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SGE: Google's AI environment that will change brand discovery

Tech Trends – by Alexis Rodriguez

The Search Generative Experience (SGE) is a new Google technology that uses artificial intelligence to improve users' search experience. SGE offers a number of potential advantages, among many other things, for developing more effective digital marketing strategies that foster brand discovery.

Brand discovery

What is the Search Generative Experience?

SGE uses artificial intelligence to understand the user's intent and deliver more relevant, personalized search results. For example, if a user searches for "how to make a cake", SGE could show results that include recipes, video tutorials, and expert tips, as well as the nearest places that sell cakes, taking their location into account.

Advantages of SGE for brand discovery

SGE offers a number of potential advantages for businesses, which they can take advantage of to improve their digital marketing results. These advantages include:

  • Greater visibility: the tools SGE offers can help businesses appear in search results for more relevant queries, which can lead to increased visibility and web traffic, complementing SEO and therefore creating an opportunity to adapt websites to smart searches.
  • Better conversion: it can boost content designed for transactions, showing users the content and products they are looking for, and thus lead to better conversion.
  • Greater engagement: this tool also helps create a more attractive and immersive user experience, which can lead to greater engagement.

SGE in multimedia content

One of the great advantages of SGE is that it will not be limited to text-based search on websites; it will also be able to search within snippets of videos and audio published on YouTube. This will ensure a more immersive experience for users, whose searches are satisfied according to the level of depth they require.

Likewise, it represents a field for brands to explore in order to appear in searches that involve multimedia content. It is still being studied, but this tool will clearly mark a before and after in the development of digital marketing strategies.

Search Generative Experience was recently released in more than 120 countries. However, to access it you need to go through the Experimental Trials in Google Labs. To do so, use Google Chrome on a mobile or desktop device and look for the SGE option. This will let you join the experiment and try out AI-powered search.

If you want to take advantage of Google's SGE tools to optimize your website, contact us and let's work on your project.

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