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A Step-By-Step Guide To Creating Segments And Audiences In GA4 With Examples

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A Step-By-Step Guide To Creating Segments And Audiences In GA4 With Examples

Google Analytics 4 (GA4) comes with a more flexible audience builder and offers more advanced audience creation capabilities than Universal Analytics (UA).

GA4 also takes a different approach to measuring screen views compared to Universal Analytics.

Instead of measuring screen views in separate properties for mobile and web, GA4 combines data from both web and app views into a single property.

This means that audiences can be created based on a user’s entire journey across multiple devices, which makes it possible to create more complete user profiles.

What Are Audiences?

Audiences refer to subgroups of users that can be used for both analysis and advertising purposes.

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These groups can be created based on a variety of factors, including dimensions, page views, user properties, and events (or their sequences) that are relevant to your business.

It’s important to note that, as new user data is continuously collected in GA4, audiences are automatically re-evaluated.

What Are Segments?

Segments refer to a part of data that meets certain criteria and can be analyzed separately from the rest of the data.

Rather than analyzing data from all visitors, segments allow you to separate specific groups of users and compare their behavior to the rest of the data.

For example, you can compare the behavior of users from the United States to the behavior of all users, or mobile users to desktop users, and get deeper insights.

Segments Vs. Audiences

When you create a segment, you can choose to build an audience based on a segment – but these two features are different. You can’t use segments in standard reports, but you can use audiences.

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Segments are available only in exploration reports, while audiences are not.

Audiences can be used in Google Ads remarketing campaigns, but segments can’t.

Most importantly, segments are retroactive, but audiences aren’t, as audiences start collecting information from the moment of creation.

How To Create Segments

In GA4, navigate to Explorations > Create a New Exploration.

There are three types of segments you can create:

  • User segment: Includes all events associated with users who satisfy a specific set of criteria.
  • Sessions segment: Includes all events associated with those sessions that match the set of criteria.
  • Event segment: Includes only specific events that meet a set of criteria.

Let’s dive into how each type of segment works with a simplified model.

Let’s say the user who visited the website performed the following actions during the first session:

  • Page view.
  • Submitted form.
  • Watched a video.

On the second session the next day, the same user performed these actions:

  • Page view.
  • Page view.
  • Watched a video.
  • Clicked.

If we create a user segment with the condition that the user submitted a form, it will contain data from both sessions because we tell GA4 to include all data that belongs to that user.

If we build the sessions segment with the condition that during the session, the user submitted a form, it will contain only data from the first session because we told GA4 to contain data only from sessions where one has submitted a form.

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If we build a session segment of when someone watched a video, it will have data from both sessions because the user watched a video during both sessions.

And finally, if we create an event segment for times when the user clicked a link, it will contain only click event data from the second session.

While it may seem like a lot of information and hard to swallow, don’t worry; you will gradually understand all of these as you start using it.

Now, let’s dive into the segment builder UI of GA4, which is the same one we will be using for building audiences.

Get To Know Segment Builder UI In GA4

Here are some of the features to know about within segment builder:

  • OR/AND conditional logic operators can be used to apply multiple criteria at the same time in the groups.
  • Sequence is available only in user segments and can’t be configured for session or event segments. You can use it to know how many users subscribe after visiting your home page.
  • You can apply time constraints to your sequential segments. An example use case would be to know how many users visit your subscribe page and sign up within five minutes, or how many users visit your product page and add it to the cart within five minutes.
  • By checking the “Build Audience” checkbox, you can create an audience from that segment too.
  • “Exclusion group” is a valuable tool that allows you to refine your segment or audience by excluding specific users. For instance, you can create an audience comprising individuals who clicked the ‘Add to cart’ button but exclude those who have already made a purchase. This enables you to develop a targeted audience for your remarketing campaign in Google Ads, specifically catering to those who expressed interest in your product but didn’t complete the purchase.
  • Group level scoping: 1. across all sessions, and 2. within the same session within the same event. Which applies to all conditions in the group. Please note that you can apply specific sequence level scoping “across all sessions” and “within the same session.” Note that “across all sessions” scoping is available only in user segments.

Now, let’s explore a few examples of each type of segment so we can understand how they work.

Example Of A User Segment

At SEJ, we have sign-ups, and we are interested in how long it takes a user to sign up for our newsletter after landing on our article pages.

