Google Search Experience (SGE) update is focused on user experience involving multi-step queries. This guide will help marketers achieve SGE readiness through strategic on-page and technical optimizations.
Understanding SGE and opportunities
SGE aims to better understand multi-intent user searches over individual keywords. It rewards websites providing quick answers through easy navigation:
Multi-step/ conversational queries
Queries asking related questions will be recognized as joint intents.
Speed and simplified UX
Pages should load fast without additional clicks to find the answer.
Contextual relevance
Information should be grouped in an organized, skimmable manner.
On-page optimizations
focus on improving user experience through strategic content and structure changes:
Optimize for question-based keywords
Use question formats in headings, introductions to directly answer queries.
Cluster related information
Group contextual topics together under main headers logically.
Add internal structured data
Identify and annotate FAQs, how-tos using JSON-LD for better parsing.
Improve navigation structure
Use informative header links and breadcrumbs for effortless navigation.
Embed responsive-friendly media
Include images, videos, charts loading smoothly on all devices.
Technical SEO preparations
These behind-the-scenes optimizations will ensure smooth crawling:
Perform speed optimizations
Page speed is critical. Eliminate redirects, optimize images, scripts.
Resolve any crawl issues
Fix blocking errors through sitemap submissions and robots.txt.
Implement AMP where possible
AMP versions are typically ranked higher for instant mobile loads.
Conduct technical audits
Check for broken links, HTTPS implementation, mobile friendliness.
Optimize site architecture
Use logical URL structures and minimize useless internal links.
Ensure accessibility standards
Adhere to WCAG 2.1 guidelines for inclusive user experiences.
Content Optimization Strategies
Focus on producing purpose-driven content types making discovery easier:
Publish problem-solution based articles
Address commonly searched issues directly with step-by-step remedies.
Develop authoritative how-to guides
In-depth guides teaching processes from start to finish help complex queries.
Curate ultimate resource pages
Hub pages linking to all internal topic-related material for one-stop reference.
Author product selection guides
Compare and recommend best options for specific user needs and budgets.
Optimize FAQ & knowledge base sections
Anticipate common confusions and directly answer them concisely.
Ongoing evaluation and refinement
Monitoring Search Console reports will reveal if changes are effective:
Click-through-rate and position metrics
Higher CTR and rankings reflect enhanced user experience.
Usage Data like time on page
Drop-off patterns may need further streamlining.
Feedback and surveys
User comments provide qualitative insights for A/B tests.
Competitive Analysis
Benchmark optimizations against industry leaders.
A strategic, iterative approach will ready websites for Google's new conversational landscape.