Internet search has been an essential tool for the daily navigation of millions of people worldwide. From its humble beginnings with simple search engines to the sophisticated artificial intelligence (AI) we know today, how we search for information has evolved dramatically. In this article, we will explore the concept of Search Generative Experience (SGE) and how recent technologies, such as OpenAI’s Search GPT, Perplexity, and Google SGE, among others, are reshaping the online search landscape. In addition, we will analyze the impact of these innovations on SEO traffic to websites and how to adapt to these changes.
What is Search Generative Experience (SGE)? From SEO to SGEO
The Search Generative Experience (SGE) refers to an enhanced search experience through generative artificial intelligence, unlike traditional search engines, which simply index and list web pages based on keywords, the SGE uses advanced AI models to understand and generate relevant content that responds more accurately and completely to user queries.
We will have to adapt our strategy to this new type of search and move towards Search Generative Experience Optimization, adding this to our SEO strategy.
This new search experience will accelerate user traffic from the awareness and consideration phases to the conversion phase of the search customer journey. In other words, it will accelerate decision-making, reducing traffic to sites in these first two phases and surely increasing traffic in the conversion phase. We must prepare for this.
Practical Example in the Hotel World
Imagine you are looking for a hotel in Barcelona with good breakfast options and sea views.
In a traditional search engine, you would get a list of links to hotel websites, reviews and travel forums.
With SGE, the AI will not only provide you with links, but will also generate a concise summary that highlights the hotels with the best breakfast and sea views, based on user reviews and hotel descriptions.
This allows you to make an informed decision quickly, without having to navigate numerous websites.
Key Technologies in the EMS
Google Search Generative Experience
Google’s Search Generative Experience (SGE) is an advanced AI-powered functionality designed to improve the quality of search results by better understanding user intent.
SGE is currently in beta in the U.S. and 120 other countries, with a rollout in Europe expected soon.
Key features include:
- SERP Positioning: SGE results appear at the top of the search results page, above the traditional organic results and the “people also ask” section.
- Rich Answers: SGE provides detailed and contextually relevant answers, similar to language models such as ChatGPT.
- Conversational Model: SGE supports follow-up questions, allowing users to refine their searches without the need to repeat the context.
- Sector-Specific Results: Approximately 79% of the keywords searched generate SGE responses automatically or at the user’s request.
OpenAI GPT Search
OpenAI has recently launched Search GPT, a tool that uses advanced language models to improve the accuracy and relevance of search responses.
Search GPT not only indexes content, but also understands it and generates answers that are contextually accurate and easy to understand.
This approach allows users to obtain relevant information without having to sift through large amounts of data themselves.
Perplexity
Perplexity is another innovative technology in the field of EMS.
This tool uses AI to generate detailed and accurate answers to complex queries.
Perplexity not only searches for existing information, but can also generate new knowledge and insights based on available data, offering a richer search experience.
Benefits of the EMS
- Greater Accuracy: AI-generated responses are more accurate and contextually relevant, reducing the need to search through multiple sources.
- Time Savings: Users get the information they need quickly and efficiently, without having to navigate through numerous links.
- Accessibility: The generation of content in natural language makes information more accessible to everyone, regardless of their level of technical knowledge.
- Personalization: SGE technologies can tailor responses based on the user’s search history and preferences, providing a personalized experience.
Impact of the SGE on Websites' SEO Traffic
- Reduction of Organic Traffic: It is predicted that the SGE could cause a decrease in organic traffic of up to 30% for many websites.
For media and editorial websites, the impact could be even greater, affecting more than 60% of organic traffic.
This is because users will get full answers directly from search results, reducing the need to click on links. - Displacement of Organic Results: When SGE is activated, the first organic result is shifted down approximately 1,562 pixels, falling below the page fold.
This significantly reduces the visibility of traditional organic results, which could negatively affect traffic to websites that rely on organic search. - High Prevalence of SGE: Studies show that SGE appears in 86.8% of all search queries, indicating widespread impact on search results.
With AI providing summaries of information in most searches, competition for visibility in organic results intensifies. - Changes in User Behavior: The presence of AI summaries in search results can affect click-through rates in organic results, as users can get the information they need directly from the AI-generated summary.
This could lead to a decrease in traffic to websites, even if they appear at the top of organic results. - Variation by Sector and Type of Consultation: The impact of SGE can vary depending on the niche, business model and keyword types.
For example, e-commerce queries could benefit to some extent from SGE, as product summaries can direct users to make purchases more quickly.
However, for sites that rely on informational or editorial content, the impact could be more negative. - Need for Adaptation: SEO professionals and companies will need to adapt their strategies to counter the impact of SGE.
This may include optimizing content to make it easier to read and digest by AI systems, as well as managing managers’ expectations of SEO performance.
In addition, they might consider creating content that stands out in AI-generated summaries, ensuring that their main value points are captured by AI.
Do not miss it.
5 Key Points for Surviving the SGE
- Content Optimization for AI: Make sure your content is clear, concise, and easy for AI systems to understand.
You can use simple paragraph structures and avoid unnecessary technical jargon. - Focus on Quality and Relevance: Create unique, high-quality content that responds directly to users’ questions and needs. The AI values relevance and usefulness,, and such content is also known as hidden gems. Also, consider EEAT factors (Experience, Expertise, Authority, and Trustworthiness), which you will find perfectly detailed in Bigseo’s video above.
- Diversify Traffic Channels: Don’t rely exclusively on organic search traffic.
Use other channels, such as social media, email marketing, and paid advertising, to drive traffic to your site. For example, use the long tail in your SEO strategy, as this new, more conversational way of searching will help you get found. - Constant Adaptation: Keep up with trends and updates to search algorithms.
You’ll be able to adapt your SEO strategies accordingly. - User Experience: Improve the overall user experience on your website.
Attractive design, fast load times, and intuitive navigation can increase retention and conversion rates.
The generative search experience or GSE is already transforming the way we search for and access information.
What do you think about the future of online search with the addition of SGE? How do you think it will affect your website or business? Leave me your comments and share your experiences. I look forward to reading from you!
REFERENCES
