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Is Google Search Still Valuable for Your Business?

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Have you ever wondered what value Google Search will bring your business in the coming months and years?

Consider this: Could it be that Google search, a staple in your strategy, might hold a different weight in the future due to the Search Generative Experience? If that’s the case, where does your business go from here?

With Google’s Search Generative Experience—or SGE—poised to redefine how search works, we’re at the brink of a search revolution.

This isn’t just about algorithms and keywords; it’s about the fabric of online discovery being rewritten.

Will it be rewritten to the point where it doesn’t serve your business as well as you think it may do or hope to in the future?

On this podcast, we’re not just discussing theoretical concepts. We’re delving into what Search Generative Experience means for your brand, exploring how AI-driven search could disrupt your current strategies, and providing actionable insights to not just adapt but lead in this new landscape.

Understanding ‘Search Generative Experience’ and Its Implications

Ok, so here’s the 30-second, filtered rundown:

Search Generative Experience ‘SGE’ is integrating a ChatGPT-like AI into Google Search. It provides answers written in a conversational style, complete with citations and links to relevant articles.

This will sit right at the top of Google (you can go ahead and test this now on Google Search Labs)

Google SGE example

This shift will likely change how we use Google Search. Instead of searching for an answer and being offered links to websites to find the answer, the answer will likely be offered in a chat-like experience.

It’ll likely keep users on Google longer and decrease the clicks you get to your website.

There are also questions about how and where Google Ads will be placed alongside these new answers.

This shift will likely keep users on Google for longer, raising questions about the placement of Google ads and the future of organic search traffic.

So, right now, you need to consider whether Google Search is a significant part of your strategy and how you might adapt to this evolving landscape.

So, where do we start?

Adapting to the New Google Search Landscape

There are a few questions you need to ask yourself first and foremost.

If your business is heavily reliant on organic Google Search traffic right now, you need to start preparing for changes.

It would be best if you started to plan for a shift towards long-tail and conversational keywords.

Continue your focus on creating content and pages across your website that focus on E-E-A-T (Experience, Expertise, Authority, Trust) principles.

You also need to monitor your organic search traffic closely.

Diversifying traffic sources and preparing for potential losses in organic search traffic due to zero-click answers are crucial steps.

Here’s what I mean

Embracing an Omnichannel Strategy

If your business isn’t heavily dependent on Google Search or you fit in the bucket above where you need to start preparing for potential changes, it may be time to reassess the importance of an omnichannel strategy.

Diversify your strategy to focus on areas outside of traditional search.

Understanding your audience and how they find your products or services is critical to nailing this strategy.

Once you nail your audience, you’ll adjust your focus to where they are searching. Platforms like TikTok, Pinterest, and Instagram offer alternative search avenues and are very popular.

So, it will be necessary to re-identify your audience or watch how your current audience adjusts to the changes in Google search.

You should also continually focus on creating valuable content for your target audience and distributing it where they are most likely to engage.

Considering Google Paid Ads

So, as we’ve determined – SGE is likely to have big effects on the search landscape, but what we’re still a little unclear on is the role that Google Ads will have in this change.

We do know one thing, though—Google is a business, and Google wants to make money—so I’m confident that Google Ads will continue to be a key part of search (even more so if your organic rankings start to suffer).

So consider this: as SGE rolls out, traditional search rankings may be pushed further down the page, making Google paid ads a more vital component of your strategy.

If you’ve never considered Google Ads before, now could be a good time to test the platform for your business and start gathering some early data before the changes begin to roll out.

Preparing for the AI-Driven Search Landscape

I always feel as though I write about us having to ‘prepare for AI’, but this is becoming even more true. 

The introduction of SGE calls for businesses to reconsider their reliance on traditional SEO tactics and embrace a broader, omnichannel approach.

I’m definitely not saying that SEO is dead—far from it. I’m saying that the playing field is changing; marketers have to re-learn and re-educate themselves, and we need to prepare now for how this could likely impact our businesses.

The lesson holds true: Staying ahead in 2024 requires adapting your strategy to meet your customers where they are, whether that’s on social media, in their email inbox, or elsewhere.

Consider the role of paid ads in maintaining visibility on Google and ensure your content strategy aligns with the evolving search landscape.

Buckle up. It’s going to be a ride!

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