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How Will Google SGE Impact SEO and Paid Search?

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AI is already impacting various aspects of our lives. It was only a matter of time before Google integrated its own AI-powered chatbot into its search engine. We've compiled a list of recommendations to help you align organic and paid content with Google's latest Search Generative Experience (SGE), ensuring competitiveness in the new search environment and securing top SERP positions.

What Is Search Generative Experience (SGE)?

Google's Search Generative Experience (SGE) uses generative AI in search results to give users clear and concise answers to their queries. It enables users to ask follow-up questions based on the generated answers and offers product recommendations.

How Does SGE Work?

SGE uses multiple AI technologies to understand user search queries, analyze content, and create condensed answers. It currently does not work for all search queries, and most users must opt-in to see AI-generated results.

How Can I Opt-In to Google's SGE?

Google started rolling out SGE to a subset of users, even if they haven't opted into Search Labs. If you weren't automatically opted in, here's how to manually opt-in:

Open Chrome on your computer.
Sign in to your Google Account.
Click the Search Labs icon in the top right corner of your browser window or go to https://labs.google/ and click “Get Started” under the “Search Powered by Generative AI” section.
Activate the “SGE, generative AI in Search” toggle.
Start searching.

Note: For now, Search Labs and its experiments are not available to Google Workspace accounts, including Google Workspace for Education accounts. Read more here.

How Will SGE Impact SEO?

The major shift with SGE is the introduction of a "Position 0" on the search results page, featuring a brief summary. This not only pushes organic results down the Search Engine Result Page (SERP) but also offers information without requiring users to click on links, which could reduce organic search traffic. However, for users who click through, the SGE snapshot ensures they are better informed beforehand, which means they are much more likely to convert when they get to the website. Here are some tips to use SGE as a jumping-off point to get users to explore your web content:

Incorporate answer-oriented content on your website.
Utilize long-tail and conversational keywords.
Prioritize personalized and relevant content.
Use natural language.
Include images and videos.
Share expert opinions.
Use reputable sources.
Ensure any information you feature is accurate.

How Will SGE Impact Paid Search?

Google Search is a key platform for many advertisers, and paid search ads will continue to play an important role in this new search experience. Google is currently experimenting with new ad formats, such as the “You May Also Like” feature and other AI-generated ads within the SGE. While these new ad formats are still in beta, here are some recommendations on how you can optimize your ads for the new search experience:

SGE prioritizes images, so using visually captivating image extensions in search ads will be essential.
Opt for keywords reflecting clear intent, based on natural and conversational language.
Consider increasing budgets to keep up with increased competition within the auction, as fewer ad positions appear above organic and AI results.
Ensure conversion tracking is implemented on your website to optimize toward cost per action (CPA) or return on ad spend (ROAS), rather than click-through rates (CTR).