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SEO In The Age Of Generative Search

FIMS Group

March 2024

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SEO In The Age Of Generative Search

Google’s Search Generative Experience
Creating Quality Content In Today’s Environment
Authorship, Google’s E-E-A-T & Their Growing Importance
Real Estate vs. Rankings

How AI Is Influencing Our Roadmap
Q&A

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Agenda

Speakers:

Presentation duration

Patrick Reinhart

1 Hour

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Who Is This Guy?

VP, Services & Thought Leadership @ Conductor

20 Year SEO Veteran

Bitmoji Enthusiast

Jaded Jets Fan

Hi, I’m Pat.

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Let’s talk about SGE.

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Generative

SGE (Search Generative Experience) is an early step in transforming the Search experience with generative AI.

What Is SGE?

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Boo!

I’m A.I.!

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Ahh! A.I.!

Ahh! An SEO!

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EVERYONE

NEEDS TO

CALM DOWN

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I got a rock.

Cool, what’d you search for?

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Generative

Things Are Going To Change.

As they always have.

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CHANGE

Everyone

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�Authorship Will Continue To Increase In Importance

E-E-A-T has become the Googs mantra and it is permeating into everything they do.

Helping them understand who is writing a piece of content and why they are an authority has become a necessity vs. a nice to have.

�Think About Real Estate, Not Rankings

Thinking about the SERP as a whole and how much real estate you take up vs. where your .com ranks is a necessary to stay ahead.

Paid
Organic
Social
Knowledge Graph
Rich Snippets
SGE

�Specificity Will Be Key Moving Forward

Google is looking for the best possible answer to users queries, which may be in a comment on a forum, a snippet from an article, or a post on a site like Quora or Reddit.

This Is The Next Evolution Of SEO

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Let’s talk about specificity.

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Draft insights

Then Show what Conducotr is doing with Draft Insights - where a) suggest a question your content should address and b) tell you if your content is delivering value

Google Is Getting Very Specific

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Draft insights

Then Show what Conducotr is doing with Draft Insights - where a) suggest a question your content should address and b) tell you if your content is delivering value

Passages Are Highlighted

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Draft insights

Then Show what Conducotr is doing with Draft Insights - where a) suggest a question your content should address and b) tell you if your content is delivering value

Create Content With High Level Of Specificity & Expertise

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Let’s talk about authorship.

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Author

Help Google Understand Who Your Authors Are

Link To LinkedIn Profile

Link To / From Wikipedia

Link To Other Articles & Publications

Who Is This Person?

Why Are They An Expert In This Industry?

Why Are They An Expert On This Topic?

Questions Google Is Trying To Answer

The Person / Expert

How You Can Help Answer Those Questions

Create An Author Page

Author Schema

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Link To LinkedIn Profile

Breadcrumb Establishing Position At Company

Name & Title Clearly Stated

Additional Articles From The Author

Decent Headshot (right? right?)

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Let’s talk about real estate vs. rankings.

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Paid Ads

SGE

Rich Snippets

Organic Listings

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SGE

Paid Ads

Rich Snippets

Organic Listings

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Citation Links

Appropriated Content

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Do You Engage With Customers Outside Of Your .com?

If So, Where? If Not, Where Should You?

Who Are The “Experts” In Your Organization?

Do They Do More Than Write Articles On Your Site?

How Much Of “Your” SERPs Do You Own?

Some Questions To Ponder About Your Digital Presence

Social / Publications

Do You Have / Create Video Assets?

Where Are They Hosted?

Knowledge Graph / Rich Results

Social / PAA / Publications

Video

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With all of that said…

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“We are already experimenting with Gemini in Search, where it’s making our Search Generative Experience, or SGE, faster for users.

We have seen a 40% reduction in latency in English in the U.S. I’m happy with what we are seeing in the earliest days of SGE.”

“When we test Search Generative Experience, particularly against everything that’s out there. And we can see the progress we are making and how much users are liking the experience better.

And so I think I feel very good about the progress. And our roadmap for ’24 is strong both on the Search and the underlying AI progress, including the model. So I’m pretty excited about what’s ahead of us in ’24.”

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How Is A.I. Influencing Our Roadmap?

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AI in Writing Assistant

What We’re Working on Next

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Internal Linking Suggestions
Help readers and search engines contextualize your content, with suggested internal linking opportunities to and from any page (Solution Discovery).
Auto-Generated Content Outlines
Access auto-generated content outlines for any topic you’re interested in writing about and avoid the most challenging part of every content project - getting started (Solution Discovery). Targeted Suggestions for Your Copy Highlight a section of your content for AI suggestions and tools, e.g. re-format a paragraph to target Featured Snippet (Problem Discovery).

