Adapting your link building strategy to Google SGE. 

Thomas LAPORTE • 12 February 2024 • 30 min read
White paper cover

As we step into 2024, Google once again positions itself at the forefront of search innovation, following a year marked by significant updates, with Google SGE.

The tech giant is currently in the process of expanding its Search Generative Experience (SGE) updates.
It’s a development that promises to reshape the landscape of search engine optimization and link building.

With an emphasis on enhancing the user search experience, these updates signal a shift towards more meaningful and content-driven SEO strategies.

Google’s SGE updates are a strategic pivot aimed at prioritizing high-quality, relevant content reshaping its SERPs.

For marketers and SEO professionals, understanding and adapting to these changes is paramount.

This is where Getfluence steps in, offering a timely solution for brands and agencies.

But before, in the following sections, we’ll dive deeper into what the SGE updates, their implications for your link-building strategy.

And how leveraging Getfluence can turn these updates into an opportunity for growth and visibility in the digital space.

Understanding Google SGE’s 2024 Updates

sge how does it works

This main update is a significant move that’s set to redefine SEO, Google was rolling out its Search Generative Experience (SGE) in 2023, and now ready to implement it in 2024.

These updates are Google’s latest endeavor to enhance the search engine’s functionality. Google wants a more intuitive and user-centric search experience.

But what exactly does SGE entail, and how will it impact the strategies businesses?

What Are Google SGE’s 2024 Updates?

google sge

At its core, the SGE updates focus on leveraging advanced AI and machine learning technologies to better understand and interpret user queries. 

This is about about grasping the user’s intent behind a search to deliver more relevant, accurate, and comprehensive search results. 

The updates aim to create a more dynamic SERP, where the traditional search is expanded to include more generative responses.

how link building sge

Google SGE updates were in test in the USA and 120 countries, we’re on the cusp of a new era.

This pivotal shift redefines the essence of link-building strategies, urging a move towards connections that offer genuine value and alignment with user intent.

  • Quality Over Quantity: The age-old tactic of accumulating a high volume of backlinks for SEO ranking is set to become less effective. Google’s SGE will prioritize the quality and relevance of links over their sheer number. This means that links from high-authority, contextually relevant sites will carry more weight.

  • Content Authenticity: With a greater emphasis on understanding user intent, the content surrounding your links needs to be genuinely informative and valuable to the reader. This underscores the importance of placing links within high-quality, relevant content that aligns with user interests and queries.

  • User Experience: The SGE updates place a spotlight on the user experience. Links that contribute to a seamless, informative, and engaging user journey will be favored. This includes considering the placement of links, the usability of linked pages, and the overall navigational flow.

  • Conversational Queries and Long-tail Keywords: As the search engine becomes more adept at handling conversational queries, optimizing content and links for long-tail keywords and natural language will become increasingly important. This aligns with the trend towards voice search and the need for content that addresses specific user questions and needs.

For example, instead of optimizing for short, broad terms like “best laptops,” you’d focus on longer, more specific phrases. Such as “What are the best laptops for graphic design students under $1000?”.

This approach not only targets users’ specific needs and questions but also aligns with the natural, conversational style people use when speaking to voice-activated devices, increasing the likelihood of your content matching their queries.

Adapting to the New Normal.

tik tok research

Google’s recognition of TikTok as a growing search alternative for Gen Z, as highlighted in a recent survey, suggests a strategic response with the SGE updates.

The survey revealed that over half of Gen Z prefers TikTok for search, driven by the platform’s video format, relatable and personalized answers. 

This shift could indeed be a catalyst for Google to innovate and ensure its search engine meets evolving user preferences and behaviors, thus maintaining its relevance in a changing digital landscape​​.

For businesses and SEO professionals, the message is clear: adapt or fall behind. The SGE updates necessitate a more strategic, content-focused approach to link building.

This involves creating high-quality content that serves user needs, engaging with relevant, authoritative websites for link placement, and ensuring that every link adds value to the user’s search experience.

link building

The Google SGE 2024 updates signal a seismic shift in SEO, particularly in link building. As 

Google enhances its search engine to prioritize user experience, understanding, and content relevance, the traditional metrics and methods of link building are set for an overhaul.

Why? Because this update introduces a significant shift in link visibility, with 94% of SGE links differing from top organic search results

This divergence means traditional SEO strategies might not guarantee visibility within SGE’s AI-generated answers

For link-building, this underscores the importance of aligning content with SGE’s criteria, focusing on unique, authoritative sources outside the conventional top-ranking domains

Websites previously unable to reach top organic positions might find new opportunities within SGE, suggesting a strategic pivot towards broader content relevance and diversification. 

SGE is coming

Google’s SGE remains in Google Labs, signaling a cautious approach to AI search integration. It was in beta testing for the American market, all along 2023.

