Blog

SGE Is Changing the Way Your Website Ranks on Search: Here’s What Retailers Can Do

April 19, 2024 / 9 minute read / By Zoya Naeem

Search Generative Experience Is Changing The Way Your Website Ranks On Search: Here's What Retailers Can Do

Search Generative Experience changes search ranking for retailers. Get actionable tips on how to keep your site afloat.

Have you ever noticed how sometimes Google search gives you the answer you need right on the results page, without you even needing to click on a website?

That’s the power of Search Generative Experience (SGE). This innovative technology from Google transforms how people find information online, and it’s essential for retailers like you to understand.

If you want your website to be seen by potential customers, you need to understand how SGE works and how to make it love your eCommerce website.

In this article, we’ll walk you through:

What exactly is SGE, and how it affects user behavior,
What you can do as a retailer to thrive in this new search landscape, and most importantly
How working with a digital marketing team can help you stay ahead of the curve.

So, let’s get to it and take your SEO strategy to the next level.

What is SGE, and How Does it Change the Search Game for Consumers?

Imagine searching for the “best running shoes for flat feet” on Google and seeing a concise summary right on the search results page, highlighting top picks with key features and user reviews. That’s the magic of Search Generative Experience (SGE).

SGE leverages the power of generative AI, a type of artificial intelligence that can create human-like text. It analyzes search queries and relevant websites and then provides summaries and insights directly on the search engine results page (SERP).

Search Generative Experience using Google

Reduced website clicks
With summaries readily available, consumers might find the answers they need directly on the SERP, potentially decreasing clicks to individual retailers’ websites.
More focus on the retailer’s content depth
Since summaries are generated, having in-depth and informative content becomes even more crucial. SGE is more likely to pick up on content that goes beyond just product keywords and truly answers user questions comprehensively.
Adding a new SEO layer
Traditionally, a retailer’s eCommerce SEO focused on optimizing websites for search engines. Now, retailers need to understand how SGE interprets their content. This means optimizing for both search engines and AI summarization.

However, it’s essential to understand that Google prioritizes quality and user safety with SGE. As a retail business owner, you would want to ensure that you know Google prioritizes:

Reduced website clicks
With summaries readily available, consumers might find the answers they need directly on the SERP, potentially decreasing clicks to individual retailers’ websites.
Rigorous Content Evaluation
Google carefully evaluates SGE updates to maintain a high bar for delivering accurate results.
Emphasis on Safety
SGE avoids generating harmful, hateful, or explicit content. This is especially true for critical topics like health and finance (YMYL topics).
Data Voids and Gaps
SGE does not generate summaries for topics that are lacking reliable information online.
Vulnerable User Protection
SGE avoids generating responses for sensitive topics like self-harm, instead directing users to trusted resources.

So, with SGE in action, what can you do as a retailer to stay ahead of the curve?

Here’s What Retailers Can Do to Adapt to SGE

Retailers can take these practical steps to make their eCommerce website SGE-friendly and keep those customers clicking through:

Search Generative Experience based off of user

1. Make content your hero

That’s right. Say goodbye to keyword stuffing! Focus on creating high-quality, informative content that answers user questions directly. Your website must be a trusted resource, not just a sales pitch.

Also, you need to go in-depth! Provide comprehensive product information, including detailed descriptions, comparisons, and helpful guides to educate your audience.

As a retailer you can even create an educational blog calendar that includes how-to guides like “How to Choose the Perfect Running Shoe for Flat Feet” (that targets a specific user need with a detailed guide). You can also do “This vs. That” Comparisons like “Mountain Bike vs. Hybrid Bike: Choosing the Right Ride for Your Needs” (that compares top products within a category, highlighting pros and cons).

Learn More: Accelerate your SEO Strategy with Quality Content

2. Speak SGE’s language

Structured data markup is your secret weapon here. This code helps search engines understand your content better, making it more likely to be used in SGE summaries. To help you understand this better, think of your website as a giant warehouse full of amazing products. You want customers to easily find what they are looking for, right? SGE is like a super-powered search assistance in this warehouse.

To help SGE understand your products and potentially feature them in its search summaries, you need a special labeling system. This is where structured data markup comes in. You can think of it like price tags with extra details -that includes not just the price, but also the brand, size, color, and maybe even customer reviews.

