17 Oct Adapting to Google’s Search Generative Experience
As the evolution of SGE (Search Generative Experience) continues to move users from a “blue click” to a “zero click” environment in Google, there are some essential ways that marketers can adapt to the changing search landscape.
Understanding the impact of SGE is critical for healthcare marketers. About 86% of healthcare searches now show AI-generated answers sourced from websites, Google Business Profiles (GBP), and customer reviews. This pushes traditional blue links further down the Search Engine Results Pages (SERPs).
Before we share essential strategies for SGE in healthcare, let’s further define what this new acronym means.
What Is SGE?
Search Generative Experience (SGE) is a Google search technology where AI and algorithms have “entered the chat” to create and display contextual answers and search results for any given user query. SGE officially rolled out to United States users in May 2024 and is referred to as AI Overviews.
With these new generative AI capabilities in search, Google says they are “taking more of the work out of searching, so you’ll be able to understand a topic faster, uncover new viewpoints and insights, and get things done more easily.” Through the power of SGE (Google AI), SERPs show personalized and conversational answers at the top of the page.
Challenges of SGE for Healthcare Marketers
While SGE can be an excellent feature for the end user who receives faster, more personalized, and relevant answers to search queries, it’s also changing how patients and consumers find care.
Because of the emphasis on AI Overviews, you may initially see a lot less web traffic to your website, which can negatively impact how potential patients discover your practice.
4 Digital Strategies to Navigate SGE in Healthcare
These digital marketing strategies can help ensure your healthcare company is as healthy as possible for the new era of SGE.
1. Focus on Your GBP
Make sure your Google Business Profile (GBP) listing is up to date with complete, accurate information that includes location(s), business hours, and photos.
You’ll also want to add reviews to your page, which can help boost the credibility and ranking of your company. But it’s not just about generating these reviews; make sure to monitor them and interact with them.
With the continued evolution of SGE, your GBP is more important now than ever.
2. Ensure You Have the SEO Basics Covered
A focus on keywords, from an SEO perspective, will not work effectively for AI Overviews.
AI Overviews require more than just keyword optimization. Make sure your website is fast, accessible, and mobile-friendly. Optimize your Core Web Vitals to improve site speed, performance, and user experience.
You may also want to upgrade your tech stack to include AI-powered tools like site search and chatbots.
3. Craft Content that Works for AI Overviews
Targeted content that’s created with N-E-E-A-T-T in mind — Notability, Experience, Expertise, Authoritativeness, Trustworthiness, and Transparency — demonstrates credibility to Google, which is wildly advantageous for AI Overviews.
There are several best practices for amplifying your content with credibility in mind.
- Develop consistent and accurate information across all platforms.
- Celebrate your system’s approach, how care is delivered, and what makes you unique in the market.
- Review your physician data to ensure specialties are well-represented and their authority is well-demonstrated.
- Connect your content about health conditions to the providers who treat that condition and the places where they see patients with the condition.
- Review your About page for updated, relevant information about your practice, your providers, and their credentials.
- Embed provider videos and cross-link to other high-authority sites, associations, and affiliations.
4. Consider User Intent
By using audience research and analytics, you can better understand the valued healthcare information that patients are looking for. This helps address the intent behind consumer queries and can guide content updates to your site.
Equipped with this research data, consider adding FAQs and other content to your website, which also has the benefit of addressing long tail queries as well as answering commonly asked questions.
There’s no question that navigating the ever-changing landscape of SGE Google AI can feel challenging at best — especially for busy healthcare marketers and leaders.
For companies interested in additional support and resources to amplify their marketing efforts in search and beyond, The Threadgill Agency offers a full suite of services that include digital strategy, paid and unpaid search, SEO, paid social, content marketing, engagement, web development, and analytics tracking. Get in touch with us to get on the track to fast results today!