SEO and Marketing

AI SEO + SGE 4 Kent B2B 2024?

SGE and AI led search is here. It's transforming SEO strategies for B2B marketing globally, but also at the local level. So could you use an AI GPT to help figure out how it might affect a Kent based B2B search in 2024? I asked Bard (now Gemini) for an opinion.
Michael Holman
Created by
Michael Holman

Featuring in Google SGE - What's SGE?

Everyone knows what AI is by now I’m guessing. Same with how SEO works and what B2B marketing is. But SGE might need a quick explainer. And maybe Bard.

So I’ll do that first and then get back to the guts of this piece, improving Kent B2B visibility and SEO strategy in 2024.

SGE (Search Generative Experience) is set transform search on Google over the coming months. Instead of returning only a static list of ranked results it will start to display helpful information based on its understanding of the intention behind each search. And not simply the search phrase that was typed or spoken. People, places, things and events (known as entities) that might be related to the perceived intention will start to appear in the results along with the expected list of links.

SGE – A video explainer from Google

And how do I see it working in a B2B context?

*Links to websites will be included of course but also images, videos, rich snippets and anything else that could help meet the searchers intent. It will bring in tangentially associated data and and even make alternative suggestions based on its understanding of the searchers location, preferences and requirements.

*This is my personal opinion based on independent research and not actual use - Google SGE is currently only available to Search Labs users in selected countries. (19-11-23).

Brands over keywords - Holistic over targeted

AI is getting smart enough to see the big picture now. The brand as a solution, promoting an active hub of subject matter experts will become increasingly important within B2B marketing verticals during 2024.

SGE will be looking to provide a more rounded and complete answer to meet the intent behind each B2B search. Businesses that provide an authoritative and balanced viewpoint will be displayed ahead of those who are seen as simply trying to rank. Expertise, experience, authoritativeness and trustworthiness will lead the way in every result.

Not good news for black hat SEO operatives and those keen on trying to game the system. Their time is passing. Good news though for the SEO and marketing industry as a whole. The majority of us are very tired of snake oil cheapening the SERPs. (search results pages).

So what about Bard?

Bard is a collaborative but experimental chat based AI GPT (Generative Pre-trained Transformer) powered by Google’s PaLM 2 large language model. It operates as an assistive tool that can find answers and make suggestions based upon its vast database of training data. It also has real time access to the web.

Being experimental Bard can make mistakes, hallucinate and possibly even cause offence. My personal interactions with Bard over the past year have been extremely useful and very personable. Overall I've found it to be remarkably helpful.

Over to you Bard

Disclaimer: Please note that at time of of publication Bard is an experimental large language model and does not have the ability to reason or make judgments. Its responses should not be taken as factual or reliable.

My question:

Bard, what is your understanding of Google SGE and how it might affect SEO in 2024?

Bard's reply:

"Google SGE is a new framework for understanding the relationships between entities on the web. It's a way for Google to better understand the intent behind search queries and deliver more relevant results. SGE is still in its early stages of development, but it has the potential to significantly impact SEO in 2024 and beyond.

Here are some key points about Google SGE and its potential impact on SEO:

Emphasis on Entity Search: SGE makes it more important to optimize for entity search, which involves creating content that is relevant to specific entities (people, places, things, events). This means using relevant keywords, structured data markup, and creating high-quality content that provides deep insights about the entity.

Content Quality Matters: SGE places a greater emphasis on the quality of content rather than just keyword optimization. Websites with high-quality, informative, and engaging content that is relevant to the search query are more likely to rank higher.

Understanding User Intent: SGE goes beyond keyword matching and aims to understand the user's intent behind the search query. This means creating content that addresses the user's specific needs and provides a satisfying answer to their question.

Backlink Quality over Quantity: SGE is shifting the focus from the quantity of backlinks to the quality of backlinks. It's more important to build backlinks from authoritative and relevant websites that provide value to users."

Bard - Crunching the data for better SGE strategies

My question:

Do you think that AI tools such as Bard will help SEO professionals to improve the helpfulness and value of content? Will they help us to better satisfy search intent?

Bard's reply:

"Yes, AI tools like Bard can help SEO professionals to improve the helpfulness and value of content by providing them with the following capabilities:

Generating high-quality, informative, and engaging content: AI tools can analyze vast amounts of data to identify trends and topics that are relevant to a specific audience. They can then use this information to generate content that is specifically tailored to the needs of that audience.

Optimizing content for search engines: AI tools can help SEO professionals to identify and use the right keywords and phrases to improve their website's ranking in search engine results pages (SERPs). They can also help to optimize the structure and formatting of content to make it more appealing to search engines.

