We’ve all heard of SEO (Search Engine Optimisation), but have you heard of SGE? Google is combining the power of AI with their vast data resources and advanced search algorithms to create a more intuitive and efficient search experience – it’s called Search Generative Experience. It looks like an AI-generated answer at the top of your Google search, fully equipped with its own suggested links and further questions.

After testing it out in the US and several other countries in 2023, Google SGE is now being trialled in the UK to a select few users.

SGE could change the future of organic search and paid media. Read on to find out how and what this would mean for your business so you can be prepared.

What is SGE? (Search with Generative AI)

SGE, or Search with Generative AI, is Google’s latest advancement in leveraging artificial intelligence to enhance search results. SGE is different from traditional search algorithms, which rely on keyword matching, because SGE utilises the machine power of AI which can be more inquisitive to provide the user with better answers to user questions. This enables Google to generate more relevant and accurate search results tailored to user queries.

What are the benefits of Search Generative Experiences?

The introduction of SGE brings several benefits to both users and businesses. The AI responses will be able to provide well-rounded and complete answers to users, reducing the need to have to search again. This will also present opportunities for businesses to connect with their audience more effectively by offering deeper and more original content on their websites – a refreshing take on content that relies on simply matching keywords.

What will SGE mean for organic search rankings?

The good news for those businesses who are struggling to get to the first page of Google’s search page is that 94% of Google’s SGE links will be different from organic search, a recent study found, as SGE prioritises content over exact keyword matches. This gives each business and its link a fair chance of coming up at the top of the SGE search and getting in front of the eyes of more users.

How could SGE impact your organic traffic?

Having complex and in-depth answers conveniently as the first thing users see sounds great, however, a different study suggested the SGE could lead up to a 64% decline in potential organic traffic, simply because it will reduce the need for users to further research their query by clicking into your website.

Google’s aim for its customers has always been to give users the most relevant information as quickly as possible. With the introduction of SGEs, the future could look a little scary for businesses, as it reduces the need for a user to click onto a website, keeping those customers on Google online real estate and giving them the answers before even needing to click.

How will Paid Media Strategies have to adapt to SGE?

SGE also introduces new considerations for paid media strategies. Where once bidding on keywords was a foolproof strategy, SGE may change that, forcing paid media to focus more on creating ads that authentically resonate with target audiences. It will be vital for paid media strategies to adapt to the impact of SGE in continuing to understand audience behaviours and evolve alongside the likes of Search Generative Experiences.

Adapting to the new search norm

From what we’ve seen regarding the implementation of SGE, this is still very much in BETA stages with results not always matching a users search query, so there’s no need to tear your hair out just yet!

We will be keeping a close eye on when SGE is launched across all of the UK, but in the meantime, it is important to prepare by ensuring your website has well-rounded content, that is not simply based in SEO-matching keywords but also conveys a conversational tone that the AI will be looking for. Integrating original written and video content, social media posts, and images will please the SGE algorithm, and could give you the upper hand to be the first result users see.

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