What is the Search Generative Experience (SGE)?

Google’s SGE is an advancement in the search experience that uses generative AI to deliver users not just direct answers, but also additional links and recommendations that enrich their search. The SGE even allows users to interact conversationally with Google, asking follow-up questions to dive deeper into the information provided.

How Will This Affect SEO?

With the introduction of SGE, click-through rates (CTR) may decrease for sites that appear below the AI-generated snapshots in search results. This is a concern for SEO professionals, as users may find the answers they need without clicking through to other websites.

To mitigate this impact, businesses must monitor when their pages appear in these snapshots and adjust their content strategy accordingly. Creating content that is not only informative but also visually appealing and highly shareable will be essential for maintaining and improving visibility in search results.

What Can Businesses Do?

As AI becomes more integrated into search, businesses need to focus on creating content that stands out for its Experience, Authority, and Trustworthiness (EEAT). This quality framework is crucial for search engines to consider content valuable and relevant to users. Additionally, websites must optimize their user experience (UX) and page speed, as these factors will also play a significant role in attracting and retaining visitors.

In summary, as artificial intelligence continues to evolve and shape the future of SEO, businesses must adapt quickly to stay competitive. The key will be to co-create with AI, leveraging its capabilities while also highlighting the unique value that only humans can bring.