Google SGE: What's it About and How Will it Affect Future SEO?

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Google SGE: What's it About and How Will it Affect Future SEO?

Surfing the Internet can be overwhelming sometimes, right? Here is where you might be interested in the new web tool Google Search Generative Experience (Google SGE), which uses powerful AI to transform the search experience. With SGE, searching becomes interactive and personalized beyond getting facts. This article will focus on the SGE insights, like what it is, its features, and how to benefit from Google generative search.

Get to know more about AI-enhanced searches with Netpeak Spider!

What is Search Generative Experience (Google SGE)?

Google SGE is an experimental approach to the search process. It transforms the search experience with generative AI! SGE recreates the results page and empowers users to obtain more value from a single search. SGE allows users to ask complex questions and obtain rapid summaries with related links. It also speeds up content creation and image generation tasks, boosting productivity with follow-up conversations and recommended next steps. SGE will continue to link users with quality content that is also accurate and timely.

How Does SGE Google Work?

The SGE mechanism is based on predictive search in Google's search engine, meaning the AI principles. They employ sophisticated language models (LLMs) such as MUM and PaLM2 to boost the results. The SGE includes human input, evaluation, and quality controls, such as working with independent Search Quality Raters. It focuses on particular tasks, such as corroboration, to overcome the limitations of LLMs. The SGE has high standards for the ‘Your Money and Your Life’ (YMYL) topics. It prefers informative and corroborated answers with appropriate disclaimers.

Search Generative Experience prevents answering questions on sensitive or unsafe topics and cooperates with specialists to protect teenagers. Policies exist to prohibit content violations that are not in line with Google’s procedures. The SGE intends to create a trade-off between flexibility and information quality, constantly evolving to improve. There is no personality behind the Google generative search, so it provides an unbiased and neutral summary of the predicted-to-be-useful replies.

Google Search Generative Experience Features

Google’s manual emphasizes seven ways of what the Google Search Generative Experience offers:

  • AI-Powered Overviews

SGE utilizes AI techniques to generate concise summaries. It also provides relevant links to access various online content and viewpoints.

  • An Easy Follow-Up

Users can track the information without repeating the context. They can use the ‘Ask a follow-up’ to adjust SERP or get additional info with links.

  • Vertical Experience

Vertical searches show essential factors and product features. For shopping, it has product descriptions, reviews, ratings, prices, and images from Google's huge Shopping Graph dataset.

  • Search Ads

Advertisers can target prospective customers via dedicated ad slots and guarantee transparency. Ad labels such as "Sponsored" distinguish ads from natural search results.

  • Innovation And Efficiency

Creative but qualified are the priorities of the showcased SGE content.

  • Image Formation

SGE brings generative image creation into play, where users can request and select from up to four generated images. This feature is available for users in the SGE experiment. Its goal is to inspire and be productive.

  • Enhanced User Experience

Google reworked the Search UI based on user research, making it more user-friendly and easier to use on desktop and mobile versions. Search results appear in intuitive sections, which are easy to navigate.

Google Search Generative AI Limitations.

Despite having various positive aspects and protection policies in place, the Google Search Generative Experience has limitations in its experimental form. These challenges include false interpretation, hallucinated facts, biased training data, opinionated content, and the possibility of duplicating or conflicting with the current Search features. While some improvements have been implemented, all the efforts are ongoing, focusing on fine-tuning the SGE and solving these problems.

That’s why Google asks its users to provide feedback after each search with SGE. It helps to streamline the feature development, so don’t hesitate to share your mind!

Google SGE vs. Bing’s Copilot

Microsoft Bing was a bit quicker in this race. In February 2023, it launched an AI-powered Copilot search engine assistant.

The idea and features are basically the same. A user receives a summarized answer on the selected topic with suggestions. There is an option for follow-up questions, the ‘People also ask’ section, all the possible topic-oriented tips, and image creation based on your descriptive text.

Besides, if you get distracted by images and many search sections, you can navigate directly from the search page to Copilot’s and find an appealing and brief query recap.

The most significant advantage of Copilot, compared to the SGE, is that it is already running for a year and is automatically available even for users who don’t have a Microsoft account. Besides, it is available worldwide, while Google Search Generative AI is under a beta test and mainly covers only Asia and the USA.

Where to Turn On Google SGE Feature?

