Google’s SGE and its Impact on SEO

Google's SGE and its Impact on SEO

Google’s Search Generative Engine (SGE) , now AI Overviews, is an innovative development that generates an AI answer to a search query on Google.

Unlike the conventional search we are all used to that generates 10 blue links, SGE is not confined to pre-programmed algorithms; it leverages the prowess of generative AI to dynamically formulate search results. This transformative technology marks a paradigm shift in SEO, redefining how websites are ranked and content is discovered.

SGE goes beyond keyword matching, utilizing advanced natural language processing to understand user intent and context, providing more nuanced and relevant results. In this era of ever-evolving user expectations, digital marketers need to adapt to the new ways search will work, providing more “visual, snackable, personal, and human” (and may I add, straightforward) content in order to stay competitive on the SERPs.

In this article, we will explain what Google’s SGE is, how it works, and how to join Search labs to use it. Also, we will explain how the introduction of AI in SERPs generation will affect website rankings, and suggest how SEO professionals can adapt their efforts to these changes.

Without further ado, let’s get to the bottom of this!

What is Google’s SGE?

Undoubtedly, generative AI has caused major chaos amongst the SEOs, from the emergence of ChatGPT to this day. It for sure dictates the future of search experience and is not going anywhere.

Google SGE was launched in May 2023 as a test product from Google’s Search labs. It is a gen AI technology that generates an AI box with a straightforward, concise answer to search queries where appropriate. The aim of SGE was to organize information in a simple, easy-to-understand format for the user. Now called AI Overviews, it functions similarly to Google’s Knowledge Graph. And yes, it lists the sources used to generate the answer underneath.

I’ll demonstrate with an example. For the sake of this exercise, I will use a search query that isa question (and I searched for this morning): “why is drinking coffee on an empty stomach bad” .

Here is the SERP I was presented with when I had Search labs disabled:

What is Google's SGE1

As you can see, Google picked one source that answers the query as closely as possible and in a bite size format, and highlighted the text. Below, you see the traditional People Also Ask feature, followed by the blue links we all know and love.

And here is the difference with AI Overview:

What is Google’s SGE

When I’ve activated Search labs and typed the same query, Google first generates a straightforward, to-the-point answer that matches my question and does not contain any excess information. Below the excerpt, you can see not one, but multiple sources gen AI used to come up with one spot-on, comprehensive answer.

User queries are evolving. Younger generations tend to have short attention span and are leaning towards compact, visual content that gives them answers without unnecessary fluff. Therefore, Google’s SGE doesn’t rely solely on predetermined algorithms; instead, it continuously learns and refines its understanding based on user interactions. This dynamic approach ensures that search results are not static but are influenced by the ever-changing user behaviors, helpful content and language patterns.

The Google’s SGE vs SEOs Debate

As a marketer, you may be shocked at the way AI is pushing all your hard work down the drain and sending your website where it won’t get seen on SERPs, and you are not alone.

However, search engines have been using AI ever since they existed. So, in a way, nothing is really that different now! One of Google’s earliest applications of machine learning was the spelling correction system introduced in 2001, which improved the speed and relevance of search results by addressing spelling mistakes and typos.

In recent years, advancements in AI have significantly enhanced Search capabilities. In 2019, Google integrated Bidirectional Encoder Representations from Transformers (BERT) into Search ranking. BERT marked a major improvement in search quality by understanding words in their contextual usage, enabling users to make longer, more conversational queries and receive more pertinent results.

Building on this progress, Google has incorporated even more advanced large language models (LLMs) into Search, such as the Multitask Unified Model (MUM). MUM, which is 1,000 times more powerful than BERT and trained across 75 languages and various tasks, is also multimodal. This model has been implemented in numerous Search features to enhance quality and improve information understanding and organization. For instance, MUM helps users discover related topics in videos, even when those topics are not explicitly mentioned.

How Does SGE Work?

Google’s Search Generative Engine operates on a sophisticated interplay of advanced gn AI technologies, setting it apart from conventional search engine algorithms we are used to. At its core, SGE is designed to not only recognize keywords but to understand user queries in depth through the lens of natural language processing and machine learning.