This decision aligns with Google’s tradition of AI utilization in the background, refining search without overtly foregrounding the technology. 

This strategy, contrasted with Microsoft’s Bing AI integration, suggests a focus on responsible, trusted AI use. Bing’s minimal market share growth post-AI integration possibly reinforces Google’s stance on AI’s background role in enhancing search experiences. 

SGE content strategy

To effectively prepare for Google’s SGE update, focus on enhancing the quality of both your content and backlink profiles. 

This means prioritizing links from reputable, relevant sources and producing content that genuinely meets user needs.

One key aspect of these SEO updates is the importance of Information Gain” in content. 

Google’s updated guidelines now place a strong emphasis on content that provides unique information, insightful analysis, and substantial value beyond what is readily apparent. 

Content creators are encouraged to infuse their articles with their unique perspectives, personal experiences, or expert knowledge to create content that stands out and is rewarded with improved search rankings.

Diversify your content to include varied formats that answer specific queries, and tailor your SEO strategies to emphasize user experience and content relevance, it will be fundamental. 

Adapting to these changes requires a strategic approach to content creation and link acquisition, emphasizing the value and relevance of each link within the context of improved user search experiences. 

While recent updates in search engine algorithms have prompted a shift in emphasis, the importance of backlinks remains undeniable.

However, the focus is evolving from the sheer quantity of backlinks to the quality and relevance of the content they are embedded within.

Backlinks have traditionally played a crucial role in search engine rankings, and they continue to be an essential factor in SEO success.

In the past, the prevailing notion was that the more backlinks a website had, the higher its search engine ranking would be. 

However, this approach has evolved over time. Search engines have become increasingly sophisticated, and they now prioritize the quality and relevance of backlinks over their quantity.

So, to update your link building strategy, SEO experts now advocate a diversified approach to link building. 

Strategies include digital PR, Help a Reporter Out (HARO), guest posting, link insertions, business directory citations.

These approaches aim to create a more holistic and natural link profile, aligning with Google’s evolving criteria.

How Getfluence Can Facilitate Adaptation to These Changes?


Google’s SGE updates for 2024 promise to bring significant shifts in how search engines prioritize and rank websites. To successfully adapt your link building strategy, it’s crucial to leverage innovative marketplace like Getfluence.

Getfluence serves as the bridge between brands, agencies, and influential digital media outlets. It simplifies the process of purchasing sponsored articles, making it an ideal conduit for connecting with media outlets willing to publish your sponsored content.

Notably, these articles often include SEO backlinks to the advertiser’s website, making them valuable assets for enhancing your online presence.

Accessing Getfluence is not only straightforward but also cost-effective. This flexibility ensures that businesses of all sizes can harness the power of sponsored content to strengthen their link building strategies in the face of Google’s 2024 updates.

The updates are expected to place a greater emphasis on the quality and relevance of backlinks, and sponsored content offers an effective means to meet these criteria.

Sponsored articles published through Getfluence provide a unique opportunity to embed high-quality, contextually relevant backlinks within authoritative content. 

These backlinks can significantly contribute to boosting your website’s credibility and search engine ranking.

If you decide to partner with influential digital media outlets, your business can ensure that your sponsored content aligns with the themes and interests of your target audience, making it more likely to earn valuable organic backlinks.

Moreover, Getfluence’s user-friendly platform streamlines the process of finding media outlets that are well-suited to your brand and industry. 

This convenience enables businesses to adapt swiftly to the evolving SEO landscape, ensuring that their link building strategies remain robust and effective in the face of Google’s SGE updates.

Leveraging Getfluence for SEO Enhancement with Google SGE’s Update

getfluence make the news

Getfluence offers a range of services designed to enhance your SEO visibility, drive traffic to your website, and boost audience engagement. 

Our marketplace connects international premium media outlets with advertisers looking to publish sponsored content. Here’s how Getfluence can assist you in achieving your communication objectives:

  • Quality Premium Links: Getfluence provides solutions to gain quality premium links for your link-building campaigns. Its extensive database includes thematic and international media outlets, ensuring you find the perfect partners for your website optimization needs.

  • Improved Brand Awareness: Build brand awareness by making headlines in the most influential media in your industry. Getfluence allows you to elevate your brand’s visibility by collaborating with reputable media outlets.

  • Reputation Management: Take control of your reputation by having control over the content published in the media. With Getfluence, you can ensure that the content aligns with your brand’s messaging, helping you gain influence with your audience.

  • Enhanced SEO Positions: Sponsored articles through Getfluence enable you to secure DoFollow backlinks from prominent media outlets, boosting your positions on Google. This link-building approach aligns with Google’s evolving criteria for search rankings.

