Google SGE (Search Generative Experience) has arrived and brought with it major changes. With its arrival, it is essential that e-commerce in Portugal adapts its strategies to ensure online success.
What to expect for e-commerce in Portugal?
Generative artificial intelligence
Google SGE uses AI to automatically generate search results, including snippets information, images and even related products. As in the rest of the world, the introduction of these tools will have very significant consequences for e-commerce in Portugal, considerably streamlining the sector.
New conversion perspective
Google SGE will have more weight in the consumer's purchasing decision, influencing the choice of brand.
Loss of control for brands
The abundance of information from different sources and the late appearance of organic results make it difficult for brands to control the message.
Reduced traffic
The new way of presenting research results, with a focus on snippets information, it can discourage people from entering sites, leading to a drop in traffic.
Tips for adapting to the new scenario
SEO GSO (Generative)
Websites will have to be optimized for the new era of artificial intelligence, optimizing SEO and focusing on constituent parts of the research and creating informative, image-rich content.
Change in the customer journey
A faster buying journey needs to be prepared, focusing on middle and bottom-of-the-funnel visitors who already have information about the product.
Optimization for two algorithms
Strategies should be optimized for both organic and AI results snapshot, which uses artificial intelligence to generate results.
Increased competition
The e-commerce environment in Portugal will become even more competitive. In this context, optimizing and adapting your strategies will be essential.
Strategies for e-commerce
- Creation of Siamese Pages, transactional and complementary pages interconnected to offer a complete customer experience.
- Rethinking content, producing content rich in information and images, citing external sources and statistics to increase credibility.
- Identifying and using keywords for Featured Snippets, with the potential to appear prominently on the results page.
- Use of natural and colloquial language in the texts, in a conversational tone with the client.
- Creating pages long-tail, that address specific topics relevant to the target audience.
- Optimize facets and catalogs, with category attributes to make browsing and searching for products easier.
- Bet on complete product descriptions, highlighting the brand's differentials and offering relevant technical information.
- Reinforce EEAT signals of experience, expertise, reliability and authority of the website.
- Optimize the conversion rate (CRO) to maximize the return on marketing investment.
- Explore new search engines and opportunities on different platforms.
O Google SGE represents a new paradigm for e-commerce. Continuous adaptation and optimization will be essential in order to be relevant in this new, ever-changing environment.
Search methods are changing and those who don't adapt will be left behind. Take note of our recommendations and get ready for this new world.