Since the introduction of the Search Generative Experience (SGE), Google has been redefining the rules of the game when it comes to natural referencing. This major development, integrating generative artificial intelligence into search results, is transforming the way users access information and, as a result, the way businesses need to optimise their online presence.
You need to understand what is "Google SGE"?
The Search Generative Experience is an experimental feature from Google, accessible via Search Labs, which uses AI to generate informative summaries directly on the results page. Rather than offering a list of links, SGE provides contextual summaries, accompanied by suggestions for further questions, offering a more interactive and intuitive search experience.
For example, if you are looking for "best practice SEO 2025″, SGE could display a summary of current trends, expert advice and links to relevant resources, all without the user needing to click on an external link.
Why is Google SGE a revolution for SEO?
The integration of Search Generative Experience is profoundly changing the dynamics of search engine optimisation. According to a study carried out by Authoritas, SGE appears in around 86.8 % of queries, which means that the majority of searches are now influenced by this functionality.
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This development presents challenges for websites, as users often obtain the desired information directly from the results page, thereby reducing the rate of clicks to external sites. Another study indicates that the introduction of SGE could lead to a decrease of 18 to 64 % in organic clicks, significantly impacting site traffic.
How do you stay visible in the EMS era?
To maintain and improve your visibility despite these changes, here are a few strategies to adopt:
1. Produce high-quality content
SGE favours relevant, well-structured content that responds precisely to users' search intentions. Adopt a user-centred approach, providing clear, concise and reliable information. Using natural and conversational language can also improve AI understanding.
2. Optimise your structured data
The integration of structured data tags (schema.org) helps Google to better understand the content of your pages, thus increasing the chances of appearing in the summaries generated by SGE. This is particularly crucial for e-commerce sites, blog articles and detailed information pages.
3. Target long-tail queries
Specific and detailed searches, known as long tail queries, are less competitive and offer opportunities to appear in SGE results. By answering these queries precisely, you increase your chances of being highlighted.
4. Strengthen your online authority
SGE tends to favour sources that are considered reliable and authoritative. Make sure that your site is well referenced, that you obtain quality backlinks and that you are mentioned on recognised platforms. This strengthens your credibility in the eyes of Google's AI.
5. Improve the user experience
A fast, mobile-friendly and easy-to-navigate site not only improves the user experience, but is also favoured by Google's algorithms. A good user experience can indirectly influence your visibility in SGE.
The challenges and criticisms of EMS
Although the Search Generative Experience offers an enriched user experience, it is not without its critics. Notable errors have been reported, such as inappropriate suggestions or incorrect information. For example, some of the answers generated recommended dangerous or incorrect actions, calling into question the reliability of the AI.
In addition, the potential reduction in traffic to websites poses economic challenges for content creators and publishers. Increased reliance on Google for the dissemination of information raises concerns about the centralisation of access to information.
Conclusion
The Search Generative Experience represents a significant step forward in the evolution of search engines. To remain visible in this new environment, it is essential to adapt your content and referencing strategies. By focusing on quality, relevance and authority, you can not only maintain your visibility, but also take advantage of the opportunities offered by SGE.
To find out more about the Search Generative Experience and its implications, you can consult the following resources:
- Understanding Google SGE and Its Impact on SEO in 2024Strategic America
- 8 SGE SEO Tips for Google's Search Generative ExperienceInflow
- Ultimate Guide to Google SGE - BrightEdgebrightedge.com
By staying informed and adapting your practices, you will be better prepared to navigate the era of generative research.
