What is Search Generative Experience? Everything You Need to Know about Google SGE

google sge

In May 2023, Google rolled out the Search Generative Experience (SGE) through its Search Labs initiative. This new feature is a significant development in search engines, leveraging generative AI to transform how search results are presented. As small business owners, understanding Google SGE is crucial for staying competitive in the ever-evolving digital landscape.

The search engine market is experiencing rapid changes. Traditional search engines are integrating AI-driven capabilities to enhance user experience. Google SGE aims to provide users with concise, AI-generated responses to their queries, reducing the need for multiple searches and user clicks. According to the SEO community, Google SGE’s impact on organic traffic varies across different verticals. Therefore, monitoring is still essential for marketers across different industries.

Statistics indicate that Google SGE influences user behavior, with many users appreciating its quick, summarized responses. This shift means businesses must adapt their SEO strategies to remain visible in this new search environment. 

As your SEO and Business Marketing Coach, I will guide you through this comprehensive exploration of Google SGE. Let’s delve deeper into how Google SGE works, its benefits, and practical steps to optimize your content for this new search experience.  

What is Google SGE and How Does It Work?

google sge results

Google’s Search Generative Experience (SGE) is a cutting-edge feature that leverages generative AI to enhance the search experience. SGE integrates generative AI directly into Google Search, offering users AI-generated snapshots summarizing key web page points. This feature lets users get a quick overview of a topic, complete with links to dive deeper into the content. 

How Google Search Generative Experience Works

SGE’s primary goal is to streamline the search process. Users can get the gist of a topic without clicking through multiple web pages. Here’s a quick look at how this technology works.


AI-Powered Snapshots:

When a user enters a query, SGE generates an AI-powered snapshot that concisely summarizes the topic. This snapshot includes links to relevant sections and web pages.

These snapshots help users understand complex topics faster and make informed decisions based on summarized information.

key information ai powered snapshot

Conversational Mode:

SGE supports a new conversational mode, enabling users to ask follow-up questions without repeating the context. This feature is particularly useful for complex information journeys where users must dig deeper into specific aspects of a topic.

Users can discover additional relevant information by tapping on suggested next steps.  

conversational mode

Vertical Experiences:

SGE enhances searches related to specific verticals like shopping and local information. For instance, in shopping, SGE provides detailed product descriptions, including reviews, ratings, prices, and images. This information is sourced from Google’s Shopping Graph.

For local search results, SGE offers AI-powered insights to help users compare and explore local options efficiently.

google app ai search

Search Ads Integration:

Search ads continue to play a critical role in SGE, appearing in dedicated ad slots throughout Google search. These ads are clear and distinguishable from organic results. 

How Will Generative AI and SGE Affect My Website's SEO?

While SGE result enhances user experience, it poses a challenge for website owners and SEO marketers. 

Decrease in Organic Traffic

SGE may lead to a decline in organic traffic to your website. Studies indicate that introducing SGE can cause organic traffic drops ranging between 18% and 64%, depending on the industry and queries. Several factors contribute to this:

  • AI-Generated Responses: SGE often provides sufficient information in the snapshot, reducing the need for users to click on external links.
  • Position of Organic Listings: Traditional organic listings are pushed further down the page, making them less visible and accessible.
  • User Behavior: Users are increasingly accustomed to asking AI chatbot questions, which affects traditional search behaviors.

Impact on Paid Ads

While SGE mainly affects organic traffic, it also influences digital advertising strategies. Google ads are still displayed above and below SGE results, but the dynamic nature of these placements requires adjustments in approach. Marketers might see shifts in performance metrics such as cost per action (CPA) and return on ad spend (ROAS). To adapt:
  • Collaborative SEO and PPC: SEO and PPC teams should work closely to create a comprehensive and intent-rich user experience.
  • Optimized Ad Copy: Ad copy should become more natural and conversational, aligning with the AI-generated content style of SGE.
  • Focus on Intent: Rely less on specific keywords and more on optimizing content for user intent and Google algorithms.

Handling YMYL Keywords

Google pays extra attention to “Your Money or Your Life” (YMYL) topics, which include health, finance, legal advice, and other sensitive areas. SGE prioritizes trustworthy sources for these queries, often bypassing average sites. If your website deals with YMYL content, it’s crucial to:
  • Ensure High-Quality Content: Provide accurate, trustworthy information to be considered a reliable source.
  • Implement Schema Markup: Use schema markup to help Google understand the context and relevance of your content.
  • Monitor Warnings: Be aware that Google includes warnings in SGE results for YMYL topics, advising users to consult experts for official answers.

