How does Google SGE affect the SEO?

Google is constantly evolving, aiming to become not just a search engine, but also a destination for various user needs. Now, when you need some information or service, you can find it directly on the Google site without needing to go to other web resources.

For example, you can search for images on Google Images, compare prices for products on Google Shopping, or even find restaurants and reserve tables through Google Maps. This is convenient because everything is available on one site, saving time and effort.

Google is working on developing its features, creating new tools like Google SGE, to make the search process and interaction with information even more convenient and efficient for users.

What is Google SGE?

Google SGE, or Google Search Generative Experience, is a new initiative from Google aimed at enhancing the user experience during information search. Instead of simply showing users a list of websites that may contain answers to their queries, Google now strives to provide a more detailed response directly on its search results page.

This means that users will no longer need to navigate to websites to find the information they need. Google will attempt to provide full context and answers directly on its page, which could significantly change the way we use search engines.

The latest SEO trend: what is zero-click search, and what does it mean for businesses?

The latest SEO trend, zero-click search, refers to when a user searches on Google and gets an answer without clicking on another website.

This can be anything, including (but not limited to) weather forecasts, product prices, user reviews, or locations on a map.

The advantage for businesses is that this system is extremely convenient for users, and any business conducting a comprehensive search engine optimization campaign can join it and use it to increase their visibility.

You can add your business to its map, you can place your products in its range, and this will bring you face to face with new customers.

The downside is that this is done on Google’s terms. The most important thing is that your potential audience can access the information you provide, even without turning to you.

How SGE will impact your website traffic?

Businesses often rely on website visits to build their audience. When a potential customer visits your site, you can present your information as you see fit.

You can tailor your site to optimize the sales funnel. You can gather necessary user information, analyze it, and make necessary adjustments.

You can even collect customer information by adding them to your CRM database.

But you can’t do that if they’re not visiting your site. Then, you’re left relying on whatever information Google provides.

SGE is still being tested and developed. But we can be certain of one thing: visits to other sites will become less important for interacting with Google. As a result, these sites will likely experience a decrease in traffic and engagement.

How should businesses respond to SGE?

From Google’s perspective, they claim to intend to continue “sending valuable traffic to publishers and supporting a healthy open web.” However, it’s also noted that advertising will play a significant role in SGE results. Of course, the success of this multi-billion-dollar deployed product will depend on how it monetizes.

Therefore, many companies will see a decrease in traffic to their sites due to the rollout of SGE.

It’s too early to know the exact details, but in recent years, those who have taken action first, those who keep their finger on the pulse and are ready to act quickly, have had the advantage.

This may mean investing in advertising to ensure that you are a result, in addition to AI-generated content.

It may mean adapting your site to appeal to Google’s AI, which is seeking information. This could involve filling your site with useful, quotable content. Google evaluates the experience, expertise, authority, and reliability of each source, so you can follow guidelines to improve your result and become a trusted source that appears in the results.

This will also involve proper coding of your site, using the correct markup for text, images, and video content to ensure that Google can see and interpret it.

And then it will be a case of checking, analyzing, and refining. Use Google to search for your products and services, as well as for your competitors. Pay attention to the results, identify areas where your site could be improved, make the necessary changes, and repeat.

Google’s AI Journey: A Special History

Artificial intelligence is relatively new and rapidly evolving, and the path to this point has been challenging, making it difficult to predict where everything may go in the future.

Even Google itself has had its own failed experiences in implementing AI products. Recently, its generative AI tool, Gemini, came under criticism for its perceived embedded biases.

When asked to write a job description for a vacancy in the fossil fuel industry, instead, it argued why fossil fuels are harmful to the planet. When asked to draw people—even people from real life—it seemed impossible to depict someone with white skin.

At the time of writing this article, Google has scaled back Gemini’s capabilities pending investigation. This demonstrates that artificial intelligence is imperfect, and we do not yet know how long it will take before it becomes a reliable source for the public.

On the other hand, in recent years, it seems wherever Google goes, people will follow, mistakes and all.

So, if Google decides to replace search listings with AI-generated answers, it will soon become the norm, and companies better be prepared to accept it—or else risk losing out to those who adapt.