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As a digital marketer who is rather long in the tooth, I'm fairly accustomed to Google's never-ending updates. But even by my standards, their AI-driven update - the "Search Generative Experience" or SGE, is a pretty big deal.

Why should you care? Well, SGE generates AI overviews at the top of search results, directly answering user queries.

Imagine having the golden spot, the top position on Google, except now, instead of being about position one, it's about being part of Google's AI overview. If your content isn't featured, it's like being on page two of Google - technically you're still there, but realistically, nobody's looking.

Now, here's the issue. How do you actually get featured in these AI summaries? Thankfully, after some deep digging (so you don't have to), I've come up with a sure fire way to get your content listed.

The essence of this strategy is pretty straightforward:

  1. Answer Clearly, Quickly, and Directly: No faffing around. If Google's AI is going to feature you, your content has to give clear, concise answers immediately after your headings. Think short and sweet - like an elevator pitch or explaining your job to your gran without boring her senseless. So right after the H1 of the page, you should lay out what your content asks and answers.
  2. Use Structured Data: If you're not already using schema markup, do it. It's like handing Google a cheat sheet to understand your content better. And believe me, Google appreciates a good shortcut as much as I do when watching YouTube tutorials on assembling IKEA furniture.
  3. Level Up Your Authority (E-E-A-T, but Cooler): Google likes trustworthy people. Think of your website like your CV - show off your credentials, flaunt your expertise, and let people know you really do know your stuff (and aren't just winging it).
  4. Think Like Your Audience (But Also Google's Robots): This is crucial. You need to anticipate actual questions real people might ask, but structure it in a way Google's digital brain can neatly package up.
  5. Test, Learn, Repeat: Getting listed isn't a "set and forget" thing. Monitor your results, refine your approach, and stay on top of changes. Consider it your new digital marketing workout—regular sessions keep you (and your rankings) in shape.
If you're already implementing an AI overview strategy, hats off. If not, let's grab a coffee sometime. I would love to discuss how we can help - and trust me, AI optimisation sounds a lot more fun over a coffee. Contact Us

FAQ

What is Structured Data?

Structured data is a standardized format used to help search engines better understand content on your website. It makes your content clearer to Google, helping it present your information more attractively and accurately in search results.

Why Structured Data is Important:

  • Enhanced SERP visibility: Structured data can lead to richer, more visually appealing search listings (Rich Snippets).
  • Improved Click-Through Rates (CTR): Listings with structured data often attract more attention, improving CTR.
  • Better Content Interpretation: Helps Google's AI and algorithms more clearly understand your content’s context and relevance.

Common Types of Structured Data:

  • FAQs: For question-answer style content.
  • How-to Guides: Clearly outlines steps to complete tasks.
  • Articles/Blog Posts: Standard articles and news.
  • Product Listings: For e-commerce sites, displaying pricing, availability, reviews.
  • Local Business Data: Address, contact info, operating hours.
  • Events: Clearly displaying dates, times, and locations of events.
  • Video Content: Helping videos appear prominently in search results.

What is E-E-A-T?

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It's part of Google's Search Quality Rater Guidelines, a set of criteria Google uses to evaluate the quality of web content.

Breaking Down E-E-A-T:

1. Experience

  • Google values firsthand experience. Content should reflect direct, personal engagement with the topic.
  • Demonstrate real-life experiences, provide original case studies, or share genuine insights that only someone involved could offer.

2. Expertise

  • This refers to having specialised knowledge or skills in a particular field.
  • Showcase your credentials clearly, such as professional qualifications, industry experience, or education.
  • Content should be accurate, detailed, and demonstrate deep knowledge.

3. Authoritativeness

  • Establish authority by being recognised by others as an expert. This means others cite your content, link to your site, or mention you positively online.
  • Strengthen authority by earning backlinks from reputable sources, participating in expert interviews, or appearing in respected publications.

4. Trustworthiness

  • Google places a premium on reliability. Content must be accurate, transparent, and genuinely helpful.
  • Demonstrate transparency through clear contact information, privacy policies, and disclosures of affiliations.
  • Cite reputable sources, avoid exaggeration, and maintain accuracy.

How to Improve Your E-E-A-T Score:

  • Highlight Author Profiles: Clearly display author bios that include qualifications, experience, and external credibility indicators.
  • Provide Transparent Information: Clearly outline your organisation's credentials, contact details, and reputation.
  • Earn High-Quality Backlinks: Prioritise quality over quantity—links from reputable sources significantly boost your E-E-A-T profile.
  • Regularly Update Content: Keep your content current, accurate, and relevant, reinforcing your trustworthiness and authority.
  • Include Expert Endorsements: Featuring quotes or contributions from recognised experts boosts the perceived authority of your content.

This article was written by Richard Hunter, Senior Digital Account Manager at Moore-Wilson. 

If you would like to talk to Richard about your Digital Marketing, do not hesitate to contact us.

Last edited on 13/05/25

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