The world of search is constantly evolving, and Google is no stranger to pushing the boundaries of what’s possible. In May 2023, Google introduced the Search Generative Experience (SGE), experimental AI-powered search results, hoping to improve the search experience. In the good old days (which weren’t that long ago), you typed a query, hit enter, and Google presented a list of links. Now, with SGE, it’s like Google’s playing mind reader. It anticipates your needs, offering a more interactive and dynamic search encounter. 

SGE is currently an experiment, but its potential impact on the search landscape is immense. Google has yet to confirm the exact launch date, but it is suspected that the experimental phase will last until the end of this year. Does that mean that the US users, plus many other countries worldwide (except for the UK and EU countries!), will wake up on the 1st of January to a new look in their search results? It is still unclear, but it might just be Google’s New Year’s present. 

Being an experiment, there is much volatility in SGE at the moment. Google is testing the position and frequency of ads in SERP, the layout, keywords, and so on. For example, back when it was first announced, the AI-generated result occupied the majority, if not all, of the top of the SERP layout, pushing down all other search results. However, recently, we’ve seen that the new AI ‘box’ has collapsed, allowing more organic search results to be visible closer to the top of the page. 

How will SGE benefit its users?

In contrast to traditional search results that present a list of links, SGE presents concise and informative summaries directly within the search results page. The idea is that with SGE, users can quickly grasp the key information from search results without navigating to multiple websites. So far, the experiment has shown that informational queries make up most of the queries for which the summaries are generated immediately.

But wait – what’s SGE’s impact on SEO?

SGE’s emergence presents both challenges and opportunities for SEO professionals. SGE could lead to more zero-click searches, where users don’t click on any of the links in the search results. This is because SGE is able to provide users with the information they need without them having to leave the search results page. Also, Google may need to change its ranking factors to account for SGE. For example, they may start prioritising websites that are better at generating engaging and informative summaries.

The experts agree: a strong technical SEO game and top-quality, helpful content will still play the lead role in whether the bots will pick up and feature the page in Pandora’s box of the new SERP. Creating high-quality, informative content will still be paramount. Images, video content, and structured data are taking the front stage, too. Also, one of the main points is still ensuring the site is mobile-friendly. SGE is all about a seamless experience, meaning mobile optimisation is non-negotiable.

Should we panic? No!

SGE is a big step forward for Google Search and will likely significantly impact organic traffic. But there should be no room for panic. What SGE will bring and how it will perform is still being determined, especially as it still needs to become available in the UK and the EU. The market and the search results will have to be monitored closely to see how they’re being affected. Luckily, we will have the US market to learn from before it hits the UK! Download the complete This Year in SEO 2023 report.