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1 min read

What We've Learned from Google's Search Generative Experience (SGE)

How will Google's Search Generative Experience change the way brands appear in Google's search results? One member of the TREW Crew has been in the SGE beta for more than a year. Let's see what she's found out.


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In this episode, I catch up with Jennifer Dawkins, Vice President of Account Services at TREW Marketing, Jen has been part of the Beta program for Google's new Search Generative Experience (SGE) for more than a year, and in that year, there have plenty of updates. I ask her about her experience with the SGE program program.

For some background, Google's SGE is an AI-generated search summary that appears on the Google homepage, providing quick, AI-generated answers to users' queries. Jennifer shared that SGE has been valuable for finding clear factual answers and quick information, but has been less than accurate when asking technical or complex questions. Often pulling from sources that are not traditionally high-ranking in Google search results.

We also talk about how brands can optimize their content strategy for Google SGE and other AI-assisted search tools. The bottom line? Quality content and a multi-channel digital presence are the most effective strategies. The rollout of SGE to the general public is still uncertain, and we believe that traditional Google search and quality SEO standards will continue to coexist with AI-assisted search platforms like SGE.

Key Takeaways
  • SGE provides quick answers and summaries for factual queries but may provide inaccurate or misleading information for more complex and technical searches.
  • A multi-channel digital presence is crucial for optimizing for AI-assisted search, as AI algorithms consider the frequency of brand mentions across various platforms.
  • Quality content remains essential, and creating valuable, trustworthy content is key to gaining exposure and building trust with readers.
  • Traditional Google search will likely coexist with AI-assisted search platforms like SGE, as they serve different purposes and cater to different user needs.

Wendy Covey

Wendy Covey is a CEO, a technical marketing leader, author of Content Marketing, Engineered, one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America, and she holds a Texas fishing record. She resides in a small Hill Country town southwest of Austin, Texas, where she enjoys outdoor adventures with her family.

About TREW Marketing

TREW Marketing is a strategy-first content marketing agency serving B2B companies that target highly technical buyers. With deep experience in the design, embedded, measurement and automation, and software industries, TREW Marketing provides branding, marketing strategy, content development, and digital marketing services to help customers efficiently and effectively achieve business goals.