• A First Look for Hotel and Resort Teams and What the Evolution of Search Means for Hospitality   

Excerpt from Screen Pilot

A First Look for Hotel and Resort Teams and What the Evolution of Search Means for Hospitality

Every edge of our digital world is evolving at warp speed, thanks in no small part to the release of AI into the wild. The science of “search” is no exception. 

Understanding the internal workings of search engines has long been a key component to a hotel’s digital success, and hospitality brands with a mastery of search hold a considerable advantage. 

Google is poised to usher in the latest, AI-infused evolution of search with its Search Generative Experience, more simply known as SGE, which is widely expected to revolutionize how we look for and find information. 

The Screen Pilot team has early access to SGE, and has been actively testing the platform for several months to best prepare our hotel partners for continued success in search. This post is meant as an update to our hospitality industry partners. We’ll outline SGE’s significance, implications, and suggest updated strategies for optimal SEO performance.

It’s important to keep in mind that SGE is still in a developmental phase, and while SGE is certainly making waves, there's still a lot we have yet to learn as Google actively experiments and tests the AI-powered product ahead of officially rolling it out to all users. This post is meant as a starting point for hotel and resort teams to better understand Google’s SGE and the future of search.

What is Google’s SGE?

SGE is an early step in transforming the Search experience with generative AI. When using SGE, people will notice their search results page with familiar web results, organized in a new way to help them get more from a single search.

When will Google’s SGE officially launch?

Google is currently testing SGE and how it presents results and prioritizes driving traffic to websites. As of this writing, no formal launch date has been announced, though Google has indicated that SGE will be rolled out first in the U.S.

Understanding the Search Generative Experience (SGE)

The Search Generative Experience revolutionizes search results presentation, complementing traditional organic search and represents a significant leap in search technology. This upgrade transforms search results into a more conversational experience, where Google comprehends and accelerates your search. 

Integrating SGE into hotel and resort SEO strategy will enhance the guest experience. Unlike traditional search algorithms that rely on predefined criteria, SGE leverages advanced machine learning models to dynamically generate results based on a user's context, preferences, and search history.

Let’s take a breakdown of what an SGE search looks like:

Integrating SGE into hotel and resort SEO strategy will enhance the guest experience. Unlike traditional search algorithms that rely on predefined criteria, SGE leverages advanced machine learning models to dynamically generate results based on a user's context, preferences, and search history. (ScreenPilot.com)‍

  1. Converse Feature: The converse feature enables you to engage in a conversation with Google, facilitating the retrieval of desired information and retaining context from previous interactions.
  2. Authoritative Sources: Google's SGE doesn't autonomously generate these responses. It leverages high-authority and well-ranked content within its index to inform its AI generation, guiding users effectively. Essentially, it offers SEO experts insights into what Google deems as exceptional content beyond organic search results.
  3. Related information: Google will suggest related search items that might pique your interest based on your query. It can also provide additional information on those suggestions and other related searches. However, the most crucial aspect is the option to express approval or disapproval of responses. This not only aids Google in optimizing SGE, but it also has the potential to learn from your preferences and dislikes in order to deliver the most personalized and optimal results for you.‍

Note: SGE is currently in a testing phase, suggesting that further changes and enhancements will likely occur. It raises important questions about the evolution of SGE and its potential impact on SEO reporting strategies.

Click here to read complete article at Screen Pilot.