Google’s Search Generative Experience (SGE) is an innovation in online search that combines artificial intelligence and traditional search to provide more accurate and contextual responses.
Table of contents
Origin and evolution of Google SGE
Google introduced SGE at the Google I/O event in May 2023, seeking to integrate advanced AI into its products to improve user experience. This technology competes directly with others such as ChatGPT, standing out for its ability to make searches more intuitive and useful.
How Google SGE works
Google’s Search Generative Experience (SGE) represents a leap forward in online search, integrating artificial intelligence in an innovative way to provide more accurate and contextual responses.
The core of its operation lies in two advanced language models developed by Google: PaLM2 and MUM (Multitask Unified Model).
Language Models: PaLM2 and MUM
PaLM2 (Pathways Language Model 2) and MUM are language models that use deep learning to understand and generate natural language text. PaLM2 is an evolution of previous models, designed to better understand context and generate consistent and accurate responses.
On the other hand, MUM is a multi-tasking model that not only understands multiple languages but also processes different types of information (text, images, etc.) to provide more complete responses.
Both models allow SGE to analyze large volumes of data, understand the intent behind user queries and generate informative and relevant responses.
They use advanced techniques such as transfer learning and self-attention to improve their natural language understanding and generation capabilities.
Modes of operation of SGE
SGE operates primarily in two modes, combining traditional search with advanced AI capabilities to deliver an enhanced user experience.
Traditional search + AI mode
In this mode, SGE integrates AI-generated answers directly into traditional search results. Two aspects are highlighted here:
- AI-generated summaries: when a user performs a search, SGE can provide an accurate AI-generated summary of the searched information. This summary is presented alongside traditional search links, providing a quick and useful view of the available information.
Summaries can include text, images and videos, offering a multimodal experience.
- Format and presentation: AI-generated answers do not replace traditional search results, but complement them. This allows users to get a direct answer to their queries, while retaining the option to explore further through the links provided.
Chatbot mode
Chatbot mode transforms the Google interface to allow for more dynamic and conversational interaction.
In this mode, users can ask follow-up questions and get real-time answers based on previous interactions. Key features of this mode include:
- Continuous interaction: unlike traditional search, where each query is handled in isolation, chatbot mode allows for a continuous conversation.
This means that SGE responses can be based on the context of previous queries, providing a more consistent and relevant experience.
- Adaptation to the user: the chatbot adapts to the user’s needs, adjusting responses based on query history and context provided. This allows for more personalized and accurate responses.
- Intuitive experience: the chatbot mode is designed to be intuitive and easy to use, allowing users to interact with the system in a natural way, as they would in a conversation with another person.
Usage Examples
To illustrate how SGE works in practice, let’s consider some examples:
- Health query: a user searches for “flu symptoms”. In Traditional Search + AI mode, SGE can provide a summary of common symptoms along with links to relevant medical articles.
If the user wants more detail, they can enter chatbot mode and ask additional questions such as “How long does the flu last?” or “When should I see a doctor?” receiving detailed, contextualized answers.
- Travel and tourism: When searching for “best vacation destinations in Europe,” SGE can provide a summary with the most popular destinations, photos and links to travel guides.
In chatbot mode, the user can ask about specific activities in each destination, restaurant recommendations or travel tips, getting personalized and relevant information.
Benefits and challenges
The benefits of SGE include a richer and more personalized user experience, with more accurate and complete answers. However, it also presents challenges such as the possibility of incorrect or biased answers due to AI interpretation and the need for users to learn how to interact with this new form of search.
Future of SGE
With the continued evolution of artificial intelligence and machine learning, SGE is constantly evolving. Google continues to improve its language models and fine-tune the user experience to provide increasingly accurate and useful answers.
The future of SGE promises even more intuitive and efficient online search, transforming the way we interact with information on the web.
In short, Google SGE’s operation is based on advanced AI models such as PaLM2 and MUM, offering an enhanced search experience through integrated modes of traditional search and chatbot. As this technology evolves, it is expected to continue to redefine the online search and digital marketing landscape.
Key features of Google SGE
SGE promises to enhance the search experience with:
- Detailed and contextual answers: combining traditional search and chatbot capabilities to deliver more relevant information.
- Additional links and suggestions: AI-generated answers include additional resources for deeper exploration.
- Continuous interaction: chatbot mode enables adaptive conversation based on user queries.
Limitations of Google SGE
Despite its advantages, SGE has some limitations:
- Misinterpretation: the AI may provide incorrect answers.
- Biases in the data: AI models may reflect biases, affecting the fairness of the answers.
- Confusion with existing results: may generate confusion by contradicting other search functions.
Differences between Google SGE and Google Bard
Although both use AI, Google SGE and Bard are different. Bard is a standalone chatbot similar to ChatGPT, while SGE integrates into search results (SERPs) to provide quick answers based on ranking criteria.
Impact on SEO
SGE represents a significant change for SEO. While it may reduce web traffic by providing direct answers in the SERPs, it also opens up new opportunities:
- Optimization for new types of results: SEO professionals must understand how SGE generates responses to optimize their content.
- Focus on quality content: Google rewards useful, high-quality content, aligned with the EEAT (Experience, Authority, Trust) principle.
- Reduced visits and monetization: fewer clicks can affect monetization through AdSense and other affiliate programs.
Impact on SEM
SEM will also be affected by SGE, but ads will still be essential to Google. Ads will be clearly distinguished with the “Sponsored” label and will continue to occupy prominent spaces in the SERPs. Constant monitoring will be crucial to measure the impact of SGE on ad campaigns.
Conclusions
Google SGE is a significant advancement in search technology, integrating artificial intelligence to deliver a more intuitive and efficient experience.
As it is deployed globally, digital marketers will need to adapt their SEO and SEM strategies to maximize their visibility and effectiveness in an ever-changing environment.
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