Google SGE: a revolution reshaping SEO
If you’ve noticed Google frequently changing how it displays search results, you’re not alone. With the introduction of Search Generative Experience (SGE), this transformation is accelerating.
Until now, we were used to “position zero” (featured snippets) and rich search results. But SGE goes even further: Google’s AI generates detailed answers directly within search results, often eliminating the need for users to click on external sites.
What this means in practice:
- Google is becoming an answer engine, not just a search engine.
- Users may click less on website links since they get their answers directly from Google.
- A new competition for visibility begins: how can you appear in these AI-powered search results?
What are the SEO implications?
You’ve spent years optimizing your site for SEO, crafting high-quality content, and improving your backlinks—now Google is reshuffling the deck with AI. But don’t panic; this evolution can be an opportunity if you prepare for it correctly.
- Less organic traffic but greater visibility? SGE might reduce clicks to websites. However, if your content is well-structured and relevant, it can be featured directly in AI-generated responses.
- An SEO strategy even more focused on user intent: Google's algorithms aim to truly understand what users want. This means going beyond keywords and providing precise, clear, and engaging answers.
- The growing importance of user experience (UX): Google has already emphasized UX with Core Web Vitals. But SGE takes it even further: a well-structured, fast, and readable website will always be prioritized.
Understanding Google SGE: what has changed technically?
Google's Search Generative Experience (SGE) was first announced in May 2023 during the Google I/O conference, with initial testing phases launched in Google Search Labs. This shift prioritizes AI-generated responses over traditional website links, requiring a fresh approach to SEO.
What’s no longer considered in HTML?
With SGE, Google relies more on semantic understanding and structured data rather than traditional on-page SEO signals. While essential HTML elements like <title>, <meta description>, and <h1> tags still matter, outdated techniques such as keyword stuffing, excessive alt text, and rigid metadata optimization are losing relevance. Content must now be context-driven and user-focused rather than purely keyword-optimized.
Is the sitemap still relevant?
Yes, but its role is evolving. While XML sitemaps remain useful for indexing, Google’s AI now prioritizes structured content and entity recognition within pages over traditional site hierarchy. This means that internal linking strategies and Schema markup are now more important than ever for ensuring visibility.
Key takeaway
SEO is shifting towards intent-based content, conversational language, and AI-readability. Websites that fail to adapt may struggle to appear in Google’s AI-generated results.
How to adapt your SEO strategy for SGE?
- Structure your content for AI: Google favors well-organized content. Use clear headings, short paragraphs, bullet points, and structured data to help AI understand and extract your information.
- Provide direct answers to users’ questions: FAQs, detailed guides, and how-to content are your best allies. The more precisely your content answers user queries, the more likely Google will highlight it.
- Optimize your presence on Google Discover and voice search: With SGE, Google favors content tailored to conversational queries. Structure your content to naturally answer user questions, particularly for voice search.
- Continue building authority and quality: Verified, well-sourced content from reputable sites remains a priority for Google. Boost your online authority by securing high-quality backlinks and publishing in-depth articles.
So, what’s next?
At Naes, we closely monitor these changes and help our clients adapt their SEO strategy so they don’t disappear from search results.
SGE doesn’t mean the end of SEO—it signals a new era where only well-optimized websites will stand out. Do you want to anticipate this shift and stay ahead? Let’s talk!
Optimize your SEO for Google SGE today with Naes.