Artificial intelligence (AI) continues to reshape how we interact with information. Google introduced AI Overviews in its search engine yesterday, marking a new milestone. These new features promise to enhance user experience by providing quick, comprehensive answers to complex queries. However, they also raise important questions about the future of content creation, monetization, and information diversity. Where is all of this heading?
AI Overviews are designed to directly summarize search results from multiple sources on the search page. By leveraging advanced generative AI, these overviews provide users with a concise and comprehensive understanding of complex queries without the need to click through multiple websites. AI Overviews won’t appear for every search, only the complex ones.
Benefits of AI Overviews
According to Google, AI Overviews significantly improve users’ efficiency and satisfaction by delivering quick, accurate, and contextually relevant answers. This can be particularly beneficial for users needing immediate information or conducting broad research.
Google understands everything contextually. The AI’s ability to understand and respond to complex, multistep queries ensures that users receive detailed and logically structured answers, which is invaluable for research and education.
AI Overviews provide students, researchers, and professionals with a structured way to access and digest information, making the learning and research process more streamlined and effective.
Challenges and concerns
One of the most significant concerns is the potential reduction in traffic to original content sites. As users find their answers directly on Google, fewer clicks are directed toward independent publishers. This negatively impacts their revenue and overall visibility.
There are also concerns about proper credit and compensation for content creators. If AI Overviews aggregate information without adequately attributing sources, it could disincentivize content creation and harm publishers in the broadest sense.
The shift towards providing answers directly on the search results page may also pose monetization challenges for Google. Less traffic directed to third-party sites could disrupt the traditional ad-based revenue model, but Google has such a stronghold on the ad market it must surely have found a way forward.
Broader implications for our ecosystem
Centralizing information within Google’s ecosystem could reduce content diversity and the number of voices available online. This monopolization of information flow is a significant concern for the web.
As Google becomes more adept at providing comprehensive answers, user reliance on its services will likely increase. This growing dependence could stifle competition and innovation.
Then, there are the privacy and data concerns plaguing AI in general. The extensive data collection required for personalized AI features raises important privacy issues. Ensuring user consent and data security will be paramount as AI evolves.
Google wants to become your Star Trek Communicator
Google’s advancements in AI are steering it towards becoming a highly personalized digital assistant, akin to the Communicator from Star Trek. It has hinted at this many times over the past. Still, with yesterday’s news, that vision is becoming clearer. This vision involves creating a seamless, always-available assistant to understand and respond to complex human queries and tasks in real time.
Google aims to offer a seamless user experience by integrating multimodal AI capabilities across its ecosystem. This includes personalized interactions that understand user preferences and provide tailored recommendations and insights.
Looking ahead, Google is likely to further integrate AI into various aspects of daily life, from home automation to personal finance and health, making it an indispensable part of users’ routines.
Balancing innovation with responsibility
Google doesn’t owe us traffic or high rankings, but the future of the web does hang in the balance of whatever Google thinks of next. The discussions about who feeds all those AI machines continue. As a site owner, quitting publishing content is not an easy decision. However, seeing the ROI of these publications slowly die might make that decision easier.
We think it is too early to write off search yet. There are plenty of opportunities to be had, and Google might devise a way to balance providing enough value for site owners vs. ad revenue. To address the impact on content creators, Google could find ways to ensure fair compensation for using their content in AI Overviews.
Ethical development of AI
Google’s AI Overviews will occasionally be flat-out wrong — as we’ve seen many times over the past year. Hallucinations are still happening, and they could put Google in a jam. Therefore, it must prioritize ethical considerations in AI development, including transparency, fairness, and user consent. This will help build trust and ensure that AI advancements benefit everyone.
To create a sustainable digital ecosystem for everyone, we need a collaborative approach involving Google, publishers, regulators, and users. Open dialogue and cooperation can help address the challenges and harness AI’s full potential.
Conclusion to Google’s AI Overviews
The introduction of AI Overviews in Google search represents a significant advancement. It has the potential to transform how we access information.
While the benefits for users are clear, the challenges for independent publishers and our ecosystem cannot be ignored. Ultimately, Google hopes to create a future where AI enhances our lives while supporting a diverse and thriving web.
Now that AI-driven search is here, Google wants you to “Let Google do the googling for you,” but we hope it has carefully considered the broader impacts on our ecosystem. Ultimately, we hope everyone benefits from these advancements — not just Google.
Google’s algorithm updates can shift the visibility of your sites. In March 2024, Google launched one of its biggest core algorithm updates yet, giving many people food for thought. This update differs from previous ones, as it targets low-quality, often AI-generated, content that’s cluttering search results. All of this affects the quality of information users find online, meaning Google had to step in and clean up. Here, we’ll give you more insights into the March 2024 Google core update.
Table of contents
Google updates are nothing new
Algorithm updates are not new. Updates are part of Google’s ongoing efforts to improve users’ experience. Google tries to find new ways of promoting high-quality, relevant, and trustworthy content. However, the March 2024 Google core update stands out. This is because it directly addresses the wave of AI content hitting the search engine.
Generative AI is now widely accessible. As a result, the web has seen an influx of content lacking the depth and accuracy of content written by real people. While Google is clear that using AI to generate content is not prohibited, it does value and reward true quantity.
