Google continuously develops its search engine to improve user experience. One of the latest innovations is Search Generative Experience (SGE), a feature that uses synthetic AI to give a quick and concise overview of the search topic.
But how will it impact organic traffic and click-through rates? Let’s analyze and find website optimization strategies to get direct answers to eliminate zero-click searches.
Analysis of projections that SGE may reduce organic traffic by 15-25%
Insight’s analysis of their portfolio and conversations with leading experts show that SGE can reduce web traffic by 15-25%.
This significant decline in organic search traffic mainly comes from two main reasons.
The first reason is that Google’s SGE answers user searches directly on the search engine results page (SERP).
For example, If you are searching for “how to make a cake,” SGE will show you the steps and tips in a short, easy-to-understand, and straight-to-the-point way.
Or even a photo and additional questions you can ask to make a cake.
So users can get answers to what they are looking for without clicking on any website.
The second reason is that organic results will usually be pushed down just like any other SERP features (i.e., ads) that appear above them.
As a result, regular organic results’ traffic and click-through rate (CTR) will decrease, as everything that appears first on the screen is more important than everything else.
This means:
- Reduced brand awareness: Users may not see or remember a website’s name, logo, or domain name when they receive an answer from Google.
- Reduced lead generation: Users may not sign up for a site’s newsletter, download a site’s ebook, or fill out a site’s contact form because they get an answer from Google.
- Reduced conversions: Users may only buy a site’s products, services, or subscriptions if they get answers from Google.
It may sound scary for website owners, marketers, and SEO experts who rely on organic traffic and click-through rates.
However, this drop depends on your niche, business model, and keyword type.
In some cases, “Get an AI-powered overview for this search” is not automatically generated.
Or even not appear in niche cases and long-tail keywords, for example, “how to make a donut cake”, but in return, the traffic will be low because it is niche.
Additionally, Google added that SGE will not be available for “Your Money or Your Life” (YMYL) searches.
In summary, the estimated 15-25% average decrease in organic traffic across all sites seems reasonable based on SGE’s current capabilities.
But there is nothing certain about the future. SGE is still in the testing and development process, so will it still change the display and algorithm? Will it be more difficult or more accessible for us? We don’t know.
This will challenge those who rely on organic traffic and click-through rates.
Tips for monitoring changes in click-through rates from SERPs to websites
To face this challenge, we have no choice but to adapt by learning more about how SGE impacts SEO and monitoring click-through rate changes from SERPs to websites. At the same time, adjusting strategy.
Here are some tips for monitoring:
- Take advantage of analytical tools:
- Google Search Console: Monitor “Queries” report to see changes in impressions, clicks, and CTR for specific keywords. Leverage filters for date range, device, and search type to get granular insights.
- Google Analytics: Track changes in “Acquisition > Search Console > Queries” report. Analyze traffic, user behavior, and conversions associated with keywords impacted by SGE.
- Third-party tools: Consider AI SEO tools like Semrush, Ahrefs, Moz, etc., for deeper CTR analysis and competitor comparisons. They offer rank tracking, SERP feature monitoring, and backlink analysis to understand your performance amidst evolving search landscapes.
- Implement custom tracking:
- UTM parameters: Add custom parameters to your site URLs for organic search advertising. This allows you to differentiate clicks from SERP features like SGE snippets and traditional organic listings in Google Analytics.
- Click events: Set up JavaScript click events necessary for user interaction on your site, like internal links or calls to action. This helps determine whether SGE impacts clicks on specific sections.
- Track SERP changes:
- Track SERP feature visibility: Use tools like SERP Checker to monitor SERP features like SGE snippets for your target keywords. Identify trends in appearance and position to understand their potential impact on your CTR.
- Competitor analysis: Regularly monitor your competitor’s SERP presence and track rankings and featured snippets changes. This helps you adapt your optimization strategies based on what’s working and not working in the evolving search landscape.
- Analyze and adjust:
- Identify trends: Analyze data from various sources to identify patterns and trends in CTR changes. Find correlations between your website’s SGE appearance, keyword type, and user behavior.
- Optimise accordingly: Based on the analysis, adjust your SEO strategy. Focus on creating SGE-friendly content while providing high-quality content beyond the scope of SGE snippets that gives users more profound value and a reason to click through to your site.
Strategies to optimize websites for direct answers to combat zero-click searches
Based on these tracking methods, although SGE can reduce website traffic by 15-25%, there are strategies to combat this and stay ahead.
More specifically, it is becoming part of SGE and receiving traffic from it.
