Google SGE: a revolution for affiliation and SEO?

What is Google SGE?

Google SGE (Search Generative Experience) is a major innovation from Google based on generative artificial intelligence. This technology offers users an enriched search experience by generating relevant and accurate summaries based on the best search results. Although Google SGE is already available in more than 120 countries, Europe is waiting its turn, partly due to regulatory concerns related to personal data protection and privacy. European regulators are seeking to ensure that Google SGE fully complies with the requirements of the General Data Protection Regulation (GDPR) and other relevant legislation before allowing it onto the European market, which explains the delay.

Impact of Google SGE on affiliate marketing and SEO

With the arrival of Google SGE, search results become more relevant and personalized, as generative artificial intelligence analyzes users' queries in greater depth, taking into account their preferences and search history to provide tailored answers. This increased personalization complicates SEO techniques, as SEO specialists must now optimize their content not only for the search engines, but also to respond precisely to users' specific needs and expectations.

For example, an affiliate site offering product comparisons will need to ensure that its content answers the questions most frequently asked by web users about these products, while taking into account each user's specific selection criteria (budget, brand preferences, etc.).

This new technology could have a significant impact on affiliate traffic and revenues. Indeed, affiliate links will have to be strategically inserted into content to be taken into account by Google's generative AI. What's more, the impact on traffic could also affect affiliate revenues.

However, Google SGE also offers opportunities for web marketing professionals. By appearing in the carousel results, even without being in the top 10 of organic links, it's possible to get a nice display and significant traffic. What's more, visits to referenced sites will be more qualified, with a higher conversion rate.

Early feedback from the US indicates that this AI could well boost audience and affiliate revenues, with initial figures of +15% audience growth on the buying guides cited by SGE. For example, a site specializing in computer hardware buying guides reported a 20% increase in organic traffic and an 18% rise in affiliate revenues following the introduction of Google SGE.

How can I benefit from Google SGE?

To make the most of Google SGE, here are a few tips to implement today:

1. Structure your content: use micro-data, lists, tables and short FAQ-style answers to make it easier for Google's generative AI to understand your content.
2. Create qualitative content: develop your authority in your field by answering the questions most frequently asked by your target audience. Buying guides, product comparisons and FAQs are particularly appreciated by Google SGE.
3. Organize your content: meet the EEAT criteria (Expertise, Authority, Relevance and Reliability) to improve your SEO and visibility in search results.
4. Adapt your content: focus on cold content with fixed, encrypted data, such as transactional and commercial queries, for which Google SGE is particularly effective.

The growing importance of expert authors

On March 5, 2024, a new Google update reinforced the credibility and authenticity of authors. Google now values content created by authors recognized in their field, those with genuine authority and whose expertise is indisputable. This means that, in addition to optimizing content for SGE, it's crucial to highlight the authors' legitimacy and expertise.

This dual requirement reinforces the importance of a well thought-out content strategy, where the selection of authors and the highlighting of their expertise become key elements of SEO. To remain competitive in the age of SGE, it's imperative to combine quality and expertise, relying on a team of authors whose reputation will help propel your content to the top of search results and, above all, to the top of SGE.

GSEO / GSGE: the future of the SEO profession, a focus on quality

With Google SGE, SEO is taking a turn for the better. Not only do we have to pay more attention to the quality of our content than ever before, but we're also seeing the emergence of a new key role in this field: the SGE-optimized SEO expert (GSGE). This specialist focuses on ways to optimize content so that it best resonates with SGE algorithms. This involves the use of cutting-edge tools capable of unearthing topics not yet covered by SGE, offering a unique opportunity to position yourself as a leader in certain niches.

In this quest for optimization, it's crucial to keep an eye on sites' digital defenses, and to manage bots properly. It becomes essential to block unwanted AI bots, while taking care not to stand in the way of traditional search bots. Let's not forget that 50% of some US media traffic is still heavily dependent on the latter. It's a delicate balance to maintain, but vital for our survival and prosperity in this changing digital ecosystem.