For that, we should build a segment of users who signed up for our newsletter, which is directly followed by a page_view event within 10 minutes.

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For that, we choose “first_visit” as an event.

If you want to apply a time constraint to a specific step, you can utilize the time constraint option within the sequence. However, in our case, we have chosen a sequence global time constraint, which means that it applies to all steps within the sequence.

What we’ve found from this segment is that 478 out of 1302 subscribers (37%) subscribe within 10 minutes when they visit the article page.

If you have a shop, you can build a segment of those who purchase within a day after visiting a product page.

There are an infinite number of possibilities for how you can use this, and I would like to emphasize the fact that the new segment or audience builder of GA4 is very flexible and powerful compared to Universal Analytics.

Unfortunately, as you build a segment you can’t share it across explorations, and you need to create it again. There is a workaround you can apply to duplicate exploration if you need the same segment.

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Basically, you can create an empty exploration with all the segments you might need. Then, whenever you need a new report, you can duplicate the exploration and utilize the segments within the copied version to avoid creating them each time.

Here are a few ideas of segments you may need to use for a users segment:

  • User Acquisition: Understand user behavior from different acquisition channels (organic search, paid ads, social media, email marketing).
  • Cohort Analysis: Compare engagement, retention, and conversion rates between new and returning users.
  • Customer Lifetime Value (CLTV): Identify high-value users based on revenue, order value, and purchase frequency.
  • Demographic Analysis: Segment users by age, gender, location, or interests to personalize marketing strategies.
  • Churn Analysis: Identify and re-engage users who have churned via remarketing campaigns.

Example Of A Session Segment

While user segments are valuable for analyzing long-term behavior and user characteristics, session segments provide a more focused and contextual analysis of user interactions within a single session.

Sessions segments are the best choice for content engagement analysis type of reports. By using session segments, you can analyze how users engage with different types of content on your website or understand user behavior based on referral sources.

Session segmentScreenshot from GA4, May 2023

In the sessions segment, everything is the same, but it no longer has:

  • “Across all sessions” scope.
  • Sequences.
  • Time constraints.

Let’s build a segment of users who arrived at our website from social.

Sessions segment of social trafficSessions segment of social traffic.

Note that I used “session source” equal to “social” with condition OR of page referrer with regexp match.

.*(?:facebook.com|instagram.com|twitter.com|linkedin.com|pinterest.com|youtube.com|t.co|lnkd.in).*

Here are a few ideas for how you can use session segments vs. users:

  • Content Engagement: Analyze sessions where users interacted with specific content types.
  • Campaign Performance: Evaluate sessions that originated from specific marketing campaigns or channels to understand how effective your marketing efforts are.
  • Feature Engagement: Detect sessions where users actively engage with specific features on your website, such as adding items to a wishlist, using a live chat, etc.
  • Conversion Funnels: Analyze sessions that progress through key steps of your conversion funnel, from initial engagement to goal completion, helping you optimize the user journey.

Example Of An Event Segment

Event segments are subsets of events triggered on your website or app.

With users and session segments, you may already feel you have all that you need, so why would you need event segments? Well, event segments provide a more targeted and specific analysis compared to session-based or user-based segments.

They allow you to look into specific actions users perform on your website and optimize the user experience.

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As an example of how they can be used, let’s create a scroll depth event segment. By analyzing users who reach certain scroll depth thresholds, you can identify engaging pages, optimize content layout, and improve overall user engagement.

Event segment of scroll depth 50%Event segment of scroll depth 50%.

In our example, we want to see data from users who scrolled 50% of the page and noticed from scoping that only “within the same event” was left.

The granular scroll depth tracking we have requires a custom setup which we will cover in the next guides. On your end, if you don’t have it set up you can just use the  “scroll” event without the custom parameter “percent_scrolled.”

Here are ideas on when you can use events segments vs. users and session segments.