When a user initiates a search query, SGE dynamically generates results by comprehending the semantics, context, user history and search intent behind the words. Unlike traditional engines that rely heavily on exact keyword matches, SGE goes beyond, grasping the nuances of language and user expectations.

The mechanics of SGE involve a continuous learning process. The engine adapts and refines its understanding based on user interactions, evolving alongside shifting search trends and linguistic patterns. This adaptability enables SGE to provide more accurate and contextually relevant results over time.

SGE’s generative capabilities are especially pronounced in understanding conversational queries. It doesn’t merely dissect individual words but interprets the query in its entirety, considering the relationships between words and the overall context. This approach allows SGE to decipher user intent more accurately, delivering results that align with what the user is seeking.

Moreover, SGE’s learning mechanism ensures that it stays attuned to evolving language trends and user behaviors. This adaptability is crucial in an era where user queries are becoming increasingly conversational and context-dependent. By constantly learning and updating its understanding, SGE ensures that its results are not only relevant but also anticipate the evolving nature of user search patterns.

How To Use SGE

How To Use Google's SGE_Manual

  1. Check if Search labs are available in your country.
  2. If not, use the Chrome extension FreeVPN.
  3. Open a new tab in Chrome.
  4. Press the Search lab icon on the top right.
  5. Navigate to AI Overviews and click “Turn on”.
  6. Experiment away!

SGE, now AI Overviews, is still a new technology that is being refined and tested. That’s why it is not available in all countries yet.

As I spent a minute wondering why I didn’t see the Search labs icon anywhere, make sure you check if they’ve been released in your country yet:

How to use SGE1

If your location is not on the list, add the FreeVPN Chrome extention and pick a country where Search labs are available:

How to use SGE2

How to use SGE3

Then, open a new tab in Chrome (make sure you’ve signed in your Gmail account and that you have Incognito mode turned off).

How to use SGE4

Now, click on the Search lab icon on the top right. You’ll be taken to the Search labs Home screen:

How to use SGE5

Navigate to AI Overviews and turn it on:
.How to use SGE6

That’s it! Now give it a go with a few searches!

How Will SGE Change SEO?

In a way, there is really not that much of a change – you still need to optimize your content for the right keywords and make it helpful for the user. However, now that you compete for position Zero on the SERPs, you need to make an effort to be among the few sources AI is using to generate its answers.

In order to succeed, try to be original and do not simply repeat what your competitors for this title have covered in their articles. Add value.

This can be as simple as including a few examples and explanatory screenshots. Use graphics to make your content more easy to comprehend and engage with. Choose topics that users want to know about – read comments under influencer’s videos, they are a great inspiration!

It is still too early to make drastic changes in your digital marketing strategy so stay tuned and think of ways to be unique.

11 SGE Best Practices

11 SGE Best Practices

  1. Produce High-Quality and Relevant Content
  2. Leverage Natural Language Processing Techniques
  3. Provide a Seamless User Experience
  4. Structured Data Markup
  5. Optimize for Featured Snippets
  6. Monitor User Intent Shifts
  7. Leverage Multimedia Content
  8. Invest in Page Speed Optimization
  9. User-Generated Content
  10. Regularly Update and Refresh Content
  11. Diversify Anchor Text Strategy

Google’s SGE introduces a paradigm shift in the world of SEO, necessitating a strategic approach to align with its dynamic capabilities. Here are essential best practices for optimizing websites for SGE:

1. Produce High-Quality and Relevant Content

In the SGE era, content reigns supreme. Focus on producing high-quality, relevant content that caters to user intent. SGE prioritizes content that satisfies user queries effectively. Invest in comprehensive, well-researched content that adds genuine value to users.

2. Leverage Natural Language Processing Techniques

Harness the power of natural language processing (NLP) to resonate with SGE’s understanding of conversational queries. Use language that mirrors how users articulate questions, incorporating long-tail keywords and semantic variations. Optimize content for voice search, as SGE heavily relies on NLP for understanding spoken language.

