(PRESS OFFICE) Information is just a click away and SEO has become essential for businesses looking to stay competitive. It has become a cornerstone for businesses that want to thrive online.

In my previous article, AI in SEO: Ushering in a New Era of Search Engine Optimization, I explored how artificial intelligence (AI) is revolutionizing SEO by providing deeper insights into search intent. users, optimizing content and improving search rankings.

AI’s ability to learn, adapt, and process large amounts of data has transformed the SEO landscape, allowing businesses to connect more intelligently with their audiences. From voice search to personalized content recommendations, AI-powered tools create more refined and relevant search experiences for users.

Building on these insights, today I’m focusing on Google’s Search Generative Experience (SGE), a great example of AI reshaping the way we interact with information. I will delve deeper into the comparison between traditional and SGE search results and explore how websites can become eligible for this innovative feature.

Comparing traditional search results with SGE

To better understand SGE, let’s compare a typical search results page with one featuring SGE. In a traditional search, users are presented with a list of links.

With SGE, however, the search results provide a detailed breakdown, such as the topic “Black Friday”. Each paragraph is followed by a clickable “link icon” that references the original source. These links direct users to the website where the information came from, creating new opportunities for organic traffic.

But how can your website qualify to appear in these valuable SGE placements? Let’s explore the key steps.

As an example, here is a search results page without SGE:

And below is a search results page with SGE:

Key factors for EMS eligibility

Google’s EMS aims to provide a more conversational and useful search experience. To benefit from these improved results, your website must meet several essential criteria:

Create high-quality content

The basis of EMS eligibility is the production of high-quality original material. Articles should be well-written, informative and structured with headings to improve readability. Aim to provide comprehensive answers to questions users might ask.

Ensure content relevance

Your content should be highly relevant to the search query. Incorporate appropriate keywords, especially long-tail phrases (queries with three or more keywords), to increase your chances of ranking for specific searches.

Focus on EEAT

Google values ​​Expertise, Experience, Authority, and Trustworthiness (EEAT). To build your authority, secure backlinks from reputable sites and publish guest posts on respected platforms in your niche.

Strengthen your technical SEO

A solid technical SEO foundation is crucial. Ensure fast loading times, mobile optimization, proper indexing, and smooth navigation to improve user experience and search performance.

Implement schema markup

Schema markup is a form of code that helps search engines better interpret your content. By adding it to your website, you increase your chances of appearing in SGE results.

Staying Ahead: Continuously Improve

SEO is an ongoing process that requires constant monitoring and updates. Use tools like Google Analytics and Google Search Console to track performance, identify areas for improvement, and stay on top of SEO trends. These tools are valuable for refining your approach and increasing your visibility in SGE.

To be eligible for Google’s generative search experience, you need a combination of high-quality content, robust technical SEO, and a user-first approach. By consistently following these strategies and improving your website, you can position yourself to benefit from the improved visibility and increased traffic that SGE offers.

Wouter Kritzinger is SEO Director at dentsu Performance Media.