Siteimprove : SGE & Brand S entiment
Posted: Sun Apr 20, 2025 8:12 am
Organic search results can (usually) be optimized through good optimization and a strong brand authority. Until now, it has been relatively easy, especially for manufacturers and brands, to rank for their own brand and brand-related search terms. With the introduction of AI-generated search results in the form of Google's Search Generative Experience (SGE), this is changing. SGE is currently not available in Germany, but is now available to all users in the US.
SGE no longer functions like "normal" search, making it more challenging to optimize morocco phone number data content for it . Looking at the AI-generated results for brand - related search queries, it quickly becomes clear that brands no longer automatically populate the results .
The SBUs attempt to keep users in the Google universe . They are encouraged to continue their search there and not leave Google. What others think, feel, and say about your brand — the so- called "brand sentiment" —will influence search results in the future. So, what can you do to influence your brand perception online?
First, you should verify whether your sector or industry is affected by the SGE results. While the test can currently only be conducted in the US or via VPN, it's still worth checking this as an initial check before initiating any optimization measures.
It's also helpful to find out what others are saying about your brand online. You can use tools like Google Suggest, general review sites like Trustpilot, other industry-specific review sites, or even social networks like Reddit. It can be helpful to type your brand into Google to get an idea of how the search query is completed and what users think about the brand . What conversations are users having about your brand on Reddit or other social networks? For which brand-related searches, and most importantly, how are competitors ranking?
To actively shape your own brand sentiment as an SEO, you can also expand your reach and work with customer service or the brand team — the team that can contribute to the customer experience — to optimize the terms and conditions , or even contribute to creating a video or guide about the brand. Constructive negative reviews and criticism should also be responded to after a thorough evaluation.
Another way to influence brand perception is to set up a tracking system for future developments in the SBU area. This allows you to check when updates have been made to your brand, for example, when new content is published.
Key Takeaways:
Brands do not own their brand-related search in SBUs .
Brand sentiment will influence search results in the future .
Not every industry is included in the SBU. It's important to first check whether your own brand is affected before taking action.
Brand sentiment can and should be tracked across different platforms.
SEOs should work with the teams involved in customer experience.
SGE no longer functions like "normal" search, making it more challenging to optimize morocco phone number data content for it . Looking at the AI-generated results for brand - related search queries, it quickly becomes clear that brands no longer automatically populate the results .
The SBUs attempt to keep users in the Google universe . They are encouraged to continue their search there and not leave Google. What others think, feel, and say about your brand — the so- called "brand sentiment" —will influence search results in the future. So, what can you do to influence your brand perception online?
First, you should verify whether your sector or industry is affected by the SGE results. While the test can currently only be conducted in the US or via VPN, it's still worth checking this as an initial check before initiating any optimization measures.
It's also helpful to find out what others are saying about your brand online. You can use tools like Google Suggest, general review sites like Trustpilot, other industry-specific review sites, or even social networks like Reddit. It can be helpful to type your brand into Google to get an idea of how the search query is completed and what users think about the brand . What conversations are users having about your brand on Reddit or other social networks? For which brand-related searches, and most importantly, how are competitors ranking?
To actively shape your own brand sentiment as an SEO, you can also expand your reach and work with customer service or the brand team — the team that can contribute to the customer experience — to optimize the terms and conditions , or even contribute to creating a video or guide about the brand. Constructive negative reviews and criticism should also be responded to after a thorough evaluation.
Another way to influence brand perception is to set up a tracking system for future developments in the SBU area. This allows you to check when updates have been made to your brand, for example, when new content is published.
Key Takeaways:
Brands do not own their brand-related search in SBUs .
Brand sentiment will influence search results in the future .
Not every industry is included in the SBU. It's important to first check whether your own brand is affected before taking action.
Brand sentiment can and should be tracked across different platforms.
SEOs should work with the teams involved in customer experience.