  • Press Relations with Guaranteed Results: Relay your messages effectively and choose the media outlets where you want to be highlighted. Getfluence empowers you to engage in effective press relations and achieve guaranteed results.

Tips for Creating Sponsored Content that Aligns with Google’s New Guidelines

With Google’s increasing emphasis on content quality, creating sponsored content that complies with their guidelines is essential. 

As we said before, you will be able to craft high-quality content that addresses user intent, providing valuable insights and solutions. 

Diversify your content formats, incorporating videos, images, and interactive elements.

And, at least, optimize for mobile usability, as Google emphasizes the importance of a seamless mobile experience.

  • Understand User Intent: Delve deep into the mindset of your target audience. What questions are they asking, and what problems are they trying to solve? Tailor your sponsored content to address these specific user needs.

  • Provide Valuable Solutions: Don’t just promote your product or service; offer real value to your audience. Share expert insights, actionable tips, and valuable information that genuinely helps users.

  • Diversify Content Formats: Engage your audience through various content types, such as informative blog posts, engaging videos, eye-catching infographics, and interactive quizzes. For example, if you’re promoting a fitness product, create video tutorials demonstrating its use or design infographics illustrating its benefits.

  • Mobile Optimization is Non-Negotiable: With an increasing number of users accessing content on mobile devices, ensure that your sponsored content is mobile-responsive. Google rewards websites that provide a seamless mobile experience, so invest in responsive design and fast-loading pages.

  • Leverage User-Generated Content: Encourage your audience to share their experiences with your product or service. User-generated content, like reviews, testimonials, and social media posts, adds authenticity to your sponsored content and aligns with Google’s trustworthiness criteria.

  • Keep Abreast of Google’s Guidelines: Google frequently updates its guidelines. Stay informed about these changes and promptly adapt your sponsored content strategies to maintain trust and visibility. Google’s Webmaster Guidelines are a valuable resource to monitor regularly.

Let’s give an example of a content strategy for a product.

netlinking campagne

Let’s dive into an example scenario where we have a product to sell and need to construct a new strategy in light of the upcoming changes introduced by Google SGE. Here’s what we could do:

Our product: Smart Home Security System.

First of all, a comprehensive content strategy can be the key to success for your Smart Home Security System. We recommend focusing on educational blog posts to inform and guide your audience. Consider articles like “The Importance of Smart Home Security,” “How to Choose the Right Security System,” and “Tips for Securing Your Home.” These resources establish your brand as a trusted authority.

With SGE, it will be fundamental to understand different user needs, so create in-depth guides

These guides should cover everything from the basics of setting up your smart security system to advanced optimization techniques

Video tutorials are another essential component of your content strategy. Produce engaging videos that provide step-by-step instructions for installing and operating your security system. 

These tutorials can include troubleshooting tips, user testimonials, and even real-life scenarios where your system has proved invaluable. 

Basically, you have to:

  • Create User-Experience Focused Content: Develop content that answers specific queries, provides unique insights, or offers solutions not readily available elsewhere. This aligns with Google’s emphasis on content that offers information gain.

  • Leverage AI for Content Relevancy: Tools like Clearscope or MarketMuse can help predict how relevant your content is to user queries based on AI analysis, allowing you to adjust your content strategy accordingly.

And, for link-building strategy:

Guest Blogging: Identify authoritative websites and blogs within the home security niche. Reach out for guest blogging opportunities, sharing your expertise and linking back to relevant blog posts on your website. Contribute articles that focus on security trends, tips, or product comparisons to establish your brand as a trusted resource.

Link Building: Create high-quality, informative resources like e-books, whitepapers, or comprehensive guides related to home security. Reach out to websites and organizations in the security and home improvement industries, offering your resources for free, with a request for backlinks to your site as a source. You can use Getfluence to facilitate your journey.

Social Media and Influencer Marketing: Leverage social media channels to share valuable content and engage with your audience. Run contests, polls, and Q&A sessions to foster community involvement. Collaborate with influencers in the home security and tech space to review and endorse your product. Their endorsements can lead to backlinks from their blogs or social profiles.


With Google’s continued focus on user intent, content quality, and evolving algorithms, staying ahead of the curve is more crucial than ever. 

The arrival of Google’s SGE updates in 2024 is set to redefine the search engine landscape, emphasizing the importance of understanding user intent, enhancing content quality, and integrating advanced AI to improve search results. 

This shift necessitates a strategic rethink in SEO and link-building practices, urging marketers to adapt to a more content-centric approach that prioritizes relevance and user experience. 

Discover our newsletter

Get all our tips for developing your sponsored content

Try Getfluence

Give yourself the visibility your company deserves

Adopt Getfluence now and become the key player in your markets.