What Does Google Search Generative Experience Look Like?

SGE results are displayed in various formats based on the type of query and the interpreted intent. There are two principal states of SGE results:

1. Collapsed State:

In this state, users see a prominent but truncated SGE result. To view the full content, users need to click the “Show more” button. This format appears in about 16% of search queries within the SGE interface.

Collapsed state results are typically associated with lower search volume keywords, meaning they have less visibility than other result formats.

2. No SGE State:

 Not all search engine queries trigger an SGE search result. Approximately 15% of queries do not yield an SGE generative AI result, indicating that while SGE is a significant advancement, it only applies sometimes.

 Understanding which queries do not engage SGE is essential for developing targeted SEO strategies.

What’s in an SGE Result?

sge generative ai google search labs google app

SGE results consist of various content modules designed to meet the specific needs of the user’s query. These modules are dynamic and can change rapidly, requiring continuous monitoring and adaptation. Key content modules include:

1. Unordered Lists:

These lists present items in a straightforward, bulleted format, sometimes accompanied by descriptions.

2. Ordered Lists:

Similar to unordered lists but ranked for specific purposes. They can also include descriptions.

3. Recipes:

For culinary-related queries, SGE provides ‘recipe cards’ that offer concise, structured cooking or food preparation information.

4. Local:

This module shows local search results, including maps, making it particularly useful for geographically relevant queries.

5. Product Views:

SGE generative AI customizes the presentation style of products to enhance the user experience, providing detailed and relevant product views.

6. Code Blocks:

For technology-related queries, SGE generates direct-relevant text segments, aiding users in programming or coding tasks.

Trends and Adaptations

The content modules in SGE generative AI are versatile and cater to a wide range of intents. Recent trends indicate that certain modules, like Places and unordered lists, have become more prevalent. This fluidity underscores the need for a flexible and responsive SEO approach.

Critical Considerations for SEOs and Digital Marketers

1. Emphasize Context and Relevance:

It is essential to start creating content that aligns with user intent and provides thorough, relevant responses. SGE search engine results can display up to five content modules based on a query’s intent.

2. Focus on Enhancing User Engagement:

Craft web content that answers user queries and encourages further interaction. Google frequently updates SGE generative AI by adding and removing modules.

3. Leverage Data for Strategic Planning:

SGE’s dynamic nature requires a flexible approach to SEO. Regular analysis and adaptation are necessary to keep up with the 21% variance observed in the presentation of results over a short period. This highlights the importance of staying responsive to real-time shifts and preferences in Google’s SGE generative AI framework.

Are There Limitations to Google Search Generative Experience?

While SGE generative AI offers significant advancements in search technology, it also has certain limitations. Understanding these limitations is crucial for small business owners and marketers to adapt their strategies effectively.

Misinterpretation During Corroboration

SGE aims to provide accurate information by corroborating its AI-generated snapshots with reliable sources. However, there are instances where SGE misinterprets language nuances, leading to slight inaccuracies in the output. This misinterpretation can change the meaning of the information presented.


Like other large language model-based (LLM) experiences, SGE sometimes misrepresents facts or inaccurately identifies insights. This phenomenon, known as hallucination, can result in incorrect information being displayed in search results. While ongoing model updates and fine-tuning efforts aim to reduce these occurrences, they remain a notable limitation of the current SGE implementation.


SGE’s training data is sourced from high-quality web content, which can sometimes exhibit narrow representations of people or contextually negative associations. Despite additional safety measures and bias prevention strategies, these data patterns can still lead to biased results in SGE outputs. For example, generic sports queries might default to men’s sports, even when information about women’s sports is equally or more relevant.

Opinionated Content Implying Persona

Although SGE generative AI is designed to provide neutral and objective responses, there are cases where the output reflects existing opinions on the web. This can give the impression that the model has a persona or bias, which may affect user trust in the information provided.

Duplication or Contradiction with Existing Search Features

SGE is integrated into Google’s broader search results alongside other features, which can lead to situations where SGE-generated content contradicts other search results. For example, a featured snippet might present a single-source perspective, while SGE generative AI offers a synthesized view from multiple sources. These contradictions can confuse users and complicate the search experience.