  • Clicks Events: Create a segment based on click events, such as “Add to Cart” or “Submit Form.” This allows you to analyze sessions or users who actively engage with your calls to action and measure the effectiveness of specific call-to-action buttons.
  • Video Engagement: You can build a segment based on events, such as “video_start,” “video_progress,” or “video_complete.” This segment allows you to analyze sessions or users who engage with video content on your site or app.
  • Custom Interactions: Set up custom event tracking to create segments based on specific interactions relevant to your business, such as social media shares or error tracking, to help you identify and analyze sessions or users who encountered issues.
  • Error Tracking: Create a segment based on error events, such as form validation errors, broken links, or server-side errors. The advantage: event segments focused on errors help you identify and analyze sessions or users who encountered issues, enabling you to improve error handling, fix broken elements, and enhance overall website or app functionality.
  • Interaction with Dynamic Content. Analyze sessions or users who interacted with dynamically loaded or personalized content elements, e.g., image carousels, related articles, or personalized offers.

As we learned how to use segment builder in UI, we can create an audience easily.

How To Create Audiences

The easiest method is to create audiences right from segments by checking the checkbox to build an audience.

Alternatively, you can access it under the Property menu.

AudienceAudience.

As an example, we will build a user audience of those who abandoned sign-up form submissions in order to target them via Google Ads remarketing campaigns.

We used the event “form_start” but excluded those who submitted a form.

Let’s dive into a few new options you have in audience builder.

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What Is Membership Duration Setting?

It is the period of time that a user remains a member of an audience after they meet the criteria for inclusion. It allows you to define how long a user should stay in the audience before being automatically removed.

Based on your remarketing campaign’s needs, you may need to set it to different values.

For example, you may want to build an audience of users who were interested in your product in the last 15 days and advertise to them.

What Is Audience Trigger?

Audience trigger is a new feature in GA4 that lets you trigger a custom event when a new user enters into an audience. It allows you to build user acquisition conversion by marking the event as a conversion.

You can build an audience persona by a number of conditions – for example, users who read three articles on the topic of “Marketing” – name it “Marketers,” and trigger the custom event “marketer_acquisition.”

As you run certain campaigns to bring traffic to your blog, you can use marketer_acquisition conversion as a KPI to measure how effective your campaign was in attracting relevant traffic to your website.

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The checkbox “Log an additional event when audience membership refreshes” is self-explanatory, and it is up to you to decide.

This may be useful for e-commerce, as when we have users who are interested in a product in the last 15 days and removed from the audience as time elapses, you may want to retrigger it when they return and are interested again, say, 30 days later.

Conclusion

With all the challenges GA4 brings, it also has big advantages you can use.

Audience-based conversions are vital KPIs for publishers to know whether they are attracting an Ideal Customer Profile (ICP) audience, or just random visitors.

In Universal Analytics, this wasn’t available – but with GA4, it is.

Also, time-based constraints let you build segments and open new ways to perform behavioral analysis. For example, you can create a segment of users who made a purchase within the last month.

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This helps you focus on recent user interactions and understand current behavior patterns.

More resources:


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Content Pruning: Why It Works, and How to Do It

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Content Pruning: Why It Works, and How to Do It

Content pruning sounds pretty appealing: delete a ton of content and see your organic traffic improve. But pruning has risks (like deleting useful pages and useful backlinks), and benefits are not guaranteed: So how does pruning actually work? And when

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8 Free SEO Reporting Tools

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8 Free SEO Reporting Tools

There’s no shortage of SEO reporting tools to choose from—but what are the core tools you need to put together an SEO report?

In this article, I’ll share eight of my favorite SEO reporting tools to help you create a comprehensive SEO report for free.

Price: Free

Google Search Console, often called GSC, is one of the most widely used tools to track important SEO metrics from Google Search.

Most common reporting use case

GSC has a ton of data to dive into, but the main performance indicator SEOs look at first in GSC is Clicks on the main Overview dashboard.

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As the data is from Google, SEOs consider it to be a good barometer for tracking organic search performance. As well as clicks data, you can also track the following from the Performance report:

  • Total Impressions
  • Average CTR
  • Average Position
gsc-performance-overviewgsc-performance-overview

Tip

If you’ve signed up for AWT using Google Search Console, you can view your GSC performance data in Ahrefs by clicking “GSC Performance” from the main dashboard.

