Search Generative Experience (SGE) and website traffic
- Part 1 Search Generative Experience (SGE) and website traffic
Show Notes
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03:02Googles Search Generative Experience (SGE) vs. traditional searchSGE is currently in beta and publicly available for testing on the Google Labs website. Unlike the traditional 10 blue links, SGE provides an AI-generated answer to user queries and is generally not attributable to an individual source unless the user prompts for citations.
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06:01SGEs impact on web trafficRaptives keyword analysis has revealed that 25% of search traffic into websites is at risk based on the current beta version of SGE. Given that most creators rely on advertising revenue, such a substantial decline in traffic could translate to revenue loss and eventual business failure.
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09:13The future of Google's SGE in searchPotential conflicts with Google's current advertising model raise doubts about SGEs future as the primary search model. Google may continue to prioritize its ads business, giving second priority to AI-generated search results, and lower priority to organic search and the open web.
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11:50How to navigate SGE as a content creatorWhile creators have the option to opt-out, it's tied to Google search, making it difficult to incentivize anyone to completely opt-out. For creators, the key is creating quality content and direct engagement through websites or newsletters to avoid relying on Google search for traffic.
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14:55The need for ethical AI development and useWhile AI is here to stay, content creators are equally essential as they feed the machine. To ensure both content creators and AI can thrive, fairness, ethical development of AI, and compliance with the law are required.
Quotes
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"About 25% of search traffic into websites is at risk based on the way that Google currently has its SGE beta." - Marc McCollum
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"Two-thirds of search traffic represents a large amount of traffic that comes into creators ecosystems. Without it, ad display and revenue suffer, threatening business sustainability. That's the risk with SGE." - Marc McCollum
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"There may very well be a solution where Google's ads business continues to thrive with secondary priority given to the AI generated search, and lower priority given to organic search and sending traffic to the open web." - Marc McCollum
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"There's a world where both AI and content creators continue to thrive. Its a necessary world because one feeds the other. But to do that, there needs to be fairness, ethical development of AI, and compliance with law." - Marc McCollum
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"For independent content creators, focus on creating quality, differentiated content to build fandom. Direct audience engagement ensures sustainability and success." - Marc McCollum
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Part 1Search Generative Experience (SGE) and website traffic
Marc McCollum, Executive Vice President of Innovation at Raptive, delves into safeguarding creativity and web traffic in the age of AI. Google's Search Generative Experience (SGE) is a new search product in beta, challenging the traditional landscape of search results. While still in testing, the implications for website traffic are significant with up to 25% of search traffic into websites being at risk due to SGE's beta version. Today, Marc discusses Google’s Search Generative Experience (SGE) and website traffic.
