How your business can make smart use of Search Generative Experience for market research
Search Generative Experience (SGE) is a development in search engines in which artificial intelligence (AI) is used to make search results more direct and more relevant. Instead of just a list of search results, SGE immediately offers concrete answers, relevant follow-up questions and additional sources that help users dive deeper into a topic. For businesses that want to do market research or gain more insight into their target audience, SGE offers unique opportunities to find information and trends without having to search for long.
How SGE helps businesses with research and customer insight
SGE makes it easier to find specific information and to understand what is on users' minds. These are the most important ways in which you can use SGE for market research and customer analysis:
- Direct answers to search queries: SGE delivers direct answers to complex search queries, so you get quick insights without having to click through countless links. This saves time and helps you immediately understand which questions and concerns are on your target audience's mind.
- Insight into follow-up questions and search trends: One of the most powerful features of SGE is that it shows relevant follow-up questions and related topics. This gives you insight not only into what else your target audience is searching for, but also which questions they have after an initial search. This gives you insight into the customer journey and lets you map out which information is still missing or which topics customers really find important.
- Personalised information: SGE learns from users' previous searches and preferences, so the results become more and more relevant. This means that with SGE you can analyse search behaviour in a smart way and better understand customer profiles. This allows you to tailor market research to the different segments within your target audience and make it even more relevant.
Best practices for using SGE smartly in market research
- Analyse frequently asked questions and trends in follow-up questions SGE offers follow-up questions that users may ask after their first search. By paying attention to these, you can discover trends in questions that keep coming back. This way you can respond to common needs and questions that your product or service can answer. It also helps you align your content and marketing better with the themes that matter to your target audience.
- Use SGE to discover customer needs and pain points SGE often reveals specific search terms and phrasings that would otherwise not be immediately visible. For example, if you notice that users ask a lot of questions about how to use a product or compare a service, you can use these insights to position your products better and adapt your content strategy accordingly. This helps you gain valuable knowledge about customer needs and challenges, without in-depth keyword research.
- Compare search results and new trends in your sector With SGE you can easily do comparative research by directly analysing search terms and topics. Suppose, for example, that you work in hospitality: you can see which questions people have about restaurant reservations, popular dishes or customer reviews. These insights give you an up-to-date picture of the trends and competition in your sector. With SGE you can discover patterns and gather relevant sector insights that can strengthen your marketing strategy.
- Use SGE to monitor competitors and their approach SGE can help you see how often specific brands or products are mentioned in combination with your own product category or services. This gives you valuable information about how competitors position themselves and which questions are asked about them. By mapping out which characteristics, advantages or disadvantages users associate with competing brands, you can sharpen your strategy and stand out with a better customer proposition.
- Discover new opportunities for content creation and campaign ideas By searching in SGE for frequently asked questions and trends, you can discover which topics are still insufficiently covered in your industry. This knowledge offers opportunities to create valuable content that responds to these ‘gaps’ in the market. This is a good way to build thought leadership by proactively answering questions that others aren't yet picking up. You can also use the information to devise campaigns that match current trends and expectations within your target audience.
Take the first step with SGE
Search Generative Experience offers many benefits for businesses that want to do market research or respond better to customer needs. By making use of the direct answers, follow-up questions and personalised insights that SGE offers, you can quickly find relevant information and gain deeper insight into what your target audience finds important. By analysing this data and applying it in your marketing strategy, you can respond more effectively to customer expectations and stay one step ahead of the competition.
Do you also want your business to make smart use of SGE for research? Then get started with these tips and take advantage of this AI-driven search experience to get even closer to your customer and grow your business strategically. Do you want to know whether your SEO strategy is ready for the new developments around SGE? Then request the BE Digital scan, no obligation. In it we measure where there are still opportunities for your business.