SEO Glossary: Google SGE

 

What is Google's Search Generative Experience (SGE)?

Google SGE uses generative AI. This integration was first presented by Google at the I/O developer conference in 2023. More than 120 countries are now accessing the beta version via Google's Search Lab. This has already allowed some experience to be gained about how SGE works.

 

In Germany, users do not yet have access to the AI-supported Google search. It will also take some time before the functions can be used in the DACH region. However, it is not certain how long Germany, Austria and Switzerland will have to wait.

 

But what is Google SGE actually for? A special search function supported by artificial intelligence is intended to improve the user experience. The aim is to generate more precise and contextualized answers. These go beyond the normal search results.

 

Test Google SGE in the DACH region - how it works!

Google SGE is not yet available for normal search queries. But people from the DACH region can already test it.

 

1. Install a VPN.
2. Set a location where Google SGE is already running - for example the USA.
3. Create a new Google account.
4. Activate "Search powered by generative AI" in Google Labs.
5. Test Google SGE and familiarize yourself with the functions.

 

Please note that Search Generative Experience will not work on Google.de. You will therefore have to test the tool in English, for example.

 

How Google SGE works

Of course, only Google itself knows how SGE works in detail. However, experts have already been able to find out a lot about how it works.

 

As always, it all starts with a search query. A user enters a search term in the search bar and presses Enter. Now Google SGE comes into play. It analyzes the search query in order to better understand the context. Until now, the algorithm has always identified keywords and determined suitable search results based on them.

 

However, artificial intelligence should go even deeper. The aim is to fully understand users' needs and deliver search results tailored to them.

 

To do this, it processes countless pieces of information from a wide range of data sources. The collected information can be used to create precise answers that take the context into account.

 

Below the AI search result , there is the option of asking further questions or selecting another generated question. In this way, the search result can be made more and more specific . The new search result is displayed directly below the first one.

 

Only below this are the normal search results as they were previously known to every user. The actual position is therefore pushed very far down.

 

3 elements of Google SGE

If you want to see how Google SGE works in detail, you should get to know the 3 elements of SGE:

 

• AI snapshots
• Conversational Mode
• Vertical Experiences

 

By the way: AI answers are automatically displayed for some search queries, while only a button appears for others. This can be used to generate an AI snapshot. Other questions do not receive an AI answer at all.

 

Zero-click queries in particular do not receive any AI results. These include all queries that can be answered with SERP features. These are, for example, queries such as "English translation" or "Berlin weather".

 

What results without an AI response make possible, however, is "Converse". This allows you to start a conversation with the artificial intelligence. But now to the details of the 3 important components.

 

1st AI snapshots (AI snapshot)

Information from various sources is compiled here. The aim is for the AI response to be able to answer several aspects of a search query . This is not possible with individual organic search results.

 

Furthermore, the Google search engine often integrates images and videos into the results, making them even more useful and relevant. An extension of SGE with Retrieval Augmented Generation seems possible. This would make it possible to avoid misinformation from the AI.

 

A link carousel appears next to the answer in the form of a text. It contains links to the sources from which the answers were derived. This area could be relevant for SEO under certain circumstances.

 

2. conversational mode (conversation mode)

The AI snapshots include conversational mode. Users can get in touch with the AI and go into more detail by asking further questions. The original question is always included so that users do not have to repeat themselves.

 

3. vertical experiences (industry-specific experiences)

A redesign of vertical searches is to be achieved. Google's Shopping Graph helps to compile suitable offers to fully cover the search query. The information comes not only from product descriptions, but also from reviews and other content. A quick comparison of providers should also be possible.

 

Another vertical experience is local search. Here too, Google SGE should provide better answers.

 

Google SGE vs. Google Bard (Gemini): What are the differences?

Google and generative AI - don't we already know this interaction from Google Bard and Google Gemini? Google Bard is Google's answer to ChatGPT. However, the tool is not identical to Search Generative Experience. Nevertheless, they have one thing in common: they are both based on Large Language Model PaLM 2.

 

Since SGE is all about giving the most accurate and relevant answers possible, they seem less human than Bard's answers. Google has explicitly decided not to give this AI a personality . This is the main difference between SGE and Bard.

 

 

The impact of Google SGE on SEO

Search engine optimization is about improving the visibility of content through a high ranking. However, Google SGE is now causing this content to slide down quite a bit. The above-the-fold area is almost completely taken up by the AI response. It is therefore not surprising that Google SGE will have an impact on SEO.

 

Many website operators rightly ask themselves: Is the 1st position still good enough? In fact, it is not yet possible to assess this. After all, Search Generative Experience is not yet running in this country.

 

What is known, however, is that the SEO strategy needs to change. It's no longer just Google Maps, videos, images and SEA ads that the number one competes with. Organic search results will inevitably get fewer and fewer clicks.

 

The focus will therefore be different. Many will try to appear in the AI-generated results. This requires a completely new approach .

 

Which industries are affected by generative AI?

All website operators will be affected by Google Search Generative Experience. However, there are industries that are more affected than others. A study shows the industries in which AI responses occur most frequently:

 

• E-commerce
• Fashion
• Food & Beverages
• Technology & Electronics
• Health
• Law
• Travel
• Entertainment
• Automobiles

 

The e-commerce sector in particular is strongly influenced by Google SGE. For example, if users are looking for a high-quality bicycle for commuting to work, they not only receive practical buying tips, but also a suggestion for suitable bicycles. These are provided with a link, a short description and a price.

 

In the financial sector, on the other hand, AI responses are very rare. This is also easy to explain. Google has created the Your Money Your Life (YMYL) standard and adheres to it. The financial sector is very sensitive, so false information is avoided by Google SGE holding back.

 

Actively using Google SGE - how does it work?

Google SGE is not yet available in Germany, but sooner or later it will be. That's why it's worth getting to know tips and strategies for using Google SGE in search engine optimization today.

 

Make optimizations with caution

Since it is not yet 100% certain how Google SGE will work and how website operators will manage to be displayed in the AI responses, you should not just go ahead and optimize after the launch. It is better to first analyze how you can appear in AI answers.

 

To do this, it is worth observing for which of your relevant keywords an SBU search result is displayed at all. It is important to understand the AI: What does it generate? Which competitors are displayed? Is optimization even worthwhile for you?

 

E-E-A-T

E-E-A-T is an important ranking factor and is nothing new in SEO. Now, however, it will become even more important. Generative AI aims to provide users with only the best and most relevant information. This is especially true for sensitive areas such as the financial and healthcare sectors.

 

You should therefore work on being perceived as a trustworthy source by search engines. You can start today, as the process can take a long time.

 

Create high-quality content

Content is already king today. And it will remain so in the future. Google still has one focus: the best search experience for its users. High-quality content will therefore become increasingly important.

 

Offer your readers real added value, create relevant content and focus on quality. This includes not only creating content, but also regularly reviewing and updating it.

 

Also deal with user questions and try to answer them as well as possible. This way, you might make it into the AI search results. What's more, this is already having a positive impact on your SEO strategy.

 

Observe changes

It is clear that Google SGE will change a lot. But it is not yet certain what exactly will change. Therefore, you should do one thing above all: observe. Regularly check changes in the search and evaluate them.

 

This allows you to derive sensible measures for your website that really have an impact.