3. Keep your website visitors happy

First impressions matter. Make your website user-friendly with fast loading times, clear navigation, and attractive visuals. If your site is easy to navigate and enjoyable to explore, users are more likely to stick around and discover what you have to offer.

As a retailer you can add big product images, engaging product comparison videos, and dynamic search options to make it easy for your consumers to find products and/or educational content.

Learn More: Make it Easy for Your Customers to Find Products

4. Stay in the know

SGE is constantly evolving, so staying informed is the key here. Follow Google’s updates and adapt your strategies accordingly. This blog might be a great starting point, but keep an eye out for future developments.

Pro Tip:

As a retailer, you probably have limited time and will have difficulty staying abreast of all of the updates from Google. Partnering with an effective SEO team can help ensure your site is continuously updated to meet the constantly evolving trends and algorithmic updates from Google.

Remember, the goal is to have a website that’s informative, user-friendly, and speaks the language of search engines. With a little effort, you can ensure your products and services reach the right audience, even in the age of SGE.

How Working With a Digital Marketing Team Helps Retailers Stay Ahead of the Curve

While everything is evolving fast in the world of online retail, one thing remains constant: the importance of a strong online presence. A well-optimized website with high-quality content is crucial for attracting new customers organically and staying ahead of the curve.

But when it comes to fueling your SEO strategy. One of the biggest challenges for retailers is creating consistent, high-quality content. This is where partnering with an SEO team can be incredibly beneficial.

Here’s how an SEO team can help you elevate your content strategy and boost your website’s ranking:

Create product descriptions that sell
An SEO team can craft unique, informative content that resonates with both search engines and customers, improving your product page ranking and driving sales.
Keeps Landing Pages Fresh
Regularly updated landing and category pages are essential for engagement and search engine ranking. An SEO team can help you develop a content calendar and strategy to keep your website fresh and relevant.
Harnesses the Power of Reviews
Customer reviews are a goldmine for SEO, especially with SGE around. An SEO team can implement strategies to encourage genuine customer feedback, boosting your content’s visibility and building trust with potential buyers.
Engages with User Guides and Research
Informative guides and research content not only position you as a thought leader but also keep users engaged, preventing a purely sales-driven feel. An SEO team can help develop content that educates, informs, and keeps visitors coming back for more and hits all the right E-E-A-T signals.
Capitalizes on Seasonal Trends
From holiday ideas to gift guides, seasonal content creation keeps your website fresh, attracts new visitors, and provides valuable content for search engines to crawl. SEO team can keep your site updated with all the content volume.

By partnering with a digital marketing team, you can free up your valuable time to focus on running your business, while experts handle the content creation and SEO strategy. This allows you to stay ahead of the curve and ensure your website is optimized to perform well in the fast-evolving world of online retail.

Download eBook: SEO 101- Launching an eCommerce Website is just the First Step

Ready to Take Action Right Away? Here’s Where You Start

SGE can potentially affect user behavior and impact how people find your website. But don’t worry. You can adapt and thrive in this online landscape by prioritizing high-quality, informative content, user-friendly website design, and staying updated on SGE developments.

Remember:

SGE can be a powerful tool to showcase your expertise and offerings. By creating informative, engaging content that speaks the language of search engines, you can increase your chances of being featured in those handy SGE summaries, ultimately attracting better and more qualified leads.

Now, the question is: Are you ready to take action?

Celerant can be your partner in navigating the world of SGE and SEO. With our cutting-edge AI solutions and a team of dedicated digital marketing experts, we can help you stay ahead of your competition in retail and speak the language of search engines.

Looking for ways to maximize your retail store success?

Check out these 7 Digital Marketing Techniques

SGE Is Changing the Way Your Website Ranks on Search: Here’s What Retailers Can Do

Search Generative Experience changes search ranking for retailers. Get actionable tips on how to keep your site afloat.

What is SGE, and How Does it Change the Search Game for Consumers?

Reduced website clicks

More focus on the retailer’s content depth

Adding a new SEO layer

Reduced website clicks

Rigorous Content Evaluation

Emphasis on Safety

Data Voids and Gaps

Vulnerable User Protection