Google SGE: How Is AI Changing SEO?

Google is revolutionizing online search with Google SGE (Search Generative Experience), an advanced technology based on “artificial intelligence”, designed to better understand users intent and provide more detailed and organized results.

But what does this mean for traditional SEO?

Companies will need to adapt traditional SEO strategies, focus on in-depth and updated content, and leverage new optimization techniques to comprehensively respond to the user’s “search intent”.

In this article, we’ll see how Google SGE changes visibility and why it’s crucial to focus on high-quality content.

We’ll also discover new tools and best practices for optimizing SEO in an AI-driven era, along with strategies to stay competitive as keyword usage evolves.

The key points we’ll address in the article are:

• Google SGE improves search using artificial intelligence.
• SGE aims to better interpret user intent.
• Quality content will become increasingly important.
• New tools and best practices for AI-optimized SEO.

Meanwhile, Google announced a few days ago that AI Overviews in Search will be available in the coming days in more than 100 countries worldwide, reaching over a billion global users every month.

Are you ready to discover the future of SEO?

What Is Google Search Generative Experience SGE and How Does It Work

Search Generative Experience (SGE) is the big innovation that Google is testing. It represents an evolution compared to the current search engine, as it uses generative artificial intelligence to improve the relevance and quality of responses shown to users.

Google’s AI Overviews offer immediate answers and overviews of topics, accompanied by links for further information.

What Is the Goal of Google SGE?

The AI aims to interpret the intent behind the user’s query, rather than just focusing on keywords. The result of such an in-depth analysis can only be a more detailed, articulated, and organized response.

Let’s take a closer look at how Google SGE currently works, which you can test by signing up on Search Labs, but not yet in Italy. (On how to access, read the paragraph below How to access Google SGE from Italy until it becomes available?)

How Does Google SGE Work?

SGE uses advanced AI models to understand the context and meaning of questions, providing direct answers and easy-to-consult summaries, instead of just a list of links.

Google prioritizes high-quality content and includes interactive elements, such as follow-up questions, for a more intuitive search experience.

The Gemini model allows for articulated questions with multiple answers in a single query, organizing information clearly and making the search more conversational and natural.

Example

When searching for “Good bicycle for an approximately 8 km route with elevation changes” (see photo below), SGE organizes the answers to address each part of the question.

As you will have understood from what you’ve read so far, we are facing a revolution in online search, which becomes more conversational and less rigid, transforming every search into a more natural and complete experience.

How to Access Google SGE from Italy Until It’s Available?

To access Google Search Generative Experience from Italy, you need to use a “VPN” extension to simulate your location in the United States, as the functionality is officially available, at the time of writing, only in the USA.

Here are the steps you need to follow:

1. Install a VPN for Chrome and configure the location to the USA. Enable incognito mode and the VPN to ensure your location is correctly simulated.

2. Open a new browser with the VPN enabled and connect to a US server to virtually transfer your location.

3. Go to Search Labs and start testing!

All About SGE’s New Features and Changes Compared to Traditional SEO

We’ve already mentioned some features of Google SGE, but let’s take a closer look:

• More detailed and contextualized answers: SGE’s AI models synthesize information from multiple sources and respond directly in SERP, reducing the need to click on links.
• Focus on search intent rather than individual keywords: SGE interprets the “intent of queries without focusing on exact keywords, favoring content that answers more articulated questions.”
• Interactive experiences: elements such as related questions keep users in the SERP longer to explore and refine their search, potentially reducing traffic to external sites.
• Planning and personalization: with the new planning function, users can create personalized plans for food, travel, and more, modifiable on request. An example? Transforming a dish into a vegetarian variant! Moreover, these plans can be exported to Docs or Gmail for easy use.
• AI-organized results page: SGE allows users to explore content automatically organized by categories, such as food, movies, music, and shopping, making search richer and more immediate.
• Video search: Google SGE is introducing a new feature that allows users to ask questions by uploading videos. For example, if you record a video of a problem with a turntable, the AI can analyze it and suggest specific solutions.

What Changes for SEO?

