How will Google's Search Generative Experience change the way brands appear in Google's search results? One member of the TREW Crew has been in the SGE beta for more than a year. Let's see what she's found out

In this episode, I catch up with Jennifer Dawkins, Vice President of Account Services at TREW Marketing, Jen has been part of the Beta program for Google's new Search Generative Exoereince (SGE) for more than a year and in that year, there have plenty of updates. I ask her about her experience with the SGE program program.

For some background, Google's SGE is an AI-generated search summary that appears on the Google homepage, providing quick, AI-generated answers to users' queries. Jennifer shared that SGE has been valuable for finding clear factual answers and quick information, but has been less than accurate when asking, technical or complex questions. Often pulling from sources that are not traditionally high-ranking in Google search results.

We also talk about how brands can optimize their content strategy for Google SGE and other AI-assisted search tools. The bottom line? Quality content and a multi-channel digital presence are the most effective strategies. The rollout of SGE to the general public is still uncertain, and we believe that traditional Google search and quality SEO standards  will continue to coexist with AI-assisted search platforms like SGE.

Key Takeaways

• SGE provides quick answers and summaries for factual queries, but may provide inaccurate or misleading information for more complex and technical searches.
• A multi-channel digital presence is crucial for optimizing for AI-assisted search, as AI algorithms consider the frequency of brand mentions across various platforms.
• Quality content remains essential, and creating valuable, trustworthy content is key to gaining exposure and building trust with readers.
• Traditional Google search will likely coexist with AI-assisted search platforms like SGE, as they serve different purposes and cater to different user needs.

Resources

• Connect with Jen on LinkedIn
• Connect with Wendy on LinkedIn
• Related Episode: Optimizing for LLMs and Google's Search Generative Experience (SGE) with Dale Bertrand
• Related Episode: Updating You 2024 & 2025 SEO Strategy with Kyle Roof