At Google I/O in May 2023, Google unveiled Search Generative Experience (SGE). The concept is easy to understand and potentially very disruptive: instead of giving you a list of links, Google generates an AI answer directly at the top of the page.

The test is running in the US. The rest of the world will follow.

What is SGE in practice?

Think of it as a built-in AI assistant inside search. You type a question: "what should I look for in a framework agreement with a supplier?", and Google generates a coherent answer, drawn from many sources, with reference links on the side.

The implication is obvious: fewer clicks to the websites below. The user got the answer without going further.

What we do not yet know: which types of content are actually cited in SGE answers, how ranking signals will change, and whether Google will roll this out in its current form globally.

What does this mean for websites and content?

It is too early to make major changes based on an ongoing test. But some trends are already clear:

Content that is more at risk:

  • Generic information articles where the AI answer is just as good as your article
  • Thin pages that exist primarily to capture search traffic
  • Pages without a clear author identity or professional depth

Content that appears to hold up better:

  • Content with clearly named expertise (E-E-A-T: experience, expertise, authoritativeness, trustworthiness)
  • Opinionated and perspective-driven content that AI cannot generate on its own
  • Local and contextual content specific to your business
  • Content with original data, experiences and case studies

Structured content is favourable: SGE appears to draw information from well-structured pages with clear headings, short paragraphs and direct answers to specific questions. That is already good SEO practice, and it looks set to become more important.

The reaction in the SEO industry

The discussion is polarised. Some believe this is the end of organic traffic. Others point out that Google has announced the "death of search" many times, and organic clicks have persisted.

The most likely truth: traffic patterns will shift, not disappear. Questions that can be answered in one paragraph will lose click value. Questions that require depth, experience and context will continue sending people to websites.

What should you do now?

Do not panic. But be deliberate.

Continue publishing content that shows what you actually know, not generic information available in a thousand places. Make sure the author is visible and professional background is clear. Build content around what you know from experience, not just what is searched for.

That strategy holds regardless of what Google does with SGE.

We are monitoring developments closely. Want updates when something concrete happens? Get in touch.