The Google Search Generative Experience (SGE), unveiled as AI Overviews on May 14, 2024, creates AI-driven summaries within Google Search, addressing user queries and linking to referenced web sources.
These summaries, however, present a risk to organic traffic, necessitating an understanding of Google’s SGE and best practices for optimizing websites for AI-driven search results.
Continue reading to learn more (and join WebFX’s Marketing Manager Insider for the latest insights on our approach to AI Overviews and other digital marketing challenges)!
Google SGE, also referred to as AI Overviews, is an experimental feature from Google Labs that employs generative AI to answer user queries. These responses are displayed at the top of search results and are trained on diverse content from the internet, including forums like Reddit.
Follow these steps to activate Google SGE:
Create or log in to your Google Account
Visit https://labs.google.com/search/
Select the relevant experiment
Enable the experiment
**Note:** This experiment is not available in all countries.
AI Overviews, also known as the Search Generative Experience, are AI-generated summaries that respond to user queries while linking to cited sources. These summaries are positioned above organic search results.
Access AI Overviews by following these steps:
Create a Google Account
Log in to your Google Account
BEGIN SEARCHING
**Note:** AI Overviews cannot be disabled.
Although Google SGE and AI Overviews are often used interchangeably, they differ. Google SGE is the Google Labs version of AI Overviews and includes features not available in AI Overviews, such as:
Follow-up questions: Extend your search experience through AI-generated follow-up questions to search queries.
Conversational mode: Communicate directly with Google through SGE’s conversational interface, where original queries are answered, and users can ask follow-up questions to delve deeper into their search.
Vertical experiences: Enhance commercial and shopping queries with AI-generated summaries and product recommendations.
Image generation: Create images using generative AI within SGE.
Coding tips: Receive coding tips directly within Search when searching for topics across JavaScript, Python, and more.
Integrations: Google Labs is also exploring the capability to send SGE snapshots to Google Sheets or Gmail.
Browsing tools: AI-powered tools provide valuable insights into web pages users visit, including key point summaries, jumps to relevant sections, and specific search questions answered on that page.
Like Google Search, AI Overviews use several ranking factors to generate their AI-powered snapshots, including:
AI models, such as Gemini and PaLM 2
Google Search ranking systems, like Helpful content and PageRank
Databases, such as Google Knowledge Graph
Topic, such as Your Money, Your Life (YMYL) queries
Search intent, such as informational, transactional, or navigational
Multimedia, including videos, images, and even GIFs
Schema markup, such as LocalBusiness
Note:** Official Google documentation confirms some of these factors.
Based on these factors, AI Overviews generate a snapshot (or do not generate one). Since the launch of AI Overviews, Google has reduced the frequency of their appearance due to questionable snapshots, such as suggesting adding glue to pizza.
The pros and cons of AI Overviews impact users and marketers, particularly SEOs.
Advantages of AI Overviews include:
For **users**:
Summarizing complex topics or concepts
Receiving answers to questions quickly
Getting responses to predicted follow-up questions
According to Google’s Gemini, AI Overviews also:
Enhance the search experience
Reduce information overload
For **SEOs**:
Obtaining additional insights into search intent
Gaining additional exposure (if listed below the AI Overview)
Gemini adds that AI Overviews also:
Increase traffic and engagement (if users explore further)
Give SEOs the opportunity to adapt to a new trend.
Disadvantages of AI Overviews include:
For **users**:
Providing inaccurate or biased information
Referencing unreliable sources
Lacking the option to disable AI Overviews
According to Gemini, AI Overviews can also:
Decrease exploration
Limit understanding of complex topics
For **SEOs**:
Reducing organic search traffic
Minimizing organic visibility
Decreasing organic conversions
Gemini also mentions increased competition as a disadvantage.
Understanding Google’s SGE is crucial. Now, let’s explore how to leverage AI Overviews with our team’s proven best practices for ranking in generative AI search results.
AI Overviews aim to provide users with exactly what they want in search results with as few clicks as possible. Replicate this in your web content by immediately addressing user search intent.
Conduct thorough keyword research to understand what users are searching for when they use specific terms. Translate these findings into your work, keeping in mind that content should serve people first and search engines second. Meet their needs!
A useful structure to remember when creating content is to pose the main question in your headings and immediately answer it in the following paragraphs. For instance:
Heading: What is social media marketing?
Following text: Social media marketing is [your definition].
After answering the user’s initial question, delve into other related questions they may have. Better yet, use Google SGE’s AI-powered follow-up questions to guide your content.
