What is Google SGE & How it Will Impact Future of SEO?

Google's Search Generative Experience (SGE) is a revolutionary innovation to reshape how we interact with search engines. Unveiled at Google's I/O conference in May 2023, this feature harnesses the power of generative AI to provide a more personalized & efficient search experience.

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Unlike conventional search engines that merely present a list of relevant links, Google SGE is designed to offer a holistic understanding of a topic.

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It does this without the user needing to scour multiple web pages. This sophisticated AI understands search queries & generates tailored content that surpasses what traditional search methods can't deliver.

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For example, when searching for "What is Interaction to Next Paint", Google SGE will craft the content for you. It eliminates the need for further clicks & finding the right content. You can check the web pages used to extract the information and further ask follow-up questions to dig deeper.

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This new feature is accessible on all devices in 120+ countries and is available in multiple languages, including English, Spanish, Korean, etc. However, Google will extend its language capabilities as the tool evolves.

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Google has also actively sought user feedback to perfect the SGE system before making it accessible to other countries. The information they gather will be essential in ensuring the system caters to user needs while maintaining the quality of search results.

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How Does Google SGE Work?

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Google SGE leverages the power of Large Language Models (LLMs), such as PaLM (Pathway Language Model), to process & analyze vast amounts of text data. When a user enters a search query, SGE sends the query to the LLM, which accesses & processes relevant information from Google's vast knowledge base. The LLM synthesizes this information into a clear & concise summary presented as an AI-powered snapshot.

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Google employs rigorous quality assurance processes to ensure the information presented is accurate, up-to-date & reliable. It involves leveraging automated algorithms & manual reviews to verify the generated content.

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To be eligible for inclusion in Google SGE, content must meet certain quality & relevance criteria. It includes well-written, informative, and engaging content for users. It also ensures that personal or sensitive information is handled according to privacy policies & regulations.

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Features of Google SGE

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Conventional search engines such as Google & Bing provide users with a list of website links that correspond to their search queries. Nevertheless, this method has certain drawbacks.

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For instance, it may pose challenges in identifying the most relevant results. It can also be time consuming to navigate through numerous websites to locate the desired information. Let us look at the feature of Google's Search Generative Experience.

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1. Conversational Search: SGE enables users to engage in a natural back-and-forth dialogue. It allows them to ask follow-up questions & refine their search without having to retype their queries.

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2. AI-Powered Snapshots: SGE generates AI-powered snapshots that provide concise overviews of complex topics. These snapshots summarize key points, links to the sources, images/videos to help users quickly grasp the essence of a topic.

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3. Next Steps and Related Topics: SGE suggests relevant next steps & related topics, guiding users further into exploring a particular subject. It helps users discover new information & broaden their understanding.

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4. Dynamic Web Links: SGE dynamically updates web links based on the user's search journey. It ensures that users can always access the most relevant & up-to-date information.

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What Are the Limitations Of Generative AI in Google Search?

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Despite its remarkable progress, generative AI in Google search still faces certain limitations that need to be addressed for further refinement:

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1. Data Dependency: Generative AI relies heavily on training data. While this can lead to advanced modeling, the risk of biased or incomplete data can result in inaccuracies. Also, the data might not reflect recent developments, potentially leading to outdated outputs.

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2. Contextual Understanding: Generative AI models excel at pattern recognition & text generation but often struggle with contextual understanding. It leads to irrelevant or misleading responses, highlighting the need for advancements in this area.

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3. Bias and Fairness: Biases in training data persist as a challenge for generative AI, leading to unfair or discriminatory responses. Careful curation & data evaluation are essential to minimize biases and ensure fair generated content.

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Google SGE v/s Bing Chat

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Google Search Generative Experiences (SGE) and Bing Chat are both cutting-edge technologies transforming how people interact with search engines. These two technologies have unique approaches to delivering users with accurate & personalized search results.

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The table below compares some key differences between Google SGE and Bing Chat:

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Google SGE utilizes generative AI to provide an enhanced search experience with more accurate & relevant results. It impacts various SERP features, improving their overall quality & usefulness for users.

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The experts at Quattr did a deep-dive on how Google SGE looks different from traditional SERP on both desktop & mobile for various searches. Here are our results.

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Google SGE for SERPs with FAQ, People Also Ask, & Knowledge Panel Features

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In traditional SERPs, FAQs, People Also Ask, and Knowledge Panel information are displayed in separate sections below the organic search results.

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FAQs are often presented as a list of questions & answers within the organic results, while People Also Ask displays a list of related questions at the end. The Knowledge Panel appears at the right and summarizes factual information about a specific topic or entity.

