Google’s Search Generative Experience (SGE) – What You Need to Know

Google’s Search Generative Experience (SGE) has been in testing for a while and is now live and available to the public. SGE brings the power of AI directly into search results, delivering AI-generated responses based on the query entered. Whether you’re asking for a recipe, exploring a new city, or looking for a quick fix for a household task, SGE offers users AI-generated results displayed at the top of traditional search results.

What is SGE? Launched in the US in May 2024, SGE harnesses generative AI to transform the way we search by providing concise overviews in the Search Engine Results Pages (SERPs). This means users no longer have to click through to websites to find answers—the information is right there on the results page. However, this evolution in search also brings challenges, particularly for businesses relying on organic traffic.

SGE is not yet available in the UK, but we’re expecting significant changes to SEO and digital marketing strategies once it arrives. It’s essential to prepare now, as the full impact on UK search results is yet to be seen.

How Does SGE Work? SGE works by generating quick, AI-powered overviews of search queries, much like tools such as ChatGPT or Bing Chat. These overviews are displayed at the top of the SERPs, alongside traditional web results, providing users with faster, more intuitive answers.

Some key features include:

• AI Snapshots: An overview of key topics with links to relevant resources.
• Follow-up Questions: Users can refine their search with additional queries or suggested next steps.
• Vertical Experiences: Tailored results for shopping or local searches, including product reviews, pricing, and images.

While SGE has immense potential, there are still limitations, such as misinterpretations of data and occasional factual inaccuracies (known as hallucinations). Like all Large Language Models (LLMs), SGE is evolving, and Google has acknowledged that it won’t always get it right.

What’s Next for SEO? SGE is set to change the way we approach SEO. With AI-generated answers occupying prime real estate on the results page, traditional metrics such as Click-Through Rate (CTR) and keyword rankings could be significantly affected. While transactional queries may be less impacted, long-tail queries could see a dramatic drop in CTR—some sources suggest a potential 50-90% reduction.

However, this doesn’t mean SEO is obsolete. Instead, it’s about evolving your approach. Here are some ways to prepare for SGE:

• Focus on Relevance: Your content must go beyond keywords. It should align with the user’s intent and provide value that’s relevant to the search query.
• Boost User Engagement: Content should not only answer queries but encourage users to explore further—whether through links, calls to action, or additional resources.
• E-E-A-T Principles: Adhering to Experience, Expertise, Authority, and Trust (E-E-A-T) remains crucial for building credibility, both in traditional search and within SGE results.
• Citations & Links: Authoritative links and mentions from trusted sources will be more important than ever in ensuring your content performs well within SGE.

How we can help: At Optix Solutions, we’ve been preparing for SGE’s rollout by fine-tuning our strategies to ensure our clients are ready. From optimising for E-E-A-T to enhancing user engagement and citations, we’re helping businesses stay ahead in this rapidly changing landscape.

While SGE is still in its early stages, there are already steps businesses can take to enhance their visibility and maximise their performance in search. If you want to future-proof your SEO strategy, now is the time to act.

Get in touch to find out how we can help your business thrive in the new era of search.