A recent study conducted by Authoritas has revealed that Google’s Search Generative Experience (SGE) poses a significant risk to brand and product terms. According to the analysis, the introduction of AI-generated answers through SGE could result in a decline in traffic levels from brand-related terms.
Google has announced that it will be rolling out SGE to users who are not opted into Search Labs, under the name of AI overviews. However, it is still unclear how much of an impact these AI-generated answers will have on organic traffic. Authoritas highlights that these generative results present new opportunities for third-party sites and competitors to rank for brand terms and related brand and product terms.
The study also found that Quora and Wikipedia were among the top performers in SGE. Quora finished in the top 20 performing generative domains in 11 out of 15 categories, while Wikipedia appeared in the top 20 for every category and was the top or second-best performing domain in 11 categories.
When it comes to SGE links, the study revealed that an average of 10.75 links appeared in SGE answers, with 4.3 unique domains featured per answer. Interestingly, 62% of generative links came from sources outside the top 10 ranking organic domains. Additionally, 20.1% of generative URLs directly matched a page 1 organic URL, while 17.9% showed a different URL from the same organic ranking domain.
The study also examined the presence of paid search ads alongside SGE. It found that just over 50% of keywords had paid search ads. These ads appeared above SGE 51% of the time and beneath it 49% of the time, on average. In terms of shopping ads, they appeared below SGE 64% of the time.
The analysis conducted by Authoritas looked at 2,900 keywords for 251 prominent U.S. brands across 15 industry verticals. The study provides valuable insights into the impact of Google’s SGE on brand and product terms.
As businesses navigate the evolving landscape of search engine optimization, it becomes crucial to monitor the implications of SGE on brand visibility and organic traffic. With AI-generated answers potentially posing a risk to brand-related terms, marketers and SEO professionals must adapt their strategies to maintain visibility and relevance in search results. Additionally, understanding the performance of different domains and the presence of paid search ads alongside SGE can help businesses make informed decisions about their search marketing campaigns.
Overall, Google’s SGE presents both challenges and opportunities for brands. While it introduces the risk of erosion in traffic levels from brand-related terms, it also opens up new possibilities for third-party sites and competitors to rank for these terms. It is essential for businesses to stay informed about the impact of SGE and adjust their strategies accordingly to ensure continued success in the ever-changing world of search engine optimization.
