In the constantly changing digital marketing landscape, businesses, brands and charities must remain vigilant and reactive. Google’s Search Generative Experience (SGE) is making it crucial for brands to bid on their brand keywords in Google Ads. This post delves into the significance of this tactic, particularly considering recent research showing a 94% disparity between Google SGE links and organic search results.
Shifting the Goalpost for Organic – the Impact of SGE on Organic Rankings
The arrival of SGE has disrupted the previously unchallenged reign of organic rankings. Recent findings from Authorits reveal that a whopping 94% of Google SGE links do not include top organic search results for the searched keywords. This striking statistic emphasises the potential pitfalls of a strategy relying solely on organic SEO, with the high probability of your brand’s visibility and web traffic being compromised. It brings home the importance of adaptability in your SEO strategy in response to the late developments in the world of search marketing.
As noted by Search Engine Land:
“SGE often gives links to content not in top organic results. According to the study:
In simple terms, when comparing the URLs that Google’s SGE content generates against the URLs that appear in regular (organic) search results, there’s a relatively low overlap. Only about 4.5% of the time does a URL in the generative content exactly match a URL in the organic results. An even smaller percentage (1.6%) matches at the domain level, meaning the generative content is from the same website as an organic result but not the exact same page. The vast majority of the time (93.8%), the generative content introduces URLs that are completely different from those in the organic search results.
And:
“93.8% of generative links (in this dataset at least) came from sources outside the top-ranking organic domains. With only 4.5% of generative URLs directly matching a page 1 organic URL and only 1.6% showing a different URL from the same organic ranking domain.”
Understanding the Shift to Google’s Search Generative Experience
Google’s transition towards the Search Generative Experience (SGE) forms part of their ongoing initiative to provide users with the most relevant and useful results. Harnessing the power of cutting-edge artificial intelligence and machine learning, SGE creates links based on a multitude of factors, not solely keywords. This introduces a new dynamic where your brand’s organic ranking may no longer guarantee the level of visibility earned to date. Consequently, this new era underlines the need for new marketing strategies to navigate the changing digital landscape.
Unfortunately for brands, in light of Google’s SGE evolution, bidding on your brand keywords in Google Ads isn’t just an option; it’s quickly becoming a necessity. To remain prominent in search results, regardless of organic ranking changes, your brand if not already doing it, will have to make this strategic move. In an era dominated by SGE, you risk vanishing into digital obscurity without this buffer against algorithmic unpredictability. By capitalising on the certainty of paid ads, your brand maintains its critical visibility and stands firm amidst the ebb and flow of the digital tide.
The Dual Effect of Organic Ranking and Paid Ads
Over the years I’ve often been asked if we should bid on our keywords and pay for visibility. Striking the balance between organic ranking and paid adverts can propel your brand to new heights. When you bid on your brand keywords, you retain control of your brand’s presentation in search results. This strategy safeguards your brand from fluctuations in organic rankings due to the unpredictable nature of SGE. Moreover, it fortifies your online presence and ensures that your brand remains an indomitable force in the digital realm. Bidding on your brand keywords isn’t about replacing organic SEO efforts; it’s about enhancing them and protecting your brand from potential digital turbulence. The marriage of these two strategies can help your brand navigate the unpredictable waters of the digital marketing world. In this constantly transforming digital arena, bidding on your brand keywords is a prudent and forward-thinking manoeuvre to secure your online visibility and command. By acknowledging the influence of SGE on organic rankings and acting accordingly, you can ensure your brand’s digital footprint remains strong and relevant. Recognising these shifts in the digital marketing domain isn’t just about survival, it’s about harnessing change to further your brand’s online impact and reach.
Ultimately, SGE presents a new chapter in search engine marketing (SEM), but with strategic shifts, such as proactively bidding on your brand keywords to effectively adapt. Whilst the path may seem daunting, the core objective is to provide value to customers whilst ensuring robust online visibility.
If you’re new to Google Ads (pay-per-click marketing here are some interesting stats):
Bonus – Interesting Search Engine Stats
- Ranking #1 on Google generates a typical click-through rate (CTR) of 39.8%. (source: Smartinsights)
- The #1 result in Google’s organic search results has an average CTR of 27.6%. (source: Backlinko)
- Google Ads are used by 80% of businesses all over the world. (source: Demandsage)
- Pay-per-click (PPC) advertising returns $2 for every $1 spent, a 200% ROI, on average. (source: Wordstream)
- 75% of users never scroll past the first page of Google search results (source: Backlinko)