The impact of Google’s Search Generative Experience (SGE) on Search

In 2023, Google introduced something pretty revolutionary called the Search Generative Experience (SGE). Basically, it’s an AI-powered feature that shows users more direct, summarised answers right at the top of the search results page.

There’s no need for users to click through multiple links to find the info they’re looking for. While this is a big win for users, it creates some new challenges for digital marketers, particularly when it comes to SEO and Paid Search.

How SGE will impact SEO

One of the biggest shifts with SGE is that it could mean fewer people clicking on organic search results. Traditionally, the listings that appear on the first page of Google get the most clicks, especially those at the top. But with SGE now serving up an AI-generated summary right at the top of the page, users might find the answers they need without ever leaving the search results page.

For SEOs, this means a lot of pages, especially those at the bottom of the first page or on the second page, could see a drop in traffic. As people start relying more on AI to get their info, the click-through rates (CTR) for organic results might take a hit.

Here’s the catch: SEO is flexible. It always has been, and it always will be. The real challenge now for SEOs is figuring out how to get their content included in those AI-generated summaries or to find other avenues that help them achieve more traffic.

That said, there are still plenty of areas where Google’s AI is a bit reluctant to take over, particularly sensitive topics like health, legal advice, or finance. In these areas, you’ll still see traditional organic search listings holding strong. So, while things are shifting, SEO isn’t going anywhere, it just means marketers will need to adjust their strategies to stay relevant in this new AI-powered world.

The role of Paid Search in the Search landscape

Even though the rise of SGE might make you think organic search is doomed, paid search ads are still going to play a massive role. Those ads still show up at the top of the page, above both the AI-generated summary and organic results. So if you want to make sure your business is seen, ads are still a surefire way to get visibility.

In fact, with SGE shaking up how people interact with search results, aligning your Paid Search strategy with your SEO efforts is going to be more important than ever. If your brand’s SEO efforts focus on ranking well in organic search, but your Paid Search campaigns aren’t aligned, you could miss out on some serious opportunities. When both your SEO and Paid Search strategies are in sync, you get the best of both worlds: long-term organic visibility and immediate, paid visibility at the top of the page.

Paid ads also have the advantage of showing up regardless of the changes in Google’s algorithms (depending on the bid and auction). While SEO efforts will need to adjust to include AI-generated overviews, paid search will still give your brand that immediate visibility. It’s all about balancing both. Make sure your paid and organic efforts work together to target the keywords that ensure your brand stays top of mind for users, whether they click on an organic result or an ad.

What does it all mean?

While Google’s Search Generative Experience may change the way we think about SEO and organic traffic, it’s not the end of the world for marketers. It just means SEO needs to adapt. The focus will shift to making sure your content is the one Google’s AI chooses to include in its AI-generated summaries. At the same time, Paid Search will continue to be a critical part of the channel mix, ensuring your brand gets visibility at the top of the search results.

The future of search might look a bit different, but brands can continue to thrive regardless.