In the ever-evolving landscape of SEO, the way users interact with search results is undergoing a transformation. The rise of zero-click results and the introduction of Search Generative Experience (SGE) in the main Search Engine Results Page (SERP) are reshaping the dynamics of search interactions. Welcome to the era of CHERP – Chat Experience Results Page, where finding answers to queries happens seamlessly within the search results.

The Impact of SGE on Search Results

Recent findings reveal a fascinating trend in the world of search – out of 100 SGE SERPs, 41% did not include links from the top 10 organic results. This indicates that SGE is pulling longer-tail content, prioritising higher relevance and lower volume. As search engines increasingly embrace SGE, what does this mean for SEO?

1. Emphasis on Longer-Tailed Keywords
SEO strategies need to adapt to the changing landscape, with a greater emphasis on longer-tailed keywords. As SGE prioritises relevance, crafting content that aligns with specific user queries becomes crucial for visibility.

2. FAQs in SGE Content
Frequently Asked Questions (FAQs) play a pivotal role in populating SGE content. Including comprehensive and relevant FAQs on your website can increase the chances of your content being featured in the SGE.

3. Quality Links and Citations
Sites with quality links and citations are more likely to appear in SGE. Building a strong backlink profile and ensuring your content is cited by reputable sources through the use of a digital PR strategy can enhance your visibility in this new era of search.

4. Faster Page Speed
SGE relies on easily readable content, and faster page speed is a contributing factor. Optimising your website for speed not only benefits user experience but also makes your content more accessible to SGE.

5. Schema Markup for Enhanced Visibility
Implementing schema markup becomes even more critical in the CHERP era. Schema markup helps search engines better understand the context of your content, enhancing its visibility in SGE.

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Changing Metrics for SGE Visibility

With the shift towards CHERP, traditional metrics in Google Search Console may not capture SGE visibility. New metrics are emerging to gauge the impact of your content in this evolving landscape.

1. Visibility Metrics
Tracking keyword rankings may become challenging, but alternative visibility metrics like impressions and rich results visibility can provide insights into how your content performs in SGE.

2. Engagement Metrics
With clicks potentially decreasing as users find answers within the SERP, engagement metrics become paramount. Bounce rate, session duration, and other engagement indicators are essential to keep users on your website.

3. Conversions
While clicks may decrease, conversions may see an upward trend. Visitors arriving with a strong intent to convert are more likely to end up on your site through SGE, presenting new opportunities for increased sales.

As the digital realm continues to evolve, adapting to the shift from SERP to CHERP is essential for maintaining a strong online presence. Embrace SGE, optimise your content for relevance, and monitor emerging metrics to stay ahead in this shift. The key lies in not just attracting clicks but in providing a seamless and valuable user experience that transcends the traditional boundaries of search.

Eloise Heeley

SEO Executive

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