SEO has always been important; everyone who has ever tried to gain traction online knows that. But now, it is more important than ever. And not just making sure you are using the right keywords and meta descriptions, it has evolved. With the rise of Google’s Search Generative Experience (SGE) and AI-generated responses becoming the norm in search, it is important to rethink how we approach SEO. In this new landscape, the key to staying relevant, discoverable, and competitive is by using a data-driven strategy. Let’s talk about it. 

How SGE is Changing The Way People Search 

SGE uses generative AI to create responses, which offers users answers from across the web and doesn’t require them to click through multiple individual sites. In fact, 60% of Google Search inquiries ended in zero clicks! For Google users, this has been very helpful. But for brands that rely on traditional search visibility, it has been a challenge. AI Overviews can cause a whopping 15-64% decline in organic traffic. 

AI decides what surfaces and what doesn’t, instead of all of the traditional SEO strategies that would land your page at the top of a search. Using data-driven strategies allows businesses to anticipate what content will resonate with both users and AI systems. Here are some strategies to help: 

• Analyze search intent: Understand what type of content Google is favoring in AI-generated summaries for various questions related to your brand. 
• Identify content gaps: Find where your content is underperforming and missing in search visibility, and create content around that. Tools like Looker Studio can help with this. 
• Optimize content: Gone are the days when you could fill your website with a bunch of keywords and call it a day. AI prioritizes useful content. Businesses must deliver content in a way that is helpful and mimics a natural conversation.

Instagram Captions Are Now Part of Your SEO Strategy Indexed on Search 

Another new development has emerged in the SEO landscape. Instagram captions are now being indexed in Google’s search engine results. This means that Instagram content does not just benefit your social media footprint anymore; it is now part of your SEO. Prioritizing social media copy creates a valuable opportunity for search visibility. 

To capitalize on this shift: 

• Strong visuals alone aren’t enough. Your captions should do the heavy lifting: answering real questions your audience is searching for, using clear, concise copy that aligns with search intent.
• Use subtitles and on-screen text on videos (that are often watched without sound). They not only boost accessibility but also enhance SEO by making your content more searchable.
• Tell stories that match your brand voice, but think about how that story might appear in a search result.
• Google indexes Instagram bios, too, so optimize your bio with relevant keywords.
• Use hashtags strategically to support discoverability.

Now, your social media content calendar can support both your brand’s social goals and your organic search traffic goals, doubling the impact of your content efforts.

Here’s The Deal

AI, SGE, and the ever-evolving search characteristics are reshaping SEO and content marketing landscapes. Creating a data-first mindset will set your brand apart from others. The future of marketing is search-integrated and entirely data-driven. Relying on what you “think” is right is no longer enough. Every decision should be made based on performance metrics. 

If you are ready for an assessment, please contact us.