The battle between Google’s Search Generative Experience (SGE) and SEO is transforming the search landscape. Recent studies show that Google displays SGE elements for a staggering 86.8% to 91.4% of all search queries. This change could revolutionize website traffic patterns.
Users who engage with SGE see the top organic listing pushed down by 1,255 to 1,630 pixels[-4]. The new experiment might reduce organic search traffic by 15-25%. The effects vary significantly by industry. Some tech websites have seen traffic plummet by 18-64%, while others experienced surprising gains of up to 219%!
Website owners lie awake wondering about SEO’s future and whether traditional optimization still matters. This piece examines the key differences between SGE and SEO and shows how rankings are evolving. You’ll learn about practical ways to adapt to this new search reality. The data shows that only 57% of SGE-cited links come from the first page of organic results. This insight helps shape a more effective content strategy.
What is SGE in SEO and How It Works
Google’s Search Generative Experience (SGE) launched in May 2023 and turned the SEO world upside down. This update was unlike anything before, bringing a fundamental change to how Google shows information to users. Here’s what this means for your website’s visibility.
SGE definition and full form
SGE means Search Generative Experience – Google’s AI-powered tool that shows users relevant and user-friendly information right on search results pages. It’s a test search feature that uses generative AI to create quick, clear summaries without users having to click through to websites.
This goes beyond a regular SERP feature. SGE shows up as an AI-generated answer layer above traditional search results. These AI answers now take up most of the screen for many searches, especially on phones.
SGE works in more than 120 countries and supports seven languages. Users have tried it billions of times through Google’s Search Labs experiment. Recent studies show the system responds to 86.8% of analyzed keywords.
How SGE uses generative AI in search
A custom Gemini model built just for Google Search powers SGE. The system used Pathways Language Model 2 (PaLM 2) in earlier versions. These large language models (LLMs) help SGE understand complex questions and create human-like answers.
Unlike traditional search engines that just match keywords, SGE:
- Knows what users want and understands context
- Looks through relevant websites
- Blends information from multiple sources
- Creates conversational, helpful responses
- Links back to original sources
SGE does more than match keywords by using natural language processing, machine learning, and deep learning technologies. The system predicts what a human would say and finds trusted content to back it up.
Users can also ask follow-up questions, and SGE remembers the context from previous questions. This makes searching feel more like a natural conversation.
Differences from traditional search results
Old search engines crawled and indexed web pages, then ranked them based on keywords and relevance. Users got a list of blue links and had to visit each site to get information.
SGE changes this approach in several ways:
The system creates an “AI snapshot” or “AI Overview” at the top. This pushes other results down by a lot – SEO experts call this the “pixel drop”.
SGE includes about 10 links in its answers, but only 4 are unique. These links are different from regular search results – 93.8% of SGE answers don’t match any links from Google’s top 10 organic results.
The system writes content in its own words instead of copying exact snippets like featured snippets do. Your content might show up in SGE results but with different wording.
Users now stay on the search results page instead of visiting websites. Links still exist but appear lower on the page, making them harder to notice.
Does this mean traditional SEO is dead? Not at all – but it shows a big change in how people use search engines. Website owners and SEO experts need to understand these changes to adapt their strategies for this new search landscape.
SGE vs SEO: Core Functional Differences
Google’s traditional search page is getting a complete makeover. The main difference between SGE and traditional SEO shows up in how users see their search results. Let’s get into these changes that will reshape search in 2025.
SGE snapshots vs 10 blue links
The classic “10 blue links” model that shaped search for two decades is slowly disappearing. SGE now shows “AI snapshots” above organic listings. Users get instant answers without clicking through to websites. These snapshots give you a quick overview blended from many web sources.
These AI-generated answers take up most of the screen on mobile devices. Traditional organic results end up way down the page – what SEO experts call the “pixel drop.” Users need to scroll quite a bit to see the first organic result.
The system also displays clickable tiles that connect to relevant third-party websites next to AI-generated content. These tiles don’t always match the ranked results below them. Only 57% of SGE’s cited links come from the first page of organic search results. This creates a whole new way of ranking content.
