SGE is Google's move to transform the search experience by integrating generative AI. With this massive change to SERPs, many marketers wonder if— or how — it will impact traffic.
According to our Web Traffic and Analytics report, 75% of web analysts believe generative AI-integrated searches will positively impact their blogs, and 68% predict their blogs will get more traffic than before.
But are they correct, or is this just wishful thinking? Here, let‘s dive into how SGE could impact your site’s ranking for the long haul.
The Pros of AI-integration into Search Engines
As mentioned above, most web analysts expect AI integration to affect the SERPs positively.
For instance, SGE will positively impact user experience. It will provide more accurate and relevant information and allow users to find what they're looking for more quickly and efficiently.
Furthermore, an AI-integrated search engine will create more personalized results based on user preferences and past behaviors. Users will enjoy a more customized experience with content tailored to their needs.
Accessibility is another excellent perk of AI-integrated search thanks to automatic language translation capabilities, which can facilitate communication across different languages.
AI-generated translations would break down language barriers and make information (and content) accessible to a broader audience.
Moreover, generative AI can help create unique content, such as summaries, suggestions, and recommendations that intrigue users and provide fresh ideas.
The Challenges of AI-integration in Search Engines
Of course, there are some concerns and possible drawbacks to AI-integrated search. One concern is the impersonal user experience. Our report found that many users prefer human responses over generic AI.
An impersonal user experience could also result in a lack of user trust.
Our report shows users are skeptical toward AI-generated responses, as they expect biased or untrustworthy information.
Furthermore, users expressed the need to double-check AI-generated responses due to the perceived bias of programmers.
There is also a possibility marketers may experience a dip in visibility and organic traffic due to Google's AI Snapshot feature, which would push some content beneath the fold and out of sight of users.
How to Adapt to AI-Integrated SERPS
There are many ways to prepare your website for AI integration in search engines.
Train, Research, and Learn
Train your employees to understand and work with AI tools and technologies. Consider attending conferences, workshops, or webinars to stay updated on the advancements of AI in your industry and to keep ahead of the competition.
You should also research other businesses using AI and how they integrated the technology. Moreover, take steps to understand algorithms, models, and functions.
Integrate and Implement
Look for ways to integrate AI into websites and digital marketing strategies, such as downloading and using AI-powered software and apps.
Our study shows that 50% of blog writers use AI in some capacity, be it to brainstorm, outline, or copyedit.
74% of web analysts whose websites leverage AI say it makes their content perform better, and 65% say it helps their pages rank higher in SERPs.
Implementing AI into your digital marketing strategy for the first time could be challenging, so you should consider hiring professionals in AI and organizing teams dedicated to the technology.
These professionals can test algorithms and conduct program testing.
Optimize and Improve
Leveraging AI in your strategy isn't a cure-all. Beyond AI, you must also optimize your keyword usage, SEO management, keyword search, and search results to keep up with AI-integrated SERPs.
Additionally, SGE will change the types of content that perform best on the SERPs.
For instance, in a post-SGE world, HubSpot's Director of SEO Global Growth Aja Frost, believes first-person, expert, personality-driven content will perform best.
As she puts it, “As a result of the AI evolution, there is an exponential increase in the amount of AI-written, low-value content. And, in response to that, Google is prioritizing first-person, credible, personality-driven content.”
Additionally, update search definitions and website lists. You must also utilize SERP tools and improve website inquiries and instructions.
So, will SGE have a negative or positive impact on SERPS?
Whether or not you'll benefit from changes by SGE will depend on how proactive your organization is in adapting to AI-integrated SERPs.
According to our report, 57% of web analysts are already taking steps to prepare for generative AI being integrated with search engines.
These steps include the tips mentioned above, such as training your team staff on AI usage and implementing it into their workflow.
There‘s no way around it — SGE will impact your web traffic; its impact depends on your organization’s preparedness.