Understanding Google algorithm updates
Google’s algorithm is a list of rules for ranking sites in search results. As with most things, these rules aren’t static. The rules change often to adapt to new technologies and user behaviors. Today, one of those changes is the tidal wave of new content. This prompts Google to update its algorithm. As a result, it should help users find the most relevant, high-quality content.
Google launched the core update on March 5, and it still has not fully rolled out at the time of writing
Why do algorithm updates happen?
Google’s mission is to organize the world’s information and make it universally accessible and useful. For this, Google must continuously adjust its algorithms to understand and categorize content. Updates can target specific issues, like reducing spam. Others aim to prioritize expert content in medical searches. For instance, the 2018 “Medic” update focused on health and medical sites. Its goal was to uncover more authoritative content in areas where it matters most.
Content quality and user experience
Over the years, Google has increasingly prioritized content quality and user experience. Google algorithm updates such as “Panda” (2011) and “Penguin” (2012) were early examples, penalizing poor-quality content and manipulative link practices. Today, we see updates focusing on page experience (Core Web Vitals) and the helpfulness of content (Helpful Content Update). All of this shows Google is moving towards user-centric metrics.
It can be very insightful to learn about Google’s algorithm updates. The insights help you align your content strategy. It’s about understanding the need for content quality and user satisfaction. To survive, you must create highly relevant content that serves the user’s intent. Only then will your site remain a valuable resource for your audience.
Why the March 2024 Google Core Update?
We all notice the surge in content powered by generative AI. This technological leap has made it easy to produce content at scale. However, not all content meets the quality standards that Google seeks. The March 2024 core update is Google’s move to address this challenge. It hopes that users will once again find valuable and trustworthy content.
“We believe these updates will reduce the amount of low-quality content on Search and send more traffic to helpful and high-quality sites. Based on our evaluations, we expect that the combination of this update and our previous efforts will collectively reduce low-quality, unoriginal content in search results by 40%.”
The challenge of low-quality content
The core issue with AI-generated content isn’t the use of AI but the quality of that content. Pre-March 2024, search results started showing content that offered little value to users seeking information or solutions. This is a bad user experience and makes it harder for high-quality, human-crafted content to get the visibility it deserves.
“Scaled content abuse is when many pages are generated for the primary purpose of manipulating search rankings and not helping users. This abusive practice is typically focused on creating large amounts of unoriginal content that provides little to no value to users, no matter how it’s created.”
Content quality and relevance
With the March 2024 core update, Google wants to highlight high-quality content. Of course, the update doesn’t penalize the use of AI in content creation. However, it aims to ensure that content meets the same standards as real authors. This means AI-generated content should be informative, accurate, and engaging. Also, it should offer unique perspectives or insights that benefit the user.
“There’s nothing new or special that creators need to do for this update as long as they’ve been making satisfying content meant for people. For those that might not be ranking as well, we strongly encourage reading our creating helpful, reliable, people-first content help page.”
The March 2024 Google core update is very interesting for content creators. We should use it as a call to action to raise our content standards. As a result, we’d publish unique content that truly enriches users’ online experiences. This update gives you the chance to review your content strategies. Try to embrace AI’s potential but prioritize the quality and authenticity only people provide. It’s all about balance! Together, we’ll ensure the web is informative, trustworthy, and user-friendly.
Hit by the March 2024 Google core update?
Identifying the impact of a Google core algorithm update is the first step toward recovery. The March 2024 Google core update might lead to changes in your site performance. However, you should distinguish this from online traffic’s usual ebb and flow. This requires carefully analyzing your site’s metrics.
Monitoring traffic and rankings
First things first: don’t panic. A sudden drop in traffic or a decline in rankings can be alarming. These things happen, so you must try to remain calm. As you know, these shifts can signal that an update has affected your site. Use analytics tools to monitor your site’s traffic patterns. Look for abrupt changes that coincide with the timing of Google’s announced updates.
Something definitely happened here
Analyzing different traffic sources
It’s crucial to differentiate between organic search, referral, and direct traffic. A decline in organic search traffic suggests your site’s visibility in SERPs might be waning. This could be due to the latest algorithm update. Conversely, changes in referral or direct traffic might indicate other factors at play that are unrelated to an update.
Use Google Search Console
Use Search Console to understand your site’s performance in Google’s SERPs. After an update, check for any notifications or warnings that could indicate specific issues Google has identified with your site.
In GSC, look for sudden and unexpected losses. Losses in impressions and click-throughs would be the main things to check. If there are losses in impressions, try to identify the specific pages and queries that were hit. Was everything hit? Just certain queries? Certain pages? Confirm that the dates of the drops match the dates of the updates. This data can help pinpoint which aspects of your site were most affected.
Investigating the impact of a core update
Once you’ve identified potential clues, the next step involves digging deeper. This phase is about pinpointing the impacted elements and understanding why.
Dive deep into the data to figure out what happened when
Aligning traffic changes with update timelines
Start by aligning the observed traffic and ranking changes with the update’s rollout dates. Google’s Search Central Blog and X account are reliable sources for announcements and timelines. Plotting your traffic data against these dates helps confirm if the changes correlate with the updates.
Also, ensure that nothing else might have happened on your website that could have caused the traffic loss. Eliminate the other possibilities to make sure you’re solving the right riddle. It’s important to attribute shifts in performance to the update rather than other variables like seasonal trends or external site changes.
