How Australian Marketers Can Prepare for Search Generative Experience

The imminent arrival of Google’s Search Generative Experience (SGE) in Australia presents challenges and opportunities for marketers. While there’s no definitive timeline for SGE’s launch in Australia, it’s not too early to prepare your brand for visibility and competitiveness in an AI-driven search environment.

What you need to know:

• Australian marketers face new challenges and opportunities with the coming of Google’s SGE; preparing now ensures brand competitiveness in an AI-driven search era.
• SGE’s arrival will alter search behaviours, impacting outbound clicks, brand control, and ad effectiveness. Marketers must adapt to maintain visibility.
• To prepare for SGE, focus on SEO, content creation, PR, and multi-channel campaigns, ensuring content is AI-friendly and brand presence is broadened.
• Despite SGE’s potential disruptions, strategic planning and adaptation can help Australian brands thrive. A trusted digital performance agency can guide you through the evolving search landscape.

The Implications of SGE for Marketers

SGE will significantly alter user search behaviour. Marketers should be aware of the following effects of SGE to properly prepare their online presence for AI-driven search:

• Fewer outbound link clicks. Many AI-generated responses will provide users with the information they need directly on the search engine results page (SERP).
• Diluted brand control. SGE responses are built from multiple sources. Brands will find it harder to own search terms and phrases in the future.
• Potential declines in ad engagement and effectiveness. Better information delivery in the SERP will lead to users relying less on ads during their buying journey.

See our previous coverage of the implications of SGE on user search behaviour for a more in-depth look at what you need to consider.

What Marketers Can Do to Prepare for SGE

Recognising that SGE operates on a distinct algorithm from Google’s traditional search, marketers must adapt their content strategies accordingly. Key areas of focus include:

• SEO and Content Creation. Emphasise well-structured data and authoritative content that’s easily digestible by AI, aimed at answering a variety of search queries. This approach not only aligns with SGE’s summarisation capabilities but also enhances visibility across the SERP.
• Public Relations. Elevate PR efforts to ensure brand influence extends beyond your website, particularly on authoritative third-party sites and social media platforms. This broader online presence will become increasingly vital under SGE.
• Multi-Channel Campaigns. Diversify marketing efforts across multiple channels. As direct interactions with search CTAs may decrease, integrated campaigns that span social, email, and other digital platforms will prove more effective in driving engagement and conversions.
• Data Measurement. Ensure your data measurement framework is tracking your key KPIs. Comparing your key metrics, such as sales, website traffic and conversions, before and after SGE launches will show you which areas of your marketing mix have been most affected and allow you to make adjustments.
• Adaptability to Change. Stay informed and flexible as SGE evolves. Continuous testing and adjustment of strategies will be crucial in responding to rapid changes in search technology.

Getting Help with Search Generative Experience

Google’s Search Generative Experience will redefine the mechanics of online search and information discovery. There’s a lot to do between now and when SGE launches in Australia but our team is here to help. From SEO to multi-channel campaigns, our Senior Advisors can help you deliver strategies that ensure your brand thrives in the era of SGE. Connect with us today for a free consultation by calling 1800 750 204 or submitting an enquiry online.