Google has completely revolutionised search with its Search Generative Experience (SGE).
At Makilo, we’ve seen the positive impact it can have on traffic (if done correctly).
One case study, where we focused on appearing in the SGE AI overviews, helped move a business from 2k visitors a month to 10k visitors a month.
Check out the screenshot below to see how rapidly this can be done.

However, that isn’t the norm, and most businesses will in fact lose huge chunks of traffic for two reasons:
- Not optimising for SGE by focusing on micro questions
- SGE giving answers up front on its search engine, so even if you get cited you still might not get the click.
Search Generative Experience (SGE) – and how it’ll affect you
Here’s an example of how SGE looks for a simple query.
Elements include:
- Paragraphs
- Featured image
- Bullet points (pulled from multiple sources)
- Citation boxes

Why SGE will change Google search
This significant development on Google will redefine how users interact with search results, shifting the focus from static blue links to dynamic, conversational responses.
In this article, we’ll answer:
- What is Google SGE
- What does SGE mean for you?
- How SGE impacts different sectors
- What to focus on to grow your traffic with SGE
We’ll also go into how it works, plus practical strategies to help your content rank within AI-generated overviews – no matter what your brand.
What is Google SGE?
On Google, SGE stands for Search Generative Experience.
It’s essentially Google’s response to other large language AI models like ChatGPT, Claude and Grok.
Unlike traditional search results that display lists of links ranked by relevance, SGE provides AI-powered overviews that synthesise information from multiple reliable sources.
In other words, you get a full mini article (curated by Google) before you even click a website.
This allows users to receive concise, comprehensive, and contextually rich answers to their queries.
The meaning of SGE and its significance
Let’s go with the official answer first. Then we’ll move on to why the meaning of SGE is so exciting for you and your business.
SGE from Google’s perspective
SGE is part of Google’s larger initiative to integrate generative AI across its ecosystem. By harnessing this technology, Google aims to make search more intuitive, conversational, and aligned with user intent.
SGE meaning for you
For a website trying to rank, SGE is an amazing opportunity to change the way you do SEO for a number of reasons:
- It appears BEFORE the sponsored ads! This actually means you have the ability and opportunity to rank ahead of people who are paying to rank. It’s going to make Google’s organic results into a true winner-takes-all situation.
- It doesn’t just pull in page-one URLs. Previously you’d have had to get to 1-3 on Google to pull in any real traffic. But with SGE it pulls in an average of 10 links! That’s 10 chances to get your site clicked on for a particular search query, which all appear above the number one result!
It’s no exaggeration to call SGE the most transformative update to search in over 20 years, akin to the introduction of mobile-first indexing or the Hummingbird algorithm.
How SGE Differs from Traditional Search
AI-Powered Overviews
Traditional search results consist of links that direct users to external websites. SGE, on the other hand, creates summarised responses directly on the search results page.
These summaries compile insights from multiple credible sources, reducing the need for users to click through to individual sites for information.
As we mentioned above, this is likely to destroy traffic for some companies who don’t move fast enough.
Citation Links
SGE still credits its sources by providing links within its summaries, but not all page-one URLs are cited.
Only the most relevant and well-structured content is likely to appear in these AI-generated overviews. This prioritisation makes content optimisation for SGE even more essential.
Interactive and Conversational Features
With SGE, users can refine or expand their queries in real time.
This makes the search process more conversational, allowing for deeper engagement and enabling users to drill down into specifics without starting a new search.
What Percentage of Page-One URLs Are Cited in SGE?
Not all page-one URLs will appear in SGE summaries. Current studies suggest that 30% to 50% of URLs on page one are cited in AI-generated overviews.
To maximise your chances of being included:
- Ensure your content is directly relevant to the query.
- Use clear headings, subheadings, and bullet points to enhance readability.
- Regularly update your content to keep it fresh and credible.
How SGE Differs by Sector
The meaning of SGE will differ depending on who you actually are.
While there are opportunities in every sector, some are more heavily weighted towards SGE than others. Look at the chart below from Search Engine Journal.