Dive into Google Search Console data
Google Search Console offers a wealth of data for your work. Pay special attention to the Performance report. This report provides insights into impressions, CTR, and rankings for your pages and queries. A drop in impressions might mean your pages appear less frequently in search results, possibly due to the update. Google has a helpful guide on debugging drops in search traffic that helps you get started.
Identifying content and technical shortfalls
After pinpointing the issues, assess whether these are related to content quality and relevance, technical SEO, or both. For content, consider factors like originality, depth, and user engagement. Does the content provide unique value beyond what’s already out there?
Review your site holistically. Check the site structure, internal linking, mobile performance, page speed, and the Core Web Vitals for technical aspects. Google’s PageSpeed Insights and Lighthouse are helpful tools for this analysis.
Recovering from the Google’s March 2024 core update
After identifying how the update affected your site, the focus shifts to recovery. Recovering involves addressing content quality and technical SEO aspects, depending on where the issues lie. Here’s how to approach recovery, ensuring your site aligns more closely with Google’s standards.
Enhancing content quality
If the traffic loss results from rankings drop for queries you used to rank well for, that is probably an issue with your content. Start by looking at the content ranking for those terms now. Look for clues as to why that content might be preferable over yours, and adjust your content accordingly. Try to make your content more relevant to the user.
Does the content provide original information, reporting, research, or analysis? Assess whether your content offers new insights, unique viewpoints, or comprehensive research that adds value beyond what’s already available online.
Does the content provide a substantial, complete, or comprehensive topic description? Evaluate if your content thoroughly covers the topic, comprehensively addressing the audience’s questions, concerns, and related interests.
Is the content written by an expert or enthusiast who demonstrably knows the topic well? Consider whether the author has the necessary expertise, experience, or passion for the subject matter, evident in the content’s depth and accuracy.
Does the content have a clear purpose or goal that it successfully fulfills? Identify the primary objective of your content (to inform, entertain, persuade, etc.) and assess if it effectively achieves this goal.
Would someone reading your content leave feeling they’ve learned enough about a topic to help achieve their goal? Reflect on whether the reader would come away with actionable knowledge, solutions, or a deeper understanding of the subject.
Does the content present information that makes you trust it, such as clear sourcing, evidence of the author’s expertise, and a lack of factual errors? Verify the reliability and credibility of your content through accurate sourcing, showcasing the author’s qualifications, and ensuring factual correctness.
Is the content free from spelling or stylistic issues? Ensure your content is professionally presented, with attention to grammar, spelling, and style, making it accessible and enjoyable to read.
Would you feel comfortable trusting this content for issues relating to YMYL? For content that impacts significant decisions (health, finance, etc.), consider if it meets the highest standards of accuracy and trustworthiness.
Is the content designed to meet the needs of a human audience rather than search engines? Create content that serves your audience’s interests and queries instead of search engines.
Does your site have a primary purpose or focus, and does your content support that purpose? Ensure your content aligns with and supports your website’s overarching theme or mission, providing a cohesive user experience.
Addressing technical issues
How you recover depends on the problem; the issues are usually related to your content. If you have a technical problem severe enough to cause a sudden loss in traffic, it probably was not caused by the core update. However, if you find a technical issue, you should fix it. Consider this: If your check engine light is on, washing your car and hanging a new air freshener isn’t helping the long-term outlook for the car’s driveability.
Some areas to focus on:
Fix the performance of your mobile site: Having a well-performing mobile site is non-negotiable. Use Google’s Lighthouse to identify and rectify any usability issues. Keep ads at bay.
Page speed and Core Web Vitals: Fast-loading pages create a positive user experience. Use PageSpeed Insights to identify and fix issues impacting load times, such as large image files or slow server response times.
Site structure and navigation: A well-organized site helps users and search engines find content efficiently. Review your site’s structure for logical hierarchy and navigation ease.
Best practices for future updates
Usually, Google algorithm updates don’t hit sites that follow the rules and play nice. Still, the last core update reminds us to work hard to improve our sites where possible. Looking ahead, there are several best practices you can adopt to stay ahead of the impact of future updates.
Stay informed about SEO news and updates
Keep track of SEO news and updates. Sometimes, Google offers insights into what site owners can do to prepare for updates. Follow reputable SEO blogs like ours — and the SEO update by Yoast — , forums, and other channels, like the Google Search Central Blog and the @searchliaison X account.
Continuously review and improve content
The quality of your content is never done. Regularly review your site’s content. It should always remain relevant, accurate, and valuable to your audience. Keep working on it by updating statistics, refreshing outdated references, and adding new insights to keep content engaging. Consider user feedback as an opportunity to enhance your content’s scope and depth.
Diversify your traffic sources
Try to prevent relying solely on organic search traffic. Explore other opportunities by diversifying your traffic sources with social media and email marketing. This makes your traffic more stable and allows you to reach new audiences.
All about the Google core update of March 2024
Adaptability, quality, and user focus are what you need to succeed. It’s hard work to recover if an algorithm update has hit you. The whole process offers valuable lessons to improve your site. In addition, you might find new growth opportunities.
Google’s algorithms will continue to evolve. The March 2024 core update aims to combat low-quality content. It underscores a shift towards a future that hopefully values genuine, insightful, and user-centric content.
Step into 2024, where SEO is on the brink of transformation. This post offers a deep dive into the minds of four SEO experts at Yoast. Each expert sheds light on the impact of the changes they see happening. Explore their collective wisdom as they dissect the future of search, the evolving challenges of engagement, and the strategic shifts vital for success in a year where things are moving quickly.
