Preparing for the future of generative search for SEA and SEO
Generative search and the integration of AI into search engines are bringing major changes to search results. This article offers insights and practical tips for adapting your SEO and SEA strategies so that your business doesn’t lose traffic during these developments.
What changes with the arrival of generative search?
Instead of the traditional search process, in which we go looking for information ourselves, we will soon have real conversations with an AI assistant to get our questions answered efficiently. This creates a completely new way of obtaining information.
Imagine: instead of having to browse through multiple websites yourself, you simply ask the AI what you want to know and immediately get a complete and accurate answer. This has major consequences for both search engine advertising (SEA) and search engine optimisation (SEO).
Curious what this looks like in a content strategy? Take a look here for a few examples.
Renewing SEA strategies
Generative search leads to longer, more specific search queries. Users type full questions instead of short search terms. Instead of traditional searches, users will chat with an AI to get their questions answered. These AI suggestions will be shown first, which has a major impact on keywords and means advertisers will have to review their keyword strategies.
Tools such as ‘Broad Match’ and ‘Performance Max’ help find new, relevant keyword combinations. Shopping ads get longer descriptions and more visual elements, which calls for optimised product feeds and images. Searching via images and videos is on the rise. It is therefore important to create and optimise relevant visual content.
Practical SEA tips:
- Use broad keywords and Performance Max campaigns to discover new search combinations.
- Make sure your ads contain enough optimised visual content.
- Write relevant and detailed ad copy that matches users’ search intent.
- Keep your product titles and descriptions up to date.
Adapting SEO strategies
Generative search requires a deep understanding of the technology. SEO strategies must focus on contextual, intent-driven answers. Content needs to be written in much more detail, so that the AI recognises that this information is more relevant to the user than the competition’s texts. Using structured data, such as schema markup, helps search engines understand and categorise your content better. In addition, it is crucial to keep your XML product feed up to date and to invest in high-quality, original content that adds value.
When a user asks the AI assistant a question, the process works like a conversation. The user types their question, and the AI analyses the intent and context of the question. The AI then generates an answer based on the available information and shows it as the first result. This means the AI looks not only at keywords, but also at the depth and relevance of the content in order to offer the most useful answers. As a result, users immediately get the information they need without having to browse through multiple search results.
Combining SEO and SEA
SEO and SEA should be seen as complementary strategies. By joining forces, the two strategies reinforce each other. Define new KPIs that fit a combined approach and monitor the search results pages closely so you can respond quickly to changes.