Ongoing and Expanding Google SGE Testing and Development

Google Search is continuously evolving, and one of its recent developments is the introduction of Search Generative Experience (SGE) results. According to data from BrightEdge, SGE results have become increasingly prevalent in three industries: education, B2B tech, and ecommerce. In fact, SGE appeared on 98% of queries in these industries over the past 30 days.

What is interesting is that Google has expanded the reach of SGE to three new countries: Romania, Poland, and Turkey. While Google hasn’t officially announced this expansion yet, BrightEdge’s Generative Parser has detected the presence of SGE in these countries. This suggests that Google is actively investing in the research and development of SGE and is continuously testing its effectiveness.

The impact of SGE on different industries remains a big question. Many SEOs were hopeful that SGE wouldn’t happen, but it seems that Google is determined to make it a part of the search experience. The shift in “None” states, where a query doesn’t trigger an SGE result, is particularly significant. In education, ecommerce, and B2B tech industries, less than 2% of queries trigger an SGE result. This indicates that Google believes SGE is providing value to users in these industries.

BrightEdge has also observed some new features and changes in SGE. There is now a new version of the “breakout” unordered list, which includes images, descriptions, and sources cited. Additionally, Google has increased the warnings for sensitive topics in SGE, particularly in medical queries. For example, a search for “broken foot x-ray” includes a warning stating that the information provided is for informational purposes only and does not constitute medical advice or diagnosis.

Another notable development is the increase in the presence of “Places” in SGE. This module now appears in 45% of location queries, up from 30% in January. This includes searches related to restaurants and travel. Google has also experimented with different formats for SGE product viewers and seems to have settled on a combination of visual and informational content.

In terms of testing, Google has been exploring various aspects of SGE. They have tested an SGE review module sourced from Google Business Profiles, which mainly appeared for travel and destination keywords. Google has also introduced a listen button, allowing searchers to listen to the answers, as part of their efforts to provide multimodal search and results.

The expansion of SGE to more countries, such as Romania, Poland, and Turkey, indicates that Google is actively working on making SGE available to a broader audience. While these countries are not listed on Google’s official Where Search Labs & Experiments are available page, users have been able to enable SGE in Search Labs by visiting

Overall, the ongoing and expanding presence of Google SGE in search results suggests that it is here to stay. SEO professionals and businesses need to stay updated on these developments and understand the potential impact of SGE on their industries. As Google continues to invest in SGE testing and development, the search landscape is likely to undergo significant changes in the near future.

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