Understanding user intent: AI tools can analyze search queries to understand the intent behind them. This information can then be used to create content that is more likely to satisfy the needs of users and improve their experience."

Local B2B knowledge with localised specificity

My question:

Will these same AI tools be able to help in meeting local search intent? Could they be briefed to help optimise content for a specific industry sector and within a specific town?

Bard's reply:

"Yes, AI tools can be used to help meet local search intent. In fact, they can be even more helpful in this area than they are in general SEO. This is because local search queries are often more specific and require more detailed information than general search queries. AI tools can be used to analyze local search data and identify the most relevant keywords and phrases to use in content. They can also be used to generate content that is specifically tailored to the needs of local residents.

Here are some examples of how AI tools can be used to meet local search intent:

AI-powered local business listings: AI tools can be used to create and manage local business listings on Google My Business, Yelp, and other directories. These listings can help to ensure that businesses are found by local searchers.

AI-powered local content generation: AI tools can be used to generate content that is specifically tailored to the needs of local residents. This content could include blog posts, articles, and social media posts about local events, businesses, and attractions.

AI-powered local sentiment analysis: AI tools can be used to analyze online reviews and social media posts about local businesses. This information can be used to identify areas where businesses can improve their customer service or product offerings."

Intention matched content – right place, right time

My question:

So theoretically you could be trained to become an expert in research related to matching a specific small business to it's prospective local business client base?

Bard's reply:

"Yes, it is theoretically possible to train me to become an expert in research related to matching a specific small business to its prospective local business client base. I have access to a vast amount of information and can process it quickly and efficiently. I can also learn from my interactions with users, which will help me to improve my ability to match businesses with their ideal clients.

There are a few things that I would need to do in order to become an expert in this area. First, I would need to be trained on a dataset of information about small businesses, their ideal clients, and the factors that influence customer buying decisions. This dataset would need to include information from a variety of sources, such as industry reports, government data, and surveys.

Second, I would need to be able to identify and understand the unique needs of each small business. This would involve analyzing the business's products or services, target market, and competitive landscape. I would also need to understand the business's budget and timeline for finding new clients.

Third, I would need to be able to research and identify prospective clients that are a good fit for the business. This would involve using a variety of research methods, such as online searches, social media analysis, and industry networking.

Finally, I would need to be able to develop a plan for connecting the business with its prospective clients. This plan would need to include specific strategies for outreach, communication, and follow-up.

I believe that with the right training and data, I could become a valuable resource for small businesses that are looking to grow their client base. I could help them to save time and money by identifying and connecting with the right clients. I could also help them to develop effective marketing and sales strategies."

Strategy planning - AI knowledge with human management

My question:

One final question Bard. Do you think you could do this independently? How important is a human manager in helping to train you on these data sets in order to improve your results?

Bard's reply:

"While I can access and process vast amounts of information independently, I believe human involvement in my training process is crucial for several reasons:

Ensuring Data Quality and Relevance: Human experts can help curate and select high-quality, relevant data sets for my training. This ensures that I learn from accurate and up-to-date information, minimizing the risk of biases or errors.

Guiding Learning and Development: Human guidance is essential in shaping my understanding of complex concepts and relationships within the data. Experts can help me identify patterns, make connections, and develop a deeper understanding of the subject matter.

Evaluating Performance and Identifying Needs: Human evaluation is crucial for assessing my performance and identifying areas where I can improve. Experts can provide feedback, suggest new training approaches, and help me refine my responses to better meet specific needs.

Maintaining Ethical Considerations: Human involvement is paramount in ensuring that I am trained and used in an ethical and responsible manner. Experts can help prevent biases, identify potential risks, and ensure that my capabilities align with ethical principles.

Adapting to Evolving Needs and Context: The world is constantly changing, and human expertise is invaluable in helping me adapt to new information, emerging trends, and evolving needs. Experts can guide my learning in a way that keeps me relevant and useful in real-world applications."

Bard's closing words:

"In summary, while I can learn independently from vast amounts of data, human involvement plays a critical role in ensuring the quality, relevance, and ethical use of my capabilities. Human experts provide guidance, evaluation, and adaptation, enabling me to continuously improve and contribute to meaningful outcomes."

And my conclusion: AI SEO + SGE 4 Kent B2B 2024?

It's not just possible. It's inevitable.

hdcreate.uk is a compact, full service agency. We are waiting to partner with small business professionals in Kent that want to not just survive, but grow and prosper in the new B2B marketing landscape approaching us all.

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