Google’s Search Generative Experience (SGE) is an innovative feature that enhances the traditional Google search engine by integrating generative AI-powered results into the responses to search queries. This feature was first announced at the Google I/O conference on May 10, 2023, as part of Google’s continuous efforts to evolve its search capabilities.

Key aspects of Google SGE include:

Integration of Large Language Models (LLMs): Unlike the regular Google search that mainly uses web crawlers to find and rank content, SGE uses a large language model called the Pathways Language Model (PaLM) 2. This advanced neural network is trained on a lot of data, allowing it to understand queries and provide better search results. However, SGE does not replace the current Google index; it works alongside it to improve search results.

AI-Powered Search Experience: When you type a query into Google SGE, it creates an AI-powered summary of important information related to your query. It also suggests next steps and related topics or questions, giving you a more complete search experience.

Conversational Mode: SGE has a conversational mode that works like an AI chatbot. It remembers the context of the original query and continues the conversation with responses generated by PaLM, helping users find more web resources.

Shopping Graph Integration: For shopping queries, Google SGE uses its Shopping Graph, which includes over 35 billion product listings. This helps users find relevant product information, reviews, and seller details.

Access and Availability: Initially, SGE is available as an experiment in Google Search Labs, accessible in English for users in the U.S. You can use it through the Google App on Android and iOS, and on desktop via Google Chrome.

Business Opportunities and SEO Considerations: Even though SGE is still experimental and not fully developed, it continues to support search ads and directs users to web content. Businesses should keep producing high-quality content and use SEO techniques because the new search experience still relies on content optimized for the main Google search engine.

Potential and Development: Google’s use of generative AI in search hints at a future where search experiences are more helpful, interactive, and able to answer a wider variety of questions. However, since it’s still early in development, the quality and features of SGE will likely improve based on user feedback and further development.

How would SGE affect SEO?

The introduction of Google’s Search Generative Experience (SGE) is likely to bring significant changes to the field of Search Engine Optimization (SEO). Here’s how it might affect SEO practices:

Emphasis on Quality and Comprehensive Content: With SGE integrating generative AI, the focus on content quality and comprehensiveness will become even more crucial. AI models like PaLM 2 used in SGE can understand and generate more nuanced and detailed responses. This means websites with in-depth, well-researched, and high-quality content might be favored in the search results.

Importance of Context and Relevance: The AI will get better at understanding the context and relevance of content. Websites will need to make sure their content is not just filled with keywords but also relevant to the search queries. This means moving away from keyword stuffing to more natural, conversational, and topic-focused content.

Conversational Queries and Long-Tail Keywords: With SGE’s conversational mode, it’s important to focus on optimizing for conversational queries and long-tail keywords. As users interact with the AI in a chat-like way, making content that fits natural language and specific, detailed queries will become more important.

User Experience and Engagement: SGE wants to make search more interactive and engaging. So, websites that offer a great user experience, interactivity, and engagement might do better. This includes things like fast website speed, being mobile-friendly, having easy-to-use interfaces, and adding interactive elements.

Increased Role of Structured Data: Structured data might become more important for how the AI understands and shows information from websites. By using structured data, websites can help the AI grasp the context and details of the content, which could improve visibility in AI-powered search results.

Adaptation to AI-Generated Summaries: Websites may need to adjust their content to fit how the AI summarizes it in search results. Making sure key information is clear and easy to find will be important for showing up well in AI-generated summaries.

Continued Importance of Traditional SEO: Even with AI integration, traditional SEO practices like link building, meta descriptions, and title tags will still matter. However, their importance might change as AI plays a bigger role in determining search rankings.

Potential for New SEO Tools and Strategies: As AI becomes more a part of search, new tools and strategies may be developed to optimize content for AI-driven results. SEO professionals might need to learn and adapt to these new tools and techniques.

Uncertainty and Evolution: Since SGE is still experimental, there’s some uncertainty about its full impact on SEO. Practices and strategies may need to change as we learn more about how SGE works and as it continues to develop.

Comparison between traditional Google Search and Google’s Search Generative Experience (SGE)

Example 1: Searching for a Recipe

Traditional Google Search:

Query: “Chocolate chip cookie recipe”

Result: A list of links to various websites with different recipes for chocolate chip cookies.

User Action: The user has to click through these links to find a recipe that suits their needs (e.g., ingredients they have, cooking time).

