HomeSEO & ContentWhat Is Google SGE? How Marketers Can Prepare

    What Is Google SGE? How Marketers Can Prepare


    Google SGE (Search Generative Experience) is a new search experience that uses generative AI to help people learn more about the topics they are interested in.

    It is still under development, but it has the potential to revolutionize the way that people search for information online.

    However, it also has the chance to disrupt SEO professionals, website owners, and marketers as it will change the way that people search for information online.

    In the past, people would often click on multiple links in order to get the information they needed.

    However, with Google SGE, people are more likely to get the information without needing to click anything.

    This means that it is more important than ever to create high-quality content that is optimized for Google SGE.

    Don’t worry about the negative impacts of SGE though, try to look at the opportunities and what can be done to prepare for it.

    That’s what I am going to cover in this article, so you can be ready when the AI search feature rolls out publically worldwide.

    What Is Google SGE?

    Google’s Search Generative Experience (SGE) is a feature that enhances the search experience by integrating generative AI technologies.

    Currently available through Search Labs in the US (English), users can opt into SGE by tapping the Labs icon in the Google app or on Chrome desktop.

    The generative AI capabilities in SGE aid in better understanding and learning from web information, and include features for visualizing ideas through generated images and text.

    SGE, which is continuously improved based on user feedback, showcases a set of search and interface capabilities that bring AI-powered results into Google’s search engine query responses, making the search experience more interactive and enriched.

    For example, instead of clicking on websites for the information you searched for, Google will use AI to collate that information and display everything in one box, making it easier for the user to see what they need.

    Key Features

    Some of the key features of SGE include:

    Quick and concise answers to questions

    Google SGE can provide quick and concise answers to users’ questions without them having to click on any links.

    This can be very helpful for simple questions. For example, if you search for “What is the capital of France?”, SGE will provide you with the answer (“Paris”) without you having to click on any links.

    Comprehensive summaries of complex topics

    Google SGE can generate comprehensive and informative summaries of complex topics, such as the theory of relativity.

    This can be very helpful for users who are trying to learn more about a complex topic but don’t have the time to read a long and detailed article.

    Interactions with the SGE results

    When you use SGE for a search query, suggestions will actually appear at the bottom, encouraging you to continue the search with AI.

    As you can see in the image below:

    This encourages users to remain within the SGE search feature and disregard the rest of the SERPs.

    Exploration of new and interesting topics

    Google SGE can also be used to explore new and interesting topics.

    For example, if you are interested in learning more about the history of space travel, Google SGE can generate a list of relevant articles, videos, and images.

    Google SGE is different from traditional search engines in a few ways.

    As you can see in the image below, SGE provides an entirely new search experience.

    Credit: Search Engine Land
    • It uses generative AI to generate content, rather than simply indexing and ranking existing content.
    • It is more focused on providing users with the information they need quickly and easily, rather than simply ranking links to external websites.
    • It doesn’t appear in a list format like regular websites, but rather in its own box with a snippet of collated information.

    How SGE Works

    Google SGE works by using a large language model (LLM) to generate text, translate languages, write different kinds of creative content, and answer your questions in an informative way.

    The LLM is trained on a massive dataset of text and code, and it is able to generate text that is both coherent and informative.

    Users simply type their search query as normal and the generative AI results will appear when possible.

    See an example below of the SGE box:

    Therefore nothing extra is needed from the user end – unless Google chooses an opt-in service when it is rolled out.

    Google SGE is likely to have a significant impact on user search in a number of ways.

    More informative and relevant results

    Google SGE is able to understand the quality and relevance of content better than traditional search engines.

    This means that users are more likely to see informative and relevant results at the top of the search results page.

    Improved user experience

    Google SGE is able to provide users with the information they need quickly and easily.

    For example, SGE can provide answers to users’ questions without them having to click on any links. This can save users a lot of time and effort.

    New ways to search

    Google SGE opens up new ways for users to search. For example, users can now search for information using natural language queries.

