What exactly is Google SGE?

In today’s rapidly evolving tech landscape, Google continues to push forward with its latest innovation: Search Generative Experiences (SGE). Introduced in the US in May 2023 for users to opt into the new feature, this AI-powered search model is set to revolutionise how we interact with search results. By harnessing generative AI, SGE aims to deliver more personalised and contextually aware responses to user queries.

Edit September, 2024 – Google SGE has now been renamed: AI Overviews.

The goal?
To anticipate user needs and refine search results seamlessly, making information more accessible without the extra effort.

SGE sets itself apart from traditional Google search by focusing on conversational queries and featured snippets. Rather than simply displaying website content, SGE generates AI-driven text that directly addresses user questions, potentially increasing user engagement on search engine results pages (SERPs).

It does this by gathering and combining data or information from multiple “trusted” high authority sites presenting its findings with reference links to the site the information was pulled from.

You might be wondering, will this decrease website traffic? Surprisingly, it doesn’t, if you make the necessary changes, in fact, SGE opens up new ranking opportunities for publishers.

By understanding and leveraging this AI-driven shift, businesses can explore innovative ways to boost traffic and strengthen their online presence.

For Google Ads, the changes will be minimal. Sponsored ads will still appear above and below the AI-generated responses. Ads positioned above the answer box should remain unaffected, though those below might see a slight decrease in clicks. Google aims to ensure this doesn’t discourage its search advertising clients, a significant revenue source.

Organic search positions wont change much—you’ll still see a list of websites on the page, now positioned below the AI-generated response. This shift means even the top organic results may require some scrolling down, with AI summaries being showcased prominently. The aim? To create a search experience that feels more like a natural, human conversation.

How will Google SGE impact SEO?

What does this mean for SEO? With Google SGE prioritising contextually rich search results, SEO strategies must adapt to this evolving landscape. Gone are the days of focusing solely on keywords and click-through rates. SGE values detailed, relevant answers, shifting focus from keywords to ensuring content aligns with searcher intent.

As AI summaries take centre stage in search results, their quality will shape user behaviour—either satisfying queries or prompting further exploration into traditional search listings. This underscores the need for well-structured, authoritative content optimised for these AI-driven summaries. Creating high-quality content that meets these criteria will be crucial for capturing user attention and driving engagement.

The shift to SGE could also bring about changes in target audiences.  During the short about of time that SGE has been employed by Google, it’s been noted that younger search engine users tend to respond more positively to SGE.

How to adjust site content for SGE prominence?

SGE aggregates information to generate comprehensive answers, highlighting the need for high-quality, well-researched content. Authoritative content that adds genuine value improves your chances of being featured in SGE summaries. Optimising for long-tail queries and focusing on specific user questions enhances visibility and engagement in AI-driven searches.

Incorporate lists and interactive elements into your content—SGE often includes these in its overviews. Visual content like charts and infographics, rather than stock photos, increases visibility. Structured data aids AI comprehension, enhancing your ranking in SGE. Clear, well-structured, and concise content is optimal for AI and will improve the search performance of your website content.

SGE personalises results based on users’ search histories and preferences, emphasising the need to consider audience segmentation and personalisation in SEO strategy.

Adapting your SEO strategy to align with SGE will help ensure your content is relevant and engaged with by searchers in this evolving search landscape.

What sets SGE apart from current SEO practices?

SEO optimises content for SERP rankings, visibility, and organic traffic, focusing on keywords, backlinks, and user experience. SGE, however, uses AI to generate contextually rich responses, prioritising comprehensive answers over specific content links. It aims to enhance search result quality through advanced AI and machine learning, and therefore search results will be continually evolving to improve user experience and content relevance.

Google SGE marks a significant shift from ‘traditional’ SEO, focusing on comprehensive, contextually relevant content and interactive user experiences. Adapting your strategy to these changes will be key to maintaining visibility and effectively engaging your audience in this new search era.

How Contactpoint is changing SEO activities

Whilst SGE has not yet rolled out to Australian searches in the Google search engine, we have already begun working with our clients for whom we provide SEO services, by giving greater priority to building out content on pages devoted to search topics via question and answer style content.

Using FAQ style content, such as in an accordion, in amongst more traditional content, is one strategy we are using.  Incorporating content in lists, where we expect this content to be valuable in answering a common search question, will also be employed when appropriate for a particular website.

We look forward to continuing to assess the results of these changes, and adjusting as client content appears in SGE results.

Other current SEO activities such as monitoring and gaining additional high-value backlinks to build domain authority, creating fresh well-optimised content, ensuring products are visible through the Google Shopping platform, and ensuring a high-performing website based on Google’s “Core Web Vitals” are still very important.

Looking to stay ahead in digital marketing? At Contactpoint, we specialise in tailored solutions to respond to continual online technology changes and, most importantly, to achieve your business goals. Contact us today to enhance your online presence and thrive in this evolving landscape.