Blog | LinkedIn Series titled Crossroads

Title: Crossroads: Is Google’s SGE the end of SEO?

SEO may be displaced for SGE

Firstly I want to thank the amazing Morning Brew for their awesome daily newsletters. It was within this morning’s #TechBrew that I learned about some of the incredible statements made at Google’s I/O conference this week through a talented writer @MaeveAllsup

So what’s this SGE thing all about?

One of the statements that intrigued me was Google’s move to temper the release of Bard, their AI contender for Microsoft’s ChatGPT, as it explores a new frontier named Search Generative Experience, or SGE. Google says it’s trying to use Generative AI to take the ‘work out of searching’. While I didn’t know it was that hard to search I get the gist of what they’re trying to say. They’re really trying to make it easier for you to find what you’re looking for.

According to Google, “With new generative AI capabilities in Search, we’re now taking more of the work out of searching, so you’ll be able to understand a topic faster, uncover new viewpoints and insights, and get things done more easily.”

What does this mean for your non-profit, brand, or business’ SEO strategy in 2023 and beyond? Hard to say. 

But it does mean that their current experiment called ‘Search Lab’ is available as a Chrome extension and the Google App (android and iPhone). Sorry Windows Phone OS users.

My bigger interest in the release of this new SGE tool by Google is how will it affect the way people search. How will they shop? How will they seek information? 

Will the foundational intent of finding what you are looking for ‘easier’ change the way humans process information? Will that affect the customer journey?

What will happen at a cognitive level to the next generation of students that may be utilizing this tool through their formative years? How does this affect education-based demand-generation strategies?

The Conversation of A.I. Ethics

Google and many leaders in global technologies are engaging in conversations that discuss the ethics of AI development. While Microsoft founder Bill Gates has taken a step back from the Future of Life Institute’s call to create a PAUSE on the immediate development and deployment of BIG AI projects, Google pushes onward. As Google states in their overview of SGE document (link below) they are taking a ‘responsible and deliberate’ approach to taking new generative AI capabilities to Search’ however acknowledge that they will make mistakes…and improvements along the way. 

A.I. however, is very different from past innovations in history in that its unique advantage of speed and accessibility has the potential of making mistakes ‘along the way’ more impactful. While negative impacts can occur there also exists the equally optimistic possibility that A.I.’s transformative power can help us build a better world. 

Reflections at the Crossroads

My humanities professor Bruce Harvey was very important in my college years at FIU where I studied Humanities, Entrepreneurship, and Asian Studies. He always encouraged me to delve deeper into a topic by studying both sides of the issue to develop stronger explanatory power. He inspired me to read the ancient Greek epics and annals covering philosophy, history, and rhetoric.

As Socrates once said, “You don’t know what you don’t know.”

Nobody truly knows where the path of SGE may lead us in the near future but I would like to acknowledge one thing, it’s powerful and it’s here!

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