically. This evolution brings several major impacts for marketers:
1. Reduction in traditional organic visibility
Users are engaging more with answers generated directly within the search engine, reducing clicks on traditional organic links. This means the competition to appear in these generative results is fiercer than ever.
2. New content hierarchy
Search engines favor content that specifically answers users' questions and is structured for easy understanding by AI, such as FAQs, how-to guides, and content rich in structured data.
3. Focus on relevance and credibility
AI curates and synthesizes information based on trusted and recognized sources. Brands must therefore strengthen their authority and expertise to appear in these answers.
How to adapt your marketing strategy to SGE?
To thrive in a world where generative search becomes the norm, companies must adjust their strategies. Here are the key actions to take:
1. Create AI-friendly content
It is essential to produce rich, well-structured and optimized content to answer users' frequently asked questions. This includes:
• Using structured data (schema markup) to help engines understand context.
• Creating detailed guides and in-depth articles that anticipate the needs of your audience.
2. Build your brand authority
The algorithm favors credible sources. To be recognized as such:
• Collaborate with experts to produce high-quality content.
• Share your knowledge on reputable platforms.
• Invest in backlinks from reference sites.
3. Prioritize user experience (UX)
SGE rewards sites that provide a seamless and relevant experience. Make sure your site is:
• Fast to load.
• Compatible with mobile devices.
• Intuitive, with clear and engaging interfaces.
4. Integrate AI into your own tools
Leverage AI-powered solutions to analyze your content performance and identify trends in generative queries. Tools like ChatGPT or Jasper AI can also help produce optimized content.
5. Diversify your traffic channels
With a possible decline in traditional organic clicks, focus on other channels to reach your audience, such as social media, newsletters, and influencer marketing.
Practical case: SGE and interactive content
Let’s take the example of a B2B software company. Rather than simply publishing an article on “the benefits of CRM,” they could create:
• An infographic integrated into its content for better visual understanding.
• An optimized FAQ with structured data to answer user queries on key CRM functions.
• Explainer videos or customer testimonials to reinforce the relevance and authority of the content.
These formats increase the chances that the AI will incorporate these elements into its generative responses.
Conclusion: Towards a rethought marketing
The Generative Search Experience is not just a technical evolution, but a profound transformation of the role of search engines. For marketing leaders, it means rethinking their strategies, with a focus on relevance, credibility and innovation.
By adapting your content, strengthening your expertise and exploiting the opportunities offered by AI, you can not only remain visible, but also leverage SGE to further engage your customers and consolidate your position in the market.
Need help adjusting your SEO strategy to the era of SGE? The Bofu Marketing Agency team is ready to support you in this digital transformation. Contact us to find out how to maximize your impact in this new digital ecosystem.
