Google has made some changes to its search engine results pages (SERPs), and staying ahead of the curve is imperative. Google SGE stands for Search Generative Experience, and it involves merging organic search with Generative Artificial Intelligence (AI) changing how users access information and as a result, how agencies and white-label PPC companies approach paid advertising, SEO, and PPC marketing.
Amidst this shift, white-label PPC remains a reliable solution for agencies seeking additional support to enforce these changes. In this article, we will explore critical insights and strategies to arm your agency with the knowledge it needs to navigate and thrive in this new ecosystem.
Table Of Contents:
- What is Google SGE?
- What Does Google SGE Mean for Digital Agencies?
- Types of SGE Results
- How White Label PPC Can Assist with Future Strategies
- Conclusion
What is Google SGE?
In essence, Google SGE represents a seismic shift in how users, digital marketing companies, and white-label PPC agencies interact with search engines. It leverages generative AI to understand and process queries in more human-like ways than ever before. This isn’t just another update; it will revolutionise search.
Initially, Google presented users with several blue links that, when clicked on, led them to websites and subsequently generated web traffic for businesses. With this update, the process shifts as answers to queries are presented directly in the SERPs (ahead of organic results), alleviating the link-clicking step.
For example, if your client currently ranks #1 for best hair salon in Melbourne, they will maintain their #1 organic position but will be shifted down to make way for the SGE result. Regardless of what the user searches, they will receive prompts and answers, which can be continued to refine until they get the result they want without ever clicking on a website. Therefore, the change will have inevitable changes in website traffic and click-through rates (CTR).
The rollout is currently in the beta stage, meaning they’re only testing the technology on a small number of accounts. Before launch, Google needs to complete large language model training, ensure accuracy and adherence to privacy protocols, and develop the conversational aspects of the search feature. However, SGE is predicted to fully launch in mid-2024 in the USA with the rest of the world to follow.
What Does Google SGE Mean for Digital Agencies?
Google SGE presents a paradigm shift in digital advertising, and digital agencies will need to adapt strategies and workflows, as well as update skill sets to deliver successful campaigns to clients. On the other hand, remember that while SGE presents some big changes, the adoption of new methods for searching by end users may not be as rapid as we may think.
Think voice search or Google Assist. While these were highly anticipated considerations for our marketing strategies, many still use traditional searching methods to obtain information.
Navigating Through SEO Changes
With SGE, your content needs to be more than just keyword-rich texts designed to meet previous algorithms. There will be a deeper shift towards meeting what users truly seek through highly authentic and relevant content. Instead of aiming to rank #1 on SERPs, aim to rank for numerous spots and focus on ranking frequency.
But don’t abandon creating more general, thought-leadership content for your clients. These pieces will still play an important role in proving expertise to the algorithm and promoting brand identity to potential customers. Instead, focus on incorporating helpful, specific content to answer highly specific questions.
Using the hair salon example, your thought leadership-focused content could still discuss hair on a general scale. Then, with the added highly specific SGE content, you could focus on discussing how silicone-free conditioner affects hair type C5.
- Tailor your content strategy around answering questions that real people ask.
- Dive into topics and make content hyper-specific.
- Enhance content with authoritative sources and testimonials.
- Answer FAQs for SGE snippets on your website or on public threads.
- Supercharge the conversation with video content.
The Ripple Effect on PPC Marketing
And then there’s PPC—the fast lane to visibility on SERPs. However, with the Google SGE integration, expect a shift towards more natural language queries that will affect the effectiveness of your ad campaigns. Additionally, placements will shift. Ads are set to appear above and below the SGE result – something that may or may not change when the update officially rolls out.
There may also be a shift in how SEO and PPC specialists collaborate, with emphasis on needing to work closer together as the relationship between search behaviours and results evolves. Additionally, the reliance on keywords may begin to take a backseat. Rather, marketers and white-label PPC specialists must focus on a dynamic, feed-based approach, where highly optimised websites and conversion tracking take the driver’s seat to accommodate algorithms and human understanding.
With all these changes, rethinking your approach becomes crucial:
- Rework ad copy to sound more natural and conversational rather than salesy and keyword-focused.
- Rethink how to implement CTAs to fit organically into the conversational copy.
- Analyse query trends frequently and stay ahead by adapting your bids and targeting based on conversational searches.
- Test and adapt strategies relentlessly.
A Time to Upskill
In this rapidly shifting search terrain, it’s time to upskill.
PPC marketers need to sharpen and broaden their skills to prepare for the SGE rollout. The days of exclusively focusing on keyword research, fine targeting and attribution are soon to be over. Now is the time to get better at video creation, copywriting, and overarching marketing strategies that reach beyond traditional ad platforms.
Therefore, if your team focuses primarily on search marketing and has never dabbled in video creation, upskilled their copywriting, or performed comprehensive strategising beyond Google Ads or Bing Ads, now is the time to start.
Types of SGE Results
Google SGE will show users answer-based results depending on their search query. Remember, most generative AI models provide different results every time a single search is made, and the same may be the case with SGE. This could very well lead to inaccurate information or different answers based on different sources—just something to keep in mind.
Let’s take a look at the various SGE result types based on different queries.
- Basic Information: This is your straight-up answer to simple or short queries and will present similarly to a link-based rich snippet or paragraph.
- List-Based Results: Depending on the query, lists will appear in various ways, including standard bulleted lists, enhanced lists with breakdowns, or unordered lists with images and reviews.
- eCommerce Information: Retail queries will present as an informative listing with the product name, rating, link, price, and richer description, with extra emphasis placed on reviews.
- Image-Based Results: These are fairly straightforward – images with clickable links that lead users to the original source.
- Statistics or Numbers-Based Results: These will be presented in a short answer format but will not include the original source of the information.
- Functional Tools: SGE will not provide actual tools, such as calculators or converters. Instead, it will offer information about the tool itself. But don’t worry; the tool will still be available to users and will be found under the SGE results.
How White Label PPC Can Assist with Future Strategies
White-label PPC resources support digital agencies in navigating the Google SGE updates regarding PPC and SEO.
White-label PPC agencies, equipped with dedicated teams focused on tracking and interpreting these updates, can provide invaluable insights and recommendations to optimise PPC strategies in alignment with your specific SEO goals. They will assist with making content more specific, enhancing content with authoritative sources and testimonials, answering key industry questions to ensure these answers have a chance to appear in snippets, and supercharging content with engaging video.
By leveraging the expertise of white-label PPC agencies, you can ensure that your campaigns remain relevant despite the upcoming Google SGE rollout.
Conclusion
It’s evident that the digital marketing landscape is undergoing a profound transformation with the introduction of Google SGE and Generative AI. The convergence of these technologies presents challenges alongside interesting opportunities for digital agencies and white-label PPC providers. Therefore, prepare to shift your mindset, skills, and strategies to embrace the potential Google SGE alongside Generative AI to leverage enhanced efficiency and creativity in your PPC campaigns.
Remain vigilant, continuously adapt, and leverage white-label PPC expertise to navigate the future of paid advertising. Ready to give it a go?
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