Table of contents
Setting the stage
As 2024 nears, reflecting on the transformative year 2023 for the SEO industry is important. It was a year marked by significant algorithmic shifts and technological advancements. Plus, evolving user behavior redefined the strategies of digital marketers worldwide.
In 2023, the SEO community witnessed the full impact of Google’s helpful content update. This placed a premium on user-centric content, diminishing the effectiveness of keyword-stuffed articles. In return, it rewards content catered to user needs and intent. This update re-emphasized the critical importance of understanding the searchers’ journey and creating content that offered genuine value.
The rise of artificial intelligence also reached a tipping point in 2023. AI-powered search features and content tools are becoming more mainstream. Integrating AI into search algorithms brought about smarter, more contextual search results.
As we move into 2024, these trends and challenges form the backdrop against which we navigate the future of SEO. The industry is set for another year of rapid evolution. Adaptability, strategic planning, and a keen eye on user experience will be the hallmarks of successful SEO.
2023: The year AI didn’t take over
To kick things off, our principal SEO expert, Carolyn Shelby, about the impact of AI on SEO in 2024:
As 2022 drew to a close, there was a sense that AI was about to take over everything, not just SEO. It was going to steal our jobs and replace us (humans) in nearly every possible way. In SEO, there was a massive interest in detection processes to determine what content people created and what AI created. There were questions about how the search engines were going to treat content deemed to be non-human. Thankfully, 2023 is almost over, and we are all (mostly) still employed, and none of us have new robot overlords.
Instead of completely taking over, AI is embedded within and added to most of our technology — especially in SEO. It’s a helper rather than a replacement; we’re all learning to leverage this new assistance. Even Google changed its language on treating AI-generated content to remove the stigmatization of using AI to help write. AI isn’t ruling over us; it is making us more efficient and helping us do our work faster. It might make you even better — if you’re good with your prompts.
Looking ahead
Looking ahead to 2024, it’s clear that the integration of AI enhancements into everyday life will continue and probably accelerate. The most beneficial skills prized in the workplace will be language and logic skills that improve your prompts.
The search engines are furiously competing to enmesh the AI equivalent of Clippy into their overall experiences. That, in particular, concerns the SEO community because it raises questions about potential traffic loss. Especially when the SERP starts reading and summarizing your search results to answer questions without needing to click through. As a result, it prevents users from doing research. The lack of a need to do research raises concerns about bias in the algorithms and big tech possessing undue and unchecked influence over the masses.
So many ethical concerns, so few guardrails.
SEO will survive
Ultimately, SEO will survive this, as will websites. SEOs are still necessary, and we now have the luxury of offloading our tedious tasks to AI helpers. Our sites might lose some traffic to the AI in the SERPs, but quality content that provides valuable information will always be needed and should win out. We need to moderate some of our expectations regarding how we interpret our analytics, and our conversion metrics might start looking different. But to be fair, traffic now doesn’t look or convert the same as it did five or ten years ago. Things change, but SEO will adapt and evolve.
What do you E-E-A-T?
Now, our other resident SEO expert, Alex Moss. He has the following to share on the growing impact of E-E-A-T in 2024:
Authority within SEO isn’t a novel concept. For years, SEO experts have concentrated on page and site-level metrics. However, the rise of entities, recognized through schema markup and the Knowledge Graph, is now pivotal in enhancing a site’s or individual’s Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). In 2024, it’s crucial to implement the correct schema markup for a page or site. Plus, you should craft content that genuinely serves the end user.
Over the past year, Google has underscored the importance of E-E-A-T with several updates, including an additional “E” for experience. This reflects a shift towards valuing personal experience in creating helpful, user-centric content. Alongside this, Google has updated its schema documentation — most notably with the anticipated enhancements to the Organization schema. In addition, it also introduced new types, such as profiles for individuals, discussion forums, educational offerings, and vacation rental listings.
Google’s focus on E-E-A-T will intensify in 2024, with further expansions and refinements to schema types and entity recognition. This evolution promises to intertwine individuals’ Knowledge Graphs more closely with the entities they are associated with, thus amplifying the importance of E-E-A-T in SEO.
The shift in online search behavior
In 2024, content specialist Camille Cunningham sees more changes happening in the way people search for answers to their questions:
When we think of how people find us online, we often picture someone typing in a keyphrase in Google’s good old search bar, hitting enter, and getting a neat list of search results. But as online search behavior evolves, we see a noticeable shift to other devices and platforms.
The importance of mobile
It may not be news to you, but the popularity of mobile is continuously growing. According to Hubspot, a percentage of 54% of consumers primarily use their phones for online searches. In that same research, they found that 80% of Gen Z, 62% of millennials, and 66% of Gen X use their phones most often when searching online. The younger generations (and the ones still to come) expect a great mobile experience whenever they experience you online.
The importance of social media
Related to this, you need to think bigger than just appearing in Google. Another development that will continue well into 2024 is using social media as a search engine.
People are spending loads of time on social media and using it to (actively) find information. Especially for younger generations, this is where you can reach them and get them interested in your business. These people will not be reached through traditional SEO; you’ll need to figure out where they hang out online and be there. Build your brand there and earn their trust through content that resonates with them.
Keep investing in user research and stay flexible in your marketing to ensure you cater to your audience’s changing needs. Constantly evolve with your target audience because user behavior will continue to change.