Conversational follow-ups vs static queries
Traditional search worked like a one-time deal: type, get results, start over. SGE changes all that.
Search becomes a conversation with SGE. Users can ask more questions or pick suggested prompts after seeing an AI snapshot. The system remembers their original search. This creates a continuous experience that traditional search never offered.
Here’s a real example: someone searches “why do whales sing” and then asks “plush ones for kids under $40”. This follow-up makes no sense in traditional search. But SGE knows you want whale stuffed animals because it remembers what you were talking about.
This chat-like feature makes searching feel more natural. SGE works like a smart assistant that keeps track of your conversation, just like ChatGPT or Bard.
Citation behavior and source diversity
Content creators will notice the biggest change in how SGE handles citations and sources. Unlike featured snippets that show content from one website, SGE creates answers from multiple sources.
Each sentence in an SGE snapshot links back to original sources. This shows users exactly where the information comes from and builds trust in AI-generated answers.
As noted before, only 57% of SGE’s cited links appear on the first page of organic search results. This changes how content gets noticed. SGE pulls information from:
- Deep pages on authoritative sites
- Specialized content that matches what users want
- Sources that regular ranking systems might miss
Your content might show up in SGE results even if it’s not in the top 10 for a keyword. On the flip side, being #1 doesn’t guarantee the visibility it used to.
SGE brings a radical alteration to search. It turns transactions into conversations, blends information instead of selecting it, and uses many sources instead of just top-ranked ones.
Impact of SGE on Organic Rankings
The data tells a clear story. Google’s AI-powered responses have changed what it means to rank well in search. Traditional SEO professionals never saw this coming.
Pixel drop of top organic results
SGE’s most direct effect pushes organic results down the page – experts call this the “pixel drop.” Research from Authoritas shows that SGE content pushes the #1 organic listing down by about 1,500 pixels on average. Users must scroll past their entire screen to see the first organic result.
The drop varies based on SGE format:
- “Generate button” content moves the #1 organic result down by about 1,631 pixels (151% of viewport height)
- “Show more” content pushes it down by roughly 1,562 pixels (144.6% of viewport height)
To name just one example, see a study of eCommerce searches for “smart TVs.” The top organic result fell from 631 pixels to 3,537 pixels – a 2,906-pixel drop that’s 269% of the desktop viewport. So even #1 ranked websites now appear below-the-fold and need lots of scrolling to find.
The Wall Street Journal says publishers might lose “between 20% and 40% of their Google-generated traffic” in this new digital world. In spite of that, some SEO experts believe this could help brands that couldn’t reach top positions before.
GOA and OGA score explained
Two new metrics now measure search visibility as SGE grows: GOA (Generative Organic Attribution) and OGA (Organic Generative Alignment).
GOA measures how often SGE responses cite your website compared to organic rankings. Studies show that first-page organic results make up just 57% of links in SGE content. This suggests a big gap between traditional rankings and SGE visibility.
The largest longitudinal study of 100,000 keywords revealed that 93.8% of generative links came from sources outside top-ranking organic domains. Only 4.5% of generative URLs matched a page 1 organic URL. SGE often prefers different content formats than traditional search.
OGA scores show how well your organic content lines up with SGE’s preferences. Content that satisfies both traditional ranking factors and SGE’s need for complete, authoritative information gets higher OGA scores.
Visibility loss for featured snippets
SGE poses a real threat to featured snippets – once prime SEO real estate. These snippets move down by more than 1,478 pixels (136.9% of viewport height) when SGE content appears.
Research on 115 SERPs with featured snippets found that users need to scroll past an entire screen to find them, even though they still appear with SGE content. Featured snippets’ click-through advantages are fading faster.
This pattern shows up in many industries differently. Healthcare queries trigger SGE content 87% of the time. Finance queries show SGE content only 48% of the time. Authoritas found that product-focused eCommerce sees more displacement than service categories like legal and professional services.