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When clicking Generate, Google SGE will answer your query using distinct sources. You can gain insights into the sources used for content generation & toggle the viewing option at the top right corner of the AI-generated result. It underscores the importance of delivering high-quality content aligned with users' search intent.

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In the Google app with SGE, the generative AI response is presented first, followed by the sources from where data is extracted. After that you will see the knowledge panel, people also ask, and organic search results.

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Interestingly, the sources chosen by SGE may not always align with the top organic search results, highlighting the unique perspective it brings to information presentation.

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Google SGE for SERPs with the Local Pack Feature

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When searching for specific queries related to local businesses or establishments, Google SGE provides similar answers to the local pack results.

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However, the top results within the local pack generated by Google SGE may differ from the standard local pack displayed on the SERP.

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On mobile devices, the generative AI response aligns closely with the desktop, followed by the customary local pack & organic search results.

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Google SGE for SERPs with Sitelinks

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For certain queries, Google prompts users with an option to generate an AI-powered overview.

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Clicking "Generate" triggers the creation of content sourced from third-party websites.

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The generative AI responses were mostly similar when searching on mobile devices. The sources were the same, but the copy was slightly different.

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Google SGE for SERPs with Product Details & Store Listings

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The traditional SERPs primarily focus on displaying the sponsored products, followed by SERP listings.

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When users search for products to purchase, Google SGE goes beyond the standard SERP listings by incorporating advice on what to look for in a product. They emphasize providing comprehensive guidance & suggestions before presenting organic search results.

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The mobile experience of Google SGE further augments this by generating advice & product recommendations, ensuring users make informed decisions.

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Google SGE for SERPs with Sponsored Ads & Featured Snippets

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The typical SERP results showcase sponsored ads alongside featured snippets, People Also Ask sections, and organic search results.

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Google SGE diverges by omitting the display of ads. Instead, it incorporates ads from six sources, as mentioned.

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The generative AI response from the Google app remains similar on mobile, albeit drawing from multiple different sources.

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Google SGE for News and Top Stories

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When users search for the latest news, Google SGE generates content from the seven most recent news sources.

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In contrast, standard Google SERPs typically display top headlines related to the search query, followed by the organic SERP listings.

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On mobile, Google SGE presents the seven most recent news sources, but some news was simultaneously different for the same query.

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This integration of Google SGE with news-related queries emphasizes real-time updates and diverse news sources.

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Google SGE for SERPs with Images

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In certain queries, such as "Wikipedia logo," Google SGE responds with a definition sourced from articles around the web. It is followed by other relevant information about their logo & the images of their logo.

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On the other hand, standard Google search results start with the Wikipedia website and show the logo in the knowledge panel.

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The generative AI response on mobile resembles this behavior, providing a definition and other related information about their logos. It is followed by images and the typical SERP listings, including the People Also Ask.

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Google SGE for SERPs with Video

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When searching for queries like "how to update Windows 10 to 11," Google SGE offers advice from five sources. After that, it shows the embedded YouTube video to watch the tutorial.

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In contrast, traditional SERPs showcase featured snippets & SERP listings. It also shows the carousel of relevant videos with key moments. It allows users to select segments based on their specific needs.

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Google SGE on the mobile app also follows the same format and shows information similar to its desktop version.

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Google SGE for SERPs with Events

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For queries related to upcoming events, such as "upcoming events in Chicago," Google SGE offers a comprehensive list of suggestions from multiple sources.

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Standard Google search results provide a list of events in a calendar format. It is followed by the SERP listings.

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Google SGE extends this list on mobile by incorporating additional sources, further enriching the event-related search experience.

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Google SGE with Code Tips

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Certain queries, such as "javascript code functions," trigger code tips if enabled in Search Labs. Generative AI in Google SGE provides immediate solutions to these queries.

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In contrast, standard Google search results typically offer links to find similar solutions.

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The Google app extends this functionality to mobile users by providing Code Tips, accompanied by the People Also Ask section & organic search results. It enhances the search experience for developers & programming enthusiasts.

As Google's Search Generative Experience (SGE) redefines the search landscape, businesses must adapt their SEO strategies to stay ahead of the curve. This shift prioritizes user experience, momentarily overshadowing brand-owned companies. However, it presents a larger opportunity to enhance content quality and relevance, ensuring long-term success.

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The future of SEO is exciting with the integration of AI. It brings new challenges, but it also offers a lot of opportunities.

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It's crucial to stay alert to this technology's evolution and what it means for organic search. This could involve trying new strategies or refining traditional ones to keep up with the changing landscape. It's an exciting transformation that’s worth embracing!