Everyone is talking about the Search Generative Experience (SGE), even though it hasn’t even arrived in Europe yet. That’s because it’s supposed to take Google’s search results to a whole new level—no longer just lists of links, but clearly worded answers to search queries.
In this article, we explain:
- how it works,
- what impact it has on SEO and
- how companies can prepare for this.
How does Google SGE work?
Google’s Search Generative Experience (now also called Google AI Overview) uses artificial intelligence to answer questions directly within Google itself. The AI retrieves information from various web pages and combines it.
Similar to ChatGPT, users receive precise answers—known as AI-powered summaries. Even complex, detailed queries are said to be no problem for Google SGE. This eliminates the need to search for answers on various websites on your own.
The rollout is expected to be completed by around the end of the year and will then reach over one billion users.
An example
Someone types the following into the Google search bar: “Which is better for families with children under 3 and a dog, Bryce Canyon or Arches National Park?”
The Google SGE result is a paragraph of text describing where dogs and children are both welcome and what the highlights are.
In addition, a carousel of links appears on the right side. Only the first three most relevant results are visible. However, you can swipe right to see more page suggestions.
Now, if you’d like, you can ask follow-up questions using the button in the lower left corner. This takes you into a conversation mode that we’re already familiar with from ChatGPT.
Alternatively, you can click on one of the suggested follow-up questions to get more information.
The “traditional” search results appear below those.
Where is Google SGE available?
To date, it is used in over 120 countries and territories. These include Mexico, Brazil, South Korea, Indonesia, Nigeria, Kenya, and South Africa. Originally, SGE could only be used in three countries—the United States, India, and Japan.
Google SGE supports search in four languages:
- Spanish
- Portuguese
- Korean
- Indonesian
In general, it will be introduced in phases. English-speaking markets will be given priority in the initial phase. The rollout in Europe is still expected.
What impact does Google SGE have on SEO?
Changes to the SERP layout: AI-generated answers are displayed directly below the search bar in Google. As a result, not only do paid Google Ads move down one row, but so do organic results. This significantly reduces visibility and click-through rates.
Higher Standards for Content Quality: SEO must focus more on high-quality, unique content. It must offer more value than simple, quickly answerable questions. Content must include in-depth information, original data, or unique perspectives.
Interactive search experiences: Google SGE allows users to ask follow-up questions. Websites must therefore offer content that addresses potential additional questions and provides comprehensive information.
Transactional Content: Companies should place greater emphasis on transactional content. This refers to content that motivates users to take actions such as making purchases, signing up, or downloading files. This increases the chances of appearing in AI responses.
Adapting to AI Responses: Ideally, content should appear directly within the AI’s responses. To achieve this, additional visual elements that are relevant to the searcher must be incorporated.
New ad formats: Google Ads won’t be sidelined by SGE, since the ads are a very lucrative business for Google. However, new formats are expected to be tested, which may be included in the AI responses.
How do you optimize for Google SGE?
To start optimizing now, companies should adjust their SEO strategies and consider the following measures:
- High-Quality Content: Create well-researched, detailed, and relevant content. This content should address the specific questions and concerns of your target audience. Quality remains the key, as SGE prioritizes content that is comprehensive and useful.
- E-E-A-T Principles: Focus on expertise, experience, authoritativeness, and trustworthiness. Publish relevant content that adds value, and ensure that your website is perceived as trustworthy and authoritative.
- Content Freshness: Keep your content up-to-date and relevant. Update existing content regularly to ensure it reflects the latest information and trends.
- Technical SEO: Make sure your website has a solid technical foundation, including mobile optimization. Ensure very fast loading times and a clear URL structure. Also, optimize the user experience (UX).
- User-Centric Approach: Make sure your content is tailored to your users’ needs and questions. Use natural language and answer frequently asked questions directly and concisely.
- Structured Data: Implement structured data to help search engines better understand your page’s content. This can increase your chances of appearing in Google SGE results.
- Long-tail keywords: Use detailed and specific long-tail keywords to better target precise search queries. Long-tail keywords allow you to more accurately match search intent and deliver more relevant content.
- Awareness Phase: If users can have a conversation using the right questions, they will most likely adapt the way they search. Similar to ChatGPT, there may be an increase in searches for purely informational content. This offers companies the opportunity to position themselves as experts in this area.
What are the key takeaways regarding Google SGE, and what isn't working yet?
Google SGE will fundamentally change the way we search. For business owners and users, this means adapting to the new layout of search results.
At the moment, however, it doesn’t work perfectly yet. It has come under criticism primarily due to issues with accuracy and reliability. This is because Google SGE doesn’t recognize irony and thus sometimes provides incorrect answers based on such statements. This can be particularly misleading and dangerous when it comes to sensitive or medical topics.
Despite the introduction of Google SGE, the fundamentals of SEO remain unchanged. Content must be excellent, unique, and tailored to users’ needs. That, combined with a solid SEO foundation, is the key to success.
