Google SGE: What to Expect in 2024
By Claudio Concha, Digital Director
At the forefront of this revolution is Google's Search Generative Experience (SGE), a project aimed at leveraging generative AI technology to enhance the capabilities of its search engine. As we look ahead to 2024, here's a summary of what to expect from Google's SGE:
Current Status
Google's SGE is still in the experimental phase, with ongoing testing focused on improving accuracy and quality using its generative AI, Gemini. While it's not yet fully implemented, Google remains committed to refining this technology.
Launch in the UK
Google has continued its development on SGE in the UK. In fact, Google's AI overviews are beginning to appear in search queries for a "small slice" of logged-in users in the UK. This expansion marks a significant step in the project's development, signalling Google's intention to roll out AI-powered features to a broader audience.
Consumer Demand
There's a growing interest among consumers for AI-powered search results. Studies indicate a high level of interest in AI-powered search products, reflecting a demand for more intelligent and personalised search experiences.
Features of SGE
Google's SGE aims to provide a more immersive and personalised search experience. This includes AI-generated overviews, interactive search capabilities, and more specific results tailored to user queries, all aimed at delivering richer and more relevant search results.
Expected SEO Changes:
SERP Layout
With the introduction of AI-generated overviews, organic search results may be pushed down, potentially leading to lower click-through rates.
Immersive Experience
Users can anticipate a more interactive search experience, with features like follow-up questions and personalised results becoming more prevalent.
Voice Search
As SGE becomes more conversational, voice search will become increasingly significant, with improvements in voice search capabilities enhancing user experience.
Overall Relevance
The importance of website relevance and quality will be heightened, rewarding sites that offer comprehensive and insightful content.
User-Generated Content (UGC)
There may be a shift towards valuing user-generated content in search results, placing emphasis on platforms like forums and Q&A sections.
Accessing SGE
While not yet available to all users, SGE can be experimented with through Google's Search Labs by enabling the feature in settings, allowing users to get a glimpse into the future of search.
Future of SGE
Google began testing AI overviews from SGE on a "subset of queries, on a small percentage of search traffic in the U.S." Some have speculated SGE could launch widely at Google I/O, but Google has not confirmed a date. And Elizabeth Reid, Google VP, Search, has indicated there likely won’t be a light-switch “moment” when SGE replaces Google Search as we’ve known it.
SGE as a Paid Service
Meanwhile, Google is reportedly considering making some of its AI-powered search features available only to subscribers. This could include SGE, among other AI search features. The move would represent a significant shift in Google's business model. While it's unclear if these "premium" features would be part of the Google One paid bundle that includes Gemini, it's speculated that they could become part of a subscription service.
In conclusion, SEO professionals should prepare for the impact of AI on search. Adapting strategies to the evolving landscape and embracing the opportunities presented by Google's SGE will be crucial for staying ahead in the digital world of 2024 and beyond.
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