Akram Atallah is CEO of Identity Digital, a global leader in next-generation top-level domains and digital identity.
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In the ever-changing world of digital marketing, keeping ahead of the curve is imperative. One of the latest shifts on the horizon is Google’s Search Generative Experience (SGE). Although still in its testing phase, SGE is poised to transform our online interactions. For one, it will likely reduce traffic to articles with straightforward information that can be quickly answered by generative AI, posing an important question for brands using SEO to generate leads: How will potential customers find them?
As Google ushers in a new era of search, businesses must adapt their strategies to thrive in this changing landscape. Here are the changes you can expect with SGE and tips to offer your customers distinctly human value that AI can’t rival.
The Challenges And Benefits Of AI-Powered Search
Google’s SGE relies on powerful generative AI to respond quickly and concisely to user queries. Although this is undeniably convenient for users seeking straightforward information like “best moisturizers for dry skin” or “top five bikes for mountain biking,” it presents a unique challenge for brands that rely on search to drive traffic. Your prospects might be less likely to find your search-optimized blog posts and landing pages once Google provides fast, AI-powered answers above traditional search results.
On the other hand, AI can enhance search relevance and deliver tailored results, saving time and frustration. AI enables personalization by adapting to user preferences and behavior, which fosters engagement and satisfaction. These advanced insights from AI-driven searches can empower businesses to refine their strategies and stay competitive. Because SGE has yet to take effect, companies can use this moment to prepare for its arrival and gain a significant edge.
Bring In The Human Touch
When it comes to staying ahead of Google’s SGE, the answer lies in the human touch. Brands can leverage personal perspectives and firsthand narratives to offer insights AI can’t. By infusing your content with authenticity and relatability, you motivate searchers to bypass SGE’s automated responses and seek more nuanced answers.
Consider sharing real stories, experiences and insights that resonate with your target audience. Whether it’s a customer success story or an employee’s journey within your organization, personal narratives can humanize your brand’s voice and forge deeper connections with your audience.
User-generated content, reviews and testimonials are also helpful in showcasing genuine customer experiences. This authenticity adds depth to your brand’s story while also building trust among potential customers seeking reliable information beyond AI-generated responses.
You might be wondering about the possibility of SGE simply scraping and reproducing humanized content. It’s a worthwhile consideration. Even though SGE can replicate humanized content, this process has limitations. Great, human-written content goes beyond words on a page—it encompasses authenticity, emotional resonance and personal connection.
Although it’s true that AI can easily mimic a narrative, it can only draw from previously written content. It lacks the understanding that a human writer infuses into their words. High-emotional content and anecdotes, often deeply personal and unique, rely on the human experience and perspective. AI, on the other hand, operates based on patterns and data, unable to authentically replicate the emotions and real-life encounters that resonate with readers.
Widely known for his research on the human mind and principles of thought, Harvard psychology professor Dr. Steven Pinker sheds light on AI’s limitations when replicating the depth of human perspectives in an interview about the presence of automated writing. He mentions that “the demand for authenticity is even stronger for intellectual products like stories and editorials: The awareness that there’s a real human you can connect it to changes its status and its acceptability.” As long as humans are the ones searching, layered and nuanced content will remain the most effective. After all, as Pinker notes, “There is no omniscient and omnipotent wonder algorithm: There are as many intelligences as there are goals and worlds.”
Because AI is incapable of experiencing events in real life, firsthand narratives lead to insights that AI-driven responses can’t replicate. Incorporating unique personal narratives into your content strategy allows your brand to showcase its unique value, emphasizing the human touch that sets it apart. At the end of the day, it’s all about engaging with your audience on a personal level, acknowledging individual needs and addressing concerns with empathy and understanding.
Find Your Distinct Digital Identity
A distinct online identity will play a pivotal role in distinguishing your brand from the AI-driven masses. If you didn’t already know, the internet has greatly expanded and there are now over 1,200 unique domain endings to choose from. This means that you have more power than ever to choose a memorable domain name with keywords on both sides of the dot—like enterprise.press—which is a great way to reinforce your brand’s unique personality.
Beyond a unique domain, an interactive and interesting website with engaging user experiences like polls, sliders, gifs and customer reviews can infuse more authenticity into your brand. Through captivating storytelling, dynamic content and intuitive design, you can build websites that become a hub of human interaction in a digital world increasingly dominated by AI.
Although AI can provide answers, it’s the emotional resonance, personalization and genuine connections fostered by brands that truly captivate audiences. In this evolving digital era, businesses that infuse humanity into their online identities and web experiences are more likely to survive, thrive and stand out in the age of automation.
Prepare For The SGE Era
As Google’s SGE continues to evolve, businesses must prioritize authentic storytelling, interactive site elements and emotional resonance in their digital marketing strategies. By connecting with audiences on a personal level, you can create lasting impressions and establish a distinctive identity in an AI-saturated landscape. Even though search-generative AI is bound to change how consumers make decisions and access information, the fundamental principles of marketing—like offering high-value content, intriguing UX and human connection—will remain essential.
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