Google’s Search Generative Experience (SGE) Explained
Since it was announced, Google’s Search Generative Experience (SGE) has been making waves within the rapidly changing search marketing landscape.
Google has taken significant strides to simplify the user journey since its inception in 1998, with its new generative search engine - powered by generative AI - now live in select countries. After a prolonged period of testing, it was made accessible to users in the US in May 2024, with a host of AI-powered enhancements also integrated into traditional search to help streamline the information-seeking process.
We explore what SGE is, how it works, how to enable it, how it compares to traditional search, what’s new in SGE, the impact it will have on PPC and SEO, and how businesses can adapt to these changes.
What Is SGE?
Search Generative Experience (SGE) is an opt-in experimental search experience that uses generative AI to deliver clear overviews of search queries without the need to scroll and click on individual web pages. It works best when users ask more detailed questions in search, providing concise summaries and quickly helping with tasks such as discovering topic overviews, displaying key takeaways, and obtaining how-to instructions. Additionally, users can engage in conversational follow-up queries and interact with Google’s AI search chatbot Gemini (formerly Bard), which has been enhanced and customised for search.Currently, SGE is in beta and is gradually being rolled out through Google Search Labs, with Google AI Overviews (AIO) starting to appear in search queries for a limited number of logged-in users in the UK.Google AI Overviews - formerly part of Search Generative Experience (SGE) - are expected to fundamentally change how sites are found in search engines, having a knock-on effect on your website’s visibility in paid and organic search. Sign up to our newsletter for the latest developments.
How Does Google SGE Work?
To understand how Google’s Search Generative Experience (SGE) works, it is essential to first understand the meaning of Generative Artificial Intelligence (GenAI). Generative AI goes far beyond standard AI that programmes machines to mimic human intelligence to perform tasks. Instead, it describes advanced algorithms or models powered by machine learning that can create new content on demand, including text, images, audio, simulations, videos, and even code.Examples of generative AI algorithms include DALL-E, ChatGPT, Gemini, and Bing AI, which are powered by Large Language Models (LLMs) trained to learn from vast amounts of data without human intervention.
This is expected to revolutionise search by integrating generative AI with Google’s core ranking systems to better understand user queries and provide more helpful and reliable results.
How To Enable Google AI Search
To enable Google SGE, you need to manually opt-in through your Chrome browser or download the latest version of the Google app on your Android device. You will also need to have a Google account, be 18 or over, and reside in one of the 120+ countries where Google SGE is currently available. Follow these seven steps to turn on Search Generative Experience (SGE):
#1 Open Chrome in your browser or launch the Google app on your Android device.
#2 Open a new tab and navigate to Google (Chrome only).
#3 Make sure you’re signed into your Google account.
#4 Select the “labs” icon at the top right of the page or via the app. If you can’t find it, it is likely not available in your country yet.
#5 Click the toggle icon to activate the experiment.
#6 Agree to the Terms of Service.
#7 Tap the option to “try an example.”
It may take some time for the experiment to appear, where you should begin to see AI-generated responses at the top of Google Search Engine Results Pages (SERPs) for certain queries using generative search. This feature will only trigger whilst you’re browsing when the system determines it is useful.
Generative Search vs Traditional Search
Traditional search engines use keyword-based queries to display a list of relevant websites that are either paid (PPC) or have been optimised through Search Engine Optimisation (SEO) for organic search. Generative search aims to overcome the limitations of traditional search by addressing the issue of Google occasionally being unable to identify keyword context. To combat this, it pioneers in utilising generative AI in search through its new generative search engine, which is context-aware with a complex understanding of natural language, allowing it to deliver more accurate and relevant results.This proactive and personalised approach has been designed to create a better user experience by quickly delivering the most suitable information when the demand for instant results is at its highest.
What’s New In Google Search?
Google has been gradually integrating new AI-powered elements into traditional search, incorporating its Gemini models and generative AI to offer an enhanced search experience on Chrome that provides new ways to interact with web content and manage your browsing history. This includes:
Google Lens For Visual Search On Desktop
This update introduces a previously mobile-only feature to the desktop version of Chrome, enabling you to tap to search and ask follow-up questions about visual content on a webpage. Results appear in a side panel, using multi-search functionality to find similar items and refine searches. Google Lens can be accessed from the address bar and the three-dot menu within your Chrome browser.
Tab Comparison Tool For Product Research
“Tab Compare” is initially being introduced in the US with the aim to streamline the online shopping research and comparison process by generating an AI-powered summary of product specifications, features, prices, and ratings of similar items searched across multiple open tabs. This information is then compiled into a single comparison table, making a user's purchase decision even easier.
Natural Language Integration For Search History
AI-powered history search is an opt-in feature currently exclusive to the US, allowing users to search their browsing history using Google’s new conversational query functionality. It has enhanced this update with natural language processing capabilities that uses the URL, title, and page contents to display results. It is entirely optional and can be toggled on or off in the browser settings.
Google AI Overviews
Google AI Overviews (AIO) is an AI-powered experimental search update introduced to improve the overall search experience by generating contextual answers to complex questions.
Once a user has opted in, Google’s AI will swiftly scan the SERPs and summarise its findings for certain queries within its “AI Spotlight,” an expandable snapshot of information displayed at the top of the page. It was rolled out in the US in May, and what is most significant is that users can interact with Google’s AI - which maintains the context of the original search - instead of navigating to the paid and organic links.
How Will SGE Impact SEO & PPC?
Google’s Search Generative Experience (SGE) is still in the early stages of development, presenting potential advantages and disadvantages for both PPC and SEO, particularly if AIO’s are enabled. This could impact the discoverability of any search results placed outside the “AI Spotlight,” reducing website traffic from users who do not need to cross-reference information or conduct in-depth research. It is important to remember that Google is still combining generative content and traditional search results, which will remain below the new AI-generated response. Only users who have opted in will see these AI-generated results, while others will continue to rely on traditional search to find information. Therefore, we recommend that businesses continue to add extra value to their content by addressing more complex questions that users may have around specific topics, while following Google’s Quality Guidelines and SEO best practices, as outlined in the optimisation advice below.
What Does This Mean For Businesses?
Optimising your site for Google's Search Generative Experience (SGE) involves many of the same considerations, with a renewed emphasis on utilising long-tail keywords, ensuring content is high-quality, helpful, and aligns with search intent, whilst prioritising natural language.
Craft High-Quality Content That Aligns With Search Intent
When crafting high-quality content, it is worth noting that Google values the use of credible sources, expert opinions, and accurate information. Understanding the various types of search intent, such as informational, navigational, commercial, and transactional, is also essential for ensuring your content remains highly relevant and guides users towards a desired action.
Prioritise Natural Language
Follow best practices for voice search and learn to speak like your audience, steering clear of formal language on your website's landing pages and opting for more relatable, everyday expressions. This should improve your website’s performance in long-tail keyword searches and increase the likelihood of appearing in AI-generated results or toward the top of Google SERPs.
It is yet to be determined whether Google’s SGE will become a permanent fixture in search. It is likely that SGE will be constantly changing as Google continues to evolve, refine and reorganise its search results. For now, it remains imperative to continue optimising your content as users adapt to the new search features being introduced. Offer users answers to their questions, adhere to the E-E-A-T model, and continue to be the best source of information in your specialist area. No matter the features introduced, Google and its users will always need valuable information.