With the introduction of ChatGPT, Bard, and an array of other Large Language Models (LLMs) the AI boom is only picking up momentum. By innovating with the new capabilities brought on by this type of AI, Google has taken a bold leap forward in its search engine capabilities with the introduction of the Search Generative Experience, a game-changing feature that employs generative AI to deliver a quicker and more enlightening search experience. Taking innovation further, the company also recently unveiled the Google Perspectives filter that showcases user-generated information to help people uncover fresh, original viewpoints from search results.
Though currently in an experimental phase within Google’s Search Labs, these new features hold immense potential for both internet users seeking enhanced search experiences and savvy marketers on the other end.
How can you leverage these exciting advancements for your business? Let’s dissect the who, what, when, where, why, and how of this all-new Google Search.
Table of Contents
What Is Google’s Search Generative Experience?
The Search Generative Experience, SGE in short, is a groundbreaking feature that employs advanced generative AI technology to produce informative and insightful responses to user queries.
When a person searches for information, they not only receive relevant page results but also a competent answer generated from multiple sources with key information and links to pages of interest.
The feature aims to make search interactions more efficient and engaging by supporting users in understanding topics more quickly and thoroughly.
How Does SGE Work?
Google’s Search Generative Experience (SGE) provides users with AI-generated answers directly in their browser, above the regular search results. The answers are displayed in a distinct information box, which is colored according to the type of query and the user’s intent. For now, the response is labeled “Generative AI is experimental” at the top.
If you want more information, you can click on the toggle button in the upper right corner to expand the response and see additional AI responses. The information sources are also cited in clickable boxes, along with images, which allow you to navigate to the respective websites for more information.
You can also enter more specific details or additional prompts in the “Ask a follow-up” box if you want to learn more about your query. This will prompt Google’s Search Generative Experience to provide additional answers.
The system is capable of handling more intricate queries compared to traditional searches. For example, it can tackle questions like, “What’s better for a family with kids under 3 and a dog, Bryce Canyon or Arches?”
Google has been rolling out some important updates recently in a bid to improve users’ browsing experience. This new approach is in line with that, simplifying the search process significantly while also helping users uncover fresh insights and diverse viewpoints.
Google’s Search Generative Experience uses its core ranking system to identify high-quality sites with quality information, but it is held to an even higher standard for certain topics. For instance, it avoids generating responses for medical, financial, and civic education inquiries, which are classified as “Your Money, Your Life” (YMYL).
This caution is applied to ensure that users are not given inaccurate or harmful information. Ads, however, remain at the top as they are considered a quick solution to the user’s query.
Shopping Is Also Easier and Faster With SGE
Speaking of ads, the benefits of Google’s Search Generative Experience also extend to the shopping realm.
SGE streamlines the shopping process for Google Search users by providing a selection of products that align with their query alongside a condensed summary of essential factors to consider.
To make it even easier for users to do their research, SGE provides product descriptions enriched with up-to-date reviews, ratings, prices, and images. This depth of information is powered by Google’s Shopping Graph, an extensive database that boasts over 35 billion product listings. This data is constantly updated to ensure fresh and reliable results.
This dynamic approach to shopping empowers users to make purchase decisions confidently and efficiently, bringing convenience and reliability to the forefront of online shopping experiences.
Ultimately, the goal of the Google Search Generative Experience is to bring convenience to the forefront of the search experience, helping users dig deeper into topics and make purchase decisions confidently and efficiently.
What Is the Perspectives Filter?
To further improve the search experience, Google has also introduced a new “Perspectives” search filter that highlights User-Generated Content (UGC) and human experiences. It complements the existing Perspectives feature found in Top Stories on Search for Desktop.
This development comes after Google’s 2022 Helpful Content update which added “Experience” to the Expertise, Authoritativeness, and Trustworthiness (now known as E-E-A-T) ranking criteria — a move that demonstrates the company’s commitment to highlighting genuine and firsthand insights in search results.
How Does It Work?
Similar to the Google Search Generative Experience, the Perspectives filter is another experimental feature accessible to users through Search Labs. Users will notice a filter icon located beneath the search bar, indicating its availability for the provided search results.