The new SEO no longer prioritizes keyword optimization and focuses entirely on the quality and relevance of content. The main changes are:

• content that must cover the topic comprehensively to answer different aspects of users’ questions. The content structure should include FAQs, visual elements, bullet points, and concise paragraphs, which facilitate the generation of answers by artificial intelligence.
• Demonstrate expertise and reliability to maintain visibility in AI responses.
• Optimization for featured snippets and quick answers.
• Intent-based SEO approach, not just keyword-based.

Traditional SEO vs. SEO for SGE

Optimizing Content for Google SGE: Practical Tips

The SEO strategy based on Google SGE should focus on:

• quality.
• Relevance.
• Content structure to facilitate AI in generating responses.

Here are some practical tips to improve the visibility of your content with Google SGE:

Create in-depth and informative content:

• Publish content that covers a topic thoroughly and comprehensively, answering main and related questions. You must create texts that provide a complete picture, including definitions, explanations, examples, and insights. Absolutely no superficial or blatantly promotional content!

Structure the content to improve readability:

• Use headings and subheadings like H2 and H3 that help Google SGE quickly identify and summarize key information. Break content into short paragraphs and use bullet points or numbered lists to facilitate reading and comprehension.

Answer frequently asked questions with an FAQ section:

• Include FAQs that directly answer specific questions, thus increasing the likelihood that your answers will be selected by SGE’s AI. Answer relevant and specific questions related to your topic to cover as many aspects as possible.

Respect search intent and don’t focus solely on keywords:

• Choose titles and texts that reflect user questions and desires, and don’t focus exclusively on keywords.

Add reliable sources and updated data:

• Add updated data, citations from reliable sources, and, when possible, links to authoritative sites. Citing studies or research also helps create an “image of reliability for the content and increases the likelihood that the” AI will select your article as an authoritative source.

Optimize for featured snippets:

• Content optimized for featured snippets is more likely to be used by SGE for direct answers. Create a quick answer at the beginning of the page, summarizing the topic in a sentence or short paragraph: this helps capture Google SGE’s attention.

Insert optimized visual elements:

• Images, graphs, and videos increase the value of content. Make sure to optimize multimedia files with descriptive and high-quality alt tags to ensure they are readable and relevant to the search engine.

Regularly update content:

• SGE’s AI prefers updated content, so it’s crucial to periodically update articles, especially for topics subject to frequent changes. Regularly check and integrate new information, data, and modifications to keep your content current and relevant.

Improve user experience (UX):

• Easy-to-read content with fast loading times and a mobile-friendly design influence ranking and engagement. Google SGE takes into account user experience, so make sure your website is intuitive and pleasant to navigate.

1. Example of content that answers search intent for Google SGE

Topic: SEO strategies to improve Google ranking.

Main title (H1): “Complete Guide to SEO Strategies for Improving Google Ranking”.

H2 and H3 subheadings:

• H2: On-Page SEO Fundamentals.
  • H3: Optimizing title tags and meta descriptions.
  • H3: Strategic use of keywords.
• H2: Off-Page SEO and Link Building.
  • H3: Building quality backlinks.
  • H3: Using Social Media Marketing for SEO.
• H2: Technical Aspects of SEO.
  • H3: Website loading speed.
  • H3: Mobile optimization.
• H2: SEO and Artificial Intelligence.
  • H3: The Influence of Google SGE and BERT on SEO.
  • H3: How to Optimize for Featured Snippets and AI Answers.

FAQ Section:

1. Question: How important are backlinks for ranking?
2. Question: How to choose the right keywords for SEO?
3. Question: What does mobile optimization mean?

This structure makes the content easily scannable by AI and answers questions covering every aspect of the search intent. Furthermore, the FAQ section allows for answering specific questions that Google SGE might use in quick answers.

2. Example of optimization for featured snippets and quick answers

Insert a brief and clear answer at the beginning of the article to summarize the theme and attract Google SGE’s attention:

• initial quick answer: “SEO offers numerous advantages to small businesses, allowing them to reach local customers, improve online visibility, and compete with larger companies”.
• Snippet optimized for featured snippet: [Elenco puntato immediatamente sotto la risposta rapida]:
  • Increases visibility in search results.
  • Attracts local customers.
  • Improves brand reputation.
  • Offers high ROI with a limited budget.