Google’s SGE:

Query: “Chocolate chip cookie recipe”

Result: An AI-generated overview of a standard chocolate chip cookie recipe, including key ingredients and basic steps.

User Action: The user can see a quick snapshot of a basic recipe and ask follow-up questions directly in the search interface, like “How to make it gluten-free?” or “Substitute for brown sugar?”

Example 2: Planning a Trip

Traditional Google Search:

Query: “Best places to visit in Paris”

Result: Links to travel blogs, tourism websites, and articles listing popular tourist spots in Paris.

User Action: Users need to read through several articles to compile information about different places.

Google’s SGE:

Query: “Best places to visit in Paris”

Result: An AI-generated summary highlighting top tourist attractions in Paris with brief descriptions, perhaps even suggesting the best time to visit each place.

User Action: Users can get a quick overview and can ask more specific follow-up questions like “Quiet places in Paris” or “Family-friendly activities in Paris.”

Traditional Google Search:

Query: “Symptoms of the common cold”

Result: A list of health-related websites and articles describing the symptoms of the common cold.

User Action: Users need to click on these links and read through the content to understand the symptoms.

Google’s SGE:

Query: “Symptoms of the common cold”

Result: An AI-generated concise list of common symptoms directly in the search results.

User Action: Users can quickly view the list and may follow up with related questions like “Home remedies for a cold” or “When to see a doctor for a cold?”

Example 4: Educational Research

Traditional Google Search:

Query: “History of the Roman Empire”

Result: Links to historical websites, academic articles, and educational resources covering various aspects of the Roman Empire.

User Action: Users have to explore multiple sources to gather comprehensive information.

Google’s SGE:

Query: “History of the Roman Empire”

Result: A summarized overview of the Roman Empire’s history, highlighting key events and figures.

User Action: Users get a quick historical overview and can delve deeper into specific areas like “Roman Empire military achievements” or “Daily life in Ancient Rome.”

Your Role and how SGE affects you

Digital Marketers / SEO Experts

Stay Informed and Flexible: Keep abreast of the latest developments in AI-driven search technologies like SGE. Be prepared to adapt your strategies as these technologies evolve.

Focus on User Intent: With AI getting better at understanding context, optimizing for user intent rather than just keywords becomes crucial. Understand the needs and behaviors of your target audience.

Leverage Structured Data: Use structured data to help AI systems better understand and categorize your content, enhancing its visibility.

Diversify SEO Tactics: Don’t rely solely on traditional SEO. Explore new tactics that align with AI advancements, such as optimizing for conversational queries.

Monitor Performance and Adjust: Regularly analyze how your content performs under the new AI-driven search algorithms and adjust your strategies accordingly.


Invest in Quality Content: Prioritize creating high-quality, informative, and relevant content. AI-driven search engines will likely favor content that best answers user queries.

Build a Strong Brand Voice: In an AI-driven landscape, having a distinct brand voice can help distinguish your content from AI-generated answers.

Optimize for Mobile and Voice Search: Ensure your content is mobile-friendly and optimized for voice search, as conversational AI searches become more prevalent.

Enhance User Experience: A great user experience on your website can increase engagement, reducing bounce rates and improving your search ranking.

Monitor Trends and Consumer Behavior: Stay updated with changing consumer behaviors and trends to ensure your content remains relevant and appealing.

SEO Content Writers

Write for Humans, Not Just Algorithms: With AI’s advanced understanding of natural language, write content that is engaging and valuable to readers, not just optimized for search engines.

Understand and Match User Intent: Tailor your content to match the intent behind search queries. Research what your audience is looking for and address those needs.

Keep Learning and Adapting: Stay updated with the latest SEO trends and tools. The field is evolving rapidly, especially with AI’s integration.

Use Diverse Content Formats: Experiment with various formats like blogs, videos, infographics, etc., as different formats may appeal differently to AI algorithms and users.

Focus on Comprehensive Coverage: Ensure your content comprehensively covers topics. Depth and breadth can make your content more appealing to AI-driven search algorithms.

Google’s new Search Generative Experience (SGE) is changing how we use search engines and find information. This new AI-powered system makes searches more interactive and helpful. For businesses and SEO experts, this means new challenges and opportunities. It’s important to use structured data, create natural language content, and keep up with traditional SEO methods. Staying flexible and learning new tools and strategies will help you stay visible in search results. Balancing new ideas with proven SEO practices will be the key to success in this new search era.