3. Provide a Seamless User Experience

SGE prioritizes user-centric results, and a seamless user experience is integral to achieving this. Ensure your website is mobile-friendly, with fast loading times and easy navigation. A positive user experience contributes to higher rankings as SGE places emphasis on user satisfaction.

4. Structured Data Markup

Implement structured data markup to provide additional context to SGE. This assists the engine in understanding the content’s relationships, enhancing the chances of being prominently featured in search results. Structured data markup is especially beneficial for rich snippets, making your content more visible and clickable.

5. Optimize for Featured Snippets

With SGE’s inclination towards providing direct answers, optimizing for featured snippets is crucial. Identify common user queries within your niche and structure content to provide clear and concise answers. This not only improves visibility but also enhances your website’s authority in SGE’s eyes.

6. Monitor User Intent Shifts

Keep a vigilant eye on shifts in user intent. User behavior evolves, and so should your content strategy. Regularly analyze search trends and update your content to align with emerging patterns. This ensures your website stays relevant and maintains its position in SGE’s dynamic search landscape.

7. Leverage Multimedia Content

SGE values diversity in content types. Integrate multimedia elements like images, videos, and infographics into your content. These not only enhance user engagement but also provide SGE with additional context, making your content more appealing to the generative engine.

8. Invest in Page Speed Optimization

Page speed is a crucial factor for SGE. Optimize your website’s loading times to ensure a fast and seamless user experience. Faster-loading pages contribute to improved user satisfaction and, consequently, better visibility in SGE’s search results.

9. User-Generated Content

Encourage user-generated content, such as reviews, comments, and testimonials. SGE values authentic interactions, and user-generated content adds credibility to your website. Engage with your audience and foster a sense of community to enhance the overall user experience.

10. Regularly Update and Refresh Content

SGE prioritizes fresh and relevant content. Regularly update existing content and create new pieces to align with current trends. This not only signals to SGE that your website is actively maintained but also provides users with up-to-date information.

11. Diversify Anchor Text Strategy

Diversify your anchor text strategy to include a mix of branded, generic, and long-tail anchor texts. This not only aligns with SGE’s preference for diverse linking patterns but also contributes to a more natural and user-friendly link profile.

Limitations of Generative AI

While the advent of Generative AI, a product by Google’s SGE, has propelled search technology into new frontiers, we need to discuss its limitations.

One notable concern revolves around the potential risk of producing low-quality or inaccurate content. Generative AI operates based on patterns from vast datasets, and if these datasets contain biases or inaccuracies, there is a risk that the generated content may perpetuate and amplify these issues. The machine-driven nature of generative AI can inadvertently replicate and propagate misinformation, posing challenges for content reliability.

Moreover, the dynamic nature of language and context poses a continual challenge for generative AI. While SGE excels in understanding user intent, it may still grapple with the complexities of queries or evolving language trends. This can result in instances where the engine produces content that, while technically accurate, may lack the depth or nuance that a human creator might infuse.

Another critical limitation involves the potential for over-reliance on AI to replace human creativity and judgment. Generative AI systems operate within the boundaries set by their training data and algorithms, lacking the intuitive creativity and contextual understanding that human creators bring to the table. Over-reliance on AI could stifle the diversity and richness of content that emerges from genuine human insights, experiences, and creativity.

The risk of inadvertently promoting biased perspectives is also a concern. If not carefully monitored, generative AI systems may perpetuate and reinforce societal biases present in training data, inadvertently contributing to a lack of diversity and inclusivity in search results.

Furthermore, the user experience can change if there is an overemphasis on generative AI. While the technology excels in understanding user intent, it may not fully grasp the emotional nuances or specific cultural contexts that can significantly impact user satisfaction. Human intuition and empathy in content creation may be challenging for generative AI to replicate comprehensively.


Google’s Search Generative Engine (SGE) is changing SEO by using AI to improve how search results are generated. To succeed, websites should focus on high-quality content, natural language, and a smooth user experience. However, it’s important to be aware of AI’s potential limitations, like biased content, and value human creativity. Balancing innovation with caution is essential in this new era of search engines.