Generative SEO & the impact on the search experience
We dive into the fascinating world of SEO where we will discuss the rise of Generative SEO. A development that stems from the much-discussed rise of AI, artificial intelligence. The development has a huge impact on the application of the traditional SEO we know so far. It might be time to adjust our view on search engine optimization.
In this blog, we will cover the following:
What Generative SEO entails
The influence of Generative AI
The impact on the search experience
The benefits it brings
How to prepare your current approach for the rise of Generative SEO
What is Generative SEO?
Generative SEO goes a step further than the traditional SEO methods we have used so far. While Bing already uses a chat function, Google has also announced that it is working on integrating AI into their search function. This Generative AI integration in Google, called Search Generative Experience, is currently being tested in Search Labs by people in the United States. The new feature will initially only be available in the United States after the test phase. So it will take some time before it reaches the Netherlands. However, as an online marketing agency, we are aware that Generative AI will have a very large impact on SEO. As Google itself describes:
“With this powerful new technology, we can unlock entirely new types of questions you never thought Search could answer, and transform the way information is organized, to help you sort through and make sense of what’s out there.”
Google makes it clear that it wants to apply AI-generated answers in the search results. This development is expected to change search behavior in search engines, and Generative SEO plays a major role in this!
The impact of Generative AI on the search experience
With Generative AI, Google wants to make the search experience easier by taking work off your hands. By using AI to answer your search query, Google tries to help you understand your topic faster. Currently, you enter a search query and in most cases, you have to scroll through the search results yourself to find the necessary information.
It already happens that Google provides an answer to your question through Rich Results. Below is an example of a Rich Result displayed for the search term: What bike size fits my height?
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This is, however, a website that answers this specific question with its textual content and is therefore seen by Google as a relevant answer. A nice example of a Rich Result that already makes the search experience easier for the user, but this form is not displayed for every search query. In most cases, it still takes a lot of time and effort to find the right answer.
In short, with the implementation of Generative AI, the search experience in Google will change. Instead of having to search for the right information within the search results yourself, Google now provides a ready-made AI-generated answer at the top of the search results for your question.
Refinement of long-tail keywords
An expected development is also a change in the use of long-tail keywords. Because users receive a ready-made answer directly, they will increasingly enter longer and more informative search terms. Let's, for example, ask the question: “What are fun outings for a family with children under 3 years old and a dog?” Normally, you would split this one question into smaller questions, search for information, and then try to piece everything together from the vast amount of available information. But with Generative AI, that 'heavy lifting' can be taken off your hands. An answer is given to the question, along with subsequent questions that may be relevant. When you click on this, you enter a new conversation mode where you can ask Google more questions about the topic. The context is carried over from question to question, allowing you to delve deeper into the topic. You keep asking what you want to know, and Google generates the answer for you.
Google shows this in the following example. The following question is asked: What’s better for a family with kids under 3 and a dog, Bryce Canyon or Arches?
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You can already obtain a lot of information in this way with various available AI platforms. But the big difference with AIs, such as OpenAI, is that these AIs do not use citations, whereas Google does. This allows the user to go directly to the website that meets the search query.
Faster and more accurate searches
Generative SEO also enables faster and more accurate searches. Thanks to AI, search engines can process complex queries faster and display more relevant results. This contributes to a better user experience because users find what they are looking for more quickly. Moreover, search engines can now better handle spelling errors, synonyms, and other language variations. As a result, users still get the desired results even with inaccurate search terms.
Impact on Google Shopping
Additionally, Generative AI will also influence shopping in Google. When a user is looking for a specific product, the AI will automatically take into account the important product requirements and factors for purchasing that product. This way, you get a range of product options that are most relevant to your search query. In the image below, an example from Google is shown. Here, an electric bike is used as a product. All you have to do is ask Google which electric bike best fits your criteria, and then you immediately get a selection of electric bikes that meet your requirements.
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Differences with Google Shopping
If we compare this example of Generative AI with how the current shopping function in Google operates, we see clear differences:
At the top of the search result, it is explained why the bikes below best match the entered search query. These findings are substantiated with sources. This ensures that the user will perceive the search result as reliable.
In the current Google Shopping function, the user has to search for which bike best fits the criteria. Here, the user can only judge based on the product name, price, webshop name, and reviews. In the new situation, a selection is presented that meets the search query's requirements, along with a brief explanation of why the product matches the search query.
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The influence of Generative AI on SEO
With this new development, questions may arise for you, such as: “How can our SEO marketers respond?” “Is SEO still necessary when this new AI development is rolled out?” These questions are understandable, but the concerns are not immediately necessary. As an SEO specialist, you know better than anyone that the digital world of SEO is constantly evolving. So, you will also need to prepare and adapt to generative AI developments.
The relevance of SEO in the era of Generative AI
Although the exact impact is not yet clear, we do not need to worry. Search engines are not being replaced; they are becoming more relevant, which ensures that SEO remains important. It can even create new opportunities for us as SEO marketers to showcase products or brands in a different way.
