Revamp your local SEO approach to align with Google’s Search Generative Experience and flourish digitally. Boost your business’s visibility, traffic, and revenue through effective optimization.

If you run a local business, you must grasp Google’s new Search Generative Experience (SGE) and adapt your local SEO strategies to preserve and boost your visibility, traffic, and revenue.

The silver lining? If you’ve been following local SEO and content marketing best practices, you’re already in a solid position to navigate this search evolution.

Artificial intelligence is transforming much of the digital landscape, including how search engines operate and deliver user results.

Google’s Search Generative Experience (SGE), although still in its experimental phase and available in 120 countries through Google Labs, is poised to change how people interact with search results by drawing them directly into Google, offering a more dynamic search experience with follow-up content and link suggestions.

In some cases, this approach might reduce the need for searchers to click through to external websites.

SGE relies on AI-based technologies, such as natural language processing, machine learning, and deep learning.

These technologies empower the search engine to comprehend a user’s query, analyze relevant content, and generate a suitable response.

Understanding SGE Through an Example

To illustrate how SGE works, let’s use an example. Suppose a user searches for “best hikes to see fall foliage near me.” Here’s what SGE might do:

1. Locate: Determine the user’s location in real-time to understand the meaning of “near me.”
2. Gather Information: Search through hiking websites, outdoor adventure blogs, local park authority pages, and other sources relevant to the user’s region.
3. Focus on ‘Fall’: Extract content from these sources that specifically discusses fall foliage instead of general hiking information.
4. Potential Response: Present a list of suggested hiking trails, including their difficulty levels, estimated peak dates for fall foliage from various websites, and accompanying images from relevant pages. SGE might also suggest local hiking guides or other services that could be useful for the searcher.

This provides a clear opportunity for businesses offering hiking-related services or products to appear in the results for such queries as long as they provide credible, experience-based, and valuable content that Google can reference.

SGE’s Impact on Local Search

How is Google’s Search Generative Experience (SGE) changing the landscape of local search engine results pages (SERPs)? Here’s what we’ve observed:

1. Google Business Profile Reigns Supreme: As organic website traffic might decrease, a robust Google Business Profile (GBP) with up-to-date information, positive reviews, and engaging content becomes even more crucial for maintaining visibility.
2. Shifting Map Packs: While traditional local Map Packs remain significant, SGE introduces a Places module, offering more comprehensive information based on the search type. SGE might draw from businesses in the Map Pack and add others, giving users a broader selection.
3. Featuredpets Are Key: Businesses that create concise, accurate content that directly addresses common queries are poised to dominate Featured Snippets, gaining greater visibility and authority in search results.
4. Prioritizing User Intent: Search engines are becoming more adept at understanding the user’s intent. Localized searches (those containing “near me” or geographic identifiers) will remain crucial in providing relevant results.
5. Mind the Long Tail: A recent SGE study by SE Ranking suggests that SGE tends to be more active with long-tail (multi-word) keywords, where the search intent is typically more apparent. This indicates a greater focus on precise, detailed queries.
6. Reduced Emphasis on Traditional “10 Blue Links”: Traditional website listings might decrease prominence, though they won’t vanish entirely. It’s predicted that organic search traffic for some websites could drop by as much as 30%. While this might seem concerning, the expectation is that the quality of organic website traffic could improve as users become better informed through SGE’s interactive search experience.

Critical Strategies for Local Businesses to Thrive with Google’s Search Generative Experience (SGE)

Google’s Search Generative Experience (SGE) is reshaping local search, requiring businesses to adapt. Here are key strategies to help local companies to thrive in this new environment:

1. Optimize Your Listings:Ensure your Google Business Profile (GBP) and other local listings are up-to-date and accurate. Accurate information in GBP, such as operating hours, location, and contact details, is critical as organic website traffic could decline with SGE.
2. Become a Review Magnet:Positive reviews are crucial for building credibility and visibility. Encourage satisfied customers to leave reviews on GBP and other platforms. Respond to all reviews promptly to show you value customer feedback and always maintain a positive reputation.
3. Conduct a ‘Question Audit’:Identify common questions customers ask and create dedicated content addressing them. This content can be in the form of FAQs or blog posts, which can improve your chances of appearing in SGE results. For example, a local bakery can create content explaining their gluten-free options in detail.
4. Keyword Research with a Twist: Go beyond simple keywords related to products or services. Consider long-tail keywords and create content addressing your customers’ specific problems or questions. For example, a pizza delivery service might target “late-night food options near me” or “affordable first-date dinner ideas.”
5. Use Structured Data: Implement schema markup at your website to help Google understand your business. Schema provides structured data, like business type, location, hours, services, reviews, and other relevant information, making it easier for SGE to retrieve and present your content in search results.
6. Answer Questions: Organize content into transparent question-and-answer formats. This improves your chances of inclusion in SGE results, particularly for Featured Snippets. For example, a gardening center might create content that asks the questioners, “When should you plant tomatoes in [City Name]?”
7. Mobile-First is a Must: Ensure your website is always optimized for mobile devices. With most local searches occurring on mobile, a responsive and fast-loading website is essential.
8. Emphasize Hyperlocal Content:Focus on your specific neighborhood and surrounding areas to strengthen your local relevance. Collaborate with other local businesses or participate in community events to increase local authority.
9. E-E-A-T is Crucial:Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) are critical in SGE. Highlight your credentials, certifications, awards, and testimonials. For example, a hair salon might showcase stylist certifications, while a medical clinic could link to professional credentials.
10. Linking for Authority: Build links with reputable local and industry-related websites to enhance your business’s authority. Outbound links to reputable sources and inbound links from trusted partners signal credibility to search engines.
11. Optimize Visual Content:Use descriptive file names, alt-text, and location data for images and videos. This helps SGE identify and use visual content in its results. Include transcripts for videos and captions for images.
12. Leverage AI Content Generation with Caution:While generative AI can aid content creation, it often lacks originality and consistency in voice and tone. Ensure all AI-generated content is fact-checked and edited for originality and maintain a consistent brand voice.
13. Monitor and Adapt:SGE and your SEO strategy is evolving. Use local SEO monitoring tools to track changes in your authority and visibility. Stay informed about all industry trends and adapt your content strategy accordingly.

The Future Is Bright: Seize the Opportunities with SGE

The Search Generative Experience (SGE) brings exciting challenges and valuable opportunities for local businesses.

Just as Google aims to equip users with the information they need for informed decisions, local businesses can adopt a similar mindset. By understanding how SGE works, prioritizing valuable content, emphasizing Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T), and maintaining a focus on the user experience, you can position your business to thrive in the changing search landscape.

This is a chance to get to know your customers better, offer them real value, and use technology to create a more customer-focused approach. As SGE evolves, those who adapt and embrace these changes will lead the way.

If you need help with SEO, consider exploring our monthly SEO packages and let our experts guide you. We offer professional support to help you navigate the complexities of SEO, ensuring your business achieves optimal visibility and success.