Google Search Generative Experience (SGE): What AI on the SERP Means for You

Google’s Search Generative Experience (SGE) is an experimental version of its search engine that uses artificial intelligence to generate contextual answers to complex questions 1. SGE is designed to help people find better answers faster and encourage the exploration of online content 1. There are three ways SGE uses AI to enhance the search experience:

1. AI snapshot: Generates a unique summary for some longer queries.
2. Conversational mode: Answers follow-up questions while retaining the context of the original search.
3. Vertical experiences: Provides a preferred list of features and more product details in commercial searches.

SGE is an opt-in experiment that evolves over time 1. While we don’t have all the answers yet, we can glean some important details from what Google has told us already. The good news is that the world’s largest search engine says they’re still focused on driving traffic to websites and keeping search ads a “native part of SGE” 1.

In this blog post, we’ll take a closer look at how Google will make good on those promises and what SGE will mean for marketers and advertisers at businesses of all sizes.

AI Snapshot

SGE uses AI to generate a unique response to your multi-angle query, drawing information from several sources at once 1. Google calls this a snapshot. The snapshot is designed to give a brief answer to very long-tail questions, like “what’s the best restaurant for a family with peanut allergies near the Empire State Building that doesn’t have a long wait” 1. But SGE isn’t meant to answer your question and send you on your way. Google says its focus remains on driving attention to web content 1.

Conversational Mode

Conversational mode is designed to answer follow-up questions while retaining the context of the original search 1. This feature is particularly useful for users who want to explore a topic in-depth.

Vertical Experiences

Vertical experiences provide a preferred list of features and more product details in commercial searches 1. This feature is designed to help users find the information they need faster and more efficiently.

What SGE Means for Marketers and Advertisers

SGE is an opt-in experiment that evolves over time 1. While we don’t have all the answers yet, we can glean some important details from what Google has told us already. The good news is that the world’s largest search engine says they’re still focused on driving traffic to websites and keeping search ads a “native part of SGE” 1.

One way Google will keep the clicks flowing is by placing three links prominently to the right of each snapshot 1. This is a hopeful sign for businesses that rely on paid or organic search traffic.

In conclusion, Google’s Search Generative Experience (SGE) is an experimental version of its search engine that uses artificial intelligence to generate contextual answers to complex questions. SGE is designed to help people find better answers faster and encourage the exploration of online content. While we don’t have all the answers yet, we can glean some important details from what Google has told us already. The good news is that the world’s largest search engine says they’re still focused on driving traffic to websites and keeping search ads a “native part of SGE.”