Your SEO strategy needs to adapt. A top 3 organic position doesn’t guarantee visibility anymore. Websites with simple informational content will feel the biggest changes as SGE answers these queries directly without clicks.
Traffic Implications: Will SEO Become Obsolete?
The digital world has changed significantly. Zero-click searches have altered the traditional web traffic patterns. Many site owners now question whether their SEO investments will continue to pay dividends. Let’s examine what this means for your digital presence.
Zero-click searches and user behavior
Zero-click searches happen when users find answers directly on Google’s search results page without visiting any website. This trend has grown – about 65% of global Google searches now end without a click. Mobile devices show even higher numbers.
The numbers paint a clear picture. Only 360 clicks reach external websites from every 1,000 searches. This traffic shortage affects businesses everywhere:
- News sites lose visitors as headlines appear directly in search results
- E-commerce sites struggle against AI-generated product descriptions
- B2B companies see fewer clicks on their informational content
SGE strengthens this trend by providing AI-generated summaries at the top of results. These overviews combine information from multiple sources, giving users complete answers without further exploration.
Modern users expect immediate answers. The quality of AI-generated responses has improved significantly. SGE now simplifies complex topics effectively and keeps users on Google’s platform.
SGE’s effect on informational vs commercial queries
The zero-click syndrome doesn’t affect all queries equally. Research shows informational queries take the biggest hit. Users rarely visit websites for simple questions like “What is the time in Dubai now?” or fact-based searches like “Tom Cruise’s wife”.
Google SGE mainly affects informational queries where users need quick answers. The Atlantic, which gets up to 40% of its traffic from Google, found that “75% of the time, the AI-powered search would likely provide a full answer to a user’s query”.
Commercial searches tell a different story. Users with buying intent – especially those researching complex B2B solutions – still depend heavily on organic results. They need detailed information that AI summaries can’t yet provide.
Publishers expect to lose “between 20% and 40% of their Google-generated traffic”. Yet, remaining clicks will have higher quality. Users who click through after getting basic information from SGE likely have stronger intent or need more details.
Is SEO outdated or evolving?
SEO isn’t dying – it’s transforming. The digital world has become more nuanced. The 2024 Organic SEO Industry Benchmarks report shows organic search still drives 33% of web traffic across major industries.
AI search engines rely on Google and traditional engines for information. AI tools need quality SEO-optimized content to combine information effectively.
Success metrics have changed. Visibility, credibility, and cross-platform presence matter more than raw click counts. Brand recognition grows when you appear in featured snippets, knowledge panels, or AI overviews, even without direct visits.
SEO strategies must adapt by:
- Building expertise to encourage clicks when your brand appears in results
- Optimizing for featured snippets to secure position in SERP features
- Broadening traffic sources beyond search engines
The main goal? Creating content valuable enough that users seek you directly instead of starting with Google. This reduces dependence on search engines altogether.
To sum up, SEO isn’t obsolete – it’s evolving into something more sophisticated. Businesses that thrive will adapt their strategies to this new reality where quality matters more than quantity and visibility extends beyond direct clicks.
Content Strategy Shifts in the SGE Era
Content creation just needs a major overhaul to succeed with SGE. Traditional search rankings are giving way to AI-generated answers, and your content development approach must adapt to stay visible.
Importance of E-E-A-T and depth
Google SGE emphasizes Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) by a lot more than before. This goes beyond satisfying an algorithm – AI systems must have reliable sources to prove credibility.
SGE favors content that shows clear expertise and authority in specific subject areas. The system looks for detailed, accurate information that answers user queries directly without extra context or interpretation.
To boost E-E-A-T signals:
- Show author credentials and relevant experience
- Add original research, data points, and statistics
- Create in-depth, authoritative content that really explores topics from multiple angles
- Build topic clusters through mutually beneficial internal linking
Google’s AI avoids presenting wrong information in an authoritative tone. Quality and expertise remain vital to search visibility even as technology evolves.
Long-tail and natural language optimization
Search queries have become longer and more conversational with SGE. AI-powered search now favors natural language patterns over traditional keyword optimization.
