Google SGE (Search Generative Experience) is hear and its impact on e-commerce is undeniable. A series of changes are coming that require strategies to be adapted to guarantee online success.
What can we expect?
Generative artificial intelligence
Google SGE will use AI to automatically generate search results, including informative snippets, images, and even related products.
New conversion perspective
Google SGE will carry more weight in the consumer’s purchasing decision, influencing brand choice.
Loss of control for brands
The abundance of information from different sources and the late appearance of organic results will make it more difficult for brands to control their message.
Reduced traffic
The new way of presenting search results, with a focus on informative snippets, may discourage people from entering websites, leading to a drop in traffic.
Tips for adapting to the new scenario
GSO (Generative) SEO
Websites should be optimized for the new era of artificial intelligence, focusing on constituent parts of the search and creating informative, image-rich content.
Change in the customer journey.
A faster buying journey must be prepared, focusing on mid- and bottom-of-the-funnel visitors who already have information about the product.
Optimization for two algorithms
Strategies should be optimized for both organic results and AI snapshots, which use artificial intelligence to generate results.
Increased competition
The online environment will be even more competitive, so optimization and adaptation will be essential.
Strategies for e-commerce
- Creation of Siamese Pages, transactional and complementary pages interconnected to offer a complete customer experience.
- Rethinking content, producing content rich in information and images, and citing external sources and statistics to increase credibility.
- Identifying and using keywords for Featured Snippets, with the potential to appear prominently on the results page.
- Using natural, colloquial language in texts, in a conversational tone with the client.
- Creating long-tail pages that address specific topics relevant to the target audience.
- Optimise facets and catalogs, with category attributes to make browsing and searching for products easier.
- Betting on complete product descriptions, highlighting the brand’s differentials, and offering relevant technical information.
- Reinforce EEAT signals, experience, expertise, reliability, and authority of the website.
- Optimise the conversion rate (CRO) to maximize the return on marketing investment.
- Explore new search engines and opportunities on different platforms.
Google SGE represents a new paradigm for e-commerce. Continuous adaptation and optimization will be essential if you want to be relevant in this new, ever-changing environment.
Search methods are changing and those who don’t adapt will be left behind. Take note of our recommendations and get ready for what’s coming.