Clockwork Marketing's Insights on Google's SGE Revolution in Hospitality
A Revolutionary Search Paradigm: What Sets SGE Apart?
In Google's own words, "With new generative AI capabilities in Search, we're now taking more of the work out of searching, enabling users to understand topics faster, uncover fresh perspectives, and accomplish tasks more effortlessly." SGE introduces concise overviews of search topics, conveniently displayed at the top of Search Engine Results Pages (SERPs), similar to new AI-driven platforms like ChatGPT, Bing Chat, or Google’s Bard.
Understanding Google’s SGE
SGE marks an early step in the transformative journey of search with generative AI. When using SGE, users will notice a revamped search results page, offering familiar web results but presented in a new and innovative way to maximise the information gained from a single search.
As of now, Google is rigorously testing SGE to fine-tune how it presents results and prioritises driving traffic to websites. While there's no formal launch date announced, Google has hinted at the initial rollout in the UK soon.
Unveiling the Search Generative Experience
The Search Generative Experience is a revolutionary paradigm shift in search results presentation. While seamlessly complementing traditional organic search results, SGE representing a substantial leap in search technology. SGE turns search results into a more conversational experience, where Google not only comprehends but accelerates your search results’ context.
1. Converse Feature
Search will be more conversational where you enter in a conversation with Google to find out the information you need. Google SGE will facilitate the retrieval of desired information while retaining context from previous interactions.
2. Authoritative Sources
SGE leverages high-authority and well-ranked content within its index to inform its AI-generated search results, offering insights into more exceptional and relevant content beyond organic search results.
3. Related Information
Google suggests related search items based on your query, allowing you to express approval or disapproval. This aids in optimising SGE and personalising results to your search.
It's important to note that SGE is currently in a testing phase, indicating that further changes and enhancements are likely. This brings forward crucial questions about the evolution of SGE and its potential impact on SEO reporting strategies.
Testing the Waters: SGE's Impact on Specific Searches
To comprehend SGE's impact, conducting experiments is essential to understand how it customises results for distinct user contexts. This informs the fine-tuning of search strategies and provides clarity on when to deploy SGE for optimal outcomes.
1. Contextual Awareness
SGE tailors results based on location, device, and recent searches. For example, a search for "best hotels" yields options based on the current location, ensuring relevant results in the vicinity.
2. Reviews Matter
SGE emphasises the importance of highly reputable brands from public reviews, showcasing results with ratings above 4.4 stars.
3. Dynamic Ranking
Adapting in real-time, SGE adjusts results based on factors like the time of day, trending topics, or user behaviour, providing real-time updates such as weather information.
In its current state, SGE occupies more space in search results and shows fewer ads. The testing phase suggests that further changes and enhancements may occur, raising questions about the evolution of SGE and its potential impact on paid ad strategies.
Optimal Use Cases for SGE in Hospitality
Strategic use of SGE can be transformative in the hospitality sector. Based on our own research, SGE excels in scenarios such as:
- Complex or Specific Queries: SGE effectively generates tailored results for highly specific queries, such as "hotels with rooftop pools in London," ensuring guests find precisely what they're looking for.
- Localised Searches: Tailoring results based on location enhances the guest experience, providing relevant options in proximity to their stay.
- Ever-Changing Topics: SGE adapts to provide up-to-the-minute information on dynamic hospitality offerings, ensuring users are always in the loop.
SGE proves invaluable for precision and timeliness, delivering exactly what guests seek in real-time.
Practical Applications of SGE in Hospitality
To stay competitive, hotels and resorts must embrace the SGE paradigm and optimise offerings through strategic actions:
- Keep Content Relevant and Fresh: Regularly update websites with dynamic, evergreen content, enhancing visibility in SGE-generated search results.
- Localise SEO Strategy: Customise website content to highlight unique experiences and amenities based on the region, boosting visibility in localised searches.
- Facilitate Guest Interaction: Encourage guest engagement through feedback, reviews, and social media interactions, signalling to SGE that your establishment is a trusted and valued option for travellers.
Guiding you through the future of search
After a significant amount of time with SGE, our team has come away with as many questions as we did answers. The future chapters of search are still being written with regards to SGE, and hotel and resort teams following along in real-time will be best positioned for search success. We will of course keep you updated on this new innovation in search as your trusted partner, so watch this space!
If you need expert guidance to navigate online search, our team of hospitality specialists can help you to the top. Get in touch to find out how we can help you with your future of Search.