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What is Google SGE? Ai search.

Updated: Apr 9

what is SGE

You have probably heard of SGE and if not, well it's about time!

SGE stands for Search Generative Experience and it's a new way Google is using artificial intelligence (AI) to present search results. So far it is available in 120 countries (UK/ Europe is not included) and only in English.

To check if it is available in your country, look for the "lab bottle" sign.

Image from SEMRUSH Google SGE

Here's a breakdown of what SGE does:

➡ Provides summaries: SGE uses AI to analyze relevant websites and generate a concise summary at the top of the search results page. This summary should give you a quick overview of the topic without having to click on multiple links.

➡ Understand complex questions: SGE can handle more intricate questions than traditional search. For instance, instead of just providing results based on keywords, it can interpret the intent behind your question.

➡ Conversational search: SGE can suggest follow-up questions based on your initial search. This allows you to delve deeper into a topic without starting a whole new search.

Overall, SGE is designed to make searching the web a more streamlined and efficient experience.

What does this mean for your business?


  • Improved customer experience: With SGE providing summaries and understanding complex questions, small businesses can potentially benefit from more qualified leads. If a customer searches for a product or service your business offers, SGE's summary could highlight your unique selling points, leading to a more informed click-through.

  • Increased brand awareness: Well-crafted summaries by SGE could position your business at the forefront of search results, increasing brand awareness for potential customers.

  • Insights into customer needs: By analyzing the types of follow-up questions SGE suggests for searches related to your industry, you may gain valuable insights into what information customers are looking for. This can help tailor your website content and marketing strategy.


  • Loss of control over message: SGE summaries are generated by AI, and you might not have full control over how your business is presented. There's a chance the summary could miss key points or even portray your offering inaccurately.

  • Dependence on SEO: Since SGE summaries are based on website analysis, good SEO practices would still be crucial for small businesses to ensure their websites rank well and get analyzed by SGE.

  • Potential for manipulation: There's a possibility that businesses with good SEO but lower quality products or services could benefit disproportionately from SGE summaries.

What can you do to prepare for this shift?

Focus on Expertise, Authoritativeness, and Trustworthiness (E-A-T):

  • Content Creation: Ensure your website content showcases your expertise in your industry. Publish informative and well-researched articles, blog posts, or FAQs relevant to your products or services.

  • Citations and Backlinks: Encourage other reputable websites to link to yours. This demonstrates to Google (and potentially SGE) that your site is a credible source of information.

  • Customer Reviews: Positive customer reviews on Google My Business and other platforms build trust and authority. Encourage satisfied customers to leave reviews.

Optimize for SGE's Functionality:

  • Clear and Concise Content: Write website content that is easy for SGE to understand. Use clear language, avoid jargon, and structure your information logically with headings and subheadings.

  • Target User Intent: Go beyond just keywords and think about the intent behind customer searches. Anticipate the questions users might have and address them directly on your website.

  • Diversify Content Formats: Include multimedia content like videos, infographics, and podcasts alongside text to cater to different learning styles and potentially improve SGE's analysis.

Stay Informed:

  • Track Google Updates: Keep an eye on Google's official channels and search engine marketing (SEM) news sources for updates on SGE development and potential launch dates in your region.

  • Test and Adapt: As SGE rolls out further, be prepared to adapt your strategy based on how it performs. Analyze user behavior and see if adjustments to your website content or SEO approach are necessary.

The question is now: will this actually happen and will Google officially release SGE or kill this whole concept off?

More to that here


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