24 Nov, 2023

Google Search Generative Experience Goes Global

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 Google has made significant strides in leveraging the power of artificial intelligence or AI to make online search a more convenient and hassle-free experience for all users. Just recently, the search giant announced the global expansion of the Google Search Generative Experience (SGE) feature, bringing the power of generative AI to over 120 new countries and territories. This move comes as part of Google’s ongoing commitment to integrating generative AI into the future of online search, aiming to make interactions more conversational and inclusive.


SGE Results

 More Users Can Now Access SGE

In a blog post, Hema Budaraju, Google’s senior director for Product Management and Search, confirmed that the SGE feature is now accessible across various regions. This includes Mexico, Brazil, South Korea, Indonesia, Nigeria, Kenya, and South Africa. Initially, SGE was limited to the United States, India, and Japan.


SGE locations

Besides the global expansion, Google has introduced support for four new languages—Spanish, Portuguese, Korean, and Indonesian—significantly broadening the reach of generative AI and making it more accessible for non-English speakers. The search giant said it plans to provide more language support, reinforcing its commitment to inclusivity.

The updates do not stop there. Google’s generative search AI also sports new functionalities in the form of interactive upgrades, allowing users to pose follow-up questions directly from search results and facilitating deeper exploration of topics of interest. Another notable upgrade involves the identification of ambiguous words in translations. This enables users to select their intended meaning. Initially launched for English-Spanish translations in the US, this feature utilises AI to provide helpful context, reducing the risk of misinterpretations.

Recognising the importance of clarity in search results, Google has also implemented highlighted definitions for specialised terms, such as medical and coding terminology. Users can hover over these terms to access quick visuals and explanations, allowing them to understand complex topics quickly and efficiently.

The Future of Google Search

Google’s recent announcements underscore its steadfast investment in generative AI as an integral component of the future of search. While these advancements represent a significant milestone in the evolution of online search towards more human-like interactions, concerns persist regarding potential inaccuracies, biases, and transparency in AI systems. Google must address these challenges to build and maintain user trust as the technology continues to progress.

Furthermore, there have been indications that the search giant is scaling down generative AI in its search results. Several SEO experts reported seeing fewer SGE responses on Google Search in recent weeks.

While Google has yet to either confirm the incident or provide reasons for the reduced presence of SGE, critics speculate that it has something to do with the accuracy of its responses. Many industry experts cite the public’s negative perception of AI-generated results, saying that most users find them less trustworthy or nuanced than those by human content creators.

What It Means for Marketers and Business Owners

While public scepticism and hesitation persist in fully trusting AI-generated responses, it’s undeniable that AI-powered search is here to stay. This is a fact underscored by the recent expansion of the Google Search Generative Experience feature. As technology advances, businesses are presented with challenges and opportunities. This is why they must learn to adapt and recalibrate their content marketing strategies to leverage the benefits of AI while addressing concerns surrounding transparency, accuracy, and bias.

Here are several tips from our content experts at Springhill Marketing on how you can embrace the transformative potential of AI-generated content to boost engagement and elevate your digital marketing efforts.

1. Add a human touch to AI-generated content

While it is true that using AI to generate content is quite convenient, you should always remember that nothing beats the value of the human touch. For example, in sectors where differentiation is crucial (e.g. e-commerce), the human touch adds depth and richness to content, making it more memorable and impactful.

For this reason, you should leverage the interpretive skills, creativity, and unique perspectives of human writers to build on the foundation provided by AI. This will allow you to create a harmonious blend of efficiency and meaningful engagement.


AI content utilisations

2. Transform writers into reporters

Transforming writers into reporters is an excellent way to improve content quality. Instead of relying on secondary data, your content marketing team can obtain firsthand information through interviews and on-the-ground research. However, note that this process requires them to undergo training in journalistic methods, including data interpretation and adherence to ethical standards.

3. Leverage the concepts that AI has learned

The latest Google Search Generative Experience update emphasises the importance of qualitative and relevant content. This is why you should grasp the nuances of this update and understand how to extract all the concepts that AI has learned to create better content. While AI increases efficiency, human-AI collaboration ensures your content consistently meets search engine guidelines and provides tangible value to your readers.

4. Incorporate AI tools

As you know, the SEO landscape is constantly evolving. Gone are the days when we used to stuff content with keywords. Now, it’s all about content quality and relevance. That said, you should consider incorporating tools, such as Snapshot AI, into your content marketing strategy. These tools can help you develop content that meets evolving SEO standards while ensuring authentic audience engagement.

5. Let your writers take charge

Rather than being passive recipients, your writers should actively shape and refine AI output. This collaborative approach ensures a continuous cycle of learning and improvement. By empowering your content creation team to drive AI and not the other way around, you’ll be able to craft web content that meets audience preferences and reflects industry trends.

Leverage Generative AI to Create Powerful Web Content

Google’s recent expansion of the SGE feature reflects a significant stride in integrating AI into online search. However, as concerns persist regarding potential inaccuracies and biases in AI-generated results, you should learn to adapt and refine your content marketing strategies to obtain the results you’re expecting.

Do you need help creating compelling content that matches the ever-evolving online landscape and meets SEO standards? We at Springhill Marketing are happy to assist you. Get in touch, and we’ll provide the SEO solutions you require.

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