Search Generative Experience (SGE) – what is it?

Search Generative Experience (SGE) is a breakthrough in the way people use search engines, as it introduces AI-powered content generation directly into Google Search. How is this innovative technology changing the rules of the game in finding information and interacting with content online?

In this article you will learn:

• What is Search Generative Experience?
• How does the Search Generative Experience work?
• Where is the Search Generative Experience available?
• What are the limitations of Search Generative Experience?
• How can Search Generative Experience affect SEO?
• How to adapt a website to Search Generative Experience?
• What are the possible benefits of Search Generative Experience?

Search Generative Experience – definition

Search Generative Experience (SGE) is a new search engine feature being tested by Google that combines search experience with AI. SGE not only helps users find and understand information quickly, but more importantly, it uses the generative capabilities of AI to completely transform the Google SERP and provide AI-written summaries, clues for further exploration and ways to continue searching naturally.

Search Generative Experience is a Google feature that enables the generation of AI-powered answers and content directly in the search process.

Definition of Search Generative Experience

Search Generative Experience uses a variety of large language models to operate and has been specifically trained to perform search-specific tasks, including identifying high-quality web results. As AI generates answers, Google prompts users with web pages, allowing them to navigate to them to learn more. However, AI will not answer all queries – this is mainly about medical and financial queries, but this can be extended to YMYL (Your Money or Your Life; Your Money or Your Life) content^[1].

Search Generative Experience operation

Google’s Search Generative Experience integrates artificial intelligence with traditional Google search functions:

• SGE offers quick summaries of topics, helping users understand an issue faster. It enables users to gain a general understanding of a topic, pointing out factors to consider and clues for further exploration.
• Users can ask additional questions in a conversational manner. For example, if a user searched for ‘why do whales like to sing’, they can then ask a question about whale-shaped plush toys and SGE will understand the context and provide relevant results.
• SGE also transforms vertical searches, such as shopping, by providing information more tailored to users’ specific needs. For example, if a user is looking for a bike to ride to work, SGE will understand specific requirements such as distance or terrain and provide relevant results.
• The SGE also allows images to be created based on the cues given.
• One feature of the SGE will be the ability to define a term that is not understood by the user. To do this, simply highlight the word in question so that the AI will prepare a definition and refer the user to helpful sources.

Availability of Search Generative Experience

Currently, Search Generative Experience (SGE) from Google is available in 120 countries and seven languages – English, Hindi, Japanese, Spanish (of the Latin American variety), Portuguese (of the Brazilian variety), Korean and Indonesian^[2][3]. To use it, users need to sign in to Search Labs, which is possible via the latest version of the Google app on Android or iOS or on a computer via the Chrome browser. Once logged in, users can select the SGE option, which will allow them to use the Search Generative Experience.

It is important to take into account that the feature is at an early stage of development, so its quality can sometimes leave much to be desired. It is also important to bear in mind that it is unavailable in the European Union, for similar reasons to why Google Bard was unavailable in the EU – mainly legislative issues^[4], but it can be expected that as Bard has finally arrived in Europe, this will also happen with SGE over time.

Limitations of Search Generative Experience

Although the Search Generative Experience has not yet come into general use, it is already clear that it will have several limitations – one of which will be the deliberate restriction of capabilities in areas such as medicine or finance. This is a precaution taken by Google to protect users from information that may be false or endanger their health. SGE may also refuse to answer questions, related to YMYL content.

It is also important to remember that the Search Generative Experience is in the testing phase, which means that it may sometimes provide inaccurate or contrived information. In addition to this, SGE responses may vary depending on the keywords used, even if the queries appear to be very similar.

There is also always the risk that the Search Generative Experience will change the way users and business owners use the search engine, which may be particularly relevant in the context of local and business results. Some even prophesy that it will lead to the end of SEO – but is this true?

The impact of Search Generative Experience on SEO

The end of SEO is prophesied every time a Google algorithm update is introduced or a new technology starts to be used. However, the truth is quite different – new developments do not kill SEO, they just change the way it works. It can be assumed that the same will be true of Search Generative Experience – already from testing this feature, the general extent of the changes can be determined.

As noted, Search Generative Experience changes the traditional structure of search results, offering more detailed and condensed answers. This means that the content has to be valuable and authoritative, while using fewer words, which can be challenging and sometimes simply impossible – some topics cannot be explained briefly. However, experts have noted that Search Generative Experience builds its answers on top of the first positions in search results, so the importance of high quality content and meeting Google’s E-E-A-T requirements does not change – only the way it is used changes.

Search Generative Experience may also favour content that is more in line with User Intent, so websites need to target specific user queries more precisely. Again, this is not a fundamental change – the importance of search intent has been emphasised since 2013, when the Google Hummingbird update came into effect. The introduction of Search Generative Experience will only put more emphasis on this.

Importantly, Search Generative Experience emphasises the importance of User Generated Content (UGC) and forums, which can now rank better in search results. This suggests that brands and websites can benefit from promoting user interaction and creating communities around their content.

Adapting your site to the Search Generative Experience

Although the entry into force of Search Generative Experience is still a song of the future, it is a good idea to already be adapting your website to its requirements. These are not particularly different from Google’s standard guidelines and good SEO practices. This means that:

• First and foremost, high-quality content is important. When creating material for the website, it is a good idea to keep E-E-A-T in mind and ensure that the information presented is verified, confirmed by reliable external sources and written by experts in the field. It is a good idea, by the way, to develop a comprehensive FAQ for those who prefer shorter forms.
• Understanding user intent is another cornerstone of adapting a site to the requirements of the Search Generative Experience. Pages should be optimised to answer specific questions or solve problems that users may have.
• SEO specialists have noted that SGE responses are generally based on the first search results, so it is important to keep in mind not only the quality of the material, but also the technical SEO – page optimisation still matters.
• SGE seems to favour user-generated content and discussion forums, and certainly pays attention to user feedback. Encouraging interaction, commenting and content creation can therefore yield positive results for your site.
• For local businesses, information on location, opening hours and services should be easily accessible and up-to-date.

One thing is certain – SEO will not die, it will only change. It must not be forgotten that all activities within SEO and SEM (including Google Ads) are a source of profit for Google, so the introduction of Search Generative Experience should not be expected to lead to the death of SEO – otherwise Google would be undercutting the branch it is sitting on and has built itself.

Possible benefits of Search Generative Experience

The possible benefits of Search Generative Experience should be considered from two perspectives. For users, the main benefit is finding answers to their queries faster and more efficiently. SGE provides condensed and comprehensive summaries of information and also allows follow-up questions to be asked. For site owners and marketers, it opens up new opportunities to reach their audience. Sites offering high-quality, reliable and valuable content can gain more traffic, for example, as the SGE highlights such content.

Search Generative Experience can also promote user-generated content and discussions in forums to create stronger communities around a brand or website, which can lead to greater engagement and loyalty. It will also have an impact on SEO, with sites that can adapt content to a more conversational, direct style likely to gain an advantage in search results.