The Impact of Google AI-Powered Search (SGE) on the SEO

Google, the world-renowned search engine, is introducing a revolutionary feature: the “Search Generative Experience” (SGE). This feature integrates AI technology, similar to OpenAI’s ChatGPT, into Google’s search results, marking a significant shift in the search engine landscape. Currently, the new Google AI-powered search (SGE) feature is in the early access phase, available to a select group of mobile app users who were on a waitlist​​.

Exploring Google's AI-Powered Search Generative Experience
Currently Google search results page

The SGE is a departure from the traditional Google search interface that we’re accustomed to, which presents ten blue links on a white background. Instead, the SGE displays results in vibrant, colorful boxes that appear above the standard search results. Google’s AI gathers a wealth of information from across the internet and presents it in a digestible list format, complete with purchase links leading to websites like Best Buy and manufacturer’s websites​​.

Google's AI-Powered Search Generative Experience 01
Google AI-powered search results page (SGE)

If SGE becomes a widely adopted feature, it could enact the most significant transformation to Google Search results since its inception. A preliminary glimpse into a search for “Bluetooth speaker” presents a large row of sponsored shopping ads, followed by the generative AI results midway down the first page. This blue box contains a summary of information and a range of unsourced statements and opinions about each speaker.

Notably, Google does not disclose the origin of this information, leaving users unable to ascertain its reliability. Most of the links seem to redirect to manufacturer websites, with links to more neutral external websites appearing much further down the page. This new design could eventually lead users away from clicking on external search links altogether, potentially jeopardizing the survival of many websites​.

However, it’s important to note that this new feature is currently opt-in. Users can join the waitlist for ‘Search Labs,’ which includes the ChatGPT-style results, by clicking on the “lab” beaker icon in the Google Search app. A full-scale release of this feature could still be months away, and Google has indicated that these features will only be available for a limited time​.

Google’s SGE is more than a simple search tool; it’s an AI-powered solution designed to address complex questions. It offers three key functionalities to enhance the user’s search experience:

  1. AI Snapshot: This feature generates a unique summary for complex queries, providing a brief and concise answer drawn from multiple sources​​.
  2. Conversational Mode: With this feature, SGE can answer follow-up questions while retaining the context of the original search​.
  3. Vertical Experiences: This function supplies a preferred list of features and additional product details in commercial searches (I need to find more details on this aspect as the information available was incomplete)​​.

Google’s SGE aims to foster better user engagement with online content. While the SGE seeks to provide better answers faster, Google has stressed its commitment to driving attention to web content and continuing to send valuable traffic to sites across the web​​.

In conclusion, the incorporation of AI into Google Search could potentially transform the nature of SEO and the overall Internet ecosystem. As the SGE continues to evolve, SEO professionals and website owners must stay abreast of these changes to effectively adapt their strategies. The future of SEO is on the brink of a new era, and while the full impact of these changes remains to be seen, the Search Generative Experience is undoubtedly a milestone in this journey.

Google’s AI-Powered Search (SGE) Impact on the Future of SEO

The introduction of generative AI in Google’s search engine, known as the Search Generative Experience (SGE), could lead to a considerable shift in how search engine optimization (SEO) is approached. Traditionally, SEO strategies have centered around keyword optimization and backlink creation. However, with AI now synthesizing answers to search queries, we may need to revisit these traditional SEO methods.

  1. Content Quality and Depth: With the advent of SGE, Google is likely to prioritize content that offers in-depth, comprehensive information which the AI can parse into detailed responses. As a result, websites that present rich, valuable content may find themselves in Google’s good graces. Conversely, ‘thin’ content—something Google has never been fond of—may find itself falling out of favor even more.
  2. User Experience: The new search system proposes follow-up questions, meaning that websites providing a stellar user experience—characterized by easy navigation and logical content flow—could witness an uptick in traffic. For example, Google might suggest exploring a related topic on a website following a generative response.
  3. Contextual Relevance: As the new system maintains context across multiple queries, it becomes increasingly important for your content to be contextually relevant and cohesive. For instance, if Google’s AI needs travel advice to generate its responses, it will likely source this information from a travel-focused website. Therefore, websites that aren’t centered around specific topics might find themselves overlooked. On the other hand, authority websites could experience a boost.

The Good and Bad for SEO

While these developments might appear intimidating, it’s crucial to remember that the incorporation of generative AI into Google Search is still in its infancy. Its application is currently limited to specific types of queries and will initially be implemented via Search Labs for user feedback and improvements.

It’s also worth mentioning that Google has reiterated its commitment to driving traffic to websites across the web. It continues to view advertisements as a critical component of the web ecosystem. In its announcement, Google emphasized its ongoing intention to prioritize directing traffic to the websites of content owners.

And this makes perfect sense. After all, if Google were to deplete content sites, it wouldn’t have any content to feed its AI!

As SEO professionals, we must stay updated on these developments, comprehend their implications, and stand ready to adjust our strategies as necessary. Remember, the essence of SEO has always been about delivering high-quality, relevant content to users. This principle remains central to successful SEO, even with the advent of generative AI.

A technology editor at, a seasoned professional with a passion for the latest tech trends. With years of experience in the field, he brings the newest advancements straight to our readers.

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