Google’s Search Generative Experience rolling out
Yoast’s strategic content specialist Edwin Toonen talks about the impact the SGE will have:
In 2024, Google’s Search Generative Experience (SGE) will change the game. Google will probably roll it out worldwide sometime next year. With SGE, users will get more options to shape their searches and the results they get. In general, they can do more on the SERPs. They will likely search differently, asking more complex questions rather than entering short keywords. We must prepare for this by creating content that answers these more detailed questions.
There’s been a lot of talk about zero-click results, and getting traffic to websites will definitely change. SGE will provide answers directly on the search page, which could mean fewer people clicking through to websites. This requires a new approach from all of us, as we must find fresh ways to engage users and measure success. Also, we need to assess how much site traffic the SGE can cost us and adjust our strategies accordingly.
Content accuracy is now more important than ever. To be used by SGE, content must be factually correct and highly relevant. Therefore, we must focus on quality to ensure SGE picks up our content. In addition, we must find new ways to align our content with what SGE seeks. While writing that unique content, use AI sparingly to ensure our original work stands out.
Underneath all that, structured data is the bedrock for everything. By embedding this standardized format, we can directly communicate the context of our website’s content to Google. This clarity allows SGE to parse accurately and present information in response to user queries.
To keep in mind
Amid these changes, Google’s ad business remains a focal point. It has a history of integrating new features with an eye on monetization. Any advancements, including SGE, will likely support and enhance their advertising model. As we work through these changes, we must remember that Google will prioritize features that tie back to revenue generation. This will influence how organic and paid content coexist on SERPs.
In short, SGE is a wake-up call. But, as with everything, there are opportunities. It’s an exciting time for SEO!
Conclusion to SEO in 2024
As we look ahead, it’s clear that four key drivers are reshaping SEO in 2024. First, artificial intelligence is not just on the horizon — it’s here, fundamentally altering how we approach search engine strategies. AI’s influence spans from content creation to search query processing, setting a new bar for what it means to optimize for search.
Simultaneously, Google’s Search Generative Experience (SGE) makes its presence felt. Its immediate impact on user search habits and site traffic compels us to re-evaluate our tactics to stay ahead.
The emphasis on E-E-A-T and entity SEO is rising to new heights of importance. The confluence of user experience, demonstrated E-E-A-T, and a clear understanding of entities and their relationships will form effective SEO.
Lastly, a new wave of user and search behavior changes is upon us. These shifts demand our attention and adaptability as they redefine the avenues users seek and consume information.
In summary, SEO in 2024 is dynamic and challenging but also brings opportunities. Staying attuned to these four focal points — AI’s transformative role, the ripple effects of Google’s SGE, the cruciality of E-E-A-T and entity SEO, and the evolving patterns of user behavior — will be pivotal for anyone looking to navigate the future of SEO successfully.
If you search for a specific company, you’ll likely see a big block of information on the right (sometimes the top) of your screen. That’s Google’s Knowledge Graph. This block – also known as the Knowledge Graph Card or Panel – contains relevant, context-specific information regarding your search, powered by the Knowledge Graph.
If you search for a specific company, the Knowledge Graph will show an almost complete profile, depending on how well they did their SEO work. Searching for a recently released movie will show posters, reviews and screening times for your local cinema. As you see, the graph is a powerful and fascinating tool. But what can you do to get your information in the Knowledge Graph?
It’s Google’s way of connecting information
Google’s core business is providing people with a correct answer to all their questions. To do that, it doesn’t just present the result that closest matches a search term, but it also makes broader connections between data. Google, therefore, collects and analyzes massive amounts of data on people, places, things and facts, and develops ways to present the findings in an accessible way. These are often rich results, like featured snippets, images carrousels or the famous Knowledge Panel mentioned in the intro of this text.
The Knowledge Graph and its panel
This is where it might get confusing: many people mix up the Knowledge Graph and the panel you see on the right-hand side of your screen. The Knowledge Graph is the engine that powers the panel that’s officially called the Knowledge Graph Card or Panel. In this card, you’ll find the most visible result of the work that the graph does. When there’s enough data about a subject, the card will be filled with all kinds of relevant facts, images, and related searches.
Check out Albert Einstein’s card in the screenshot below, and you’ll see how much information it provides.
This Knowledge Graph at the top and right side gives you all the facts about Albert Einstein
When Google released the Knowledge Graph in 2012, they made an excellent introductory video. This explains in easy-to-understand language how the graph works, and how it influences the results you get when you search for a specific term. Check out the video! It’s still as relevant today as it was then:
Examples of search results
In recent years, content presented by the Knowledge Graph has become much more interactive. Google likes to experiment with the graph, what it shows and how it’s presented. At first, it featured only static content, like images, social media profiles, and general information about the search. Today, it is continually expanding in possibilities. If you search for a movie, you can directly book tickets to see it at your local cinema. Search for a local store, and you know exactly when the busiest times are. And on mobile, the rich results are even richer!
Let’s look at some examples of Knowledge Graph listings.
Nutritional information:
Movies:
Places:
List sliders:
How do you get your content into the Knowledge Graph?
First, you need to become an authority on your subject. Find out what people search for by doing keyword research, write excellent content and make sure your site is fully optimized and mobile-friendly.
