Google is currently changing how search results (SERPs) are displayed. This change is called the 'Search Generative Experience' or SGE for short. With the help of generative AI (Artificial Intelligence), Google shows intelligent summaries directly in the search results – often without the need to click on a website at all.
Some experts are concerned about fewer clicks and organic traffic. However, those who create helpful, accurate, and targeted content can actually benefit from this and become more visible.
What is SGE?
Google SGE is part of the 'Search Labs' project. It uses AI models like PaLM 2 or Gemini and is activated in the Chrome browser for registered users.1
Instead of having to click on many links, you receive an answer that is compiled from multiple sources. There are often direct links to websites as well. This is particularly useful for complex questions, learning content, or when you need a summary.
Official example from Google: If someone asks: “What is better for a family with two children and a dog – Chicago or New York?”, SGE provides a combined answer about cost of living, leisure activities, and family-friendliness.1
Advantages of Google SGE
- Intelligent summaries even on difficult topics.
- Quick answers directly at the top of the search – saves time.
- Support for conversational search – you can ask follow-up questions directly.
- Intelligent summaries even on difficult topics.
Disadvantages and concerns
- Incorrect information may be displayed (so-called hallucinations). Google warns: SGE responses should not be relied upon alone in areas such as medicine or finance.2
- Less visibility for paid advertising (Google Ads).
- It is not always clear how Google selects or prioritises sources.
How do I optimise my website for SGE?
1. Create content that is accurate, trustworthy, and relevant to the search intent
Google says: Helpful and trustworthy content comes first.
Types of search intent:
Information search
Navigation (e.g. finding a specific website)
Commercial research (product comparisons)
Transactions (e.g. buying or booking)
2. Focus on long-tail keywords
SGE understands longer and more complex search terms better. These keywords often have less competition and match user intent more accurately.
3. Use structured data (Schema.org)
With schema markup, Google's AI can better understand your content.3
4. Write naturally and as if in conversation
As SGE is dialogue-oriented, Google prefers content that sounds like a real conversation.
Example: Instead of 'best hotels in Mashhad', better to say 'Where can I find a good hotel for a family holiday in Mashhad?'
5. Strengthen E-E-A-T
Google places more importance on these four points:
Experience
Expertise
Authority
Trustworthiness
Content from experts who share their own experiences and use reputable sources has a better chance with SGE.
6. Analyse data and adjust
With tools like Google Search Console or Google Analytics 4, you can see how SGE affects traffic – and adjust your strategy accordingly.
Conclusion
SGE is an opportunity – not a threat. Those who provide human, precise, and well-structured content can excel in the AI-driven search environment. Optimising for SGE means: content that genuinely helps the user – honest, useful, and reliable.