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Problem & Solution Discovery

Personalized Recommendations

The first objective we’ll discuss, Personalized Recommendations, is looking to use AI to provide even richer, more impactful recommendations for creating great content
Soon in Writing Assistant, we’ll be able to give you recommendations for which pages you should be linking to and which pages you should link from, to help readers and search engines contextualize your content.
We’re also actively working on auto-generating content outlines for any topic.

Instead of going through all the top-ranking pages, looking at their heading structures, etc… you can have Writing Assistant give you a great outline as a starting point.
This is a really powerful capability, especially when compared to other solutions in the market, because it also pulls from Content Guidance’s real-time SERP intelligence
You get outlines based on the current top ranking content for that topic, effectively an outline pre-optimized to drive results

Related to this, we’re also going to develop a new way of interacting with your content in the text editor to get more AI suggestions.

Imagine, highlighting a paragraph and seeing a targeted insight that says “You could re-format this as a bulleted list to target Featured Snippet results” or “You start this section with a question but don’t immediately answer it”
We think this is one of the biggest opportunity areas for us to help our customers create higher quality content for their audience

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Automatic Keyword Configuration

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Leverage platform intelligence that automatically suggests keywords to focus on and configures keyword categories for new users.

Identify Valuable Opportunities
Find the keywords that matter most to your business, or your competitors, through AI-driven tracking recommendations.
Streamline Keyword Grouping
Get every team member driving results sooner, and avoid the time-consuming process of manually creating and managing groups, with AI-powered keyword grouping.

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Solution Discovery

Self Service Objective

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AI-Enhanced Website Monitoring

Powering new technical monitoring and auditing capabilities designed to help you diagnose issues and take action by integrating AI.

Problem Discovery

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Build a Richer Understanding of Your Site
Access platform-generated segments that drive impactful performance analysis. Plus, receive custom extraction suggestions and body element auditing.
Enter the New Era of Alerting
Understand what’s time-sensitive for your site so you know when to take immediate action. Receive alerts prioritized by urgency with calculations of both actual and prevented damage ($$$).

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Website Monitoring

We’ll now look at how Conductor is going to be enhancing ContentKing using AI, as we create an even more powerful website optimization platform
Our goal with these AI enhancements is to make our monitoring systems even more effective at diagnosing issues, prioritizing what matters most, and helping you take action fast
First, with platform-generated segments, we’ll automatically create segments for your site to make it easier to understand trends or monitor certain parts of your business

This might include grouping your product category pages (PCP) together, organizing your pages by language or type of content, and more

We’re also working on automatic custom extraction suggestions

Our platform will detect the on-page content that departments across your organization may want to keep track of - like product stock changes your logistics team wants to track, terms your legal or compliance teams wants to look out for, or stale content your writers want to refresh.

Plus, we’re be expanding our auditing capabilities even further with new body element analysis - so you can monitor the body content of your pages
And with alerting focused on financial impact - using AI-powered analysis of both actual and potential lost revenue - your team will have a whole new way to prioritize where to act (and ensure you get the resources you need)

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Ask Your Data

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Explore your SEO data with AI-powered guidance. Ask business or performance-related questions and get relevant answers fast.

Speed Up Your Workflows
Whether you’re a new team member or expert user, quickly find the answer to any question about your site’s data through an accessible interface.
Generate High-Quality Insights
Ask specific questions, scoped to your exact reporting parameters, and generate valuable insights that equip your team to drive more impactful decision-making.

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Solution Discovery

Keyword Unification

There’s a lot more to come for both those objectives
Let’s now switch gears to our Keyword Unification initiative - which is leveraging AI to unify insights across Conductor’s platform, combining research insights from Explorer, content insights from Content Guidance, and performance tracking data from Measure into holistic reporting experiences
Two of the most frequent questions we get from our customers is:

How can we help them make sense of massive amounts of information?
And how can empower them to use their data to make better decisions and have a bigger impact in their organization?

Our answer? Ask Your Data

We believe that asking business questions and crafting effective strategies is way more interesting than working with tables and sheets.
So we want to make it easier for our users to explore data using natural language. And there are 2 big benefits to it: it could be faster and it could be better.

So whether you are a data expert or not, you can quickly look at different parts of the business, find what's working well, what's not working well and lagging behind, and create reports that meet your needs
And when you have high quality insights, you make better decisions

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�Specificity Will Be Key Moving Forward

Authorship Will Continue To Increase In Importance

�Calm Down, SEO Still Isn’t Dead

4 Takeaways From Today’s Discussion

Think About Real Estate, Not Rankings

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Thank you

Thanks y’all!