By keeping Google’s foundational guidelines of experience, expertise, authoritativeness and trustworthiness (EEAT) top of mind, brands can better ensure content is crawled and indexed.
Further, things like rank scraping and tracking are poised to become even more antiquated because of how volatile and personalized search results pages will become. This means even with SGE, Google is still going to prioritize the essentials of findability.
One thing that SGE’s onset should not encourage, however, is the creation of AI-generated content that will ultimately tarnish quality across the internet. Fresh and original content will be increasingly rewarded and will win out in the end. AI assistance will help human counterparts better understand user intent for a more personalized user experience, enabling teams to think strategically about conversational, question-based content that aligns with the types of queries LLMs are likely to prioritize in search rankings.
Right now, Google’s SGE is still considered an experiment and is very much in its infancy, but it’s clear that generative AI is here to stay. Brands need to take these evolutionary shifts seriously—taking no action is not an option. Embrace conversational AI, adapt your measurement and visibility strategies, and hold fast to the pillars of trust and quality to stay ahead.
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