It’s here… so, what’s the plan?
Google is shaking things up again, this time by adding User-Generated Content (UGC) to its Search Generative Experience (SGE). Let’s dive into what UGC is, what SGE is, and how it’s changing the way we search online with the rise of Google’s latest AI search.
User-generated content is any content created by users, not brands or professionals. Think blog posts, social media updates, reviews, and forum discussions. It’s real people sharing their real opinions, ideas and experiences online.
User-generated content is considered useful for a few reasons:
It brings genuine insights from real users - which boosts trust and credibility!
It resonates with real people as it's FROM real people!
Google considers UGC "fresh" and diverse content - which can also improve search engine rankings!
What is SGE (Search Generative Experience)? It’s Google’s new search engine fuelled by AI.
What’s next for AI and Google Search: Google I/O 2023
“Search will keep evolving to answer any question in any format” - Google
It’s the dystopian future of search that SEOs have feared for so long, and it's happening right now. But, don’t worry, there’s plenty of room to be hopeful when you are already prepared with the best SEO practices.
SGE aims to deliver more accurate and relevant search results, often using UGC to enhance the search experience.
So, how is SGE evolving search? SGE is changing the way search works by:
Google now looks for the best answers, and it wants them. Fast. Whether they come from forums, articles, or posts on platforms like Reddit and Quora, Google is pushing valuable answers right to the top with its new SGE.
Currently, Google considers everything from forum comments to article snippets valuable if they answer user queries well and quickly. Not only have the search results gotten smaller due to removing infinite scroll, but now you are also competing for page space with an AI search result prompt.
For brands that have not already invested in an SEO strategy, obtaining organic traffic and securing a spot in the top search results is no longer a choice but a must.
This is good news for SEOs and content producers online. Google now values authorship more than ever!
Authoritative content helps Google understand who is writing a piece of content and their authority.
Now, when content is indexed and read, Google pushes authoritative content ahead of the rest, seeing this as a search necessity. It knows what it likes and what it doesn’t, and it dislikes content which doesn’t have a clear purpose and rewards content that does. Being specific will also be key to moving forward!
Knowing who wrote the content and why they’re an authority helps Google prioritise trustworthy sources. Authorship is becoming more crucial as it helps Google understand the credibility of the content, making it a necessity rather than a choice when it comes to publishing online.
This one is for the brands…
Instead of just focusing on rankings, SEO is also about how much space a site takes up on the search results page. To stay ahead in the SEO game, brands need to think about “real estate” in Google's search results and how much space they take up rather than just solely rankings.
According to SimilarWeb, Reddit’s traffic increased by 39% YOY in May 2024: a staggering increase highlighting how much visibility the platform is getting. Whilst Google has said directly that they don’t give Reddit special treatment in the search results, the results speak for themselves. UGC holds significant ranking weight when it comes to the results. In fact, Reddit has benefited massively from Google’s latest updates, while other websites have dropped off.
Since July 2023, Reddit has seen a massive increase in SEO visibility on Google. This jump coincides with Google’s September Helpful Content Update (2023), which, from the notable shift in top results, favours UGC for short and quick queries.
Now, forums like Reddit and Quorra are more visible in search results, highlighting Google’s changing focus on UGC. This also marked the rise of Reddit's unexpected growth. Little did we know, this was just the start, marking the beginning of Google’s partnership with the social media giant Reddit.
In February 2024, Google made a $60 million deal with Reddit to access its real-time content via API - a smart move to bring more UGC into search results. And so, Google’s expanded partnership with Reddit was officially announced with plans to gain “fresher information” on its results pages.
But, what does this mean for Google’s SGE?
This partnership aims to make Reddit’s vast content more discoverable on the results page due to its massive amount of data. It also aims to enhance the search experience by using this ongoing amount of UGC data to train Google’s AI search model. By including more “human” elements in the search results, Google aims to improve the user experience for everyone with answers that real people want to see.
User-generated content is great for quick answers, but it has its downsides too.