But for most SEO reporting, GSC clicks data is exported into a spreadsheet and turned into a chart to visualize year-over-year performance.

organic-traffic-graph-showing-clicks-year-over-yearorganic-traffic-graph-showing-clicks-year-over-year

Favorite feature

One of my favorite reports in GSC is the Indexing report. It’s useful for SEO reporting because you can share the indexed to non-indexed pages ratio in your SEO report.

google-search-console-indexed-pages-reportgoogle-search-console-indexed-pages-report

If the website has a lot of non-indexed pages, then it’s worth reviewing the pages to understand why they haven’t been indexed.

Price: Free

Google Looker Studio (GLS), previously known as Google Data Studio (GDS), is a free tool that helps visualize data in shareable dashboards.

Most common reporting use case

Dashboards are an important part of SEO reporting, and GLS allows you to get a total view of search performance from multiple sources through its integrations.

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Out of the box, GLS allows you to connect to many different data sources.

Such as:

  • Marketing products – Google Ads, Google Analytics, Display & Video 360, Search Ads 360
  • Consumer products – Google Sheets, YouTube, and Google Search Console
  • Databases – BigQuery, MySQL, and PostgreSQL
  • Social media platformsFacebook, Reddit, and Twitter
  • Files – CSV file upload and Google Cloud Storage

Sidenote.

If you don’t have the time to create your own report manually, Ahrefs has three Google Looker Studio connectors that can help you create automated SEO reporting for any website in a few clicks

google-looker-studio-partner-connectorsgoogle-looker-studio-partner-connectors

Here’s what a dashboard in GLS looks like:

ahrefs-seo-audit-dashboardahrefs-seo-audit-dashboard
Ahrefs Google Looker Studio integration

With this type of dashboard, you share reports that are easy to understand with clients or other stakeholders.

Favorite feature

The ability to blend and filter data from different sources, like GA and GSC, means you can get a customized overview of your total search performance, tailored to your website.

Price: Free for 500 URLs

Screaming Frog is a website crawler that helps you audit your website.

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Screaming Frog’s free version of its crawler is perfect if you want to run a quick audit on a bunch of URLs. The free version is limited to 500 URLs—making it ideal for crawling smaller websites.

screaming-frog-user-interface-screenshotscreaming-frog-user-interface-screenshot

Most common reporting use case

When it comes to reporting, the Reports menu in Screaming Frog SEO Spider has a wealth of information you can look over that covers all the technical aspects of your website, such as analyzing, redirects, canonicals, pagination, hreflang, structured data, and more.

Once you’ve crawled your site, it’s just a matter of downloading the reports you need and working out the main issues to summarize in your SEO report.

Favorite feature

Screaming Frog can pull in data from other tools, including Ahrefs, using APIs. 

If you already had access to a few SEO tools’ APIs, you could pull data from all of them directly into Screaming Frog. This is useful if you want to combine crawl data with performance data or other 3rd party tools.

screaming-frog-api-accessscreaming-frog-api-access

Even if you’ve never configured an API, connecting other tools to Screaming Frog is straightforward.

Price: Free

Ahrefs has a large selection of free SEO tools to help you at every stage of your SEO campaign, and many of these can be used to provide insights for your SEO reporting.

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when-to-use-ahrefs-free-tools-across-the-seo-process-illustrationwhen-to-use-ahrefs-free-tools-across-the-seo-process-illustration

For example, you could use our:

Most common reporting use case

One of our most popular free SEO tools is Ahrefs Webmaster Tools (AWT), which you can use for your SEO reporting.

With AWT, you can:

  • Monitor your SEO health over time by setting up scheduled SEO audits
  • See the performance of your website
  • Check all known backlinks for your website
ahrefs-overviewahrefs-overview

Favorite feature

Of all the Ahrefs free tools, my favorite is AWT. Within it, site auditing is my favorite feature—once you’ve set it up, it’s a completely hands-free way to keep track of your website’s technical performance and monitor its health.

If you already have access to Google Search Console, it’s a no-brainer to set up a free AWT account and schedule a technical crawl of your website(s).

Price: Free

Ahrefs’ SEO Toolbar is a free Chrome and Firefox extension useful for diagnosing on-page technical issues and performing quick spot checks on your website’s pages.

Most common reporting use case

For SEO reporting, it’s useful to run an on-page check on your website’s top pages to ensure there aren’t any serious on-page issues.

