Google’s Generative Search Experience: Harmful to SEO?

According to a recent analysis by?Authoritas, the AI-generated answers in Google’s Search Generative Experience (SGE) do not match any links from the top 10 Google organic search results?93.8% of the time.?

The study focused primarily on commercial keywords and found that SGE accounted for?86.8%?of the keywords in this analysis.?

The study collected data for?1,000 commercial keywords?using data from a logged-in New York-based Google Chrome account holder over two days in December 2023.?

The study includes keywords in 10 categories: Automotive, E-commerce & Retail, Entertainment, Fashion & Apparel, Finance, Food & Beverage, Health & Wellness, Legal, Technology & Electronics, and Travel & Hospitality.

The study found that SGE often gives links to content not in top organic results, which could be a bright spot for websites that can’t reach the top 10 of Google’s organic results.?

However, the study also found that SGE is expected to reduce organic traffic significantly to websites for many keywords because searchers will be able to get the answer directly in Google’s AI-generated answer.

Why will SGE be Negative for SEO?

• Decreased organic traffic: SGE is expected to reduce organic traffic significantly to websites for many keywords because searchers will be able to get the answer directly in Google’s AI-generated answer.
• Less visibility for paid search: Google’s search advertising is a primary revenue source for many companies, so Google will need to tread carefully to ensure SGE doesn’t detract from it.
• Pushing organic results down: SGE will become the new position zero, appearing above organic SERP features like knowledge bars and featured snippets.?This is concerning to digital marketers, as it pushes organic results farther down the page, lessening the chances of users even seeing the top 5 ranked results.
• Risk of reduced interactivity with sponsored links: Because of the way SGE curates information during the search experience, there is a risk that it will reduce interactivity with sponsored links and “organic” (i.e., non-AI-generated) search results.
• Lack of transparency: SGE is still in the early stages of development, and there is a potential for inaccuracy.?Additionally, there is a lack of transparency in how SGE curates information during the search experience.

The emergence of Google's Search Generative Experience (SGE) poses challenges for SEO professionals as it is expected to significantly reduce organic traffic and alter user interaction with search results.

With SGE becoming the new position zero, pushing traditional organic results down the page, there is a heightened risk of decreased visibility and click-through rates for both organic and paid search.

Taylor Kurtz , an SEO Consultant for UNMiss, believes this is simply the new State of Marketing in 2024:

"The evolution of search algorithms demands a dynamic approach to SEO. As SGE takes centre stage, adapting strategies becomes imperative for maintaining online visibility and ensuring that content resonates with the evolving search landscape."

The lack of transparency in SGE's curation process further underscores the importance of staying informed and agile in the face of these transformative developments, emphasizing the need for continuous adaptation in SEO practices to navigate the evolving search ecosystem effectively.

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