    This means that users can ask questions in the same way that they would ask a friend or colleague.

    More personalized results

    Google SGE is able to personalize the search results for each user. This is done by taking into account the user’s search history, interests, and location.

    As a result, users are more likely to see results that are relevant to them.

    More engaging results

    Google SGE can generate more engaging results than traditional search engines.

    For example, SGE can generate images, videos, and other multimedia content. This can make the search results more visually appealing and engaging for users.

    Why is Google SGE important for SEO professionals and marketers?

    Google’s search engine is a major factor in SEO and marketing, therefore any changes that alter the way it functions and works (like algorithm updates) can have a profound impact.

    Such as every time Google releases a new algorithm update, it can either cut a website traffic or half or double it; for many, this has a direct correlation to sales and revenue.

    Therefore with SGE around the corner, there are many concerns and worries.

    So why is Google SGE important for SEO professionals and marketers?

    Here are some of the reasons I believe SGE is important for SEO professionals and marketers (these are not facts but assumptions):

    Click Through Rates Will Likely Change

    Currently, the goal for website pages is to show in the top 10 results for a search query as these XXXXX fact.

    When Google SGE returns the desired result in a condensed format that takes up a large portion of the search results page – at the very top – it’s likely users will find no need to scroll to other results.

    If the user is satisfied with the generative AI result provided, they will also find no reason to click on the sources within this SGE box.

    For example, the below image is the SGE result box.

    Then when the user scrolls down, the next section is reserved for video.

    The next section after the video results is the ‘People Also Ask’ section.

    Finally, after getting past those results, the user can see standard SERP results and click on links.

    As a result, CTRs will drop significantly, especially for those sites that are either not included in the SGE results or are lower down in the SERPs.

    Impact on Google PPC Ads

    Currently, when users are on the SERPs, paid advertisements are displayed as the first results depending on the search query.

    When testing the generative search experience, it’s unclear where paid ads will show and whether they will be included within the SGE box.

    If they are not, this means they will occupy the SERP real estate underneath the SGE box – likely resulting in reduced impressions and reduced CTRs.

    Of course, this is speculation and could change following the public release of the feature, after all, Google will not want to lose ad revenue.

    E-commerce results can change

    Depending on the search query, e-commerce products are likely to show more frequently within the generative AI search.

    Depending on how effective this is, it could be better or worse for product sales.

    For example, currently, when users search for products, the SERPs show a carousel of different products and more.

    With the new SGE box, the number of products shown could be less – leading to increased competition and lower engagement.

    As you can see in the below image, product results are displayed as a part of regular queries.

    This list of product links actually continues for roughly 10 products, with small descriptions next to them.

    Therefore this could lead to increased clicks for products.

    Organic traffic could drop

    As mentioned previously, if Google is providing comprehensive information for a search query in one section – users might not need to visit links to learn more.

    If this is the case, SGE could significantly impact organic traffic to all sites in the SERPs, including those that are used as sources for the SGE content.

    It’s impossible to estimate a percentage drop at this current time, but once SGE is rolled out permanently marketers should be monitoring metrics closely.

    SEO efforts might need to shift

    The goal of SEO is to increase the visibility of web pages in the SERPs.

    However, with Google using sites as sources within the SGE section, SEOs could be faced with the challenge of optimizing for AI search results.

    Although Google is likely to use the same E-A-T and algorithmic factors to determine the sites used for sources, it’s still essential for marketers to be aware of.

    For example, Google SGE will likely increase the importance of high-quality content. ]

    Therefore it is more important than ever to create content that is informative, engaging, and relevant to users’ needs.

    Pros of Google SGE for marketers and SEO

    Instead of stressing over the impact of Google SGE, there are some potential pros to consider when the AI feature is launched:

    Increased visibility

    Google SGE is likely to increase the visibility of websites with high-quality content that is relevant to users’ needs.

    This is because Google SGE is able to understand the quality and relevance of content even better than traditional search engines.

