In the ever-changing world of online search, Google has once again pushed the boundaries of innovation with its latest Search Generative Experience (SGE). This approach is set to transform how users engage with and discover internet content.
In this article, we will share the research we did on Google SGE and our findings on AI Overview. We uncover the potentially profound impact on search marketing including the major impact on a brand’s share of voice on Google.
Our Hypothesis:
Post the full-scale launch of Google’s Search Generative Experience (SGE), we believe there will be a significant shift in online search behavior and a need to revise search marketing tactics. Google will evenly distribute visibility across brands and increase the prominence of publishers.
Methodology:
GrowByData’s research was designed to thoroughly analyze what appears within SGE and the AI Overview across keywords in different sectors.
Our methodology included:
- Analyzing SGE results across multiple keyword types in various verticals.
- Conducting daily monitoring of Google’s standard SERP and the new SGE, targeting both brand-specific and generic keywords,while also evaluating any Google SERP features in SGE.
- Removing regional variations by monitoring within a single geography.
Key Findings on the ‘Running Shoes’ Keywords:
A staggering 79% of search results showcased Google’s Search Generative Experience (SGE), highlighting its already significant influence on Google search. Notably, 93% of the SGE AI Overview results claimed positions above traditional Search Engine Results Page (SERP) listings, emphasizing the heightened visibility of SGE results.
Additionally, shopping ads appeared above SGE results in 5% of instances and below SGE in 18% of SERPs. Google is currently blending existing ads above or below SGE results; however, we didn’t find ads within the SGE experience.
Trends Potentially Reshaping the Digital Landscape:
1. Decline in Visibility and Clicks for Retailers and Brands: A notable observation is the reduced visibility of major retailers and brands like Dick’s, Nike, and Adidas on SGE vs traditional Google SERP. This trend may be due to Google increasing the importance of impartial reviews and publisher sites to offer advice to consumers on the SGE summary results.
2. Reduced Product Visibility for Amazon: Traditionally a highly visible brand in retail searches, Amazon is experiencing a decrease in product visibility in SGE. Google is providing other brands equal visibility to Amazon in the SGE experience, indicating a leveled playing field for other brands and retailers.
3. Rise of New Publishers: Our results also indicate a shift in the publisher landscape, with sites like Menshealth emerging as influential publishers. This differs from traditional SERP, where publishers don’t have such a heavy footprint. In the SGE world, content sites have a rising role compared to traditional Google SERP in influencing consumer decisions and shaping consumer perceptions and purchases.
Explore the GrowByData Webinar on Google SGE:
Conclusion:
Google’s Search Generative Experience is revolutionizing online search, offering a personalized and engaging search experience. As Google improves SGE results, search marketers should focus on the rising prominence of publishers and capitalize on new ad formats and SERP features. Based on our findings, SGE effectively summarizes results from across multiple brands, retailers, and publishers, enhancing user accessibility and engagement. Publisher sites that are weak or absent on traditional Google SERP now play an important role in AI Overview results across different listings inside SGE. Therefore, search marketers at brands, retailers, and agencies would have a head start by staying on top of these SGE trends across verticals and keyword types and testing new strategies to gain visibility in SGE.
