Leave it to the Search Engine Optimisation (SEO) industry to create a new confusing acronym. Introducing Google’s Search Generative Experience (SGE) – the experimental stage of the search engine’s latest feature, AI (Artificial Intelligence) Overviews.
What is Google's Search Generative Experience (SGE)?
Now more commonly known as AI Overviews, Google SGE was the initial name for the search engine’s new experimental feature that was only available in Search Labs – a program that allows people to experiment with early-stage Google Search experiences and share their feedback.
Google GSE utilised generative AI to create clear and concise search result summaries in the Search Engine Results Pages (SERPs) for certain queries, particularly those of an informational nature.
Key features and functionality
The primary aim of Google SGE was to use various sources to generate a summarised answer to the search query. Essentially, their aim was to provide the online user with a fast, helpful, and informative response to their query.
Crucially, this feature allowed users to ask more detailed questions in search and be presented with a response that actually answers their specific query, rather than providing related content from a list of singular sources.
Examples of Search Generative Experience (SGE)
A real-world example of Google SGE is simply any AI Overview that’s generated.
For example, ‘what’s the best SEO agency in Cheshire’ generates the following response in ‘position 0’ (the very top of the page before both sponsored and organic results):
“It appears you’re looking for a top-notch SEO agency in Cheshire. Several agencies are highly regarded in the area, including Outrank Ltd, Aqueous Digital, and Dark Horse. Each offers unique strengths, so the “best” really depends on your specific needs.”
Interestingly, searching the same query provides similar answers, but they’re presented slightly differently each time. This is due to the probabilistic nature of Large Language Models (LLMs) and their training which prevents them from providing a single, definitive answer.
As a result, AI Overviews implements varied wording or emphasis even when it’s asked the exact same question or prompt.
How to use Google's SGE
Google’s SGE feature is available to use through the early-access program, Search Labs, where users have the opportunity to both try out and provide feedback on the feature. However, this program is only accessible for certain eligible users and the experiments available to you may vary.
To be eligible, you must:
- Be 18 or over.
- Manage your own personal Google Account (currently, Search Labs is not available to Google Workspace accounts).
It’s important to bear in mind, however, that even if you meet the eligibility criteria, you may be met with the message “Search Labs isn’t available for your account right now”.
If this is the case for you, it may mean that the rollout hasn’t reached your account yet or your account type simply isn’t eligible to use the program. For individuals who can access Search Labs, you’ll start seeing generative AI overviews and other experimental features in your search results for certain queries.
You may also notice a change in how Google Search appears in the form of different design layouts.
How to optimise for Google's SGE
With Google SGE making the step from an experimental feature only available in Search Labs to rolling out worldwide as AI Overviews appearing on the search engine’s search platform, websites are seeing and feeling the impact.
This is because traditional SEO focused on creating strategies that search engines would value, rather than humans. The result? Many of these websites are now seeing a drop in online visibility and organic traffic as AI Overviews replace them as the top position in the SERPs for a range of queries.
So, how can these businesses optimise their site to help increase their chances of appearing in the AI Overviews? In line with Google’s E.E.A.T. (Experience, Expertise, Authoritativeness, and Trustworthiness) guidelines, we recommend:
- Creating genuinely helpful, human-first content.
- Implementing llms.txt to guide LLMs towards relevant content.
- Generate imagery, videos, and interactive content.
- Regularly update content to keep it fresh.
- Ensuring questions are answered clearly and concisely.
- Securing high-quality backlinks from relevant websites.
- Incorporating trust signals (SSL certificates, customer reviews, contact information, and secure payment options).
What remains unclear about Google's SGE?
As reported by Search Engine Land, prior to the graduation of Google’s experimental SGE feature to AI Overviews, there was some industry doubt regarding whether it would ever become part of the default online search experience, as recently as January, 2024.
Just a few months later and the first AI Overviews started to appear for select search queries and logged-in users in the UK, and then quickly spread for more queries and users across the world.
However, this feature has already been amended since its global launch. Initially, Google’s AI Overviews didn’t cite their sources or failed to make these citations clear when responding to search queries, but following criticism, many of these summaries now include links to the sources used.
It therefore stands to reason that the feature could face further alterations in the future, and it’s currently unclear what those changes might entail.
Get to grips with Google’s SGE
Navigating the impact of Google SGE and AI Overviews can be tricky without support from SEO specialists, like Aqueous Digital.
Our team has carefully monitored the rise in Google’s generative AI search efforts, assessing the impact it’s had on website traffic, enquiries, and online visibility, and creating effective strategies to help our customers stay ahead of the AI curve.
From generating and implementing llms.txt to help LLMs identify and understand relevant content to ensuring web pages feature the necessary trust signals, our team offers expert human insights and guidance.
To learn more about our AI SEO efforts or to discuss how we can help your business to stay competitive in the AI era, get in touch today! Your free, no-obligation consultation awaits.
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