SGE is probably going to drop your traffic – at least in the short term. More zero-click searches = less website visits. To make up for this, you need to start thinking about other ways to widen your marketing net. If fewer people visit your site, how else can you expand your reach?
The answer: brand building. It should be at the heart of every company’s marketing strategy. It’s more than working with an influencer, sending a press release or attending a trade show. It’s about being where your audience is. You need to find out who your audience is, what they’re talking about, and where they you can find them. Once you’ve got this, you simply need to get your brand in front of them.
If you can ensure your brand is appearing in the same places as you audience, you’re sorted. Show up in a relevant, meaningful and consistent way. Think of all the well-known brands you encounter each day. You don’t recognise them because they rank 1st on Google, or because they invest heavily in Google ads. You recognise them because you know the brand. This rings true for all companies, just at different scales.
A strong brand can make you the go-to company for your audience. It can keep you front of mind, improving the chances of them thinking of you at the point of purchase. It can futureproof your business, and will outlast any algorithm changes.
And as Search Generative Experience could well be one of the biggest algorithm changes in the history of Google, the real question is: why wouldn’t you invest in your brand?