Google’s Search Generative Experience is Coming: Here’s How You Can Adapt Your SEO Practices

Google’s Search Generative Experience (now known as AI Overviews) is coming to Google Search. Well…technically, it has been out for field testing in Search Labs and is only available for users in the US. But this experiment with generative artificial intelligence (AI) offers us a glimpse into the future of Google Search. 

SGE introduces a new search experience with direct, personalised answers using generative AI, marking a significant shift in how Google processes and delivers query-based information. This has the potential to redefine the user experience in search results because it comes with ramifications for organic traffic once SGE is fully tested and rolled out. A more tailored SEO approach is needed that aligns well with the current E-E-A-T guidelines.

According to our Managing Director, Alex Holliman, “Based on the SGE feedback I’ve seen so far, it’s unclear whether the current version is creating a delightful user experience. Though I have no doubt Google will learn, and learn fast, it is interesting to see new entrants into the market, like Perplexity and the Arc browser. 

They have the freedom to reimagine what the user experience can look like without the legacy of 10 blue links (plus everything else Google has excelled at so far – maps, videos, ads, etc.). Regardless of how this unfolds, our team at Climbing Trees is embracing the idea of integrating AI into our workflow.”

What is Google’s Search Generative Experience?

The SGE is an experimental feature that uses generative AI to deliver personalised search results more quickly and conveniently. Google calls it “Supercharging Search with generative AI”. It offers a new way of searching for information online, where users are able to have conversations with AI to get quick and descriptive answers to their queries. 

The new search experience can follow up on questions, summarise information, and generate useful insights with the click of a button. It allows users to discover new, relevant information as well as interact with their search results without the need to visit individual web pages. 

What we know about SGE so far

Google has been testing machine learning for quite some time now. But with the rapid progress in large language models (LLMs), like ChatGPT, the tech giant has been “throwing generative AI at everything” to protect its digital crown – its search engine that processes over 1.2 trillion searches per year! 

The company introduced ‘Bard’ in early 2023 to compete with OpenAI’s ChatGPT and Microsoft Bing Chat. This has now been rebranded as ‘Gemini AI’, one of its most advanced generative AI models that outperforms ‘Bard’ in terms of understanding, reasoning and generating accurate responses to user queries. We can expect ‘Gemini’ to play an important role in the new search experience, along with an advanced version of MUM (Multitask Unified Model) and PaLM 2.  

From an SEO perspective, SGE will be one of the most significant changes to the search result page. According to a recent study by Authoritas, Google displays the SGE feature for 86.8% of all search queries. The remaining 13.2% do not generate AI-powered snapshots, possibly due to a lack of high-quality or reliable information on the web, or because the information is explicit or dangerous to users. This was explained by the search engine giant in their overview of SGE. 

Also, when users interact with the generative AI, the organic links on the search result page shift down by at least 1.5 times the height of the viewport. In other words, SGE will occupy the majority of the screen space when a user searches. 

The most interesting result from this study was that 93.8% of generative links (displayed in SGE) came from web pages outside the top 10 ranking domains.  Moz did a similar study, where it reported that SGE displayed all top 10 organic results only 13% of the time, and ‘some’ 46% of the time. Similarly, in a recent study by SE Ranking, 85.5% of SGE snippets referred to at least one organic result domain from the top 10. 

The takeaway from all of this is that the value of traditional “10 blue links” will likely be impacted, as will organic search traffic.

“When SGE is rolled out globally, it is estimated that 80-90% of ranking keywords will be affected, which raises alarm bells!”

Claudia Taylor, Organic Lead

The Impact of SGE on Search Engine Marketing

The biggest impact of SGE on search engine marketing will likely be a shift away from search results pages and towards the SGE feature itself. This is where most user engagement will happen.  

Also, if generative AI summarises articles, compares products, creates listicles and generates content, users are more likely to satisfy their intent within the search result page. We can see this happening with zero-click searches, for example, in featured snippets, where users find the information they seek in search results and leave without engaging with the brand. 

There is also the issue of content attribution. When SGE-generated responses fail to credit the original source, content creators and publishers may lose out, putting their brand recognition and organic traffic at risk.

On the other hand, the value proposition of SGE is undeniable because it also creates new search marketing opportunities. This is because the AI-generated responses will still be sourced using the information on the web. 

Sites that adapt their SEO strategies to this technology are more likely to benefit from the new search experience. So rather than viewing SGE as a barrier to organic traffic growth, there is a need to redefine content standards and quality based on the nuanced context, user intent and accuracy that SGE clearly emphasises. 

Google’s search generative experience also has the potential to essentially do all the ‘heavy lifting’. It can streamline the conventional marketing funnel – or any other marketing funnel per se. From brand discovery and consideration to directing users to product pages, some of the most important stages of the buying process can be achieved within SGE. This could lead to increased conversion rates and a higher quality of organic search traffic.

Adapting SEO Strategies and Practices for SGE and Generative AI

As Google continues to experiment with the new search, understanding the good, the bad, and the ugly aspects of SGE is essential for thriving in the new era of generative AI. It will shape the future search experience, and as such, SEO strategies must pivot to exploring this uncharted territory to identify new opportunities for organic growth and visibility. 