An opportunity for marketers to stand out
As discussed earlier in this blog, Generative AI enables search engines to provide fast and comprehensive answers to long-tail keywords. This means users no longer have to search for information themselves. For us as SEO marketers, this means we need to respond to these new developments. We need to ensure that the content on the website is of high quality and optimized for the new way of searching. We need to focus the content on the possible answers generated by the AI. A development that Google has previously communicated about in the form of the Helpful Content Update.
Decline in traffic
The blog has already explained how users currently search for the answer to their entered search query within Google. During this search, the user visits multiple websites to find the right information. But with Generative AI, users no longer need to visit multiple websites to obtain the desired information. As a result, the traffic that websites currently receive, because the user now has to visit multiple websites to find the right information, will decrease. This changes the goal of 'traffic' to have a different meaning. It is expected that you will receive less 'general' traffic with your top 5 positions, but at the same time, more relevant traffic. It was already becoming increasingly important to focus your SEO strategy on relevance and consider search intent. But since Google will immediately provide an answer with the information it has available, the quality of content will become even more important. All in all, the focus will shift from increasing organic traffic to focusing on relevant organic traffic.
Benefits of Generative AI for SEO
Generative AI brings not only changes but also opportunities within SEO. When you optimize correctly, you will be able to reap the benefits of this significant development.
Improved search results
With Generative SEO, search results become increasingly relevant and comprehensive. By using Generative AI, search engines can generate faster and more accurate answers to complex questions. This means that users get the information they are looking for directly, without having to search further. When you appear in this new form of search results, your visibility increases, and it enhances the chance that potential customers will visit your website and take action. You are forced to align your content as closely as possible with the search queries. This ensures that the search results are improved and more relevant to the search query.
Increase in relevant website users
Generative SEO can ensure that you better respond to search intent with your website, making you visible to a larger number of relevant users. The users then land on one of your relevant pages. So, thanks to the improved search results, your web pages are shown to an audience that is specifically interested in the content you offer. This means you reach a more targeted audience.
Higher conversion rate
Finally, and perhaps one of the most important benefits of Generative SEO, is the higher conversion rate. Because Generative SEO attracts targeted users who are already looking for specific products or services, they are more likely to take action on your website. This can involve filling out a contact form, making a purchase, or signing up for a newsletter. The quality of the traffic you receive through Generative SEO is higher, leading to an increased conversion rate and ultimately more success for your business.
Preparing for Generative SEO
It is therefore very important to prepare your website for this upcoming development. Our advice is to start adjusting your SEO strategy now, so you have a head start and can make the most of Generative SEO. Below we discuss some important points you can optimize to prepare your website for Generative SEO.
Generative SEO optimizations
To be successful in Generative SEO, it is essential to adapt your strategy to the change in search behavior. One of the key aspects of Generative SEO is understanding how generative AI generates search results and how you can respond to this. Here are some points you can consider:
Optimize for Featured Snippets: Generative AI will use Featured Snippets to quickly present answers to users. Optimize your content to increase the chance of being displayed through a Featured Snippet.
Voice search optimization: With the rise of voice-activated searches, it is important to optimize your content for voice search. Focus on natural language and answer questions in a conversational manner.
User experience optimization: Ensure that your website offers a good user experience. Focusing on E-E-A-T(Experience, Expertise, Authoritativeness, and Trust), fast loading times, mobile-friendliness, and intuitive navigation contribute to a positive user experience, which can improve your website's visibility and ranking.
Generative SEO focus points
To apply these strategies, there are several focus points you should target:
Focus on quality content: Generative AI values high-quality content that is concise and informative. Be cautious of excessive use of AI-generated content. Google sees copy-pasting AI content as not relevant. It lacks the human aspect, so ensure that the text is of high quality and does not contain fully AI-written content. For relevance, it is important to answer questions and ensure it meets the needs of your audience.
Optimize for long-tail keywords: Generative AI is good at understanding specific queries. Focus on long-tail keywords that target specific needs and questions of users. Examples of long-tail keywords are questions now addressed in Google's frequently asked questions feature. To use electric bikes as a topic again, here are examples of long-tail keywords:
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Structured data markup: Adding structured data to your website helps search engines better understand your content. This increases the chance of being included in the generated answers. FAQs, Reviews, and Product structured data are very important here.
As an example, we take the frequently asked questions we have on the search engine advertising page:
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To clearly communicate to Google that these are frequently asked questions, the following JSON-LDFAQ-structured data has been submitted:
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Conclusion / Recap
The impact of generative AI on SEO is quite significant, but that does not mean SEO becomes obsolete. It is expected that search engines will become more relevant and offer new opportunities for SEO marketers to stand out. By creating high-quality content and optimizing for the new way of searching, marketers can benefit from the advantages of Generative AI.
Generative AI also creates various benefits for SEO. Think of better search results, more relevant website users, and a higher conversion rate. It is important for SEO marketers to prepare for this development. Our advice is to focus on quality content, optimization for long-tail keywords, and the use of structured data markup.
In short, it is an opportunity to improve the search experience and attract relevant users with a stronger buying intent. By preparing for generative SEO, you can take a lead as an SEO marketer and benefit from the advantages this development brings.
Do you want to build this lead with the help of Follo? Then contact us and outsource your SEO to Follo!