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ahrefs-seo-toolbar-overviewahrefs-seo-toolbar-overview

With the free version, you get the following features:

  • On-page SEO report
  • Redirect tracer with HTTP Headers
  • Outgoing links report with link highlighter and broken link checker
  • SERP positions
  • Country changer for SERP

The SEO toolbar is excellent for spot-checking issues with pages on your website. If you are not confident with inspecting the code, it can also give you valuable pointers on what elements you need to include on your pages to make them search-friendly.

If anything is wrong with the page, the toolbar highlights it, with red indicating a critical issue.

severity-highlight-ahrefs-seo-toolbarseverity-highlight-ahrefs-seo-toolbar

Favorite feature

The section I use the most frequently in the SEO toolbar is the Indexability tab. In this section, you can see whether the page can be crawled and indexed by Google.

indexability-tab-ahrefs-seo-toolbarindexability-tab-ahrefs-seo-toolbar

Although you can do this by inspecting the code manually, using the toolbar is much faster.

Price: Free

Like GSC, Google Analytics is another tool you can use to track the performance of your website, tracking sessions and conversions and much more on your website.

google-analytics-screenshotgoogle-analytics-screenshot

Most common reporting use case

GA gives you a total view of website traffic from several different sources, such as direct, social, organic, paid traffic, and more.

Favorite feature

You can create and track up to 300 events and 30 conversions with GA4. Previously, with universal analytics, you could only track 20 conversions. This makes conversion and event tracking easier within GA4.

Price: Free

Google Slides is Google’s version of Microsoft PowerPoint. If you don’t have a dashboard set up to report on your SEO performance, the next best thing is to assemble a slide deck.

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Many SEO agencies present their report through dashboard insights and PowerPoint presentations. However, if you don’t have access to PowerPoint, then Google Slides is an excellent (free) alternative.

google-slides-screenshotgoogle-slides-screenshot

Most common reporting use cases

The most common use of Google Slides is to create a monthly SEO report. If you don’t know what to include in a monthly report, use our SEO report template.

Favorite feature

One of my favorite features is the ability to share your presentation on a video chat directly from Google Slides. You can do this by clicking the camera icon in the top right.

share-video-chat-google-slidesshare-video-chat-google-slides

This is useful if you are working with remote clients and makes sharing your reports easy.

Price: Free

Google Trends allows you to view a keyword’s popularity over time in any country. The data shown is the relative popularity ratio scaled from 0-100, not the direct volume of search queries.

Most common reporting use cases

Google Trends is useful for showing how the popularity of certain searches can increase or decrease over time. If you work with a website that often has trending products, services, or news, it can be useful to illustrate this visually in your SEO report.

Google Trends makes it easy to spot seasonal trends for product categories. For example, people want to buy BBQs when the weather is sunny.

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Using Google Trends, we can see that peak demand for BBQs usually happens in June-July every year.

bbq-google-trends-graphbbq-google-trends-graph

Using this data across the last five years, we could be fairly sure when the BBQ season would start and end.

Favorite feature

Comparing two or more search terms against each other over time is one of my favorite uses of Google Trends, as it can be used to tell its own story.

google-trends-comparison-examplegoogle-trends-comparison-example

Embellishing your report with trends data allows you to gain further insights into market trends.

You can even dig into trends at a regional level if you need to.

regional-trends-via-google-trendsregional-trends-via-google-trends

Final thoughts

These free tools will help you put together the foundations for a well-rounded SEO report.

The tools you use for SEO reporting don’t always have to be expensive—even large companies use many of the free tools mentioned to create insights for their client’s SEO reports.

Got more questions? Ping me on X 🙂

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Study Reveals Potential Disruption For Brands & SEO

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Study Reveals Potential Disruption For Brands & SEO

A new study by Authoritas suggests that Google’s AI-powered Search Generative Experience (SGE), currently being tested with a limited group of users, could adversely impact brand visibility and organic search traffic.

These findings include:

  • When an SGE box is expanded, the top organic result drops by over 1,200 pixels on average, significantly reducing visibility.
  • 62% of SGE links come from domains outside the top 10 organic results.
  • Ecommerce, electronics, and fashion-related searches saw the greatest disruption, though all verticals were somewhat impacted.

Adapting to generative search may require a shift in SEO strategies, focusing more on long-form content, expert insights, and multimedia formats.

As Google continues to invest in AI-powered search, the Authoritas study provides an early look at the potential challenges and opportunities ahead.

