“Knowledge is power” is a phrase that has been around for centuries and continues to be true to this day. Google has made the search for knowledge even more accessible to anyone with a Wi-Fi connection. It can provide nearly any piece of information with a few clicks, or even just asking a question out loud to a smart device. One of the most effective ways that the search engine has been able to showcase information is through AI Overviews. It was previously known as Google Search Generative Experience, or SGE.
While having access to the right information is always essential, healthcare is one industry that is pivotal to a person’s overall quality of life, but often confusing for those who work outside of it. That’s why it’s common for users to ask search engines about all kinds of healthcare concerns. That dependency is why features like SGE can play a role in healthcare marketing. A user can receive a quick rundown at the top of a search engine results page (SERP) that provides knowledge to help them on their health journey.
In this blog post, we’ll talk about the basics of Google’s SGE before discussing how it can be helpful for healthcare digital marketing.
What to know about Google SGE
SGE, now known as AI Overviews, refers to a feature that Google has been experimenting with since 2023 and launched officially in the U.S. in May 2024. It’s powered by the Google Gemini AI model.
The goal of Google SGE is to give people quick and concise summaries of their search queries. It can reduce the amount of time and effort needed to find answers to their questions or learn about a particular topic.
There tends to be a bit of confusion between the terms “Google SGE” and “AI Overviews.” SGE is essentially an experimental version of AI Overviews that came first from Google Labs. SGE included several different features that use AI. Along with the overviews, it also included a conversational mode that allowed for specific follow-up questions for more tailored information. Vertical experiences was another feature, which provided product details and recommendations for commercial searches.
Google eventually transitioned SGE into AI Overviews, which are a more refined version of SGE. However, they’re referred to interchangeably, which is why we’ll still often use the term “SGE” in the rest of this post.
6 ways that Google SGE can be helpful for healthcare marketing
AI has become more prevalent in healthcare marketing practices, from creating graphics for social media to checking blog posts for readability. The AI used for SGE provides opportunities for healthcare facilities to be featured in the summaries for increased traffic and conversions.
By learning about how SGE can be used to your advantage, you can adjust your digital marketing strategy to appeal to the algorithm with the right search engine optimization (SEO) approaches.
Here are six benefits of Google SGE for healthcare marketing:
- People recognizing potential issues — You never want a person to panic or jump to a worst-case scenario when they’re researching health issues. Even so, it’s also important that potential issues aren’t brushed off as no big deal. When a person searches up a pain in their back or symptoms of an injury after playing a sport, they can determine when it’s time to book an appointment with a provider. They can be suggested facilities, like yours, for increased conversions.
- Increasing your online visibility — The goal of search engine optimization is to get your company’s website as high up on a SERP as possible. Being recognized by SGE will do just that. When you’re listed as a source in an AI summary, you’re having more eyes on your company’s name than you would if you were further down the page. With a boost in your online visibility, you’re furthering your online presence so that you’re more recognizable to people who frequent healthcare searches, resulting in more traffic.
- Personalizing users’ experience — Every person’s wellness journey is unique, and the healthcare they receive should be, too. One of the most beneficial aspects of SGE is that it can be as tailored to the user’s search as possible. They are provided with an accurate answer to their specific questions to deepen their understanding. With a personalized, in-depth user experience, they’ll feel more connected to the information and be interested in exploring the sources further.
- Focusing on local SEO — When it comes to healthcare, people are likely to turn to the providers in their own communities. That’s why local SEO is an important approach to incorporate into your healthcare marketing strategy. With AI Overviews, people are recommended nearby services that are related to their search query. They’ll be able to learn about providers in their area, like you, and be encouraged to complete conversions and explore reviews.
- Boosting and establishing credibility — Being seen as trustworthy is crucial for any industry, and especially so in an industry where you have a person’s health in your hands. A key goal of an effective SEO strategy is to establish your company as a credible source and an authority in the field. When you’re featured in an AI Overview, it’s because the algorithm deemed you as a credible source. Users will think the same thing and associate your content with being based on data and evidence.
- Gaining a competitive edge — Being at the top of a SERP in the AI Overview also means that there are competitors below you. That’s a good thing. When your content is highlighted in the AI Overview, you’re seen as higher quality and more trustworthy than your competitors. By being high on a SERP, you’re getting a leg up on others because users are seeing your information before even scrolling down the page. You’re showcasing how you stand out from the rest, and that Google sees you as the best source.
It’s not always easy to keep up with the new features that Google is rolling out or to learn about the latest AI tools that can help out your healthcare marketing. At BURG+CO., we can stay up to date on Google AI features for you so that you’re never left behind when it comes to trends.
We’ll help you adjust your strategy to optimize for organic traffic and conversions by appealing to the algorithm. Our SEO and content marketing services can help you reach the top of the SERPs — and stay there.
Want to attract new visitors to your website using Google SGE? BURG+CO. can help
Increasing traffic to your website plays a role in increasing conversions and leading to new clients. However, it’s difficult to attract visitors to your site when you don’t know what to do. Fortunately, this is what we specialize in at BURG+CO.
Our team has years of experience in helping businesses improve their digital presence to attract new leads and retain existing ones. If you’re looking to perform better in search engine results and attract more visitors to your site, we’re ready to talk to you to see how we can help. Contact our team today for more information about digital marketing or to schedule a complimentary consultation.