The three best places for you to become part of SGE
Currently (at the time of writing), Here are the three best places:
The first and most obvious place to benefit from SGE is to list your site in the “carousel” links (1). These will receive most of the organic traffic SGE generates, as they are the only ones shown when the SGE answer loads.
The second place to benefit is to be listed as a link in one of the SGE dropdowns (2). But in most cases, the sites listed in the carousel are the same in each drop-down list.
The third place to benefit is to appear as an SGE’s suggested image (3). But it will only happen if the user chooses to visit your website instead of referencing other photos.
However, appearing in these three places requires effective website optimization strategies.
Website optimization strategies
Here are some critical strategies for you to appear in SGE:
- Content optimization:
- Go beyond the basics: SGE provides brief overviews. But if users want to dig deeper, they still have to visit the website, so provide more detailed information, a unique perspective, and actionable steps that users won’t find in your snippet. Google.
- Clear structure: Use bullet points, numbered lists, FAQs, and tables to make information accessible and visually appealing, rivaling SGE presentation.
- Comprehensive content: SGE provided additional images and videos in its response. So, always add valuable images and videos to your content.
- Authority matters: Build trust and credibility by demonstrating E-E-A-T, data-driven insights, and original research on your content. Cite sources, use relevant statistics, and present your information professionally.
- Target long-tail keywords: While SGE targets general queries, long-tail keywords reveal specific user intent. Optimize your content for these more nuanced, broad phrases to attract users looking for detailed information.
- Capture featured snippets:
- Understand SGE criteria: Google prioritizes specific content formats for SGE snippets. Find out what types of content (e.g., tables, definitions, step-by-step instructions) are popular and tailor your content accordingly.
- Optimized for readability: SGE snippets are displayed above the fold. Ensure your content is straight to the point, concise, clear, and easy to understand within the snippet space.
- Use structured data markup: Implement schema markup to make your content accessible to Google and increase your chances of appearing in featured snippets.
- User engagement beyond responses:
- Interactive elements: Incorporate quizzes, polls, or other interactive features to encourage them to engage further with your website.
- A compelling call to action: Don’t just answer; Inspire action! Clear, compelling CTAs guide users to the desired outcome, like signing up, downloading, or purchasing.
- Personalize the experience: Use user data and analytics to personalize content recommendations and meet each user’s needs, making your site more relevant and engaging.
- Technical optimization:
- Mobile friendliness is essential: With most searches on mobile devices, you must ensure your website is optimized for mobile devices.
- Page speed is vital: Slow load times can kill clicks. Optimize your site speed to attract users and avoid them returning to the SERP.
- Technical SEO issues: Resolve technical SEO issues like broken links, crawl errors, or indexing issues to ensure your site is easily discoverable by Google.
Guidance for Different Site Types
The strategies discussed so far seem mainly targeted toward informational sites optimizing for organic traffic. However, sites with different business models, like e-commerce, lead generation, etc., may require a tailored approach.
E-commerce Sites
For e-commerce sites making money from product sales, the focus should be optimizing product and category pages to stand out in search results. Key tips include:
- Ensuring rich structured data markup for products using schema. This helps showcase critical product information directly in search.
- Crafting compelling product title tags, meta descriptions, and on-page content emphasizing benefits and differentiators.
- Building authority and trust indicators through customer reviews, security badges, business verification, etc.
- Optimizing site architecture and internal linking to make browsing and finding products intuitive.
The goal is crafting product-focused content that compels users to click through and explore offerings further.
Lead Generation Sites
For lead generation sites driving conversions like downloads, signups, or inquiries, optimizing conversion-focused pages is crucial. Tips include:
- Using schema markup for key conversion actions like Events, Job Posting, etc. This can enable special search features.
- Crafting benefit-driven title tags and meta descriptions for offer pages that convince users to convert.
- Ensuring forms are easy to find, fill out, and submit across devices. Choose an embeddable form builder to make sure they are easily accessible. Add trust indicators like security seals.
- Building a nurturing funnel that guides visitors across multiple pages before converting.
The priority is making conversion pathways and calls-to-action compelling across search and site.
Conclusion
While the Search Generation Experience challenges organic traffic and click-through rates, it allows sites to adapt and grow.
By focusing on high-quality content beyond the scope of SGE snippets, optimizing for featured snippets, and prioritizing user engagement and technical SEO, sites can still attract traffic and conversions in this evolving search landscape.
It’s essential to stay informed, analyze data, and adapt your strategy to navigate the changing landscape and ensure your website remains visible and engaging to users.