With the advent of the latest innovations in generative AI, Google is preparing to revolutionize the world of online search. At the heart of this revolution is the Search Generative Experience (Google SGE) , a new feature designed to offer users more complete and context-rich answers thanks to the advanced use of Artificial Intelligence .
Big G’s promise is clear: to radically change the web search experience of users by providing them not just a simple list of useful results, but increasingly detailed and personalized answers based on an increasingly sophisticated ability to interpret requests.
This innovation, currently in the experimental phase , is not yet accessible in Italy or in the countries of the European Union, but it is already at the center of numerous debates and a source of concern. For our part, for now we can only limit ourselves to observing what is happening overseas to hypothesize the effects that Google SGE will have on positioning in search results (SERP) and on these vector.
But what exactly is Google’s Search Generative Experience and how does it work? In this article, we will try to uncover all the details of this innovation, exploring its potential and implications for the future of online search.
What is Search Generative Experience or Google SGE
Despite its now “venerable” age, Google remains indisputably the most used search engine in the world, with an incredible average of over 22,083,870,968 searches per day . Since its inception, Google has revolutionized the way we search for information online, simplifying the search process and constantly improving the user experience. And as is natural, as users’ browsing habits change and technologies evolve, the challenge of providing increasingly precise and pertinent answers has never really stopped.
Google’s latest response to this
challenge is Search Generative Experience (SGE), a new feature powered by generative artificial intelligence , currently available as a trial in the United States. But what sets SGE apart from the traditional online search experience?
Google SGE goes beyond simple keyword analysis, allowing the search engine to understand the meaning of user queries in a deeper way. The system is in fact able to grasp the context of the questions, examining not only the individual keywords but also the relationships between them, deciphering the search intent of users with a degree of precision never achieved before.
In fact, the Search Generative Experience is not limited to showing a list of links, but generates complete and integrated answers to users’ questions , similar to the snippets we already know, but with greater depth and precision. This change will lead to a radical transformation of the SERP , where the main focus will be on the AI-generated overview, which will directly answer users’ questions.
Moreover, the most interesting aspect of the SGE lies precisely in its ability to generate a response that does not limit itself to replicating the information already present on the web , but elaborates it and presents it in a format that is immediately useful to the user, while maintaining the citation of the original sources .
How Google’s SGE Works
Now that we have seen what Google’s Search Generative Experience is, all that remains is to briefly delve into how it works.
As we mentioned, the basis of SGE is generative AI, a form of AI that uses large language models (LLMs ) to understand and generate natural language . These models are designed to interpret user queries in a sophisticated way, allowing Google to provide answers that go beyond simple keyword searches.
When a user enters a query into the search bar, SGE’s AI goes into action, creating a “snapshot” that synthesizes relevant information from multiple sources . This snapshot not only responds to the user’s search intent, but also provides a comprehensive overview of the topic, including any additional insights that may be helpful.
But SGE does not stop there. In addition to generating a detailed and informative response, the system allows you to continue your search interactively, with the possibility of asking subsequent increasingly specific questions , transforming the search experience into a sort of continuous and dynamic conversation.
Let’s talk about Google!
In its Google reflects on its 25 years of dedication to the science and development of the search engine, highlighting how Search Generative Experience (SGE) represents the latest step in a path of continuous innovation. After introducing technologies such as Google Lens and multimodal search, Google is now focusing on SGE to redefine the approach to online search, making the most of the potential of Artificial Intelligence.
” We’re reinventing what a search engine can do again. With this powerful new technology, we can unlock new types of questions you never thought Search could answer, and transform the way information is organized , to help you sort and understand what’s available online ” the blog reads. In short, through AI capabilities, the giant promises to completely revolutionize the search process, effectively eliminating the need to search through multiple pages to find the right answer.
Thanks to the capabilities of generative AI, SGE promises to provide immediate answers even to complex questions , presenting a “snapshot” that summarizes key information and suggests the most relevant web pages to visit to learn more about the topic. But that’s not all.
“ Below this snapshot, you’ll find suggestions for next steps, including the ability to ask follow-up questions ,” the blog post continues. In fact, these suggestions open up a new conversational mode, where you can continue exploring the topic of interest. The context of previous questions is preserved, allowing you to continue your search in a natural and uninterrupted way, making the search experience even more fluid and intuitive.