Next, you should use structured data to mark up important elements of your site to make it easier for Google to understand what it’s all about. After all, structured data in the form of Schema.org is becoming increasingly important! And finally, you should register your site with Google Search Console and My Business.
If you are a well-known person or if you own a particular company, you can claim your Knowledge Panel. After verifying, you can edit the contents of the panel to a certain extent.
Yoast SEO and the Knowledge Graph
Do you need help getting your (business) information in the Knowledge Graph? Fear no more, because Yoast SEO can help! Our Yoast SEO plugin for WordPress and Yoast SEO app for Shopify both output a complete Schema graph for your site, ready for search engines to use.
Just by setting up Yoast SEO — optionally supported by Local SEO in WordPress — and filling out the information on your site, you automatically enable the data that Google needs to fill the Knowledge Graph. After that, you can use regular SEO tactics and structured data to fill in the missing pieces. Keep in mind, though, that it’s Google that determines what it adds to its Knowledge Graph.
Conclusion
The Knowledge Graph is an important part of the search experience in Google. It powers many of the innovative new ways data shows up in the search engine. Getting your information in there is of the essence, especially if you have a business. And don’t forget to make sure that your business details are correct, you sign up for Google My Business and add everything you possibly can. Many other parts of the Knowledge Graph are generated from structured data, like reviews, movie information, events, so be sure to mark up your data in any which way you can.
Online search has become an integral part of our lives. When someone pulls out their phone to do an online search, you want your website to show up first. Because your place in the results can literally mean the difference between hundreds or thousands of dollars. But do you have any chance of showing up as a smaller business? Is it even worth the effort with those big names out there?
If you use online search to get more information on a well-known topic, you will probably have Wikipedia showing up as one of the top results. When you search for ‘new shoes’, chances are you’ll get Nike and other popular brands as your first few results. And looking up a movie or TV series online often gives you IMDB as one of the first results. All these online searches give the impression that your brand has to be well-established to be shown in the search results. So, is that true? Should smaller businesses not even bother? Let’s dive into this question and figure out if SEO is just for the big dogs or not.
Google’s monopoly on online search
To fully understand the situation, we need to give you some context on Google. With a market share of over 90%, Google is by far the most used search engine out there. But Google has its fingers in many other pies as well (think of Ads or the popular mobile operating system Android). In recent years, it has grown into an enormous online force to be reckoned with. Naturally, this has led to concerns about their monopoly on the online landscape.
Graph showing Google’s dominance in online search, found on Similarweb
In fact, there’s an ongoing trial between the US Justice Department and Google on this exact topic. In this so-called antitrust trial, Google is accused of taking several underhand actions to secure its position as the most popular search engine. Where Google says to have achieved its success by simply being the best search engine out there, the US Justice Department claims that Google has made multiple deals that gave it an unfair advantage over other competitors. To give an example, Google is accused of paying massive sums to companies like Apple to make it the default search engine on their products.
Why is this relevant for you?
The dominance that Google has in the world of online search and advertising has an impact on what we do. Their monopoly on online search means that one party determines who gets shown in the search results. Who gets the most click-throughs. Who gets the most business through online search. Easily said, Google sets the rules and we all have to play by them.
What does Google want?
So, let’s have a look at this set of rules that Google uses. It’s good to know that most of these apply to other search engines as well. Because the ‘rules’ that Google sets are focused on giving their users the best search experience. They want to make sure that the results they show are what their users are looking for: helpful, reliable and relevant. Simply put, to get the top result in Google you need to be the best result.
What does it mean to be the best result?
There is much to say about Google and its ranking factors. But for the sake of time, let’s look at the main themes to get an idea of what they mean by ‘the best result’. An important factor is search intent, meaning what purpose people have in mind when searching online. Are they just looking for some information on a certain topic or actually looking to buy something right now? This may sound irrelevant, but Google will show different results when someone wants to buy shower steamers or is wondering what they exactly are.
Screenshots of online searches for shower steamers with a different search intent
Other important things that Google looks at are the relevance of content, the quality of that content, the usability of the page and context. Google explains a bit more about them on this page on how their search results are generated.
But the algorithm can be fickle
Google wants to show quality results, and its ranking factors reflect that. That being said, Google’s algorithm (which determines which results get shown for each search query) is under continuous construction. It’s being improved and tweaked on a daily basis to serve Google’s users an even better search experience. Meaning that the same search query could show different results today than it did yesterday.
This can lead to sudden drops in organic traffic, or for that matter, a sudden rise in organic traffic. A change that has a significantly bigger impact when you’re a small business. Even more so, because smaller companies often have fewer resources devoted to SEO and figuring out how to react to these changes.
That also brings us to the question: is SEO only worth it if you’re a big name?
Is bigger always better?
Is it easier to be the best result when your brand is already established and well-known? Well, yes. One of the things Google looks at when deciding whether you’re a good result is your authoritativeness. It’s actually the third letter in the E-E-A-T acronym, which is an important part of their Quality Raters guidelines. Naturally, well-known brands will have less trouble scoring high on authoritativeness. The same goes for the T in the E-E-A-T acronym, which stands for trustworthiness. Most big brands will probably have a bit of history, lots of customers or fans, and other factors that will increase their trustworthiness. Otherwise, they wouldn’t have gotten to where they are now.
Something else to consider is that well-known brands often have a marketing team, or even an SEO team, that’s focused on getting quality content out there. So they will already have loads of content that Google has indexed at one point. Google will know these companies and what it can expect from them, which makes the decision to show them in the search results easier.
