Part 2 of the Getting Ready for SGE Series
In this series, we are helping you prepare for the new Google search generative experience (SGE) and optimise your website to make sure your business comes out on top when the switch is made.
How can businesses prepare for the new Google SGE?
First, let's define what the search generative experience is. It's a feature that allows users to get a preview of the information they are searching for, without having to click through to a website. This is accomplished through a panel that appears at the top of the search results page, where users can ask follow-up questions related to their initial query. This feature is still in its early stages, but it has the potential to revolutionise the way users interact with search engines.
SGE uses follow-up question prompts
One of the unique features of SGE is the pre-written follow up questions that appear under the SGE panel. They enable a user to click a prompt to automatically ask a relevant follow up, instead of starting over and typing it in the search bar.
See at the bottom of this image, the prompts that Google SGE provides to "Ask a follow up":
Optimising for SGE follow-up questions
The first step is to understand your keywords. Keywords are the terms or phrases that people search for to find your business, not your business name.
Understanding your keywords is crucial for ensuring that your content is optimised for the search generative experience. You can use tools like Google Keyword Planner or SEMrush to identify your keywords.
To optimise your website for your keywords, you need to ensure that your content is relevant and targeted to your audience.
One easy way to create relevant and targeted content is to make sure that you have frequently asked questions (FAQs) on your website. This will ensure that when the SGE panel prompts a follow-up question, you have an answer. By doing this, you increase the chances of your website appearing in the search results for the user's query.
Finding your FAQs
Google's People Also Ask feature is a display panel on the search engine's results page that shows related queries when you search for a specific keyword. This panel appears right below the first search results and highlights different questions that users have asked in relation to that specific keyword. To use this tool, simply type in your keyword at the search prompt and scroll down to the People Also Ask panel.
Expand the panel to make more questions
Once you have accessed the People Also Ask panel, you will see little carats on the right-hand side of each question. Clicking on them will reveal more questions related to the original query. This means that the more you expand the questions, the more questions you get. This feature is an excellent tool for finding frequently asked questions related to your keyword.
After expanding all the questions that appear under the People Also Ask panel, you can gather this information and use it to create blog content that caters to your audience's FAQs.
Copy all these questions and start writing your answers to them in the form of blog content or update your FAQ section. By doing this, you'll be providing relevant information for users who are seeking information, which will result in better engagement on your website. This can be done in a single post or as a series of blog posts that address each question individually.
Answering the questions in a natural language
Once you have a list of frequently asked questions, it's time to craft your answers. The key to creating effective answers is to keep them straightforward and concise. Provide relevant information in a clear and concise manner, and avoid using technical jargon that your audience may not understand. Avoid rambling or using overly complicated language, which can lead to confusion for your customers.
"Use the same language that users use when asking questions."
Another great resource: Answer the Public
What is Answer the Public?
Answer the Public is a free online tool that helps you generate content ideas based on the questions people ask about a particular topic. It provides you with a wheel of questions with various modifiers such as "who, what, where, when why and how." You only need to type in your keyword, and it will give you a wheel of questions about that word. By using Answer the Public, you'll get an insight into what people are searching for related to your industry or niche.
How to Use Answer the Public
To start using Answer the Public, you'll need to go to the website and enter your keyword. Once you've typed it in, hit the "Get Questions" button. Then, you'll see a wheel of questions related to your search term. Use these questions as inspiration for creating content around the topics that people are interested in. Additionally, the tool allows you to download or share the information it provides, so it's easy to keep track of your content research.
Why Answer the Public is Relevant to SEO (and SGE)
Answer the Public is a potent tool that contributes significantly to your SEO efforts. By using it, you'll have access to potential questions and keywords that your customers are typing into search engines. You'll be able to create content around those queries, resulting in higher website traffic and ranking positions. By answering the questions that consumers are asking, your website will become more relevant, which will positively impact your SEO.
Top Tips for Using Answer the Public to Boost Your FAQ responses
1. Use the "Questions" tab to focus on question-based searches.
2. Use the "Prepositions" tab to explore searches that include specific prepositions such as "with," "for," and "to."
3. Use the "Comparisons" tab to find searches that compare two or more things.
4. Use the "Alphabetical" tab to explore searches in alphabetical order.
5. Use the "Related" tab to find searches related to your primary keyword. Prioritising your FAQ responses
When creating your FAQ content, start with the most commonly asked questions and prioritise the ones that will add value to your target audience. This content will then serve as the basis for articles that inform your audience and help your website rank higher on Google.
Optimising for the new Google SGE is important for businesses
As the new world of SGE is coming to light here in the UK, it's important for businesses to prepare for the changes ahead. Google's tools such as People Also Ask and Neil Patel's Answer the Public allow businesses to plan their FAQs in advance of the new SGE follow-up question feature. Such changes offer immense opportunities and hold a lot of potential, so why not get ahead of the curve?
Interested to learn more?
Here at Treat, we can give you a head start by looking at your current SGE results live, before it comes to the UK! Simply use our calendar down below and book in your screenshare now.