Google’s New Generative AI Overview: What It Means for SEO
Google’s bold new foray into generative AI – dubbed AI Overviews or Google Search Generative Experience (SGE) – has elicited big reactions, and not many of them positive. A few high-profile slip-ups aren’t helping boost confidence in AI to provide useful, accurate results.
Despite these hiccups, AI in search is likely here to stay. With search engines and SEO being such a core aspect of digital marketing, there’s understandably a lot of attention being paid to the ripple effects of this evolution in search.
What is Google SGE?
Google Search Generative Experience is Google’s new approach to incorporating generative AI into their search algorithm. When in use, SGE will provide an “AI-powered snapshot” of information requested in a query at the top of the resulting search engine results page (SERP). These snapshots will provide a quick overview of the topic, with information collected, composited, and arranged from top results by the generative AI.
Reactions to Google SGE
Google SGE has received significant attention and criticism, primarily focused on how the tool will disincentivize users from actually clicking through to the websites surfaced in search results. Some see this as a threat to organic traffic for publishers, while others view it as an opportunity for brands and publishers that may have previously lacked authority.
How generative AI will affect search traffic in the next decade
While there are still many unknowns about Google SGE, the overall trend is pointing towards a collective decrease in traffic sourced from search engines. The importance of ranking highly in SERPs will become even more crucial, with authoritative, in-depth content gaining demand. Expert-sourced content will rise above the rest, providing a unique opportunity for B2B creators.
Know your audience and what they need
As the search landscape evolves with the expansion of generative AI, understanding search intent remains key to driving valuable organic traffic. By creating expert, in-depth content that speaks to your audience’s unique needs, you can establish your brand as a go-to source for reliable information in your industry.
Download our guide, Marketing with Intent, to learn more about creating a future-proof SEO strategy within this framework.
About the author
Harry is one of TopRank Marketing’s Content Strategists, with years of experience in digital content creation. He is passionate about creating high-quality content that resonates with audiences and delivers valuable insights. When he’s not writing, Harry enjoys watching movies and exploring new content ideas.