The impact of SGE is not uniform across all industries. Its effects vary based on the complexity of queries and the type of information users seek.
SGE for E-commerce
- Product Comparisons: SGE excels at synthesising product features and reviews, making it critical for businesses to optimise product pages with rich descriptions, reviews, and structured data.
- Shopping Queries: Well-implemented schema markup ensures your products are eligible for inclusion in AI-generated shopping results.
SGE for Health and Wellness
- Medical Advice: Trustworthiness is paramount. Google prioritises content from reputable, authoritative sources, making certifications, citations, and transparency vital for ranking in this sector.
SGE for Travel
- Destination Guides: SGE combines itineraries, reviews, and travel tips into unified overviews. Travel brands should aim to provide rich, location-specific content to secure citations.
- Local Businesses: Accurate business listings, customer reviews, and visually appealing content (such as photos) are essential for visibility.
SGE for Technology
- Complex Queries: SGE simplifies technical jargon, making it easier for non-specialists to grasp complex topics. Technology brands should create content that translates technical concepts into user-friendly language.
Ranking Impact of SGE: Shifts in Click Behaviour
Traditionally, appearing on page one of Google search results was the ultimate goal. However, with SGE dominating the above-the-fold real estate, users are increasingly finding answers without ever scrolling or clicking further.
This could impact the way businesses structure and design their websites.
This trend underscores the need for brands to secure spots within the SGE-generated summaries, as traditional rankings alone may no longer guarantee visibility.
Strategies to Rank in Google SGE
So, now you know what it is – and why it’s important to take advantage while it’s still relatively new. What should you actually do?
The major way to cut through in SGE is to understand that you need to match EXACT intent with what the user is searching for.
This means matching (word-for-word) the exact keyword or keyword phrase that the user types in. SGE really favours answering questions, so you need to use a keyword tool like ahrefs to accurately match what the user is asking and make sure you answer succinctly and use the heading tags to match their wording.
The four types of search

For SGE, you need to be looking at informational queries, commercial queries and transactional queries.
Which is easiest?
The best is when an informational query can lead to transactional intent. This is because these keywords aren’t so competitive that they are difficult to rank for.
BUT… they could still lead to buying intent.
For example: How to know when my boiler needs fixing?
This is an informational query – but the searcher is likely to be in the market for a new boiler!
Once you’ve used a keyword tool to identify questions in your niche, do the following steps.
Simplified checklist to rank in SGE
1. Answer Specific Questions Clearly
Break down topics into concise, actionable sections, addressing common micro-questions. This structure aligns with how AI parses and synthesises information for SGE.
2. Build Authoritative Content
SGE prioritises content that demonstrates expertise, authority, and trustworthiness (E-A-T). Use data, citations, and expert opinions to strengthen your content.
3. Use Structured Data
Schema markup helps search engines understand the structure and purpose of your content, increasing the likelihood of being featured in AI-generated summaries. For instance, FAQ schema is particularly effective for optimising micro-questions.
4. Prioritise User Intent
SGE emphasises context and intent over keywords. Ensure your content matches the user’s underlying goal, whether it’s informational, transactional, or navigational.
Conclusion: Adapting to the SGE Revolution
The rise of Google SGE is a wake-up call for you to rethink your content strategies. To position yourselves as authoritative sources for AI-driven overviews, you need to be answering questions more specifically than before – using keyword tools to give you the search volume so you KNOW that your pages will get traffic.
The scale of the SGE opportunity
The good news is that this part is easier than ever. As we mentioned above, the AI overviews include an average of 10 citation links – all above the first search result, and sponsored ads!
Tools like AlsoAsked and AnswerThePublic will help uncover hidden queries, enabling you to tailor your content to SGE as it evolves.
By understanding how to use SGE and implementing these strategies, you can future-proof your content and buck the trend of business losing traffic by increasing yours dramatically.
To take advantage of this big change in the way people search, feel free to get in touch!