Upon selection, it exclusively displays videos, images, and written posts shared by individuals on platforms like social media, discussion boards, and Q&A forums. For instance, if a user searches for advice on making friends in a new city, activating the filter will reveal a page of results featuring personal stories in video format, tips from forum commenters, and more.
These results aim to connect users with practical, relatable, and diverse perspectives, allowing them to gain insights from people who have encountered similar situations. Moreover, Google’s commitment to increased transparency shines through as the filter also displays details about the creators of the content, including their names, profile photos, and the popularity of their contributions.
Who Is Google Targeting With These Changes?
The way we find information is changing rapidly, thanks to the rise of dynamic platforms like TikTok. In response, Google Search is enhancing its features to provide more immersive, informative, and diverse search experiences. Considering TikTok surpassed Google as the world’s most popular site in 2021, it’s about time.
The latest Search features are designed to be inclusive, meeting the needs of a variety of users while being particularly influenced by the preferences of the younger generation. This demographic, who are known for their affinity for technology and digital interactions, is a driving force behind these innovations.
Another group of influencers is web browsers who frequently use platforms like Reddit to find dynamic and non-biased information. This group values authentic perspectives from real people because they are rich and diverse. Their familiarity with platforms that facilitate open discussions and the exchange of ideas leads them to demand interactive and community-driven experiences like SGE and Perspectives.
As of now, both Google’s Search Generative Experience and the Perspectives filter are only available to Search Lab users in the United States. However, Google typically tests new features in specific regions before making them available globally, so stay tuned for news about their rollout to other countries soon.
Why You Should Care
In the future, Google will launch the Search Engine Generative Experience and Perspectives filter for regular users outside of the Search Labs experiment. This can only mean that the emphasis on helpful, reliable, and people-first content will grow, as the feature will receive updates and improvements based on users’ feedback over time.
While this change may seem alarming, it is not negative. On the contrary, it is expected to favor brands and websites that offer relevant and uniquely-created content touching on visitor pain points over sites whose sole interests are gaining better rankings and metrics.
However, website owners may see some decrease in metrics such as page views or click-through rates because of the in-depth answers and the option of asking follow-up questions within Google’s Search Generative Experience.
On the flip side, you can unlock higher conversion rates and a shorter time-to-purchase/goal if you tailor your content to suit the new Search user’s expectations. This brings up the next point…
How To Take Advantage of These Changes
Even though not all queries will have AI-generated sections, focusing on the quality of the content that you provide will be more important than ever as organic results are presented after the Google Search Generative Experience segment, and it may be (depending on the prompt), below the fold.
As people might be happy with only the generated result, improving your brand’s authority and expertise in your niche will be paramount for increasing your SERP rankings and feature in Google’s SGE or Perspectives sections.
Crafting keyword-optimized, user-generated content is one way to leverage these changes to your advantage, build more trust for your brand, and set you apart from the competition.
The three main types of user-generated content (UGC) you can use are:
- Real customer testimonials: Ask your loyal customers for feedback and offer them incentives to share their experiences with others.
- Influencer-generated content: Reach out to influencers in your industry and offer them your product or service for free or at a discount in exchange for a publicly-posted review.
- Content creators: These can be your loyal customers, employees, friends, or family. Reward them with offers in exchange for them publicly vouching for your brand.
Integrate all three UGC sources into your website, social media channels, and other online marketing materials to increase your chances of being featured within Google Search Generative Experience responses.
Take the Next Steps With Coalition
The path to a more insightful and engaging search experience is here, and it’s tailored to meet the needs of users across generations. SGE and the Google Perspectives filter are poised to transform the way we seek and interact with information online.
Want to use these innovative tools to elevate your digital presence and strategy? Coalition Technologies is here to help you navigate this ever-evolving landscape.
We are always improving our knowledge base and implementing new methods to be as compliant with Google’s changes as possible. Further, we create quarterly strategies for our clients to reassess and readjust their course as needed.
Contact us today to learn more about how we can help you meet this new Google Search Generative Experience and Perspectives challenge.
