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Google Search Generative Experience (SGE): 5 Content Dos & Don’ts

Google Search Generative Experience (SGE) is shaking up how users search and browse search engine results pages (SERPs). The new search experience changes how users find answers to search queries, with artificial intelligence (AI)-generated snapshots of information that include links to other sources and more.

In other words, it puts Google’s featured snippets to shame.

But while this is great for searchers looking to find answers fast, Google’s SGE will also impact what kinds of content drive traffic to your website.

Fortunately, we’ve played around with Google’s new generative AI tools for search, and we’ve got the juicy insights you need to continue ruling SERPs. Keep reading to learn more about Google’s SGE and some content dos and don’ts to help you continue driving traffic to your site.

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What is Google Search Generative Experience?

Google’s SGE is an AI-driven search experience that utilizes generative AI to answer user queries through snapshots, follow-up questions, vertical experiences, and more. SGE enhances search experiences by allowing users to browse results with the help of generative AI-powered tools.

SGE’s AI capabilities

Google’s SGE uses AI to supercharge its search results and make it easier for users to find the information they need. This is done through tools like snapshots, suggested follow-up questions, topic summaries, and more.

For example, the topic “snapshots” give users an AI-generated overview answer to search queries. Snapshots are created with generative AI, including a brief summary, related articles, product recommendations, and more — all before the traditional search results and promoted content.

google sge snapshot

Along with AI-powered snapshots, SGE enhances the search experience through features like:

  • Follow-up questions: Keep your search experience going through AI-generated follow-up questions to search queries.
  • Converse: Chat directly with Google through SGE’s conversational mode. Here, original queries are answered and users can ask follow-up questions to deepen their search.

google sge converse

  • Vertical experiences: SGE’s vertical searches amp up commercial and shopping queries with AI-generated synopses of information and product recommendations.
  • Image generation: Create images with the help of generative AI in SGE.

google sge image generation

  • Coding tips: Get coding tips from Google directly within Search when searching for topics across Javascript, Python, and more.
  • Add to Sheets: Streamline your data collection and research process through SGE’s Google Sheets integration that lets users add information directly to collaborative spreadsheets.
  • Browsing tools: AI-powered tools offer valuable insights into web pages users browse, including key point summaries, jumps to relevant sections, and specific search questions answered on that page.

google sge content insights

Dos and don’ts for Google’s Search Generative Experience

Now that you know a bit more about Google’s SGE and its capabilities, let’s look at some best practices. Below are some content dos and don’ts to remember when navigating generative AI in search results.

DO answer user search intent

Google’s SGE is about giving users exactly what they want in search results in as few clicks as possible. Replicate that in your web content by immediately addressing user search intent.

Do your due diligence and conduct in-depth keyword research to understand what users are looking for when they search those terms, then translate your findings into your work. Your content is for people first and search engines second. So, give the people what they want!

A great structure to remember when creating content is to pose the main question in your headings and immediately answer them in subsequent paragraphs. For example:

Heading: What is social media marketing?

Following text: Social media marketing is [your definition].

Once you’ve answered the user’s initial question, you can dive into other related questions they may have. Better yet, use Google SGE’s AI-powered follow-up questions to your advantage and let those questions guide your content.

google sge follow-up questions

For example, I decided to write a blog article on the history of pumpkin carving during Halloween. While Google’s snapshot gave me a brief overview, the follow-up questions at the bottom offer great stepping stones for additional information to include in my content.

Need help with your keyword research? Check out WebFX’s keyword suggestion tool, KeywordsFX!


DON’T ignore first-hand experience

Often, when you’re preoccupied with the minutiae of writing for your website, it can be easy to forget about adding personal touches, like first-hand perspectives. Not only does this add personality to your page, but it can add immense value for your readers.

In this post-SGE world, your content should include first-hand experiences and perspectives. Sure, Google’s generative AI search tools may be able to compile a list of products and use existing pages to tell you why they’re good, but they can’t replicate genuine human emotion, opinion, and experience.

Add value to your content and make it more enticing than Google’s generative AI snapshots by adding your unique perspective to your content.

Adding your unique perspective to your content can add value for your readers, make it more enticing than Google’s AI-powered snapshots, and connect with your audience in a way that generative AI can’t.

DO use natural, conversational language

Google’s generative AI search functions mark another major shift toward user-focused search experiences. With a literal chat function available to help users browse the web more interactively, making sure to speak their language is crucial.

Optimize your content for humans first and search engines second by using natural language to address user needs, questions, and search intent. Doing so helps create a one-on-one dialogue that resonates with searchers and invites further interaction with your content.

While improving user experience (UX), using natural language will also help Google better understand the content to index your page correctly.

DON’T neglect long-tail keywords

Along with using conversational language, you should target relevant long-tail keywords in your content to better match in-depth queries.

The power of long-tail keywords can’t be understated — these keywords lead to more specific, detailed search queries because they imitate how users pose questions to Google. This construction typically means lower search volumes and higher conversion rates for ranking sites.

Long-tail keywords like “how to create a good social media post” demonstrate a more specific user search intent than broader terms like “social media post.” As more people interact with Google’s generative AI, matching user verbiage and cadence will become all the more important for websites targeting those keywords.

DO embrace change

Finally, if there’s one key point you should take away from this page, you shouldn’t be opposed to change in the wake of SGE. Google’s generative AI integrations are changing how users search and view information.

Stay ahead of the curve and experiment with your SEO strategy to see how new and existing content appears on search engines and how your site ranks. By doing so, you can:

  • Lessen the impact SGE had on your overall SEO
  • Identify new opportunities to increase your site’s visibility
  • Stay a step ahead of competitors

Independent research from Clutch has named WebFX the

top SEO company in the United States.

Clutch has personally interviewed more than 250 WebFX clients to discuss their experience partnering with us.

Read More Clutch Reviews

DO partner with WebFX

If the idea of navigating this post-SGE world on your own seems a bit nerve-wracking, you’re not alone. But don’t worry, at WebFX, we’re pros at navigating the ups and downs of major Google updates that shake up SERPs — we’ve done it for 25+ years, and we don’t plan on slowing down anytime soon.

See what we’re all about and learn more about our custom SEO services today by calling WebFX at 888-601-5359 or contacting us online today!

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