Continuous Improvement and Adaptation

Google is committed to improving SGE by addressing these limitations through regular updates and user feedback. As SGE continues to develop, many of these issues are expected to be mitigated. However, businesses must stay informed about these limitations to adapt their SEO and content strategies effectively.

How to Prepare Your Website for Google Search Generative Experience

Google’s Search Generative Experience (SGE) brings significant changes, and adjusting your marketing strategy is crucial. Here’s how to prepare your website for generative AI:

Optimize Content Appropriately for SGE

Review your current content to ensure it sounds natural and conversational. Users increasingly use voice queries, so your content should align with how people speak. Structure your content logically with clear headers and bullet points. Use structured data markups like schema to enhance readability and help Google’s AI understand your content’s hierarchy and context. This increases the chances of your content being featured in rich snippets and SGE modules.

Make Quality Content Across the Funnel

Address the informational needs of users at every stage of the buyer’s journey. Create blogs, videos, guides, and other forms of content to cover all stages, from awareness to decision-making. Google rewards websites that offer diverse and valuable content, considering it a sign of authority and relevance. This comprehensive approach helps your website appear in various search queries, boosting your SERP rankings and engaging different audience segments.

Manage Your Reputation

SGE generative AI emphasizes trustworthy and authoritative information. To improve your online reputation, optimize your Google Business Profile, actively manage customer reviews, and ensure consistent business information across directories and social media. Engage with your audience on social media and address negative feedback professionally. A strong online reputation increases the likelihood of your content being featured in AI-driven results, featured snippets, and knowledge panels.

Embrace E-E-A-T Signals

Google’s E-E-A-T concept focuses on Experience, Expertise, Authoritativeness, and Trustworthiness. To showcase experience, highlight real people and their expertise within your company. Create in-depth, well-informed content to demonstrate expertise. Build a comprehensive content library to establish authority. Increase trustworthiness by ensuring site security and having a clear About Us page.

Invest in Other Channels

Expand your brand’s reach beyond Google. Platforms like TikTok, Reddit, and podcasts are increasingly popular, especially among younger audiences. Google generative AI even uses TikTok videos in featured snippets. Diversifying your marketing efforts can help you grow and protect your business if one channel underperforms.

By optimizing your content, managing your reputation, embracing E-E-A-T signals, and diversifying your marketing channels, you can effectively prepare your website for Google’s Search Generative AI Experience.

Embrace the Future of Search

AI is here to stay, transforming how we interact with search engines. Understanding Google SGE is crucial for staying competitive. To learn more and optimize your search engine optimization strategies, join my SEO Workshop. Enhance your skills and keep your business ahead in the evolving digital landscape.

FAQs about Google SGE

The Google App is a mobile application that provides users with convenient access to Google’s search engine and various features, including the new Search Generative Experience (SGE). It allows users to perform searches, receive AI-generated snapshots, and interact with follow-up questions directly on their smartphones, enhancing the mobile search experience.

Search Labs is an experimental program by Google that introduces new features and technologies to enhance search experiences. It includes the Search Generative Experience (SGE), which leverages generative AI to provide more intuitive and comprehensive search results. Users can join Search Labs to test and provide feedback on these innovations.

Google Search integrates the Search Generative Experience to deliver AI-powered snapshots and detailed overviews directly in search results. This enhancement helps users find key information quickly and efficiently by summarizing content from multiple web pages, making the search process more intuitive and interactive.

AI Overviews in Google SGE are concise, AI-generated summaries that give users a quick understanding of a topic. These overviews include key points and links to additional resources, allowing users to dig deeper into the content. AI Overviews help streamline the search experience by presenting essential information upfront.

Generative Content in Google SGE refers to the AI-generated responses and summaries in search results. This content is created by analyzing and synthesizing information from various web sources, providing users relevant and comprehensive answers to their queries. Generative Content enhances the search experience by delivering precise and actionable insights.

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I'm Sophie Kessner

First generation Mexican American mama that’s gone from hood to strategic hustle. I’ve spent the last 10+ years inside the personal development space supporting 100’s of coaches in scaling 6 figure businesses online & supported 4 different companies in surpassing the 7 figure mark. Today, I focus on making scaling more sustainable by integrating the lenses of business, systems, automation and CEO Development through an Equity centered and Trauma informed lens.

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