High Penetration Rate & Industry-Wide Effects

The study analyzed 2,900 brand and product-related keywords across 15 industry verticals and found that Google displays SGE results for 91.4% of all search queries.

The prevalence of SGE results indicates they impact a majority of websites across various industries.

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The research analyzed the typical composition of SGE results. On average, each SGE element contained between 10-11 links sourced from an average of four different domains.

This indicates brands may need to earn multiple links and listings within these AI-curated results to maintain visibility and traffic.

The research also suggests that larger, well-established websites like Quora and Reddit will likely perform better in SGE results than smaller websites and lesser-known brands.

Shifting Dynamics In Organic Search Results

With SGE results occupying the entire first page, websites that currently hold the top positions may experience a significant decrease in traffic and click-through rates.

When a user clicks to expand the SGE element, the study found that, on average, the #1 ranked organic result drops a sizeable 1,255 pixels down the page.

Even if a website ranks number one in organic search, it may effectively be pushed down to the second page due to the prominence of SGE results.

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New Competition From Unexpected Sources

The study revealed that SGE frequently surfaces links and content from websites that didn’t appear in the top organic rankings.

On average, only 20.1% of SGE links exactly matched a URL from the first page of Google search results.

An additional 17.9% of SGE links were from the same domains as page one results but linked to different pages. The remaining 62% of SGE links came from sources outside the top organic results.

Challenges For Brand Term Optimization & Local Search

The study reveals that SGE results for branded terms may include competitors’ websites alongside the brand’s own site, potentially leading to increased competition for brand visibility.

Laurence O’Toole, CEO and founder of Authoritas, states:

“Brands are not immune. These new types of generative results introduce more opportunities for third-party sites and even competitors to rank for your brand terms and related brand and product terms that you care about.”

Additionally, local businesses may face similar challenges, as SGE results could feature competing local brands even when users search for a specific brand in a regional context.

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Methodology & Limitations

To arrive at these insights, Authoritas analyzed a robust dataset of 2,900 search keywords across a spectrum of query types, including specific brand names, brand + generic terms, brand + product names, generic terms, and specific product names. The keywords were distributed across 15 industry verticals.

The study utilized a consistent desktop browser viewport to quantify pixel-based changes in the search results. Authoritas also developed proprietary “alignment scores” to measure the degree of overlap between traditional organic search results and the new SGE links.

While acknowledging some limitations, such as the keyword set needing to be fully representative of each vertical and the still-evolving nature of SGE, Authoritas maintains that the insights hold value in preparing brands for the new realities of an AI-powered search ecosystem.

Why We Care

The findings of the Authoritas study have implications for businesses, marketers, and SEO professionals. As Google’s SGE becomes more prevalent, it could disrupt traditional organic search rankings and traffic patterns.

Brands that have invested heavily in SEO and have achieved top rankings for key terms may find their visibility and click-through rates diminished by the prominence of SGE results.

SGE introduces new competition from unexpected sources, as most SGE links come from domains outside the top 10 organic results. This means businesses may need to compete not only with their traditional rivals but also with a broader range of websites that gain visibility through SGE.

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As Google is a primary source of traffic and leads for many businesses, any changes to its search results can impact visibility, brand awareness, and revenue.

How This Could Help You

While the rise of SGE presents challenges, it also offers opportunities.

Taking into account what we’ve learned from the Authoritas study, here are some actionable takeaways:

  • As SGE favors in-depth, informative content, businesses may benefit from investing in comprehensive, well-researched articles and guides that provide value to users.
  • Incorporating expert quotes, interviews, and authoritative sources within your content could increase the likelihood of being featured in SGE results.
  • Enriching your content with images, videos, and other multimedia elements may help capture the attention of both users and the SGE algorithm.
  • Building a strong brand presence across multiple channels, including social media, industry forums, and relevant websites, can increase your chances of appearing in SGE.
  • Creating a trustworthy brand and managing your online reputation will be crucial, as SGE may feature competitors alongside your website.

Looking Ahead

While the long-term impact of SGE will depend on user adoption and the perceived usefulness of results, this study’s findings serve as a valuable starting point for businesses and SEO professionals.

By proactively addressing the challenges and opportunities SGE presents, you can increase your chances of success in the new search environment.


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