Monday, February 26, 2024
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What Google’s New Search Generative Experience Means For B2B Marketing and Sales

Introduction

Google is once again revolutionizing the search experience with its new Search Generative Experience. This shift is not just a technological advancement; it’s a game-changer for B2B marketing and sales. Here’s what you need to know about Google’s new search paradigm and how it will impact your B2B strategies.

What is Search Generative Experience?

Search Generative Experience is Google’s latest innovation in search technology, leveraging advancements in generative AI. Unlike traditional search algorithms, Generative Search aims to understand the context and nuances of a query, offering more comprehensive and insightful answers. It can even break down complex questions and provide a snapshot of key information, making the search experience more conversational and dynamic.

How Does it Work?

Search Generative Experience (SGE) uses Google’s Large Language Model (LLM), its general-purpose model PaLM 2, and the Multitask Unified Model (MUM) to generate search results. These models are designed to prioritize content that aligns with Google’s EEAT principles—Experience, Expertise, Authoritativeness, and Trustworthiness.

Implications for B2B Marketing

Content Strategy

  1. Quality Over Quantity: With Google’s new EEAT principles, the focus is on high-quality, authoritative content. Thin, generic content won’t cut it anymore.
  2. Conversational Tone: SGE encourages a natural flow of conversation. Your content should address the audience’s needs in a conversational tone, incorporating long-tail keywords naturally.
  3. Visual Content: Search Generative Experience also prioritizes visual content like images and videos. Make sure to optimize these elements for search.

SEO Strategy

  1. Schema Markup: Structured data and schema markup are more important than ever. They help search engines understand the context of your content, which is crucial for Search Generative Experience.
  2. Optimize for SGEs: Search Generative Experiences (SGEs) are designed to provide short summaries or brief answers. Your content should be structured in a way that it can easily be featured in these SGEs.
  3. Local SEO: With SGE sourcing information from Google Business Profiles, local SEO strategies are more closely tied with organic strategies.

Implications for B2B Sales

  1. Qualified Leads: Generative Search can provide more targeted and qualified leads as it understands the context and needs of the searcher better.
  2. Customer Insights: The AI-generated text can offer insights into what aspects customers consider when making a purchase, helping sales teams tailor their pitches.
  3. Brand Awareness: The new search experience can also help in building brand awareness, as your high-quality, authoritative content gets featured more prominently.

Conclusion

Google’s new Search Generative Experience is set to redefine the search landscape, and B2B marketers and sales teams need to adapt quickly. By focusing on high-quality, authoritative content and optimizing for this new search experience, you can stay ahead of the curve and make the most of the opportunities that Generative Search offers.

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