In addition, when it comes to Google Ads, smaller businesses will struggle to compete with the bigger companies who have deeper pockets to get that first paid position in the search results.
How to make the algorithm work for you
If you’re the owner of a smaller company, and you’re debating whether to start or continue with SEO, this may be a bit demotivating. But don’t click away just yet! It’s not all bad news. There is a way to get your site high up in the search results, it just requires a focused approach. Remember that SEO is still one of the best ways to get noticed online!
Cover your basics
There are a few basics that you can’t ignore if you want your site to show up in the search results. Google won’t take you seriously if your website is really slow or if it’s not suitable for mobile users. It also won’t be your biggest fan if your content isn’t good enough, so you won’t get away with ChatGPT creating all your website content. You can make generative AI part of your content creation process, but be mindful about it.
Be authentic and keep your target audience in mind when creating your website and content. We cover the most important steps in our guide to WordPress SEO.
4 tips on how to get Google’s attention
Consider the basics to be the requirements to get into the club. Now let’s see how we can get Google’s attention to let us into that much sought-after VIP section, the first few search results. There are a few things you can focus on, so let’s start with local SEO.
1. Become a local celebrity!
Local SEO is the practice of optimizing your pages for a specific area, making sure that your website is found by people near you. The benefit of focusing on local SEO is that Google will more likely show your website when someone does a locally focused search near you, as there will be less competition when the search query asks for a local solution.
To give an example, if someone types in ‘buy books London’, Google will show bookstores in London instead of the Amazon website that might show up when someone types in ‘buy books’. Read all the ins and outs in our guide on local SEO. Of course, it depends on your kind of business whether you specifically want to focus on local SEO, but it can be a great start to grow your organic traffic.
2. Be more specific and unique
Another way to get Google’s attention is to write content for your long-tail keywords. Long-tail keywords are more specific (and longer) than more commonly used keywords. Although these keywords tend to get less traffic, they usually have a higher conversion value as it’s more likely that your content is exactly what the user is looking for. By focusing on long tail keywords, it becomes easier to be one of the top search results for keyphrases that are relevant to your business. Also, make sure to create unique content that’s interesting for your audience, this will help you stand out and become that first result.
3. Structure that data
The third thing to focus on is implementing structured data. This can really give you an edge over your competitors, so bear with me. Structured data is a way of describing your site to make it easier for search engines to understand. Google will be able to grasp all that information instantly and use it to show your content in a rich, more visual way. There are several ways to implement structured data on your website and you can read all about them in our guide on structured data.
A rich result showing ratings, price and other information like delivery time and stock
If you’re not sure what structured data is or how to add it to your pages, we can help you out. Our plugin, Yoast SEO, actually automatically adds structured data to your site. This all happens behind the scenes, but the plugin also gives you options to finetune the settings depending on your type of content.
4. Focus on your brand presence
Lastly, it’s good to know that being present on other platforms also impacts your SEO. Having a social presence, being mentioned on other websites (in a genuine way), showing your expertise by being a guest at someone’s podcast, being there at relevant events, etc. All of it helps you build a strong brand, which will also reflect in the number of people visiting your website.
So show up in relevant places, connect with your audience, become the authority in your field and see your brand grow into one of those top dogs that dominate the search results. It takes time and effort, but it helps you build a sustainable business with customers who will come back to you time and time again.
Conclusion
Yes, it helps to be well-known when it comes to SEO. But that definitely does not mean that SEO is just for those big companies out there. By knowing your strengths (and weaknesses) as a smaller company, you can make the system work for you. Implement structured data, focus on the right keyphrases and build your brand outside of your website. Slow but steady wins the race.
And don’t forget that your size also gives you the opportunity to experiment more. Bigger companies have more ‘to lose’ by changing up their strategy, but when you’re still trying to get your name up there you have more room to get creative. To become that result that wows your audience and Google. The constant changes in Google’s algorithm also allow you to move fast and jump on new developments. Something that’s often not that easy for the big companies out there.
Thanks to AI, search is very much on the move. Generative AI can help us do more in search engines, as Google shows in its Search Generative Experience (SGE). This experimental addition to the search engine gives us a glimpse of the future of search. Let’s take a look and see what it entails!
Table of contents
What is Google’s Search Generative Experience (SGE)?
SGE is part of Google’s larger experimental initiative hosted under Search Labs. This is where it tests cutting-edge search functionalities. Generative AI, a highly advanced form of artificial intelligence capable of creating content, powers this innovative feature.
As announced on Google’s official blog, the underlying goal of SGE is to redefine search experiences, transforming them from passive information receivers to more interactive and personalized.
Google initiated the Search Generative Experience (SGE) to improve users’ search experience and develop the future of search. For this, Google uses generative AI to provide quick and concise overviews of search topics to enhance the search results. Or, as Google says, “We’re testing new ways to get more done right from Search.”
The GSE gives more context while answering your questions — the arrow dropdowns show links to sources
Generative AI
SGE utilizes generative AI, delivering AI-powered overviews that allow users to explore content and grasp key points swiftly. Depending on the search, a big block of information appears at the top of search results. The amount of information offered could mean that users no longer feel the need to navigate to multiple web pages.
The other reason is the generative part of the equation. Google can now develop ways for users to interact with the results and to do things nobody has ever done before, i.e., producing something right in the SERPs.
