Search Generative Experience – what is it and how will it affect SEO?

Artificial intelligence is getting bolder and bolder in marketing, and this trend has long been used in its products – advertising systems or Google’s search engine. With the advent of AI marketing, ChatGPT and other tools like it, the Mountain View-based authorities have decided to go a step further. As a result, will we soon forget about Google search as we know it? What plans for AI at Google are emerging in the US, and what is Search Generative Experience and how will it change our experience?”

What is Search Generative Experience (SGE)?

Google’s Search Generative Experience (SGE) solution, recently launched under the name „AI Overviews,” combines generative artificial intelligence with conventional search to provide users with concise and easy-to-understand answers, using validated information from reliable online sources. If you want answers quickly, but don’t have time to gather all the necessary information,AI Overviews minimizes the need for routine tasks by providing a quick overview of the topic and links to further information It is worth noting that currently the results constructed by AI are not available in the Polish version of the search engine, and it is not known when they will appear in it. Currently, AI in Google can already be used by all users in the US (previously, access could –but did not have to –be obtained by recipients who subscribed to Search Labs).

With SGE in Google, users will be able to:

• ask more complex and descriptive questions,
• get acquainted with information faster,
• ask additional questions based on the result,
• discover information using AI-generated links that contain additional information,
• make more informed product purchases based on their needs,

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What is generative AI changing in Google?

How is generative artificial intelligence, now also referred to as AI Overview, changing Google’s search engine?

• First of all, the results generated by artificial intelligence will push down to lower positions all those results we have known so far, that is, both Google Ads paid results and organic results, as well as the so-called featured snippets, which can eventually be found below the so-called fold line, that is, the content line that you can see without having to scroll.
• SGE marks a change in the way users are moved from point A to point B Previously, Google directed users to other sites, pulling them away from the search engine itself. Now the direction is different – Google wants audiences to stay within its structures for as long as possible without moving to the links displayed.
• It is important to remember that the AI-generated snippet consists of information from highly ranked, valuable and relevant content that appears in the SERP results for a given keyword, and the SGE will cite these sources in the AI result, so that users can go to the site if they wish However, given that users get answers to their specific questions so quickly, and can use SGE to ask follow-up questions, searchers will have less reason than ever to actually click blue links in the SERP.
• While the SGE is changing the nature of the SERP, Google has a compelling reason not to remake the search engine entirely and remove links to sources, and that reason is Google Ads Google generates high revenue from ads, so it has a personal monetary interest in displaying them. This means that although the SGE will change the appearance of the search engine, certain elements will definitely remain in it, perhaps changing their appearance.

How Search Generative Experience works in practice?

Wondering how AI works in Google in the form of Search Generative Experience? In practice, in certain cases where users have a specific question, Google’s artificial intelligence will go through the top-rated search engine content on a given topic and generate a specific answer to that question, reducing the need for the user to click a link and visit the site.

It may happen, however, that the AI result is not taken into account – such a situation currently affects about 15% of queries. Unusually, AI Overview does not appear in the following query categories:

• Queries related to sensitive health, financial and legal topics – Google avoids generating AI summaries for so-called YMYL (“Your Money, Your Life”) queries, which relate to health, medicine, finance and law, to minimize the risk of presenting misinformation.
• Pqueries that are very precise or require simple facts – for queries that can be answered with a short, direct result (e.g., definitions, numbers, simple facts), traditional features such as highlighted passages or knowledge panels are still preferred. SGE is more often used for more complex queries requiring multi-step reasoning
• Some categories of entertainment queries – Google is currently testing the inclusion of SGE results in areas such as food, recipes, movies, music or hotels, but may limit the use of AI Overview depending on the quality of the content or the specifics of the query. Google is analyzing whether AI Overview is a good fit for the nature of the query and will not always activate AI for more popular, fun queries.
• Unordered lists – these are lists that cover a variety of items and can be displayed with or without accompanying descriptions. This module organizes information in a simple bulleted format.
• Organized lists – are lists that are ordered and arranged for a specific purpose. Like unordered lists, they are presented with and without descriptions, depending on the nature of the keyword.
• Rescriptions – for queries related to cooking or food preparation, SGE renders „recipe cards.” These cards provide concise, organized information suitable for cooking-related searches.
• Local Results – this module presents local search results, including maps, for queries where geography is key. It is particularly useful for searches that are local or regional in nature.
• Product Views -SGE offers different ways to view products, adapting the presentation style to the nature of the products being searched. This module improves the user experience by providing customized product views in search results.
• Code Blocks – for technology-related queries, especially those involving programming or coding, SGE is able to generate „code blocks.” These are segments of code relevant to the user’s query, providing direct and practical information for technology-oriented searches.
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• Instead of generalities, focus on specific problems and questions users may have Example: instead of writing an article titled „Financial advice,” focus on „How to save for retirement at age 30.” – this is not only more attention-grabbing, but also better addresses users’ specific needs. Use analytics tools like Google Trends or Answer the Public to find topics of interest to users to uncover niche questions and terms that are frequently searched but less frequently discussed.
• Apply a question-answer approach – consider creating an FAQ section at the end of an article or blog post. The FAQ doesn’t have to be standard – the answers can be expanded and enhanced with links to the main parts of the article, which helps both users and Google’s algorithms.
• Add examples, case studies and user stories – for example, for an article on social media marketing, present success stories of your clients who gained popularity thanks to a certain strategy. Describe the steps they took and the specific results they got, which will increase the authenticity of the content and make it more valuable.
• Enrich content with infographics and multimedia – when creating content about a complex process, include infographics that illustrate the steps. This will make it easier for users to understand the process, and Google’s AI will likely highlight such content in SGE results.
• Use H2 and H3 headings to clearly separate sections of the article Each heading should answer a specific question or topic, allowing AI to better understand the structure of the content.
• Show diverse perspectives or expert opinions – add expert statements or comparisons of available options in the content to help users make an informed choice. These opinions can come from users or experts in the field.
• Create infographics to illustrate more complex processes or data.
• Create infographics to illustrate more complex processes or data.
• Create a short video for content, add it to the YouTube platform, and then embed the link in the article.
• Use interactive graphics and animations, GIFs or memes if they fit the tone of your brand’s statement and communication style.
• Add podcasts to articles.
• Include a quizzes or polls section in the article.
• Use photo galleries and slideshows.