9 Key Takeaways from Google SGE: First Impressions

9 Key Takeaways from Google SGE: First Impressions

Table of Contents

  1. Introduction
  2. Understanding Google SGE
  3. Mechanics Behind AI Answers
  4. Implications for SEOs
  5. Impact on Website Traffic
  6. User Experience with AI Search
  7. Advantages for Small Publishers
  8. Redesign of SERPs
  9. Challenges with AI Snippets
  10. The Future of SEO


Welcome to this YouTube video where we will be discussing the recent changes in Google search with the introduction of Google SGE (Search with Generative AI). In this video, we will dive into the mechanics of AI-generated answers, the implications for SEO professionals, the impact on website traffic, and explore the user experience with AI search. Additionally, we will discuss the advantages for small publishers, the redesign of Search Engine Results Pages (SERPs), and the challenges faced with AI snippets. Let's begin!

Understanding Google SGE

Google SGE, also known as "Search with Generative AI," is a new feature introduced by Google that provides users with AI-generated answers in the search results. Instead of clicking on websites, users are presented with a box displaying AI-generated answers to their search queries. This new feature has caused some concern among SEO professionals, as it may impact website traffic and rankings. In this section, we will delve deeper into the mechanics behind AI answers and how they are generated by Google.

Mechanics Behind AI Answers

When using the new version of Google with AI search, it takes approximately 8 to 12 seconds for the AI-generated results to appear after typing a search query. During these seconds, a small blinking box is displayed on the Search Engine Results Pages (SERPs), which does not interfere with the primary call to action – clicking on website links. However, as users scroll down the SERPs, the AI results become hidden and do not push the search results down. This allows users to decide whether they want to explore AI answers or click on websites.

Google is also testing a two-step mechanic where AI answers are not loaded immediately. Instead, users have the option to generate AI answers by clicking on a dedicated button. This gives users the choice to either rely on AI-generated answers or actively seek information from websites. By providing this flexibility, Google aims to cater to different user preferences and needs.

Implications for SEOs

The introduction of Google SGE has raised concerns among SEO professionals. While AI answers may provide users with quick information, there is a potential impact on website traffic and rankings. However, it is important to note that not all queries generate AI answers. Popular topics such as medical and financial advice are covered but accompanied by disclaimers to mitigate Google's liability. SEO professionals need to be vigilant and adapt their strategies accordingly.

One observation is that featured snippets and "People Also Ask" sections still exist alongside AI answers. This sometimes leads to redundancy on the SERPs, as AI-generated answers and featured snippets may display similar information. Additionally, the AI model used by Google may provide contradictory advice as it aggregates information from various sources.

Despite the potential challenges, there are opportunities for small publishers. Google appears to favor specialized websites in AI answers, providing a chance for niche publishers to gain visibility and redirect traffic from larger publishers. This could level the playing field for smaller websites, especially in competitive industries.

Impact on Website Traffic

With the introduction of AI-generated answers, there is a concern about the potential decline in website traffic. While AI answers give users quick information, some individuals will still seek in-depth solutions by visiting websites. The intent of users who rely on SEO-driven results is often higher and more likely to convert compared to users casually browsing social media platforms. Therefore, SEO will remain a valuable source of high-intent traffic, despite the changes brought by Google SGE.

User Experience with AI Search

The user experience with AI search is an essential aspect to consider. Google has redesigned the SERPs to include favicons, making it easier for users to recognize and click on trusted websites. The emphasis on branding may influence user click-through rates, leading to more traffic for established websites. The SERPs also have more whitespace, allowing each result to take up more vertical space. However, this means that users may need to scroll more to reach lower-ranking results.

Another major change is the implementation of infinite scroll on all SERPs. This eliminates the need for users to navigate to subsequent pages, as all content is presented in a continuous feed. While this change may improve user experience, it may also impact website traffic for sites that previously relied on appearing on the second page of search results.

Advantages for Small Publishers

Small publishers can benefit from Google SGE in several ways. The AI snippets and carousel feature prominently display specialized websites as alternative sources of information. This presents an opportunity for smaller publishers to gain visibility and attract traffic from users who prefer niche content. By focusing on developing a loyal audience and specialized content, small publishers can compete with larger websites and regain traffic lost to AI-generated answers.

Redesign of SERPs

Google has introduced significant changes to the visual layout of SERPs. Search results now display favicons, enhancing brand recognition. The spacing and larger vertical height of each result increase readability and allow websites with strong brands to stand out. However, the change from blue to black links may reduce the prominence of website links, potentially shifting click-through rates towards other features like images and videos.

Challenges with AI Snippets

While AI snippets have the potential to provide instant answers to users' queries, there are challenges associated with their implementation. One notable limitation is the absence of outbound links. AI-generated answers do not link to the sources they are derived from, making it difficult for users to access more detailed information. This limitation prevents users from directly engaging with websites and may hinder their ability to find specific information.

Google's conversation mode, which allows users to ask follow-up questions, has received mixed reviews. The system lacks granularity and is not as effective as dedicated chatbots or alternative search engines. Users often prefer returning to the top search bar for more refined queries, reducing the impact of the conversation mode feature.

The Future of SEO

Despite the changes brought by Google SGE, the future of SEO remains promising. While there may be fluctuations in website traffic and rankings, SEO still provides valuable opportunities for businesses and publishers. The intent of users who actively search for specific information is higher, leading to higher conversion rates. SEO professionals should continue to adapt their strategies, monitor developments in AI search, and focus on delivering high-quality content that meets user intent.


  • Google SGE introduces AI-generated answers in search results.
  • AI answers are generated within 8 to 12 seconds after a search query.
  • Users have the option to choose between AI answers and website results.
  • Small publishers can benefit from the emphasis on specialized content.
  • The SERPs have been redesigned, featuring favicons and more whitespace.
  • Challenges include redundancy with featured snippets and limited linking in AI snippets.
  • SEO remains a valuable source of high-intent traffic despite changes brought by AI search.


Q: How does Google SGE work? A: Google SGE leverages generative AI to provide users with instant answers in the search results. When a user types a query, AI-generated answers appear within seconds, offering a quick solution without the need to click on websites.

Q: Will Google SGE impact website traffic? A: There is potential for a decline in website traffic as users have the option to rely on AI-generated answers instead of visiting websites. However, users who require in-depth information are still likely to click on websites, maintaining valuable organic traffic.

Q: Are small publishers at an advantage with Google SGE? A: Yes, Google SGE presents opportunities for small publishers. The AI snippets and carousel feature specialized websites, allowing smaller publishers to gain visibility and attract targeted traffic from users interested in niche content.

Q: How does the redesign of SERPs affect user experience? A: The redesign of SERPs with features like favicons and more whitespace aims to enhance user experience. These changes make it easier for users to identify reputable websites and provide a visually appealing layout.

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