    When these results are used for an AI search result – the websites will be shown as a source with tiles for users to click on.

    Also, if the SGE result is comprehensive it could include sources for multiple websites, actually increasing your visibility more than in the regular SERPs.

    New opportunities for marketing and SEO

    Google SGE opens up new opportunities for marketers and SEO professionals.

    For example, marketers can use Google SGE to create more targeted and effective marketing campaigns.

    SEO professionals can use Google SGE to improve their content optimization strategies.

    They can identify new keyword opportunities and create content that is specifically designed to rank in Google SGE.

    Cons of Google SGE for marketers and SEO

    Reduced click-through rates

    As mentioned above, Google SGE is likely to reduce the number of clicks to organic search results.

    This is because Google SGE is able to provide users with the information they need without them having to click on any links.

    For marketers and SEO professionals, this means that they may need to focus on other metrics, such as time on page and engagement, to measure the success of their campaigns.

    Increased competition

    Google SGE is likely to increase competition for rankings in the search results.

    Especially as more websites will be able to rank for the same keywords within the same AI-generated results.

    For marketers and SEO professionals, this means that they will need to work harder to create high-quality content that stands out from the competition.

    New skills required

    Google SGE requires marketers and SEO professionals to learn new skills.

    For example, marketers need to learn how to create content that is optimized for Google SGE. This may involve using new tools and techniques.

    SEO professionals need to learn how to track and measure the performance of their content in Google SGE. This may involve using new metrics and analytics tools.

    How to prepare for Google SGE

    Currently, marketers and SEOs should be focusing on existing ranking factors, Google guidelines, E-A-T, optimizing web pages for search results, and user experience.

    Doing everything possible to improve the content and web pages now will ensure readiness for the Google SGE rollout.

    Here are some specific tips for preparing for Google SGE:

    Optimize your content for Google Search

    This includes making sure that your content is well-written, informative, and relevant to the keywords that people are searching for (search intent).

    Use best practices for SEO such as using relevant keywords, engaging titles and meta descriptions, internal linking, and so on.

    Follow E-A-T

    Expertise – Authoritativeness – Trustworthiness, is a part of Google’s algorithm and WILL impact your rankings.

    I also expect this to play a huge role in the SGE experience.

    There are many different requirements to meet E-A-T guidelines which you can learn more about here.

    Focus on attractive titles 

    As currently seen within SGE, your site could be displayed as a tile with a title and image.

    Therefore, the start of the title of your web page or content should be catchy and effective.

    This should be standard practice anyway.

    You might also need to test variations of titles to see how they are interacted with in the SGE search.

    Use Catchy images

    Linking to the point above, these tiles will also display a small image, like in the example below.

    If you have a generic and boring image that doesn’t stand out, users are likely to ignore it.

    This might require some testing, especially with sizing if you use text overlays.

    Monitor keywords and metrics

    When Google releases the SGE feature to the SERPs, be sure that you are regularly tracking the performance of your pages and keywords.

    This is the only way you can be sure to identify the impact that it will have on your site and content.

    Don’t react

    Similar to Google’s algorithm updates, when new features are rolled out, SERPs are expected to be volatile.

    The best thing to do is wait for a month or more and monitor how search performance changes.

    Keep up to date with SEO news, monitor your performance, and check for Google announcements.

    Usually, sites settle down and return to normal following an update, so reacting immediately could do more harm than good.


    Ultimately, no one knows the impact that Google SGE will have on performance for SEO and for marketers.

    Continuing to follow best practices and focusing on a positive user experience will ensure you are ready for the rollout.

    Chad Wyatt
    Chad Wyatt
    Chad Wyatt (MBA) is a professional in the digital marketing industry, specializing in content marketing, SEO, and strategic marketing initiatives. With a track record as a 6-figure marketing entrepreneur, Chad brings a wealth of knowledge and experience and has been recognized by renowned media outlets such as CNN, Business Insider, Yahoo, MSN, Capital One, and AOL, where he has been featured for his industry insights and success stories.


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