What is Search Generative Search (SGE)? 

Google’s Search Generative Experience (SGE) is a new feature of Google’s Search that incorporates generative AI capabilities, allowing users to ask questions and receive conversational-sounding text responses, along with images and videos. SGE has been live for a sampling of users for several months and has been used in over 100 countries.

SGE focuses on conversational queries and featured snippets, meaning results are more likely to appear as AI-generated text and media rather than typical web links. We anticipate this will increase the time users spend on SERPs and decrease the volume of searches that result in clicks to websites. As to what extent, there is no reliable data or benchmarks to forecast what precise impact should be expected, though some have predicted organic traffic to drop off by as much as 30%.

How the Search Experience Will Change with SGE

There are still many unknowns as to how SGE will change the search experience as many different versions of this feature are being tested. For example, SGE has appeared like this:

And like this for the same query a month later:

While we can expect more changes and there’s plenty of uncertainty, current signals indicate the following:

  • Organic result CTRs are likely to drop off when they are not included in the AI overview, as the AI overview will take up more real estate at the top of the results.
  • SGE tends to include fewer paid ads, though undoubtedly Google will find ways to preserve ad revenue, so we expect more testing of paid ad placements in SGE to come.
  • Because SGE also caters to follow-up questions to refine original searches, we expect an increase in long-tail keyword searches for more specific queries.

How to Prepare for SGE

  • Google has yet to provide any specific direction to publishers looking to be included in the AI overview, so the best bet is to familiarize yourself with AI snapshot content for target searches when available to look for clues. (That said, keep in mind that SGE is changing constantly – so avoid overly relying on one result to reverse engineer content when the same result the next day may look vastly different).
  • Most SEOs agree that at this point the best way to optimize for SGE is to ensure current SEO best practices are being met. Specifically:
    • Prioritize E-E-A-T Standards by demonstrating expertise and authority in your content. This includes engaging in link-building activities, garnering positive customer reviews, and showcasing case studies. Marketers should also incorporate subject matter experts in content creation when possible.
    • Ensure content offers clear, succinct answers to questions your audience is searching for.
    • Optimize for long-tail queries to cater to SGE’s emphasis on detailed, personalized answers.
    • Focus on well-research, high-quality original content that incorporates multimedia such as unique imagery, video and infographics.
    • Use structured data and schema markup to help AI algorithms better understand and summarize the content. (For example, using structured data helped this post rank for this topic):
  • On the paid side, plan to make adjustments for these more conversational searches. Long-tailed searches will, in many cases, be conducive to the increased emphasis on phrase and broad match keyword targeting to account for the increased variations.
  • Ensure landing pages are optimized to convert. As users have more of their questions answered directly in search, the segment that does click through to websites is likely more educated and closer to the consideration and decision stages of their journey rather than awareness. To convert these users, make sure consideration and decision stage pages are as optimized as possible to compel them to take the desired next step.
  • Continue to monitor SGE results for relevant searches and plan to test different content types and bidding strategies to assess the most efficient tactics for optimization.

Diversifying Channels

Along with optimizing content and ads for SGE, it will be increasingly important to prioritize collecting accurate first-party data as well as to diversify channels beyond search as the channel undergoes significant change. Given the reasonable likelihood that the impact on search effectiveness is significant, the following tactics should be considered:

  • Invest in data collection and enrichment as needed. Take steps necessary to ensure that not only are all contacts and critical data being captured manually and automatically in your CRM, but also invest in tools like Apollo, Clearbit, etc. if there are important gaps that prevent accurate segmentation and targeting (e.g. industry, job title, company financials).
  • Optimize and ramp up email marketing. Email is another channel that AI is already transforming, and it will be important to find ways to cut through the noise and rise above basic personalization (e.g. more contextual tactics than just including contact’s first name and what school they went to or what city they live in). We anticipate incorporating both AI and intent signals will eventually become table stakes to compete.
  • Custom audience-driven advertising. Use first-party data to target your leads and lookalike audiences directly on the channels they use to research solutions, such as LinkedIn and through interest-based placement, and target ads specifically relevant to these audiences.
  • Consider YouTube advertising. YouTube is the second biggest search engine and should be considered if high-quality video can be leveraged.
  • Incorporate more in-person marketing and business development. As search becomes more competitive, marketers should consider allocating additional budget for conferences, events and trade shows with the potential for qualified lead generation.

Bottom Line

We’re very much in the early days of SGE. There are plenty of unknowns, the SGE itself is constantly changing and there has yet to be any direction from Google. At this point, we recommend taking a four-pronged approach of:

  1. Ensuring that current search tactics adhere to the best practices above
  2. Allocating time to monitor SGE trends and test different tactics to adapt to the changes
  3. Continuing to prioritize the collection and management of first-party data
  4. Planning for expansion into a diversified channel mix

To discuss how you can adapt your strategy to SGE, get in touch.