Blog

At the moment I am looking to build this website for Search Generative Experience (SGE), Google’s AI-powered search feature, requires an approach tailored to AI-driven content delivery and user intent. SGE blends traditional search results with AI-generated summaries, which are influenced by more nuanced factors like content quality, relevance, and structured data. Here are the key strategies I will use to optimize this website for this new search landscape:

1. Focus on User Intent and Query Context

• Understand User Queries: AI algorithms in SGE interpret user queries more contextually, emphasizing intent rather than specific keywords. Craft content that answers broader, conversational questions (Who? What? Why? How?).
• Create In-Depth, Comprehensive Content: Cover topics thoroughly to increase the chances that your site gets cited in AI summaries. Provide clear, detailed, and structured information.
• Long-Tail Keywords: Use long-tail keywords that reflect natural, conversational language. These are more likely to align with how people ask questions in an AI-driven context.

2. Structured Data & Schema Markup

• Add Schema Markup: Structured data (like FAQ schema, how-to schema, and product schema) helps AI understand the content better and positions your content as a trusted source for summaries.
• Featured Snippet Targeting: SGE pulls content from featured snippets and other rich results. Optimize for snippets by using headers, lists, and bullet points to format your answers clearly.

3. Optimise for E-A-T (Expertise, Authoritativeness, Trustworthiness)

• Build Authority: Google’s AI model places importance on E-A-T, so content from authoritative, reputable sources is more likely to be featured in AI summaries.
• Author Attribution: Clearly state who authored the content, include bios, and demonstrate subject matter expertise to gain credibility in AI-driven results.
• Cite Reliable Sources: Ensure any claims or statistics are backed up by reliable, authoritative sources. This boosts your site’s credibility.

4. Content Optimisation for Conversational AI

• Use Conversational Tone: Write content in a natural, human-friendly manner that mirrors how users ask questions to AI-powered systems like Google’s SGE.
• FAQ Sections: Create FAQ sections on key pages to answer common questions in a concise manner, increasing the chance your content will be summarized in AI-generated responses.
• Provide Clear, Concise Answers: Use short paragraphs, numbered lists, and direct answers to help AI extract key points quickly.

5. Multimedia and Interactive Content

• Video and Visual Content: SGE often pulls from multimedia, so incorporate optimized videos, infographics, and images to cater to users’ preferences for interactive, visual content.
• Alt Text and Descriptive File Names: Ensure all images and multimedia have appropriate alt text and file names, which help AI understand and rank them.

6. Optimise for Core Web Vitals & User Experience

• Page Speed: A fast website is critical for both traditional SEO and AI-powered search experiences. Improve your site’s loading times and overall performance.
• Mobile-Friendliness: Make sure your website is fully responsive, as mobile optimization is even more critical in an AI-driven search environment.
• User-Friendly Navigation: Make your site easy to navigate. AI favors content that provides a smooth, frictionless user experience, from homepage to deeper sections.

7. Leverage Google’s Own Features

• Google Business Profile: Optimize your Google Business Profile with updated information, images, and reviews. SGE often pulls data from this for local searches.
• Featured Snippet & Knowledge Panel Eligibility: Ensure your content is structured to be eligible for Google’s featured snippets, knowledge panels, and People Also Ask (PAA) boxes, as these will feed into SGE answers.

8. Keep Up with AI Updates & Trends

• Monitor SGE and AI Trends: As SGE evolves, stay updated on Google’s changes to the Search Generative Experience and adapt your SEO strategies accordingly.
• Use AI Tools: Leverage tools like Google Search Console to track how AI might be interpreting your site and identify opportunities to improve your content’s visibility in AI-driven search results.

9. Optimising Local SEO for SGE

• Local Keywords: If relevant, optimize content for location-based keywords, as SGE pulls local data into AI-generated summaries.
• Citations and Reviews: Make sure your business has a strong presence in local directories, and encourage positive reviews on platforms like Google My Business.

10. Continuous Content Updates

• Fresh Content: Keep your content updated regularly to show relevancy, as SGE will prioritize current information in its summaries.
• Improve Old Content: Update existing content with better structure, added schema, and more user-focused answers to maintain its relevance in an AI-driven environment.