Google’s Search Generative Experience Features
As we anticipated, SGE is still in the experimental phase. Google is actively collecting feedback from Google users and implementing tests, updates and changes that could completely revolutionize the Search Generative Experience that will arrive in Italy.
However, some key features and functionality have already emerged quite clearly:
- Query Understanding : SGE can understand complex queries formulated in natural language . This capability allows users to ask more detailed and complex questions, resolving in a single search what would have previously required multiple queries.
- Types of searches : The Search Generative Experience does not automatically activate for all searches, but it appears more frequently when queries are based on:
- Facts (eg “What is the capital of Sweden”)
- Definitions (eg “What is an SEO audit”)
- How-to (eg “How to make apple pie”)
- Comparisons (eg “What are the best smartphones right now”)
- AI Snapshot : This panel appears at the top of the SERP results page and provides an AI-generated summary of relevant information, including links to the original sources .
- Deep Dive Questions : SGE offers suggestions for related topics, allowing users to delve deeper into their research. With its AI-powered capabilities, SGE “remembers” the context of the initial search, accurately answering subsequent questions.
- Creativity : In addition to information search, SGE supports users’ creativity. For example, you can use SGE to generate images based on descriptions or to search for creative inspiration .
- Paid Ads : As far as we can see today, ads are still present and distinguished from organic results by a dedicated label . However, it seems that when there is an AI-generated result, the number of ads tends to be lower than in traditional SERPs.
How Google SGE Will Impact Online Shopping
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Google SGE looks set to become a valuable ally for those who perform specific searches, especially in the online shopping and local search sectors. But what does it actually mean?
According to Google, “ With generative AI in search, we can help you understand the full picture when you shop, making even the most complex and thoughtful purchasing decisions faster and much easier .”
This means, in concrete terms
that when a user searches for a product, Google SGE AI is able to create a detailed overview that summarizes all the key purchase factors to consider before making a : from the product description to the mostup-to-date Special Database Library reviews , from user ratings to prices and images . All of this, of course, with the aim of helping users make informed choices in less time.
This feature is based on the Google Shopping Graph , a vast database that collects information about products, brands, sellers and reviews. Thanks to this network of data, Google SGE can provide a complete overview, making the research and purchasing process more efficient and personalized, providing potential consumers exactly what they need without having to go through multiple sites and reviews.
How to prepare for change?
At this point, there are still a lot of unknowns about exactly how Google’s Search Generative Experience will work and anhui mobile phone number list what factors will determine whether a particular website will be included in the AI-generated overview. We don’t know for sure how many times a specific website appears in this snapshot or how many clicks it receives. That’s why, rather than focusing on these still-murky aspects, it’s helpful to consider what we already know.
- User Experience and Organic Traffic : The SGE introduces a very different layout than the traditional SERP. For many searches, the AI-generated overview takes up a large portion of the screen, both on desktop and mobile, relegating organic results to a less visible position . This change is already leading to a reduction in the click-through rate (CTR) on organic results , as users have to scroll down to see them.
- Importance of Images : Images within the SGE panel have a significant influence on CTR , similar to video previews on YouTube. High-quality images can improve the attractiveness of content and increase the likelihood of a click.
- Paid Ads : According to Moz and Insight Partners, the presence of the AI-generated overview tends to reduce the number of paid ads compared to the traditional SERP . Recently, however, it seems that the ads have increased in number, finding placement above the AI-generated snapshot.
- Variability of results : AI-generated overviews are not static ; they vary frequently for the same query, citing different sources at different times . This dynamicity means that the links and content mentioned are subject to constant change, making the positioning in the results much more fluid and unpredictable.
Google SGE: A Conclusion
Navigating all the changes brought by Google’s Search Generative Experience can seem overwhelming, especially without a clear understanding of the most effective strategies. However, it’s important not to panic . It’s clear that SGE will have a significant impact, but the exact nature of that impact is still being defined . In the meantime, it’s essential to continue focusing on proven SEO practices .
This means continuing to create high-quality content that exactly matches users’ search intent, strengthening your brand to make it authoritative and trustworthy, and maintaining a strong and natural link profile . Key concepts such as trust, relevance, and authority, along with Google’s known guidelines as EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness), will be even more crucial to have a chance of appearing in the SGE generative box.
