The Dawn of a New AI Era
2023 is a pivotal year for AI, as Google’s CEO, Sundar Pichai, announced the Google Search Generative Experience (SGE) at the annual Google I/O developer conference. This new AI technology is set to revolutionize how we search for information and interact with the digital world. It’s a new way of presenting search results using generative AI, making the search process more conversational and natural. Generative AI is a subset of artificial intelligence that uses machine learning models to generate new data that resembles the data it was trained on. It’s called “generative” because it can create new content, whether text, images, voice, or even music.
Meaning users can ask questions in a more human-like manner, and SGE will provide personalized and relevant answers.
Implications for Small Businesses
The launch of Google’s Search Generative Experience (SGE) brings about substantial changes for small businesses, including those in the home services industries like roofing and HVAC. This new AI-driven search experience opens fresh marketing and advertising avenues, as companies can utilize SGE to craft personalized content summaries that resonate with individual users.
For instance, a roofing company could leverage SGE to create engaging and informative summaries of their services, such as “residential roofing,” “roof repair,” or “emergency roof replacement.” These summaries highlight the company’s expertise, the quality of materials used, or the speed and reliability of their service. Similarly, an HVAC company could use SGE to provide detailed overviews of their offerings, like “energy-efficient air conditioning installation,” “24/7 emergency HVAC repair,” or “annual HVAC maintenance plans.”
These personalized summaries attract more customers by providing relevant and valuable information in the search results; This can enhance the customer experience, increase the business’s visibility in search results, and boost click-through rates.
However, businesses must adjust their content to be more conversational and informative to harness these benefits fully, which might mean significant changes to their content creation strategies. For example, a roofing company might need to shift from technical jargon to more everyday language that homeowners can easily understand. Instead of saying, “We install EPDM roofing,” they might say, “We install durable rubber roofing that can protect your home for over 30 years.”
Similarly, an HVAC company might need to explain its services in a way that highlights the benefits to the customer. Instead of saying, “We offer HVAC installation,” they could say, “We provide energy-efficient HVAC installation that can help lower your energy bills and keep your home comfortable all year round.”
In essence, the introduction of SGE encourages businesses to make their content more user-friendly and conversational, which can help them connect with their customers more effectively in this new AI-driven search landscape.
How Interact Can Help
Interact, with its expertise in SEO and digital marketing, can help small businesses navigate this new AI landscape. We can assist companies in adapting their content to meet the unique demands of SGE, ensuring that it is engaging, informative, and in line with the new types of searches that SGE users can make. Interact can also help businesses stand out from the competition by creating the most informative and engaging summaries for their content.
While the introduction of Google’s SGE presents challenges, it also offers exciting opportunities for small businesses. With the right strategies and guidance from experts like Interact, small businesses can effectively navigate this new AI landscape and leverage it to their advantage.