Long-tail keyword optimization is a vital factor now. Research shows that queries showing an AI Overview with 8+ words have grown 7x since AI Overviews launched. These long-tail phrases often show clearer intent and face less competition.
Natural language optimization works best when you:
- Structure content in question-and-answer format
- Write conversationally without keyword stuffing
- Focus on specific user needs rather than general topics
- Target queries that start with “how,” “why,” and “what” which consistently generate SGE responses
Matching isolated keywords isn’t enough – you must understand the user’s actual intent behind searches. Content that answers human questions performs better than traditional keyword targeting.
Structured data and schema markup
Structured data helps Google’s SGE system interpret content context and purpose accurately. Google confirms that structured data remains essential despite AI advances.
Schema markup helps SGE understand your content’s relationships, which gives it an edge when creating informative summaries. Schema guides AI to separate facts from fluff and enables structured ingestion.
Key schema types to optimize for SGE include:
- FAQ schema for pages with frequently asked questions
- HowTo schema for instructional content
- Product schema for ecommerce pages
- Article schema for blog posts
Schema markup boosts your chances of appearing in rich results and voice search. FAQ snippets average an 87% click-through rate. Schema-enhanced pages see 58% of clicks compared to 41% for regular results.
Schema builds trust with Google by reducing NLP costs through clearly defined entities and relationships. AI can parse this structured approach more easily, which increases your chances of appearing in SGE results.
Visual and Multimedia Content in SGE Results
Visual content rules modern search experiences. Google’s SGE development has placed images and videos at the heart of search results. This radical alteration changes the way websites should handle multimedia optimization.
Role of images and videos in SGE
SGE results now display images more prominently. Visual elements enhance what used to be text-heavy searches. In August 2023, Google officially added images to more AI-powered overviews. Visual content became essential to complete SGE optimization.
Google smoothly combined videos into SGE snapshots. These videos show up when users need to see something in motion, like a yoga pose demonstration or marble stain removal techniques. The videos automatically start at the relevant section. Users don’t have to wade through long content anymore.
The move toward multimedia-rich snippets shows how user priorities have changed. Research shows that websites with relevant images and videos see substantially lower bounce rates than text-heavy pages. This integration naturally extended Google’s growing focus on visual search.
Meta image optimization for click-through
Image optimization directly affects SGE visibility. Websites aiming for SGE inclusion must optimize their images.
The core optimization techniques are:
- High-quality, original images that show concepts or products clearly
- Descriptive alt text with relevant keywords
- Right file formats (JPEG for photos, PNG for logos, WebP for web optimization)
- Compressed images that load quickly
We focused on creating meta images that make content links more attractive in SGE results. Your website’s cards need eye-catching thumbnails that show relevance instantly. Fresh publish dates on images also signal current content – something Google looks at when picking SGE sources.
SGE while browsing and content previews
SGE has grown beyond search results through “SGE while browsing.” This feature helps readers understand long-form content with AI-generated summaries. Google activates it automatically when it sees a webpage that needs it.
Content creators should know that Google might create:
- AI-generated lists of article highlights
- “Explore on page” features showing answered questions
- Quick links to specific content sections
Well-structured content with clear sections and multimedia elements works better in these preview experiences. The system reads both text and visuals to understand their relationship.
SEO professionals must think over how their content looks in search results and as AI-digested previews during browsing.
Industry-Specific Effects of SGE
SGE disrupts business sectors in different ways. Latest data shows this AI-powered search feature’s surprising effects on industries.
Ecommerce and product listings
SGE substantially disrupts ecommerce, with 49% of queries triggering some type of AI-generated response. Online retailers face both challenges and opportunities.
The downsides are clear:
- AI-generated results now appear above traditional listings, which could reduce website visits
- SERP’s competitive shopping results make products compete directly with rivals
- Big brands get better treatment, making visibility harder for smaller websites
- SGE redirects users to product detail pages (PDPs) or other retailers, which reduces traffic to product listing pages (PLPs)
The news isn’t all bad. Shopping carousels in SGE offer direct product access and better local features that help smaller, local ecommerce sites. Users who come through SGE might also be more ready to buy.