Emma Thomson, our Organic Lead, explains, “For SEO teams, it’s going to involve new strategies that mesh semantic understanding with entity recognition. It’s going to mean working more closely with our clients, involving them in the creation of content that resonates authentically with their audience. We’ll then also need to leverage structured data to ensure we show up in search in the best way possible.”

Recommendations on how to adapt your SEO strategies for the new search experience: 

Learn what is changing

For businesses, it will become essential to learn what is changing with SGE, as most search results will look a bit different from what they are now. Google’s SGE will introduce a new layer to its search engine that is designed to captivate and drive user attention using AI-powered snapshots, conversational mode and vertical experiences. Learning about these changing facets will be instrumental in rethinking your SEO strategies and practices. You can read more about SGE here. 

Understand user intent

Generative AI will delve even deeper into the intent of a user search query. It will look to interpret queries contextually and even anticipate what a user might seek based on the initial query. No longer is the focus solely on the keyword itself, but rather on why the keyword is searched and what users hope to achieve.  

Emma elaborates, “I see a lot of concern in the SEO community because, yes, it is going to shake up a lot of the processes we’ve spent years perfecting. However, shifting away from keyword-centric approaches and towards creating content that truly resonates with users’ intents and interests may inject some much-needed creativity back into the industry. And I am really looking forward to seeing what innovations come out of this.” 

Write content for People Also Asked (PAAs)

Google’s PAAs feature is essentially a list of popular questions and answers related to a search query, allowing users to find out more about their initial query. This will likely play a key role in SGE, as PAAs currently anticipate what information a user might seek based on the initial query. Tailoring content to answer frequently asked questions may increase your chances of being featured in PAAs, and thus in SGE. 

Shift towards mid-tail and long-tail keywords

Mid-tail and long-tail keywords make up most of the searches on Google. And we really mean it—not just millions, but billions of searches are indeed mid-tail and long-tail keywords. They also tend to have a very specific intent, or in other words, users are close to making a purchase. If you already rank highly for one of these keywords, SGE may display your web pages on its results page. But if you aren’t, you should consider them as part of your new SEO strategy. 

Use proper schema markup to enhance content visibility

Use the most relevant schema types from schema.org, such as product, article, event, person, etc. Incorporate a variety of schema tags wherever possible to give Google’s generative AI a holistic understanding of your site. You can also use structured data testing tools to make sure that the implemented markup is accurate and can be interpreted correctly by search engines.

Improve user experience on the site

Delivering a great user experience on your website is one of many signals that Google’s algorithm considers when ranking a page in its search results. For this, you should look into improving the technical health of your website, including optimising for page speed, creating an SEO-friendly site architecture, using responsive design for easy navigation, conducting a regular site audit, and carrying out technical fixes. By doing so, it ensures that all your important pages are indexed and accessible to Google’s search engine.

Expanding visibility across multiple digital platforms

Using a multichannel strategic marketing approach will become increasingly important, especially for businesses that rely on organic traffic to grow. It will enable them to diversify their reach and mitigate the impact of Google’s new search experience. This could mean creating multiple digital touch points by utilising social media platforms, email marketing, apps, and even online forums to engage and grow your audience.

Track keywords that are valuable for your business

Tracking keyword ranking changes will be an essential practice for businesses once SGE launches in the UK. This is because the new search experience could impact the visibility of traditional search results, thereby affecting the ranking position of your web pages. 

Claudia Taylor, our Organic Lead, explains, “SGE is something we have been researching and putting a lot of energy into because it is going to completely change the way the SERP works. When it is rolled out globally, it is estimated that 80-90% of ranking keywords will be affected, which raises alarm bells!”. 

Also, keep a close eye on how your competitors are adapting their content in response to SGE. Are they shifting towards more conversational content? Or are they restructuring their content to better suit the new search experience?

Write helpful content that aligns with Google’s E-E-A-T experience

With the recent helpful content update, it is becoming increasingly important to showcase authority by providing useful insights grounded in real-world experiences. Examples can include case studies or success stories that reflect the true value of products or services for users.

Content written or reviewed by experts is identified as a more credible source of information, as are citations from reputable sources, which demonstrate trustworthiness. It can also be helpful to be transparent, where applicable, by offering data and evidence to support claims, especially where information quality is ‘critically important’, such as in finance and health.

Claudia adds, “As we have seen with recent algorithm updates, content has been and will continue to be a primary focus moving forward. So, make sure you are following best content practices, and check your rankings regularly so you can spot any drops before they become an issue.”

The helpful content approach not only aligns with Google’s core values, but it also ensures that your content is perceived as authoritative, offering real value to users. And, of course, to the new search experience.

What about the role of paid advertising in SGE?

Embracing the new search experience is about recognising and adapting to the changes that may shape the future of search and user interaction on the web. But, as Google’s SGE reimagines the search ecosystem, how will search advertising fit in? 

It seems paid search ads will continue to feature in the new search using clear ‘Sponsored’ labels. But we’re not quite sure about its impact on paid advertising and how it fits seamlessly into the SGE framework. 

However, we do know that search ads play a critical role for millions of businesses online, including Google. In this regard, SGE has the potential to transform how advertisers interact with their target audiences online. We will just have to wait and see…

Here at Climbing Trees, we are committed to helping you build an ethical digital marketing base to drive your business into tomorrow. And we have a track record of doing so.

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