By inserting the direct answer and list at the beginning of the content, you are more likely to have them extracted as snippets. The quick answer clearly and concisely summarizes the benefits of SEO for small businesses, while the bulleted list provides immediate detail on the main advantages.

How Google’s “artificial intelligence interprets and responds to” search intent

Google SGE uses a context and meaning-oriented approach. Unlike traditional methods that primarily relied on keywords, AI can understand the context, meaning, and purpose behind each query. Let’s take a closer look at how it works:

1. Semantic analysis and context understanding

Google’s “AI uses advanced language models, such as BERT and MUM, which understand the relationships between words and the context in which they are used. In this way, it can interpret complex questions and provide answers that reflect the” user’s real intentions, even if the keywords are not perfectly aligned.

2. Answer generation through advanced NLP models

Google SGE generates answers by synthesizing information from multiple authoritative sources. It uses NLP models (Natural Language Processing), which summarize content to answer questions accurately and directly.

3. Interactive responses and in-depth suggestions

Google AI doesn’t just answer; it can also suggest related questions or indicate further insights, making the search experience more interactive. This helps users explore the topic further or clarify related doubts, offering a more fluid and intuitive search experience.

What is the impact of SGE on metrics such as CTR and organic traffic?

Performance metrics are about to undergo a real upheaval. Let’s see how:

1. Decreased CTR to websites

With answers generated directly in the SERP, users find a lot of information without having to click on links. This leads to a decrease in CTR as many answers, especially for informational queries, are satisfied directly in the SERP.

2. Decreased organic traffic for informational content

Google SGE provides answers directly in SERP, so organic traffic to websites that publish informational content decreases.

Example:

For queries like what does organic traffic mean or how to analyze SEO results, AI can offer a synthetic answer that satisfies the user without the need to click on links. News sites, blogs, and informational portals might therefore experience a decrease in traffic, because the user already gets a complete summary in the SERP.

3. Not all queries are affected in the same way by SGE

For transactional queries like “iPhone smartphone offer”, or navigational ones like “access Google Search Console”, “the impact of SGE on CTR and organic traffic is less, since the” user still needs to access a specific site. Informational and generic queries are the most subject to a reduction in traffic, while commercial and navigational queries continue to generate clicks.

4. Increase the likelihood of organic traffic growth for specialized and niche content

In-depth or niche content, dealing with specific and less common topics, could benefit from Google SGE. When a query requires more detail than a generated answer can provide, AI directs users to specialized pages.

For example, advanced technical guides or articles addressing complex issues might see an increase in traffic, as “AI suggests readers delve deeper into the” topic with specialized sources.

5. New performance and engagement metrics

SGE introduces new metrics related to SERP engagement. For instance, the time spent reading a generated response, or how often a user interacts with related suggestions, could become relevant in understanding content effectiveness.

Frequently asked questions

Which sectors benefit most from the adoption of Google SGE?

Certainly those offering in-depth and niche informational content, such as healthcare, finance, education, and technology. Sectors where searches require comprehensive and specific answers might see an increase in visibility thanks to content well-optimized for search intent.

Is technical SEO still relevant with Google SGE?

Of course, technical SEO remains important! Factors such as loading speed, mobile optimization, and a SEO-friendly URL structure continue to influence SERP visibility.

Will Google SGE impact paid advertising campaigns?

Yes, companies will need to modify campaign targeting and integrate AI into SEM strategies to better optimize ads based on search intent and increase the relevance of the advertising message.

Conclusions

Google SGE represents a epochal turning point in the world of online search and SEO. Google’s ability to better interpret user intent and return more precise and articulated answers in SERPs imposes a radical change in the way content is created and optimized.

Thanks to advanced tools like AI Overviews and the Gemini model, Google SGE not only simplifies search but also makes “the user’s” experience more natural and useful.

Be ready for the change!

Facing SEO challenges in an AI-driven era requires a solid and well-thought-out strategy. We at Qreativa are here to help you optimize your content, update your SEO techniques, and stay competitive even in an evolving context like Google’s SGE.

Contact our SEO Agency to preserve organic traffic and increase your business visibility. The future of SEO is already here, get ready to seize all the opportunities!