Key features of Google’s SGE
One of the more recent features of SGE is its ability to generate dynamic and interactive visual content. Users are no longer confined to receiving static, text-based results. Instead, with SGE, your textual search prompts can now be translated into images.
The artificial intelligence system uses your prompts to understand the desired result and create representations matching your query. You can now create straight from the SERPs — opening up unlimited options for engaging with search results.
Generate masterpieces like the one above right from Google search
Extended search results
Another essential feature of SGE is its ability to customize search experiences based on user preferences and behaviors. It incorporates user-generated content, like customer reviews, into search results.
For instance, you’re looking for an excellent Mexican restaurant in your city. SGE won’t just guide you to a random list of restaurants. It also gives you more context, like specials and the restaurant’s ambiance. Google says it gets data “from the reviews, photos and Business Profile details that people have submitted to Google for more than 200 million places in the real world.” Plus, you’ll also notice links to Yelp, Tripadvisor, and more in there.
Google GSE expands the regular local results and adds more context for users
Interactive results
Google’s SGE is designed with user-friendly navigation in mind. The SGE interface shows information and actively helps users engage with search results. As such, the user interface makes discovery a natural part of the search experience. You can even ask follow-up questions or do related searches.
Lastly, SGE uses different formats to round out search results. Whether news articles, personal blogs, customer reviews, business listings, or social media posts, SGE uses various types, ensuring a more thorough answer to your search queries.
Keep in mind that not every query triggers an AI result.
The impact of SGE on search experiences
The impact of the Search Generative Experience spans all internet users, creators, and businesses, extensively redefining the search experience. Let’s not forget we are looking at the future of how people use Google.
Beginning with end users, SGE is celebrated for its innovative approach to enhancing the search experience. Google says it’s particularly appreciated by younger users aged 18–24, who are more inclined toward digital platforms that offer a blend of interactive and information-rich experiences. Integrating reviews, images, and videos in response to search queries delivers a more comprehensive and rich search experience than traditional search models.
A new way of thinking
The SGE will change how our content will be discovered, and it could also change what we and our users expect from a search result. But as the SGE handles search queries differently, it could offer us new ways to reach our audiences.
You can ask the SGE AI to generate essays as well
Criticism of the SGE
Google’s Search Generative Experience could potentially hurt our SEO efforts. One key criticism revolves around the possibility of reduced visibility for organic search results.
Since SGE provides AI-generated overviews at the top of search results, users may find the need to click significantly reduced. This could result in lower CTR and less organic traffic for websites.
Additionally, some are concerned about potential bias towards publishers and authoritative sources, which could limit the visibility and exposure of smaller websites and niche content. As such, some people fear that SGE leads to a complex SEO landscape and could require a strategy shift.
The SGE is an experiment
It’s important to realize that this feature is still in development. Some users found the SGE interface has occasional performance issues, leading to slower load times. Additionally, as an experimental feature, the interface and specific features change as Google continues to improve.
Google’s Search Generative Experience is still experimental. However, its scope and the impacts are already far-reaching. We can only imagine how this will mature and reshape Google search.
How to start with Google’s Search Generative Experience
Google’s Search Generative Experience is an innovative feature that uses artificial intelligence to provide users with unique search results. If you’re eager to try this experiment, here’s a step-by-step guide. Please test it to see how and if your content gets picked up in the SGE.
Go to Google’s Search Labs to try out the SGE
1. Access Search Labs
First, ensure you have a personal Google account and access to Google Search. Next, use your Chrome browser to navigate to Search Labs for experimental features and the SGE experience.
2. Opt into SGE
Within Search Labs, look for the option to opt into the Search Generative Experience. Remember that SGE is an experimental feature, so availability may vary. If it’s accessible, click on the option to enable SGE and start experiencing AI-powered overviews. Currently, the SGE is available in 120 countries (not in Europe!) and supports English, Hindi, Spanish, Portuguese, Korean, Indonesian and Japanese.
3. Perform a search
With SGE enabled, search on Google as you normally would. Type your query into the search bar and hit enter. Click on the grey button to access AI-powered results. The search results page will now feature AI-powered overviews, offering quick and concise summaries of the search topic.
4. Review the AI-powered results
At the top of the search results page, you’ll notice an AI-powered overview related to your query. This overview provides key information and insights, allowing you to grasp the main points of the topic without the need to click on individual search results. Of course, you’ll also find external sources in there.
5. Explore further
Although the AI-powered overview gives you a comprehensive understanding of the search topic, you may still want to explore more. Scroll through the search results below the overview to find additional information, websites, articles, and resources related to your query. Fine-tune your search to see the results change or ask follow-up questions to the AI.
6. Provide feedback
As an experimental feature, Google welcomes user feedback to improve SGE. If you encounter any issues, have suggestions, or would like to share your experience, navigate to the feedback section within Search Labs. Your feedback can contribute to the refinement and enhancement of SGE. Google regularly introduces improvements, updates, and new features based on user feedback and advancements in AI technology.
Conclusion
Google’s SGE gives us an exciting sneak peek at the future of online search. Whether it’s the generation of imagery from textual cues or bringing more options to the search results, SGE is all about enriching the user experience.
We’ll have to wait and see what other things Google is up to in its Search Lab. One thing is sure – SGE represents a big step towards making searching and creating content more useful. As for how it affects our SEO efforts, we’ll have to wait and see.