Local SEO and Places module
Local businesses seem to handle these changes better. While other sectors see fewer clicks despite more impressions, businesses with local focus keep performing well.
Nearly half of all SGE queries now show the Places module. This feature pulls data straight from Google Business Profiles (GBP) and often shows five business listings instead of three.
Local businesses benefit from SGE’s current limitations. AI tools can’t match Google Maps’ visual interface and struggle with precise locations. Many local searches end in phone calls or store visits – actions that need human interaction.
YMYL niches and cautious rollout
Google treats Your Money or Your Life (YMYL) topics differently. Research shows lower SGE adoption in sensitive sectors: Insurance (52%), Finance (71%), Professional Services (83%), and Health & Wellness (87%).
Google limits AI answers for topics where wrong information could harm users’ health, safety, or finances. YMYL queries in SGE come with specific warnings like “This is not legal advice” or “This is not professional financial advice”.
YMYL websites enjoy a temporary advantage because of this careful approach. A study points out that medical, healthcare, legal and financial content creators won’t see immediate traffic disruption. As AI gets more accurate, Google will likely expand SGE to cover these areas too.
How to Optimize for SGE and Traditional SEO Together
Success in both SGE and traditional search needs a strategic balance. Websites must adapt their approaches as organic traffic patterns move without letting go of proven tactics.
Featured snippet targeting
Featured snippets play a vital role in visibility and appear in 23.03% of SERPs that contain SGE content. Your content needs clear headings, bullet points, and concise paragraphs that answer common questions directly. FAQ sections should focus on conversational queries that users might ask in ChatGPT or Gemini.
Here’s how you can improve snippet opportunities:
- Make H2/H3 headings from questions and follow them with clear answers
- Add FAQ schema markup to boost visibility
- Focus on questions that start with “how,” “why,” and “what”
Your page will less likely appear as a featured snippet when you have shorter max-snippet settings. Try different lengths to find what works best.
Varying traffic sources
Your website faces major risks when you depend too much on organic traffic, especially when you have technologies like SGE. You need a multi-channel strategy that brings together natural referencing, social networks, email marketing, and strategic collaborations.
Working with complementary sites or influencers can bring qualified traffic and improve your backlink profile. A study of 1,000 sites shows these partnerships boost average session duration by 34%. Building and nurturing an email list lets you communicate with users directly.
Monitoring SGE-triggered queries
The new SEO realities need a fresh approach to performance monitoring. Page ranking matters, but you might see more frequent fluctuations with SGE’s focus on relevance.
Keep an eye on changes in user behavior, bounce rates and time spent on site to spot weak areas. Make use of Google Analytics and Search Console to see which keywords trigger SGE responses for your content. This information helps you adjust your content strategy based on how it performs in AI-powered search.
Comparison Table
| Feature | SGE | Traditional SEO |
| Result Display | AI-generated snapshots moving content down 1,255-1,630 pixels | Standard “10 blue links” format |
| Source Citation | Only 57% comes from first page results and draws from multiple sources | Displays top 10 ranked pages |
| Query Handling | Conversational and maintains context through multiple searches | Single transaction-based queries |
| Click-through Effect | Decreases organic traffic by 15-25% | Higher click-through rates to websites |
| Content Requirements | E-E-A-T focused with natural language and structured data markup | Keyword optimization and backlinks |
| Visual Integration | Embeds images/videos directly in results | Separate image/video tabs |
| Industry Coverage | Limited in YMYL (52-87% coverage) | Complete coverage in all sectors |
| Featured Snippets | Shows up in 23.03% of SGE results | Traditional placement at top |
| User Interaction | Provides zero-click answers and keeps users on SERP | Needs website visits |
| Link Sources | 93.8% originates from outside top-ranking domains | Aligns with organic ranking order |
| Mobile Impact | Takes up most screen space | Standard mobile layout |
| Content Format | AI summaries combined from multiple sources | Original website content |
Conclusion
Google’s Search Generative Experience marks the biggest change in search since the original PageRank algorithm. The numbers paint a clear picture – SGE now appears in almost 90% of searches and moves organic results down by over 1,500 pixels. This isn’t just another update. It completely reimagines how people interact with search.