To access the Search Generative Experience Google, navigate to Google Chrome and log in to your account. Ensure that your Chrome is updated to the latest version, that you are older than 18, and that it is not a business but your private account.

After the steps above, you should notice a chemical flask icon that indicates Labs. On the desktop, the icon should appear on the top right, and on the mobile version, the top left. Press on it.

Afterward, you will be redirected to the ‘Experiment with Search Labs’ tab, where you must simply tap on ‘Get started’. Then, a SGE pop-up appears, and all that is required on your end is to toggle the switch and press the ‘Try an example’ button.

An important note: If you followed all the steps but still cannot locate the Labs icon, it is unavailable in your region. Just wait a bit till Google expands the AI functionality!

Predictive Search in Google's Search Engine

Google Search Predictive AI recommendations use the power of advanced machine learning algorithms. It allows forecasting and suggesting relevant search queries and content by analyzing user behavior and patterns. The system predicts user preferences based on past searches, clicks, and contextual details (query location, language, and trending interest).

This predictive model helps users search for information efficiently. It provides relevant suggestions as they type their search queries. As more users engage with the system, it becomes easier for the system to provide relevant and customized recommendations..

How Generative AI Affects Google Search Results & SEO?

There are many surveys and opinions on how Generative AI influences the future of SERP and SEO overall. Let us shortly pinpoint the main directions:

  • Personalized Results

Generative AI personalizes search results according to the preferences and actions of the individual user.

  • Enhanced User Experience

Users get more relevant and interactive content, hence, the overall satisfaction increases.

  • SEO Challenges

SEO strategies, however, will require certain transformations to ensure AI-driven changes in search algorithms.

  • Content Diversity

Generative AI can result in a broader range of content types, also affecting SEO strategies.

  • Continuous Evolution

SEO professionals should remain up-to-date as AI algorithms develop, affecting search behavior daily!

The Future with Generative AI & Its Impact on SEO

Google mentions that upon working with Generative AI, they strongly focus on having clear expectations and admitting limitations. They deployed SGE as an experiment in Search Labs for user engagement. Google and other search engines constantly work on the generative AI experience to improve its quality and functionality.

Users' cooperation and feedback determine the future of Generative AI. Generative AI, meanwhile, influences users' preferences future! It’s a constant cooperation between entrepreneurs, customers, and AI, which will bring new perspectives and challenges!

Run a Website Audit with Netpeak Spider

To stay up-to-date with fresh technologies, don’t forget the fundamentals! A regular website audit is your best helper in the optimization for Generative AI. Netpeak Spider crawls your website and identifies each SEO leak. Moreover, it suggests the fix options! Are you intrigued? Then, here is a short guide on arranging an SEO website audit with Netpeak Spider:

Netpeak Spider

Start the Crawl in Netpeak Spider

Type the preferred website’s address in the 'Initial URL' field. Then click on 'Start'.

While crawling, you can check the ‘Dashboard’ with the general overview of the conducted audit.

Issues Review

Once you finish the crawl, you will get the whole issues report. The ‘Issues’ section is accessible by clicking on the sidebar tab named ‘Reports’. Red indicates severe errors. The yellow is for warnings, and the blue is for notices. Not all notices require immediate actions; some might not constitute a serious risk. But you will have all the details seen.

Click on the issue to view the URLs that received a color notice. Read the 'Info' section to learn about the problem's relevance, risks, and solutions. The issue pop-up contains many valuable links and detailed explanations.

Info Export

After the crawl results, you can convert tables to PDFs using the software. You can use more specific reports or collect all the data in one file with a single click. Export the filtered results by clicking the ‘Export’ button when looking at data in a table.

The ‘Export’ menu is also available at the top panel or far right corner. With a single click, you can export different types of reports:

  • All issue reports in one table
  • Special issue report
  • Extra large (XL) reports which contain massive data.


Google SGE is the driving force in the revolution of online search with its customized and interactive services. SGE is powered by AI technology and complex language models that utilize predictive algorithms. Google is advancing Search Generative Experience through user feedback and upgrades. This interactive cooperation of users, entrepreneurs, and AI is the one that builds the future of online exploration.

SEO specialists should focus on individualized results and improved user interactions. Strategic website audits provide optimization for future search results. Therefore, do not wait for AI to move into the marketing field entirely, but help your website benefit from new technologies with Netpeak Spider audit.