In a surprising turn of events, the number of Google Search queries without SGE (Search Generated Experiences) jumped from 25% to 65% last month, marking a significant increase of 40%. This sudden drop in SGE queries has left many wondering why this change occurred, particularly given rumors that SGE could be launched during Google I/O next week.
The reduction in SGE can be attributed to Google’s Opt-in results type, which requires users to request an AI-generated answer. This change was reflected in data from enterprise SEO platform BrightEdge and their BrightEdge Generative Parser. The increase in search results without SGE has raised concerns among SEOs about the potential impact on organic traffic sent by Google to websites.
However, it seems that Google has been taking a cautious approach and conducting thorough testing over the past year to ensure a successful and improved launch of SGE. The goal is to provide the best possible search experience for users while minimizing any negative effects on website traffic. This testing includes various factors and optimizations aimed at refining SGE for a wider audience.
Not only have the number of SGE queries decreased, but the vertical space occupied by SGE has also been shrinking. In just one month, the space occupied by SGE dropped from approximately 1200 pixels to under 1050 pixels. Additionally, there was a significant drop in the SGE format known as “product viewers” at the end of April.
On the other hand, there has been an increase in the visibility of the “apparel carousel” format within SGE for queries specific to apparel. This suggests that Google is exploring different formats and optimizing the user experience within SGE.
One notable development in April was the introduction of a universally-applied warning stating “Generative AI is experimental.” This warning now appears across industries and query types, emphasizing Google’s commitment to transparency and informing users about the experimental nature of AI-generated search results.
While SEO for Classic Search will remain important in the foreseeable future, it has become clear that Artificial Intelligence Optimization (AIO) may become equally or even more important in the coming years for AI Search. According to Jim Yu, the founder and executive chair of BrightEdge, Google has undergone massive changes in recent months to test and perfect SGE. Marketers must stay up-to-date with these changes and adapt their optimization strategies accordingly.
BrightEdge continues to monitor SGE updates in real-time as part of its resource, “The Ultimate Guide to Google SGE.” This ongoing monitoring ensures that marketers have the most up-to-date information and insights to navigate the evolving landscape of generative AI search.
In conclusion, the significant increase in Google Search queries without SGE has raised questions about the future of AI-generated search experiences. Google’s cautious approach and ongoing testing indicate a commitment to improving SGE before a wider launch. Marketers must stay informed and adapt their optimization strategies to align with the changing landscape of generative AI search.