Different industries see wildly different traffic impacts. Tech websites might lose between 18-64% of traffic, while others surprisingly gain up to 219% more visitors! Local businesses show amazing resilience because the Places module stays prominent in SGE results. Google takes a careful approach with sensitive topics in YMYL niches, leading to slower rollout.
What does all this mean for your website? Traditional SEO isn’t dead – it’s growing in new ways. Google needs trustworthy sources for its AI answers, so E-E-A-T signals matter more than ever. Content that uses natural language and long-tail phrases works better now. Schema markup helps Google understand your content better too.
Zero-click searches keep growing. About 65% of global Google searches end without anyone visiting a website. But there’s good news – users who do click through show stronger intent and better engagement. You might get fewer clicks, but they’re worth more.
The path forward needs a balanced approach. Featured snippets still appear in 23% of SGE results, so they’re worth targeting. It makes sense to vary your traffic sources beyond search engines. Keep track of which queries trigger SGE for your content and adapt your strategy. Most importantly, focus on real value that meets actual user needs – a principle that surpasses all search engine changes.
SGE’s rise shows once again that adaptation is the only constant in search marketing. Websites that adopt these changes instead of resisting them will find new ways to reach their audience, whatever way Google shows their content. Quality information never goes out of style – it just finds new paths to the people who need it.
Key Takeaways
Google’s Search Generative Experience is fundamentally reshaping search visibility and traffic patterns, requiring immediate strategic adjustments from website owners and SEO professionals.
- SGE dominates search visibility: Appearing in 86.8-91.4% of queries, SGE pushes organic results down 1,255-1,630 pixels, drastically reducing traditional ranking visibility.
- Traffic patterns shift dramatically: Organic traffic may decline 15-25% overall, but impact varies wildly – some sites lose 64% while others gain 219% more visitors.
- Content strategy must evolve: Focus on E-E-A-T signals, natural language optimization, and structured data markup rather than traditional keyword targeting alone.
- Featured snippets remain valuable: Still appearing in 23% of SGE results, they provide crucial visibility opportunities in the new search landscape.
- Diversification becomes essential: Reduce dependency on organic search by building email lists, social media presence, and strategic partnerships to weather SGE’s impact.
The key insight: SEO isn’t dying – it’s transforming into something more sophisticated where quality content and user value matter more than ever, even as the delivery mechanisms change completely.
FAQs
Q1. How will SEO change in 2025 with the introduction of SGE? SEO in 2025 will focus more on E-E-A-T signals, natural language optimization, and structured data markup. Content creators will need to adapt to AI-generated snippets pushing organic results down, and optimize for featured snippets which still appear in 23% of SGE results.
Q2. Is traditional SEO becoming obsolete due to SGE? No, traditional SEO isn’t obsolete, but it’s evolving. While SGE may reduce organic traffic by 15-25%, SEO remains crucial. The focus is shifting towards creating high-quality, authoritative content that addresses user needs, even if it’s presented through AI-generated answers.
Q3. How does SGE impact organic search rankings? SGE significantly impacts organic rankings by pushing the top organic result down by an average of 1,500 pixels. It also creates a parallel ranking system, with only 57% of links cited by SGE coming from the first page of organic search results.
Q4. What strategies can websites use to optimize for both SGE and traditional SEO? Websites should focus on creating in-depth, authoritative content, optimizing for featured snippets, implementing structured data markup, and diversifying traffic sources. Monitoring SGE-triggered queries and adjusting content strategy based on performance in AI-powered search is also crucial.
Q5. How does SGE affect different industries? SGE’s impact varies across industries. Ecommerce faces significant disruption with 49% of queries triggering AI-generated responses. Local businesses show resilience due to the prominence of the Places module. YMYL niches experience a slower SGE rollout due to Google’s cautious approach with sensitive topics.
