Google is revolutionizing online search with its new "Perspectives" and "Search Generative Experience" (SGE) features. These innovations radically transform access to information:
- Authentic content The "Perspectives" highlight discussions 100% human
- Generative AI : EMS provides direct answers based on artificial intelligence
- The evolution of SEO : Moving from traditional SEO to search engine optimization
- Opportunities New content and optimization strategies to be developed
A revolution is underway in the world of online search! Web giant Google is currently testing a new feature called "Perspectives", which promises to radically transform the way we access information. This innovation is part of a series of major changes to Google's search results page (SERP), marking an evolution towards a true "answer engine". As digital marketing professionals, we need to prepare ourselves for these upheavals, which will redefine the rules of the game when it comes to SEO and online visibility.
The advent of perspectives: a new era for research
Google's "Perspectives" feature takes the form of a carousel and associated filter, displaying excerpts from forum discussions. This innovative approach aims to highlight content 100% humanThis is in contrast to content generated by artificial intelligence (AI). As SEO consultants, we need to be particularly attentive to this evolution, which favors authenticity and relevance in exchanges between users.
This new feature is part of a wider trend to transform Google's search engine. Alongside "Perspectives", Google is also developing the Search Generative Experience (SGE), an AI-based option that provides direct answers generated by artificial intelligence. Although SGE is still in beta, it already heralds a radical change in the way information will be presented to users.
Here is an overview of the main features of these new functions:
- Content 100% human for "Perspectives".
- AI-generated answers for SGE
- Transforming the search engine into an answer engine
- Developments in search engine optimization techniques
Challenges and opportunities for SEO
These changes naturally raise concerns among SEO professionals and website owners. The main fear is a significant drop in traffic to their pages. On the other hand, as digital marketing enthusiasts, we need to see these changes as an opportunity to rethink our strategies and toimprove our referencing techniques.
The emergence of these new functionalities implies an evolution of traditional SEO practices towards what we might call AEO (Answer Engine Optimization) or AIO (Artificial Intelligence Optimization). This transition requires us to adapt our methods and think more carefully about content creation.
To succeed in this new digital landscape, it will be crucial to :
- Creating high-quality content
- Bringing real added value to readers
- Focus on specific, in-depth topics
- Optimize content to answer users' questions directly
It is essential to note that the impact of these changes will probably be most significant on purely informational queries. Content aimed at qualified prospects may be less affected, opening up new opportunities for sites that are currently struggling to position themselves.
Anticipating the arrival of EMS: strategies for the future
Faced with these major transformations, we need to take a proactive approach to preparing our SEO strategies for the Search Generative Experience era. Here's a summary of the actions we need to take:
| Strategic focus | Actions to be implemented |
|---|---|
| Contents | Produce expert, unique and in-depth content |
| Structure | Optimize page structure to facilitate information extraction |
| Structured data | Implement relevant structured data schemas |
| E-A-T | Reinforcing signals of expertise, authority and reliability |
As sincere and empathetic SEO consultants, we need to accompany our customers through this transition. It's essential to understand that these changes can reshuffle the SEO deck and open up new opportunities. Websites that can adapt quickly and effectively will do well in this new digital environment.
Let's not forget that Google's main objective remains to provide the best possible experience for its users. By aligning our strategies with this objective, we can not only survive these changes, but thrive in this new paradigm of online search.
Future prospects for digital marketing
The arrival of "Perspectives" and SGE marks a decisive turning point in the history of online search. These innovations pave the way for a richer, more intuitive user experience, while posing new challenges for digital marketing professionals.
We anticipate that these changes will have a significant impact on :
- Brand visibility online
- Content creation strategies
- The importance of authentic opinions and discussions
- How companies interact with their target audience
As 30-somethings with a passion for digital marketing, we need to keep abreast of the latest developments and adapt constantly. The key to success will lie in our ability to create quality content, encourage genuine interaction and optimize our sites to meet Google's new requirements.
Let's not forget that the history of SEO is punctuated by major changes, and that each time, professionals have been able to adapt and innovate. The "Perspectives" and SGE revolution is just another step in this ongoing evolution, and it's up to us to seize the opportunities it offers to redefine excellence in digital marketing.