Online platforms like Reddit and Quora are filled with quick Q&As on countless topics. They’re the go-to sources for users seeking fast, personalised responses. Google’s SGE uses these snippets to provide relevant answers.
For example, searching for “groomsmen gift ideas” might show a Reddit thread with personal suggestions.
This suggested content is valuable because it offers diverse perspectives and real-life insights and says exactly what people are thinking - like wanting “groomsmen gifts that don’t suck”!
UGC from sites like Reddit and Quora provides quick Q&As that are often more helpful than traditional search results. A clear answer is one that can be found without aimless scrolling. Google has its users at heart, yes, but when UGC has so much control over these results, there is an obvious danger for users…
Despite its benefits, UGC can be unreliable and biased. The rise of forum posts in search results, as they are user-influenced, brings the risk of both misinformation and exploitation.
Google’s AI search engine uses UGC from forum sites (like Reddit) for reviews and opinions for queries.
Google still classifies AI search as “experimental,” and there are fears of incorrect information in its contents. There is also a huge risk that spammers might exploit UGC to influence or sway search results incorrectly.
X-users (AKA Twitter users) in particular have already been sharing online the consequences of UGC having too much power over the results.
One example (above) was found by SEO @Garret Sussman on X…who doesn’t agree with “The Godfather” film being “the best movie of all time.” This is an example of Google over-indexing and shows that search engine results can be heavily subjective, and easily influenced by biases or mass subgroups on forum sites. This power even extends to the mods of subreddits who, with a lot of time and effort, can almost control the SGE results from UGC.
It's not what many people would consider the “ideal” search response… but it would certainly be a very human one if this were Google’s intention. While many people have been having fun playing with how Google’s SGE uses UGC, it poses a bit of a threat to its latest AI search, and its already bad public perception.
On a separate note, it’s highly likely that the User-Generated Content (UGC) promoted by SGE could harm branding. Businesses might produce fake UGC to attract customers, thereby making them susceptible to misinformation, which can easily spread in Google’s current state. Similarly, this can go in the opposite direction; fake UGC could also consist of fake negative reviews that negatively impact a successful brand’s reputation. With it playing a big part in SGE, who knows what will happen.
All in all, it’s quite possible Google’s $60 million deal with Reddit could inadvertently promote unreliable content. The concern that spammers might exploit Reddit’s power on the search to sway results, leading to misinformation, is a very real one.
Google must balance using UGC for engagement while ensuring the accuracy and reliability of information. Continuous monitoring and refining of AI algorithms are crucial to filter out unreliable content and promote trustworthy sources.
While integrating UGC into SGE offers benefits, it also presents challenges. From exploitation risks to quality control, Google's getting SGE right is something only time will tell. Google said they were ‘evolving’ search and evolution takes time. There may even be more new developments on the SERP before we really see it flourish or fail.
The rise of Reddit in search results could potentially be something Google ultimately regrets or rejoices. Traditionally, "Google me" has been synonymous with high authority and reliability. However, if easy searches continue to become unreliable due to questionable UGC, Google’s credibility might suffer as a result. Will users still treat Google's latest AI search as reliable when the wrong answers appear? If Google loses its trustworthiness, it could be that people move to other search engines seeking more dependable information. It could evolve to be better, or Google could go back to the drawing board with some of SGE’s experimental features.
However, with how important Google and SEO are becoming, staying on track is crucial to surviving and thriving at the top of the search results.
It’s wise to consider what you or your brand can do right now to stay on the right side of Google. SGE is one of the most significant changes we have seen in the way we search, and SEOs are constantly learning new things to adapt.
With a winning team by your side, the right SEO knowledge and up-to-date insights, your business can thrive in the Google sphere. A relationship with SEO is long-term and has long-term benefits for your brand, which is why, now more than ever, you need a strategy to survive every hurdle Google throws your way.
Work with specialists in SEO who know their stuff.
At Bluesoup, our SEO agency actively tracks Google’s changes, targets high-value queries, and optimises your brand for visibility that is designed to last.
SEO is a long game which requires as much expertise as it does effort, and we’re more than capable of taking Google head-on to elevate your business.
